In September 2018 there was an article from the Dutch organisation Milieu Centraal that they will not adjust their advice to the consumer about the Dutch tomatoes. Off course this was disappointing to the green sector.
Apperently the agricultural sectorneeds external parties to strengthen themselves from a positive message. It is surprising that the fruit vegetable sector remains narrow focused and is not able to join and realize brand value in the European market. I don’t mean that there is no existing reputation about the Holland product as reliable and uniform. It looks like growers organisations prefer react on the demand of their retail customer and high value products like cucumber, pepper, eggplant and tomato, etc. disappear as commodity into the marketing, with the exception off course.
The focus in the greenhouse sector is still cost control, cost lowering and more producting per square meter. Creation of added value on base of the consumers needs looks to be a bridge to far. Themes like flavour, health, convenience and comfort and luxury looks to be reserved to the food industry like Unilever where the brand Knorr offers “passion for flavour” which captivates and binds the consumer.
It’s getting time as horticultural business to act jointly and look further than the hygiene conditions to be able to deliver. Together with a common strategy, create and load a brand with fresh, healthy and sexy fresh food to fascinate and bind the consumer. The goal? Take care of good margin and enlarge turnover and cannibalize other productgroups (read: not fresh)
Probable entrances are the trends of this time where the attention will be easily focused to your message like biologic, health, superfoods or convenience. To come with surprising propositions will cause remaining attention to your brand. It doesn’t need a very expensive advertising campaign on tv but can be spread by smart social media and participation in events.
Together enlarging the pie can cause further innovation in the Dutch market. Not in scale but in value.
Oh yes, for the one who still doesn’t know… Marketing is more than promotion.
