The Greenery delivers fifth consecutive profitable year, returning more than €17mn to growers since 2020 through its new transparent sales model
Dutch cooperative The Greenery has reported net profit of €22.1mn for last year, up from €20.9mn in 2023.
The news marks the fifth consecutive year it has managed to pass on a profit to its growers, and brings to more than €17mn its returns to those members since 2020.
According to the company, those growers expressed “high satisfaction” with the payout prices, which apparently outperformed those of other sales organisations.
“This result demonstrates what we can achieve as a cooperative – especially in a challenging year,” said CEO David Markowski. “We continue to invest in what truly matters: transparency, collaboration and value for our growers.”
Last year’s introduction of a new sales contribution model was a major milestone for the group, as it gave members a clear view of how costs and revenues were distributed, and therefore full visibility of their net returns.
That focused approach is seen as key to an increase in sales of member-grown products in 2024.
Partnerships with retailers, trade partners and e-commerce platforms were further strengthened, the company added.
Successful launches, such as the Inspire strawberry variety – now a well-known name in the market due to its taste, quality and availability – and increased sales of exclusive brands like Red Egg, Chica tomatoes, and Sweet Sensation pears demonstrated the impact of its joint market development, it added.
The Greenery has also adopted a simpler, more direct model to bring products to market.
“We are here for our growers,” Markowski added. “With strong prices for their products, clear cost insights and a solid profit distribution. Our strategy works, and we are confidently moving forward.”
