This has been a year of change for The Greenery; a case of adapting the business for the new environment.
In the first half of the year, the firm rolled out a new organisational structure that brought with it job losses, but the management is confident the business is now better placed to grow. “The changes to the organisational structure of The Greenery, along with the Russian boycott, made 2014 a tough commercial year,” says a spokesperson. “Despite these challenges, we have managed to deliver a marginal growth over 2013.”
For 2015, a combination of “a sharpened and newly defined commercial strategy for The Greenery and a focus to the UK business and local collaboration” will bring new growth and market development. One of the biggest changes made by the firm this year was around cost price leadership.
The spokesperson says: “During this process, management and product flows were centralised, which has led to more focus and ensuring the specialised knowledge is at the right levels, allowing us to act quickly and be proactive.”
The UK will remain one of The Greenery’s key focus markets, and management have acknowledged the importance of locally-grown produce.
It’s been a rather painful time for the firm, compounded by the recent decision of UK MD Kevin Doran to step down for personal reasons. But Greenery UK believes its new strategy leaves it fit for future growth.
