The Greenery’s annual report and financial statement for the year ended December 31, 2004 reveals lower sales, net and operating profit than in 2003. The group’s total sales were worth €706 million compared to €890m in 2003. Operating profit fell by €11m to €21m and net profit was down from €9m in 2003 to €4m in 2004.
The group blamed over-production of salads and vegetables generally in Europe for the poor performance with fruit being the strongest performing sector. Also in the frame are supermarket price wars, although in volume terms, the Greenery managed to achieve six per cent growth on 2003.
“The volume of sales grew thanks to an increased supply from our own growers and the return of forward-thinking growers to the Greenery and higher imports,” said md Willem van Malt Meijer and chairman Jan can Staalduinen in a joint statement. “The fact that markets were found for this higher volume of products demonstrates The Greenery’s success in consolidating its position in various markets in 2004.”
The group also outlined its objectives for 2005 in the document highlighting that innovation is set to play a key role with new products due to come onto the market.
“The new products are based on three features: health, convenience and flavour,” the directors said in their joint statement. “The Greenery, in co-operation with retailers, hopes to encourage the consumption of fruit, vegetables and mushrooms. In 2005 we will continue behind the scene on creating a new organisation which allows even more efficient co-operation.”
Also on the agenda are investment in IT and logistics to improve cost savings and flexibility within the organisation.
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