Dutch produce supplier Greenery UK and UK salad leader HumberVHB have announced an agreement to enter into a joint marketing arrangement.

Protracted discussions have taken place between the two companies to share an 'innovative marketing platform' which will primarily affect tomatoes and cucumbers.

'Both of us are grower-owned organisations and so we have much in common,' said Richard van der Hart, acting md at Greenery UK. 'We have similar interests in product supply and variety development. We are also the closest route from grower to consumer which is extremely important. And as two of the largest grower groups, we can deliver in the most cost effective way.' The supermarket customers of both groups, most of which they hold in common, have 'supported' the move, which will help reduce costs and means that between them, HumberVHB and Greenery UK can offer retailers 'an even better package', said van der Hart. 'We will supply each retailer through dedicated business teams,' he explained. 'This marketing arrangement will be mirrored within the structure of our growing base with dedicated growers for particular customers. Effectively retailers will maintain their own glasshouse production, growing their choice of varieties.' Both organisations already have their own supply bases in Spain and HumberVHB also has glass in Portugal and these supplies will continue to complement availability from the UK and the Netherlands to give the new marketing arrangement year-round tomato and cucumber availability.

The restructure at HumberVHB announced last week will also be of benefit, said van der Hart, 'to focus on production and introduce efficiencies,' he concluded.

The Greenery has also been busy on the Continent, tying up with Fruitmasters to combine fruit ranges, subject to approval by the relevant internal and external authorities, in a project provisionally called Fruit-NL.

Both Dutch companies believe that pooling their fruit supply will improve the market position of growers in the Netherlands. They will each have a 50 per cent share of the partnership.

Additionally, the Greenery and Naturelle, a subsidiary of potato retailer Jansen-Dongen potato, have also announced plans to combine their organic interests.

Topics