1. The Greenery
Hoogsteder Group

2. >200 different products
The Greenery
key figures
>200 different products
1,1 Billion turnover
Purchase and sales in over 60 countries
> 500 Member Growers
> Employees

3. Sustainability Grower and product Supply Chain Society
Food safety requirements
Centifications- Gobal Gap -GRASP or and equivalent system: Ethical Trade Initiative (ETI), Sustainable Business Initiative (Initiatief Duurzame Handel, IDH), BSCI, Sedex, and Fair Trade
Minimize our impact on nature and the environment. We reward growers who make an exceptional effort to work sustainably with the Nature Counts designation. These growers must be able to demonstrate outstanding performance in at least one of the following areas: natural crop protection, energy consumption, transparent business practices or a responsible approach to water, energy and waste
Grower and product
Supply Chain
Direct deliveries from the grower to the client (cutback in transport movements and consequently in fuel consumption and CO2 emissions, reducing chain costs and the environmental impact)
The centralization of distribution centers and therefore the renewal of our logistical infrastructure is leading to a considerable reduction in energy costs and transport movements, thereby contributing directly to our sustainability policy.
Society
Our products should be reliable, affordable, as well as being accessible to the largest possible number of people. We also actively promote the consumption of fresh fruit and vegetables in accordance with the standards issued by the Netherlands Nutrition Centre, in order to contribute to a healthier society.

4. Organogram
Commerce

5. Hoogsteder Groenten en Fruit bv
The Hoogsteder group consists of different companies that all have a speciality, mostly related to market which they operate on:
Hoogsteder : France, Spain, Italy
Greenery France : subsidiary in France, sales to French clients
Greenery Italia : subsidiary in Italy, sales to Italian clients
E. Van den Berg : Switzerland
Greenery Produce : Worldwide, excluding Europe
Blue Sky Cargo : Agency that arranges the air transport for grooup companies, but
also for third parties
The head offce is situated in Bleiswijk, the Netherlands.
We work solely B2B. Most of the clients are GDO, the rest are wholesaler or industrial processor.
Turnover in 2016 has been EUR 135 mln, following an increasing trend. We intend to grow to EUR 180 mln by At the moment 85 permanent fte work in the company, 50 in the sales and admnistration department and 35 in the warehouse.
Markets: France (40%), Italy (29%), Switzerland (12%), Spain (4%), Rest of the World (15%). To France and Switzerland we are the No.1 exporter from The Netherlands, we are No.2 in the exports to Italy.

6. The market Consumer features Client features
The new demography features in Europe are causing a changment in the consumers purchase habits.
Client features
French clients: 80% GDO, daily order of a certain amount of colli.
Italian clients: 60% GDO, 40% wholesaler. 75% of orders are on daily business, the rest is based on week program. 70% of orders are whole pallet.
Spanish clients: 10% GDO, they order only whole pallet.

7. Greenery Italia srl
Hoogsteder has a subsidiary in Verona. It trades on the Italian market with GDO, wholesalers and industrial processors.
Seven ate are working there, six in sales and administration and one in the warehouse. An area of 500 m2 is rented in a big entrepote next to the office on the market in Verona.
80% of the turnover comes from the sales of the 3 top products: tomato, iceberg lettuce and endives.

8. The Grower
Bleiswijk Trading Company is a family business founded in It is a member of the Greenery for more than 30 years.
The company started producing tomato, cucumbers and paprika.
In the 80’s the company decided to focus on tomato, producing only beef tomato and bunch tomato.
Today the company has a production area 14 hectares in total in Bleiswijk. It has 38 permantent employees and 75 flex workers due to the fact that a lot of the work (harvesting) has a seasonal pattern.
The management of the company is currently in the hands of the 3rd generation of the family.

9. Beef tomato
Four hectares produce beef tomato. These are sold to the Dutch and Northern Europe market via our parent company The Greenery, meanwhile to South Europe and the Overseas markets via the Hoogsteder group of companies.
The Dutch production is available from week 17 to 45. It can be described by coloration and size:
Coloration is counted from 1 to 8, where 1 is green and 8 red. In normal condition the tomato takes around 1 step of coloration per day.
The size is the diameter of the tomato, divided in three category: mm, mm and +102mm
At the beginning the harvest produces big tomatoes, more or less 40% of the production is mm, then it will reduce step by step. This means there will be more middle size and then small size in the end of the season.

10. The Business Challenge

11. The new management has deceded to start producing beef tomato in Tunisia. It started a joint venture with Maison l’Oasis, a local grower located in el Hamma.
Reasons:
New technology: BTC provides his knowledge in greenhouse. The joint venture would build the first glass greenhouse in Africa.
Fast entrance in a new country: Oasis provides his 5 hectar.
Product availability: BTC will have beef tomato available all year round

12. How would you organize the distribution, in order to be economically, quality and environmentally efficient?