On January 1st, the Dutch company De Rond Agro took control of its product marketing. It is, thus, no longer affiliated with The Greenery. “We’re our products’ ambassador,” says Rob de Rond, who runs the company with his parents and brother Rick. “That means direct contact with customers and brainstorming with them. We also see how a product can best end up on the shelf to increase sales. That leads to a win-win scenario. That’s our strategy and what we stand for.”

“That doesn’t mean our 30+ year partnership with The Greenery ended badly. On the contrary, certain clients still go through them, and that’s going well. We feel more connected to the market, even if it’s a niche one. It’s hard to sell niche products. It takes energy, trying new things, and believing in your product. And certainly not giving up immediately when you hear someone say your product’s too small to include in their range,” Rob explains.

Not just a grower, an ambassador too
“That can be frustrating because it’s important for some people to know all about, say, rhubarb. I, for one, find it very interesting.” The company specializes in rhubarb but also cultivates cauliflower, bok choy, chicory, and outdoor radishes. “I want to talk to buyers to see how we can ensure stores carry niche products, too, and so sell more. Should it be displayed horizontally or vertically? In the refrigerated section or not?”

“Those are very specific examples, but it goes a step further. As growers, we want to know what customers find important. That’s easy enough, in principle, because everyone wants as much turnover per square meter as possible. But if we can generate that together, it makes us confident that our products will be back on the shelves next year,” Robert points out.

The young, passionate grower knows that, nowadays, you cannot be just a grower. “That’s not all you are. You also want to know where your product ends up and whether it meets client needs. I want to brainstorm with buyers and communicate openly so we can help each other by stimulating sales. That way, you create a win-win situation for both parties.”

Durable partnerships
Switching to being an ambassador for its products has, despite the challenges, gone well for De Rond Agro. “We hope even more future collaborations will arise between growers and retailers, where each increasingly respects the other’s interests,” Robert concludes.

For more information:
Rob de Rond
De Rond Agro
Tel.: +31 (0)165 312314
[email protected]
www.derondagro.nl