The Greenery is taking another step in its focus on selling its own members' products and plans to discontinue the activities of J.H. Wagenaar B.V., the marketing cooperative confirmed when asked.
"In implementing its Focus'25 strategy, The Greenery works every day to create maximum value for its growers. That strategy is centred on focusing on core activities, simplifying the organisation, and creating maximum value for growers. As part of this strategy, The Greenery, as a shareholder, intends to discontinue the activities of J.H. Wagenaar B.V. in the course of 2026. In recent years, Wagenaar has largely concentrated on trading non-Greenery products. As such, this no longer aligns fully with The Greenery's strategic focus."
"The Greenery intends to organise the sale of its growers' products directly from The Greenery. This means that sales of its outdoor vegetable products will be handled entirely by The Greenery. This is expected to lead to greater focus and maximum value creation for The Greenery's growers."
Following internal procedures, The Greenery will reach a final decision in the coming period.
