In 1996, nine fruit and vegetable auctions decided to join
forces with the Central Bureau for Horticulture Auctions (CBT). The
merger was mainly prompted by the rapid increase in scale on the
demand side. The market was also becoming increasingly
demand-driven rather than supply-driven as a result of more
intensive international competition. Distribution methods no longer
met the needs and requirements of key customers, while Dutch
horticulture products had become less popular, resulting in lower
product prices. However, there were also new opportunities on the
horizon. At the time, the Dutch horticulture sector was already
characterised by a high level of entrepreneurship and led the
market in terms of expertise and technological innovation. The
common view was that the sector could distinguish itself by
supplying high-quality products and services with added value. This
offered potential for supply chain integration and the development
of strong distribution relationships on the retail side.
In order to make this vision a reality and further secure the
cooperative members' position on the market, a new cooperative was
established. In 1996, this new cooperative launched The Greenery BV
as a marketing and sales organisation.
The cooperative - which has operated under the name Coforta U.A.
since March of 2010 - remains The Greenery BV's sole shareholder to
this day.
Development
Ever since its establishment, The Greenery has worked hard to
build and develop the new organisation. In order to further
solidify its market position, the organisation has acquired a
number of robust trading companies over the years. The old
auctioning method (the clock) was gradually replaced by a marketing
and sales organisation with auxiliary departments in the area of
logistics, quality & environment, administration, etc.
In 2010, we can conclude that The Greenery has successfully
realised the vision it first outlined in 1996. We have managed to
shape a trendsetting organisation that offers its growers broad
market access and maintains close supply chain relationships with
key national and international retail chains.
The Greenery sets itself apart from the competition with a broad
range of products and services, close ties with growers, knowledge
of the fresh produce market and a focus on innovation and food
safety.
Milestones
- 1996 - Establishment of The Greenery
- 1998 - Acquisition of Hagé International (Perkins Fresh Food
Group) and Van Dijk Delft
- 2001 - Acquisition of Hoogsteder
- 2001 - Fruit grower Anton van Garderen named 1st grower of
the year
- 2001 - National Horticulture Award "a tomato to suit all
tastes"
- 2002 - Aquisition Jover & Mulder Unions
- 2002 - Acquisition of Minnaar
- 2002 - opening of The Greenery house head office
- 2004 - opening of the Bleiswijk site (cross-docking,
pre-packaging, refrigerated storage)
- 2008/2009 Fresh DC Plus