In a year of high market pressure, The Greenery managed to further strengthen its position as a sales organization and cooperative. With a net profit of €22.1 million for 2024 and a fifth consecutive profit distribution to members, the cooperative has shown that consistency, cooperation, and transparency lead to sustainable success. Growers expressed strong satisfaction with the payout prices, which were higher than those offered by other marketing organizations. "This result shows what we can achieve as a cooperative, especially in a challenging year," says CEO David Markowski. "We continue to invest in what really matters: transparency, cooperation, and value for our growers."
The introduction of the new sales contribution model in 2024 marked an important milestone. This model offers clear insight into costs and revenue distribution, giving growers full visibility of their net results. The Greenery actively supports this with personal guidance and explanations, enabling every grower to make informed strategic decisions.
© The Greenery
Grower's journey
Commercial strength: Growth in sales and product development
With a clear commercial focus, sales of member-grown products increased in 2024. Collaboration with retailers, trading partners, and e-commerce platforms was further strengthened. Successful launches—such as the strawberry variety Inspire, now a well-known name in the market thanks to its flavor, quality, and availability—and growing sales of exclusive brands like Red Egg, Chica tomatoes, and Sweet Sensation pears demonstrate what joint market development can achieve.
Financial result underlines the grower-focused course
In 2024, a more streamlined and direct model was used to market members' products. By focusing efforts, reducing costs, and leveraging income from associated companies, The Greenery achieved a net profit of €22.1 million (compared to €20.9 million in 2023).
Fifth year of profit distribution in a row
The Greenery has distributed profits to its members every year since 2020. What began after restoring financial solvency has now become a stable aspect of membership. In total, over €17 million has been distributed to members over the past five years. David Markowski: "We are here for our growers, with strong prices for their products, clear insight into costs, and a solid profit distribution. Our strategy is working, and we are building on it with confidence."
Steady course towards the future: Investing in collaboration and digitalization
Under the Focus25 banner, The Greenery is building a strong, future-proof organization. This final year of the strategy focuses on further strengthening the central sales structure, growing the member base, and advancing digitalization. Looking ahead, The Greenery aims to continue developing an attractive growers' organization, increase member volume, build strategic chain partnerships, and ensure future-proof cultivation through investments in digital and sustainable practices.
© The Greenery
Greenery grower Noordhuys
"As a cooperative, we prioritize our members' interests—from the best payout prices and transparency in costs and revenues to direct links with customers and a voice in strategic decisions. Through its own investment fund and access to SIG&F, The Greenery supports innovation and sustainable growth among its growers. By joining The Greenery, growers benefit from strong sales power, shared knowledge, and a reliable network across the supply chain."
For more information:
The Greenery
Spoorwegemplacement 1
2991 VT Barendrecht
[email protected]
www.thegreenery.com
