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Better matching of supply and demand

NL: Growers can learn to play the market together

The SamenMarkt project of Inholland University of Applied Sciences, Delft University of Technology and Wageningen University is intended to develop knowledge by using simulations. Together with glasshouse growers and chain parties, new market strategies and chain cooperation can be examined. This enables glasshouse growers to adopt a more distinctive way to offer food that meets the needs of their customers for an acceptable margin.


Olaf van Kooten opens the meeting, photo Hans Ligtenberg

Supply and demand could be much better
Currently many Dutch greenhouse companies have financial problems. An important factor which contributed to this is the present structure of the market. There is no transparent process of price formation between consumer demand, retail and the produce of the glasshouse growers. The consequence is that the glasshouse growers earn too little and the consumers don't always get the desired quality.

Inholland University of Applied Sciences, Delft University of Technology and the research institute LEI of Wageningen University together with glasshouse growers and chain parties will develop an innovative market simulation. With the simulation, over the coming two years a study will be conducted on the functioning of the market and the possibilities to improve business cases of glasshouse growers. The simulation can be a useful leg up for a potentially major new market mechanism for the greenhouse horticultural sector.



'The challenge is urgent'
Lector Olaf van Kooten (sustainable connections in the Greenport) from Inholland is involved in the project. He hopes the project will initiate a much needed change in behavior. "I notice that the horticultural world is prepared to give us information. It illustrates that the challenge is urgent and that their willingness to change is high.”

New knowledge workshop
New knowledge will be published and used in the education of Inholland University of Applied Sciences. In the near future the simulation will be linked to a workshop at Inholland, where growers will be allowed to make use of it.

SamenMarkt is funded by the Nationaal Regieorgaan Praktijkgericht Onderzoek SIA. It focuses on improving the exchange of knowledge to enlarge the innovation capacity of SMEs.

Inholland theme sustainable technique and green
The level of activity of the agro and food cluster in an urbanized region such as the Randstad poses questions of societal problems, pressure on greenfield development or urban sprawl, lifestyle and health. The Inholland University of Applied Sciences prompt these questions in education and research to find creative solutions. Sustainability, technological ingenuity and responsible entrepreneurship are keywords in this. 

Source: InHolland

For more information:
Olaf van Kooten
InHolland

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