Dutch cooperative The Greenery has celebrated its 30th anniversary by underlining its commitment to its member growers, and unveiling a new brand message: ‘Where growers grow’.
During events last week to mark the landmark, the group thanked everyone involved in the organisation for their contributions, and reiterated its commitment to sustainable commercial development.
Speaking to growers, CEO David Markowski expressed his appreciation for their work. “Tonight we thank everyone who has contributed to this,” he said. “The generations before us, our employees, and especially you – the members of our cooperative.”
Markowski also confirmed the cooperative’s future direction: “This is how we want to grow as The Greenery: with more product from our own growers, new members, and a stronger collective position in the market. Growth that helps your businesses move forward and strengthens our cooperative.”
With its new brand message, The Greenery wants to position itself as an entrepreneurial platform run by, and for, growers – one that delivers maximum value for their products by investing in production and securing access to domestic and international buyers.
Growers will retain control, Markowski insisted, with “upfront clarity” regarding costs and insight into revenues and choices, enabling them to plan further ahead.
But the model would also benefit customers, he noted, enabling them to secure a closer connection with growers themselves.
