Co-operative The Greenery UA has changed its name to Coforta.
The new name highlights the separate positioning given to the co-operative to distinguish it from the trading company, and supports its strategy aimed at the qualitative bundling of supply while leaving room for individual entrepreneurship.
The announcement of the new name represents a new milestone for the co-operative and its members. The Greenery’s name change forms part of the new collaboration model that is being implemented. The model highlights the co-operative’s separate positioning and supports the implementation of the co-operative’s own strategy. The strategy aims to attract market-oriented growers by creating powerful channels into the market, based on the qualitative bundling of supply chains while leaving room for individual entrepreneurship.
Theo Ammerlaan, chairman of the co-operative, said: “The co-operative’s name change is a logical consequence of the new collaboration model. The difference between the name of the trading company and the co-operative sends a powerful message and serves to underline the fact that the co-operative has a clear strategy aimed at bundling supply chains.’
The name Coforta is designed to convey co-operative power and collaboration. The logo is in the shape of a shield and the green and yellow colours refer to The Greenery’s history, and reflect the strong bond with The Greenery, the trading company.
The Coforta co-operative operates under the motto “co-operative strength through individual strength”. Coforta will no longer have its place of business in Barendrecht but will relocate to Bleiswijk.
When the Greenery co-operative announced its new name, the majority of its members confirmed their choice for either the P or T form of collaboration. Among the growers, 82 per cent chose the P form of collaboration and 18 per cent the T form of collaboration. In terms of volume, this means that P growers will represent approximately 60 per cent of Coforta’s volume, and T growers 40 per cent. Hard fruit growers will confirm their decision at the beginning of the season.
The co-operative will retain overall responsibility for the sales of all its members products.
For P growers this will be handled through The Greenery trading company, and for T growers via The Greenery trading company, Dutch wholesale trade and exporters. In all cases, Coforta will retain sales responsibility, determining both commercial policy and strategy.
A private limited company for sales was established on 2 Februaryfor the purpose of implementing commercial policy for T growers, and will operate under the name Coforta Verkoop BV.
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