“These growers have understood that there is also a market in addition to the market of volumes,” says Ben Schuurman, Commercial Manager Fresh/Semi-fresh at Jan Linders. For some years now, the regional supermarket chain has been carrying grower brands. In addition to the usual tomatoes, brands like Red Cocktail Queen cherry tomatoes from Westburg, Tom4Life of Bree-Rijks from Meijel and L’amuse from Fresh Valley are found on shelves.
The choice for these products fits in with the regional supermarket chains’ broader strategy. “We have three pillars within Jan Linders: quality, price and regional,” Ben explains. The growers that offer these brands are all located in the southeast of the Netherlands, the region where Jan Linders operates. “We believe it’s important to offer as many regional products as possible within the fresh segment.”
Southern bargains
The supermarket chain recently announced wanting to focus even more on ‘fresh’ and ‘bargains from the south’. With these two priorities, the chain, which was elected best fresh supermarket of the Netherlands (source: GFK) for the sixth time, wants to further distinguish itself within the retail landscape.
In addition to tomatoes, there are also cucumbers and bell peppers on shelves in the Dutch season, with the explicit indication that these are regional products. Ben says the supermarket chain is working on permanent relations with the growers. “We do have a direct relationship with our growers, but for us it’s important that sales are facilitated. That occurs through ZON Fruit & Vegetables, among others.”
ZON distributes many products for Jan Linders. “For us it would be very difficult to collect the products from growers with trucks and distribute them. Now, everything comes in at a central location at ZON.” During the season, roughly between April and October, there are as many regional products on shelves as possible. “All tomatoes, cucumbers, bell peppers, cauliflower, leek,” Ben lists a few that are purchased locally.
Competition in regional?
In addition to these special brands, there is also room for tomatoes in bigger volumes. “Of course products with large volumes are important for us as well. These brands are available in smaller volumes,” Ben continues. “For a brand it’s important to have added value, especially in fresh produce. Without distinctiveness, a brand doesn’t have value. These products are all for special moments.” For instance, Wim Peters’ Home Cooking Roma tomatoes, which are particularly suitable for pasta sauces, are found on shelves.
With a focus on regional products, Jan Linders can stand out in the supermarket landscape, but doesn’t the rise of the farm shop mean increased competition? Ben Schuurman doesn’t see these stores as a direct competitor. “Farm shops aren’t our biggest competition. We emphasize the regional origin of products, and we have short lines to the suppliers.” He does see that consumption of fresh fruit and vegetables is under pressure. To turn this around, Jan Linders recently launched a campaign to inspire consumers to eat healthily. In the future, Jan Linders will continue to make an effort to stimulate the consumption of fruit and vegetables.
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Jan Linders
Ben Schuurman