Dutch cooperative Growers United is this year celebrating three decades of Prominent, its tomato brand that has embraced innovation, sustainability and changing consumer demands
This year, Dutch tomato cooperative Growers United celebrates the 30th anniversary of Prominent, a brand synonymous with trust and – just as important – innovation. Today, according to communications manager Martine Boekestein, the new generation has now come on board, bringing fresh ideas and perspectives to inspire further innovation in the tomato category.
“We continue to innovate in our high-tech greenhouses in the Netherlands and have started growing our own crops in Morocco and Spain,” she reveals. “It is the collaboration between the growers and the whole cooperative that makes us confident we’re ready for the future.”
Following the energy crisis that impacted recent tomato seasons, a new balance has been found between southern and northern Europe, according to Boekestein. “The tomato market is in a healthy position,” she states, “but as in the global economy, we are seeing conditions that affect the market change rapidly, including inflation, fluctuating prices for energy and raw materials, rising labour costs and political instability.
“As a company, you need to have strong management and the ability to make serious investments. The cooperative plays an important role in this by sharing knowledge and jointly investing in new innovations and resources to control costs, focusing on high-quality products, efficiency and sustainability in order to meet market demands.”
When it comes to varieties that offer resistance, especially to the ToBRFV virus, the range has grown considerably in recent years. “The problem is solved for 80 per cent of the varieties, thanks to new ones that offer good resistance as well as taste and yield,” says Boekestein. “As a result, we now have a wide range of varieties in our cultivation trials. We test these for their performance in cultivation, taste and shelf-life. We are looking for varieties that meet all the requirements. This remains a challenge, but we are definitely moving in the right direction.”
To address the big challenges, the cooperative has established an innovation programme named GU Next, using cultivation data valorisation and practical testing at its new GU Research Centre. “Together with our cultivation specialists and supplier partners, we are working on solutions for both the short term and the long term,” says Boekestein. “By investing jointly through the cooperative, we are setting the process in motion and ensuring progress to be future-proof.
“Sustainability is a major priority for the future. Retail is asking for more data, and we can support them there. Growers United has set up a programme called GU Cycle in order to meet coming sustainability requirements and targets and offer insights. The programme provides grower support and tools for monitoring results in various areas of sustainability. We monitor this information from a central data point. In order to meet the set targets, we focus on innovative energy solutions and effective cultivation methods.”
