Family business Priva develops and supplies products and services for climate control and process control in the horticulture industry and utility construction. Topics like water- and gas consumption and labour and harvest registration are important for the development of worldwide sustainable horticulture. Therefore, Priva is present all over the world. As a consequence, director Meiny Prins has to travel regularly: “If you are only doing business in the Netherlands, you will miss how fast it develops all over the world. You have to go ‘out’ in order to get the best from yourself” states Prins. If a company is high-, mid-, or lowtech, it does not make a difference to the way Priva treats its customers. “Eventually it all comes down to the enhancement of cultivation, automation of processes and minimization of water and energy consumption. In this, we are able to support growers. High-, mid-, or lowtech does not say anything”. This corresponds to the campaign "The best solution for every ambition", which Priva launched two years ago.
Meiny Prins talking with the growers of the future
Thanks to her travel experience, Prins has a clear view on the future of international horticulture. The world population grows and more and more people live in big cities therefore ‘local’ food production becomes increasingly important. Prins identifies opportunities for horticultural suppliers like Priva. “Large-scale horticultural projects and large cities will develop a one-on-one relationship", predicts Prins. However, market developments are difficult to predict. “Support from the local government is also important. How important do they find local food production? In order to develop in a horticultural sector, one should invest in knowledge, with training, institutes or Universities. For us it is nice to contribute in these projects, but if the government support ceases, the development of that area will probably end."
How is the situation for Dutch horticulture? Also this situation is not unique, explains Prins. “Grow markets in the horticultural sector are continuously changing.” The Dutch market stabilizes after a period of growth. However, this also goes for more countries. On the Canadian market the same symptoms are visible. For example, the horticultural sector grew in Leamington. Then it dropped and the acreages stabilized.” According to Prins, there are enough opportunities for the Dutch horticultural sector.
Construction and horticulture
Even though the sustainable initiatives and the success of Priva are regularly praised, the company also has gone through a difficult period. Next to horticulture, the company is also active in utility construction. Both sectors were considerably affected by the crisis. "We grew internationally, but in the Netherlands, the organization was reduced by 10%", says Prins. "We became more 'lean and mean', more future-oriented." Consequently, our role as service- and knowledge partner became larger. "Relationships are increasingly important" clarifies Prins. Customers do not want an anonymous company to do business with. They want someone to cooperate with." This, is a challenge at the same time. "When a Chinese or Mexican company requires service, you cannot send a mechanic to these countries. " Therefore, they established local offices in both countries. Additionally, they own a worldwide dealer network and are present at local trade shows and meeting points and give training all over the world.Priva has the possession of a strong development department; 100 employees are working in R&D. "We are the only horticultural company that designs its own software. It is an important foundation in which we have to invest. We also want to accelerate. We have to realize our disruptive innovations - developing concepts and not realising they exist and that are at the expense of our own business."For example, she refers to Kodak - a company that almost filed for bankruptcy because they didn't take into account the disappearance of the film. Also for the horticultural sector this faith is lurking. Therefore, Priva invests in future techniques. Nanotechnology, and further automation of the horticultural sector, for example. "You always have to wonder how you can add value for the customer. Not only right now, but also in the future.
For more inforamation
Priva
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