This month, there's a new player operating in the Dutch tomato trade. Under the name The Tomato Company, the production from growers Red Harvest and Jan van Marrewijk is marketed. With the new sales channel, the nurseries are looking to do business with more market focus. The Tomato Company offers seven tomato varieties year-round. Salesman Jakko Kompier talks about the new company's strategy.
Jaap Noordam, Jan van Marrewijk and Jakko Kompier
Identity
Kompier has ample experience selling tomatoes, and is behind the strategy of putting out a distinctive product from The Tomato Company. Starting with the selection of varieties, production is taken into account, but a lot of attention has been given to flavour. "The company depends on the quality of the tomatoes. Therefore, we pick varieties that are a notch above the rest when it comes to flavour," he says.
Packaging
For the seven segments, brand names were developed that fit the company's identity while at the same time describing the character of the fruit. "With the brand names, we're already branding them clearly, although buyers can of course choose their own packaging." Packaging and selling takes place on 4,000 m2 in the former Greenery building in Maasland. To facilitate this, Red Harvest's packing machines have been moved. That's a good thing, grower Jaap Noordam also thinks. "The greenhouses and warehouses really aren't built for it, and we want to fully focus on cultivation in the gardens," he says. "Here, we have all the packaging facilities together in one central location," Kompier adds. "That means we can provide improved service and act quickly. Need another pallet at the last moment, or a couple of extra boxes with beef tomatoes? No problem."
Sales
The most recent expansion at Red Harvest was finalized last year, and at Jan van Marrewijk, a part of the company was also completed in 2013. So further expansion isn't on the cards in the near future. The illuminated acreage will be increased in the upcoming years though, in order to further increase the winter production (currently 20 ha). "But first we need to put this on the map," Kompier feels. "Let's show we can distinguish ourselves with this range of products."
For more information:
mato Company