For years, Looye has chosen to supply their Honeytomatoes exclusively to smaller retailers. This is now a thing of the past. JOYN vine tomatoes have been on shelves at Albert Heijn since week five. Just after Easter, in week 13, the Honeytomatoes followed. This has caused some anxiety among fresh fruit and vegetable specialists.
Retail sector
At Looye, they understand this concern. But, according to Jorrit Zuijdervelt, Marketing and Communications Manager, Looye will continue to invest in their valued fresh fruit and vegetable specialists. "We are convinced that our move to the retail sector will also benefit these fresh fruit and vegetable specialists", he says. "The crossover to this supermarket is bringing more attention to our tomatoes. Consumers recognise and value our product. This increased awareness also means extra attention for the fresh fruit and vegetable specialists."
Distinctive
Volume
A large amount of Looye's tomatoes go to other countries. These include Germany, Belgium and Scandinavia. Only a small quantity ends up on the Dutch market. "Only 20% of our tomatoes are good enough to be marketed as Honey and JOYN tomatoes. Eighty percent of our tomatoes find their way across the border. They are sold under private and fancy labels. This step in the Netherlands is especially important for Looye. We want to increase awareness of the Honey and JOYN tomatoes. We want as many people as possible to enjoy our tomatoes."
Looye Kwekers
www.looye.com
info@looye.com
Jorrit Zuijdervelt
Marketing & Communications Manager
+31 (0) 623 630 537
jorrit.zuijdervelt@looye.com