The Greenery recently published its annual report, the reorganization of Phoenix and the news of several layoffs caused quite a stir in national media. The company stated that the reorganizations were inevitable to achieve cost leadership. But there is more in the annual report. A few of the highlights:
German grower
The Coforta Cooperative currently has 651 affiliated growers in the Netherlands and abroad. In 2012 there were 720. Besides the already existing collaborations in England and Italy, a German tomato grower became a member last year.
Price per kilogram
Volumes put forward by members were 8.7% lower than in 2012. The average price per kilogram was 4.2% higher than in 2012, so the supply value decreased by 4.9%.
More volume in the Netherlands
The Greenery sold more volume in the Netherlands. "For a number of Dutch retail chains, The Greenery also operates as the logistics provider and supports these retail customers in the category management," according to the report.
However, sales in Germany were disappointing (oversupplied European market and growing production in Germany) and the UK market lost share (substandard demand for Dutch product). The market share in France and other southern European countries remained the same, but revenue fell slightly. The demand for Dutch products in Italy has declined compared to 2012 due to sufficient local production.
Snack vegetables and fruit
A product that showed significant growth is the snack vegetable category. Both in Germany and in the Netherlands, sales of fruit and snack vegetables are increasing. In Dutch supermarkets, snack tomatoes now represent a substantial share of the turnover of tomatoes. Sales of snack tomatoes in buckets increased by 200% compared to 2012.
Click to see the full report.