Royal Brinkman now global specialist in seven themes
The global horticultural industry increasingly needs knowledge and advice in addition to top quality products. In order to adequately respond to this development, Royal Brinkman has restructured its organisation according to seven central themes. This will enable the company to perform even better in terms of meeting market requirements. The Crop Rotation segment, for example, now incorporates all products and services relating to the inevitably hectic process of crop rotation undertaken by horticultural companies. Within the themes new products and innovations are being developed in close collaboration with strategic partner-suppliers. In the coming weeks all seven themes will be presented by Royal Brinkman at the trade fairs IPM Essen and Fruit Logistica Berlin, as well as at the Horticulture Business Days in Gorinchem.
Royal Brinkman - Leaders in Horticulture
Royal Brinkman’s revised strategy provides for the company’s transformation into ‘leaders in horticulture’. One of its principal objectives is to establish a different way of thinking, away from being a Dutch organisation with export activities towards being a global horticultural contractor and supplier with strong local representation in the most important horticultural regions and countries around the world. For Royal Brinkman the year 2014 was a major turning point in terms of moving towards the future. From now on this originally Dutch company intends to approach the market by implementing an international vision and carrying out a corresponding mission. In order to remain viable in the future, the organisation will have to anticipate and respond to global changes that affect the horticultural industry, in which its priorities will include establishing subsidiaries in major horticultural regions worldwide and introducing international account management.
New balance
The strategy is very much customer-based: developing, building and maintaining strong customer relationships. The rapid emergence of e-business has led to a new commercial balance, and the Royal Brinkman webshop and online options for requesting offers are an important digital addition to the company's more traditional customer approach through stores and personal sales. Investments in ERP, webshop and logistical software applications are now being made to ensure that the new balance is maintained well into the future. Royal Brinkman has defined the following core values for all operations, both domestically and abroad: product/service availability - practical expertise - convenience - reliability of supply - operational reliability.
Ton van Mil, Managing
Director Royal Brinkman
tel. +31 (0)174 – 446 100
ton.van.mil@brinkman.nl