Sligro and Greenyard: “Stronger together, for us and for local producers”

© Sligro

The Dutch foodservice company Sligro Food Group will now rely on Greenyard to supply all its Belgian potato, vegetable and fruit operations. Bert Vanmoortel and Wilco Jansen of Sligro Food Group provide more information about this new collaboration.

The Dutch group Sligro Food Group is celebrating its 90th anniversary this year, but has only been active on the Belgian market for about ten years. It all began with the acquisition of JAVA Foodservice, followed by ISPC. The company supplies the entire catering sector. Today, the company has reached a new milestone in our country. Greenyard Fresh Belgium will become the exclusive supplier of potatoes, unprocessed fruit and vegetables and cut vegetables for all Sligro, Sligro-M and JAVA Foodservice activities. This is in addition to the existing partnership between the two players for frozen vegetables, prepared vegetables and sauces.

“Greenyard is the biggest player in the fruit and vegetable sector in the Benelux, so this was the obvious choice for us,” says Bert Vanmoortel, Purchasing and Product Range Management Director. “This shows how important it is for us to work with partners in the Netherlands and Belgium who know the local market very well,” adds Wilco Jansen, head of internal and external communication. ”This agreement is a very important step. In terms of organization, management, product ranges, logistics and ordering systems, we are now perfectly equipped for the Belgian customer.”

How does this collaboration specifically contribute to your ambition of acquiring an increasingly strong position in Belgium?

Bert Vanmoortel: We want to be closer to the Belgian customer, which also means offering a better selection from our own country. Greenyard allows us to source more from Belgium, just think of the seasonal products available in summer. By being closer to local producers, we can work more closely with them. Belgium has a lot to offer. Just think of strawberries, tomatoes, chicory, cucumbers and hard fruits.

As we are active in the restaurant business, it is also important that we offer specialties. The best example of this is the hop shoot. We always want to be the first to offer it on the Belgian market. It is very popular with our most gourmet customers. This confirms our position on the fruit and vegetable market.

What does the emphasis on a short chain mean for your customers? Can they expect a noticeable difference in terms of freshness and price?

Bert Vanmoortel: We want to get closer to the fruit and vegetable market. With our own branch in Sint-Katelijne-Waver, we are already quite close to the auction. And this is even more the case now thanks to the location of Greenyard. A short chain leads by definition to greater freshness. When it comes to fruit and vegetables, the number of days is extremely important. The faster we deliver something to a customer, the fresher it is.

Thanks to the collaboration with Greenyard, we can also increase our speed of turnaround. For example, we are also open to any wholesale offers they propose or that might be possible at an auction. As far as prices are concerned, we keep a close eye on auction prices. Greenyard buys the products for us. We want to be in line with the market at all times and control this with our pricing policy.

How will Belgian producers benefit from this agreement?

Wilco Jansen: By choosing Greenyard as a partner, we bring them our volume. If Greenyard sources its supplies in Belgium, this means an increase in its total volume. Local producers therefore benefit. It's a win-win situation for all three parties. We have an important partner for fruit and vegetables, Greenyard has acquired an important position in the restaurant business and producers are noticing this. Together, we are strong.

Do you plan to include other categories of products and services exclusively through Greenyard in the future?

Bert Vanmoortel: This collaboration focuses solely on processed and unprocessed fruit and vegetables. We could also extend to other categories. Greenyard also offers logistical solutions. We will continue to do this ourselves via our central distribution center in Veghel, with the exception of this short chain of fruit and vegetables. In this model, Greenyard takes care of delivery to our delivery points, i.e. to Evergem, Rotselaar and Maastricht, as well as to the cash & carry stores. This means that the goods do not pass through Veghel, but are transported directly.

What impact will this collaboration have on Sligro's current suppliers?

Bert Vanmoortel: We sometimes have to make choices regarding the suppliers we work with. Of course, the agreement with Greenyard has an impact on the other suppliers. We have entered into a real dialogue with them. Above all, we wanted a single partner for fruit and vegetables throughout Belgium.

How will you measure the success of this collaboration? What are the key performance indicators and the short- and long-term objectives?

Bert Vanmoortel: Above all, we want satisfied customers: satisfied with the range of fruit and vegetables and the value for money. We also look at the delivery rate or the level of service. This process must run smoothly. We make no distinction between the hospitality and healthcare sectors. We offer a wide range of products that customers can order until late in the evening for the next day. That is why forecasting is also important. For the rest, we use the standard key performance indicators that are part of such a collaboration.

Wilco Jansen: This delivery rate is literally vital for our customers. They are also food professionals who need to do business with our products. It is very different from food retail. A consumer who cannot find a product in the supermarket can choose an alternative on the spot. Our chain, in which we supply our customers on a daily basis, must therefore be extremely well coordinated. Product quality, supply and price are important, because after all, we are a one-stop shop for our customers, but continuity and security of supply are just as important. This is only possible with a very large company such as Greenyard.