Thanks to data Univeg is able to supply consumers even better26 September 2016
The flower and plant company Univeg Flower Trade from Waddinxveen, part of Greenyard, works closely together with Retail Services of Royal FloraHolland. The collaboration focusses on the exchange of knowledge and data to supply consumers even better. In this article in GROW, Rob Bomhof, managing director of Univeg Flower Trade, explains why collaboration between Univeg and Royal FloraHolland is so valuable. “We benefit from each other's knowledge.”
Univeg Flower Trade derived from the trade company Bocchi, which was established in 1984 with a focus on flowers and plants. A few years later Univeg Trade Benelux added vegetables and fruit to its assortment. In 2015 Univeg merged with the Belgian company Greenyard and was listed on the stock exchange.
The trade company attaches great importance to ensuring traceability and sustainability, is a strategic partner of the retail sector and supplies customised products. The vegetable and fruit company obtains its products from around the world (northern and southern hemispheres) to be able to supply buyers year-round, has 8,700 employees in several countries and is now the market leader. Its activities are traditionally focussed on the German retail sector.
Since the strategy of Royal FloraHolland became clear (over the past year and a half), Univeg has been working closely together with Royal FloraHolland. Our cooperative has a great deal of knowledge and data about consumers, retail concepts and markets. Year after year, many German consumers are surveyed. The data are translated into the profile of a customer of Univeg Flower Trade.
The trade company can apply this knowledge to strengthen its position with German customers and to serve consumers even better. Rob adds, "We can't know everything; that is why we need other knowledge partners. This is how we create a win-win situation. Added value is our common denominator. Royal FloraHolland has the specific knowledge we need."
Another benefit of the collaboration is that Univeg learns more about consumers as well. Rob says, "It allows us to respond better to our customers' wishes. And to create a better mix in the assortment. As a result, more people will buy more flowers and plants."
That last argument matches the Royal FloraHolland strategy for 2020 according to Fred van der Hoeven, business initiator at Royal FloraHolland. "Our challenge is to use the knowledge we have in the right way. And by doing so to add value for our buyers and end customers. We strengthen each other through this collaboration."
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