RedStar tomatoes will soon be on Dutch shelves as an AH house brand

Until recently, RedStar sold very few tomatoes in the Netherlands. That is, however, about to change, according to the Dutch newspaper, the Financieel Dagblad. These TOVs will soon be sold by the Dutch supermarket group, Albert Heijn (AH). These tomatoes will be on the shelves under the AH house brand.

The tomatoes will be placed, among other places, next to Looye's tomatoes. A merger between Looye and Redstar regarding control broke down at the beginning of the year. RedStar decided to do everything themselves. This company's director, Henri Lambriex, nevertheless does not exclude the possibility of an attempt at a new merger.

RedStar is getting the chance to attract a particular group of consumers. This opportunity is thanks to their teaming up with Albert Heijn. This group of consumers was hard to reach with higher level RedStar tomatoes. This was due to the fierce competition from cheaper tomato varieties. Lambriex talks of 'a breakthrough' and of 'the Netherlands as a difficult market' in the Financieel Dagblad article.


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