Plans for a proposed merger between one of Holland's leading fruit suppliers, Fruitmasters, and Dutch vegetable cooperative ZON have reportedly been abandoned.
The decision follows months of intensive talks aimed at exploring the possibility of combining the two companies or at least increasing cooperation between them.
According to Fruchthandel Magazine, the two cooperatives were unable to reach agreement on a joint marketing model for their respective products.
In particular, it said, criticism had been levelled at the proposed adoption of ZON's pricing and marketing system by Fruitmasters.
A small proportion of Fruitmasters' existing sales model is understood to be based on clearly defined marketing plans, but the majority of its sales activities are free from pre-defined marketing arrangements.
Both companies said they were confident they could achieve positive growth without proceeding with the merger.
