Two independent grower cooperatives working together precisely in certain areas – that sounds like a challenging task to many. Yet Kompany and ZON show that it can be done. For several years, the two organisations have been collaborating on auction sales, and this cooperation is proving fruitful for the organisations themselves, but especially for their growers and customers. Director Arnoud van Stralen of Kompany and John Willems of ZON explain in an article on the ZON website how this connection came about, what it delivers, and why this model could be inspiring for other product groups.
© ZON
Arnoud van Stralen of Kompany and John Willems of ZON
New conversations, new opportunities
The collaboration began around three to four years ago. Not with big plans, but by reconnecting. Arnoud: "Cooperation sounds heavy. In fact, it started when a new board came to ZON. We got to know each other again and developed a good rapport. John was open about their strategy and vision, and from those open conversations, auction sales came up as a topic. For us, that had never been a natural channel. We always sold directly to larger customers. But the smaller customers, who are less accessible to us, turned out to be interesting to serve together through ZON."
John adds, "It actually started as an experiment, from the idea of shortening the chain. Customers who normally bought from Kompany could now buy directly through the auction. That was new for both parties, but it immediately felt constructive."
From the past to the future
Both men are well aware that their current way of working together is far from self-evident. Kompany originated from a split from ZON and other associations. But that past no longer proved an obstacle. John: "In our first meeting, we sat down with both chairmen. We said, there has been enough talk over the past 20 years. Let's look ahead and explore what's possible. It's all about timing, market development, and the people now at the table. If there's trust between individuals, then it can work. Without that, forget it." Arnoud agrees: "In previous attempts at collaboration, the DNAs of Kompany and ZON clashed too much. Now there are new people, and that makes it easier to talk openly and constructively."
Trust and pragmatism
According to both directors, success lies in trust and pragmatism. Arnoud: "It's not about sharing the same vision, but about openness. If something needs to be addressed, you put it on the table. No empty talk, but demonstrably seeking solutions, even when things rub. And accepting where you don't overlap."
John: "We always looked at what was possible and what preconditions couldn't be met. You don't have to cooperate in every area; it's about focusing on what works. And if something doesn't go well, we simply say so and look for a solution. Through this way of working, we have built a smooth workflow together. That's the foundation."
Start small, grow big
The new workflow was developed step by step. First with small volumes, complementing each other's sales teams, and later with a larger share. Arnoud: "It was important that control of auction sales remained with us. That gave us confidence. It allowed us to use the auction as a tool, not as a 'drain,' but as a deliberate sales strategy." John: "In the beginning, the part of Kompany's offer intended for the auction was sold from ZON's location. Later, we pragmatically divided that between both sites. In the end, it's about working well together operationally, logistically, financially, and administratively. The customer must experience that everything runs smoothly. Behind the scenes, it doesn't matter who does what – together you share responsibility."
The difference for growers and customers
What do growers of both cooperatives notice in practice? Arnoud: "Our sales strategy has changed. We sell more volume through the free market, through the clock. This results in fairer pricing and more tension in commercial discussions. Ultimately, we perform better for our growers that way, and they see that reflected in their income."
John: "At ZON, the relationship with customers has grown stronger. We don't have cucumber growers as members, but we do have customers who ask for this product. Through Kompany, we can add cucumbers to our range and thus strengthen our position with customers. The more activity there is, the better it is for everyone." A key difference with other systems, John emphasises, is that ZON treats the auction as a customer. "You also don't tell a customer: today we'll deliver, tomorrow we won't. It's about continuity and deliberate planning. That's really a different vision from before."
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Inspiration for other product groups
Both are convinced that this model also offers opportunities for other product groups.
John: "We've shown here that cooperation works – despite the initial doubts. Nobody thought it would work, but now we all see that it can. That's a huge source of inspiration, also in discussions with other parties." Arnoud: "The great thing is that you don't have to align on everything. We focus on what can be done and let go of what doesn't fit. That's perhaps the most important success factor."
What are they most proud of? Arnoud: "That the contact between our people runs so naturally and solidly. It's not obvious, but it works. Everyone knows what we're doing this for together." John: "Beforehand, almost everyone said, "This will never work. Now it's the most normal thing in the world. That's what energises me: Achieving something that once seemed impossible."
And what will the collaboration look like in five years? Arnoud: "The market is changing rapidly. Our role remains to achieve the best price for growers. As long as the auction is a fair tool for that, we'll continue using this model. And if it no longer works, we'll reassess." John concludes: "We see this success as a model for possible new collaborations with other marketing organisations. We're already having broader conversations, for example, within Greenport South-East Netherlands. Ultimately, it's about the bigger picture: joining forces as a sector so that growers and customers can continue to thrive in the future."
Source: ZON
For more information:
ZON
Venrayseweg 102
5928 RH Venlo
Tel: +31 77 323 9999
[email protected]
www.royalzon.com
Kompany
Tel: +31 (0) 77 30 30 731
[email protected]
www.kompany.nl
