G’s to establish Dutch JV to market Love Beets

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Nina Pullman

BY NINA PULLMAN

@nina_pullman

G’s to establish Dutch JV to market Love Beets

New JV with Dutch organic grower Bio Brass will be the hub for G's European marketing of branded and fresh beetroot

G’s to establish Dutch JV to market Love Beets

G's is targeting global growth for its Love Beets brand 

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Salad supplier G’s has partnered with Dutch organic grower Bio Brass to markets its fresh beetroot and associated brand in the Netherlands and wider European market.

The new joint venture, which will be known as Beetz, is part of G’s wider strategy to partner with local businesses on the ground in countries that it is targeting for growth in Love Beets and fresh beetroot sales.

Bio Brass is already involved in beetroot production, which makes it an ideal partner in the business, according to G’s head of international marketing, Mark Haynes, speaking in an exclusive interview with FPJ.

“They have their own brand, but we are looking at growing own-label sales of beetroot into Albert Heijn. We are also looking for further opportunities for the Love Beets brand,” said Haynes.

Production for the new JV will primarily come from G’s Spanish operations, with some export from the UK if necessary.

The new venture replicates G’s operations in the US – it initially marketed Love Beets through an in-country operations run by G’s, before taking on a JV partner as the business expanded. A new factory opened in Rochester, New York State, earlier this year, as part of this development. G's is also pursuing opportunities across Asia and Australasia through its licensing partner in Australia, One Harvest.

“We are looking at how we can develop Love Beets in the markets we’re operating in – some involve a form of JV, some involve a licensing agreement,” Haynes added. “We believe there is a very healthy future across the whole Love Beets range.”

Haynes has been spearheading G’s new push on international growth for its brands with a remit to consolidate global brand unity as well as establish close local relationships.

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