Exclusive Honeytomatoes pop up in supermarket

For years and years the Honeytomatoes, a Looye Kwekers product, have been brought to the Dutch market by specialist vegetable retailers only. The company built an exclusive brand, became a forerunner in the market and an example to many other growers, while also managing to garner top prices for their tomatoes. Now the Honeytomatoes can be found in Dutch supermarket Albert Heijn as well. What happened?

For years, Looye has chosen to supply their Honeytomatoes exclusively to smaller retailers. This is now a thing of the past. JOYN vine tomatoes have been on shelves at Albert Heijn since week five. Just after Easter, in week 13, the Honeytomatoes followed. This has caused some anxiety among fresh fruit and vegetable specialists.

Retail sector
At Looye, they understand this concern. But, according to Jorrit Zuijdervelt, Marketing and Communications Manager, Looye will continue to invest in their valued fresh fruit and vegetable specialists. "We are convinced that our move to the retail sector will also benefit these fresh fruit and vegetable specialists", he says. "The crossover to this supermarket is bringing more attention to our tomatoes. Consumers recognise and value our product. This increased awareness also means extra attention for the fresh fruit and vegetable specialists."

It is too soon to draw definite conclusions. To date, Looye has, however, seen only a positive trend in the demand for the tomatoes. These are found exclusively at Albert Heijn. "We did not access the whole retail sector. Our product can only be found at Albert Heijn."

Distinctive

"Those fresh fruit and vegetable specialists whom I spoke to, understand our decision," says Jorrit. "Even after this move, there is a distinction between these specialists and the supermarket. At the fresh fruit and vegetable specialists, whole vines will still be available. These are supplied in 1.4 kg and 3 kg packs. The tomatoes at Albert Heijn are only available in small packs."

Volume
A large amount of Looye's tomatoes go to other countries. These include Germany, Belgium and Scandinavia. Only a small quantity ends up on the Dutch market. "Only 20% of our tomatoes are good enough to be marketed as Honey and JOYN tomatoes. Eighty percent of our tomatoes find their way across the border. They are sold under private and fancy labels. This step in the Netherlands is especially important for Looye. We want to increase awareness of the Honey and JOYN tomatoes. We want as many people as possible to enjoy our tomatoes."

For more information:
Looye Kwekers
www.looye.com
info@looye.com

Jorrit Zuijdervelt
Marketing & Communications Manager
+31 (0) 623 630 537
jorrit.zuijdervelt@looye.com