Product value; how a fruit and vegetable product meets the expectations and needs of shoppers. ‘Understanding the (added) value of your product is of crucial importance,’ says Wim van den Berg, Retail Marketing Manager. ‘Because products with a higher value and appreciation are sold more often. Something that benefits the entire fruit and vegetable supply chain; from producers and suppliers to retailers.’
Determining ‘product value’ through objective research
How do you determine the value of a fruit and vegetable product? ‘Through using objective research to map the current needs of shoppers and through determining the suitability of a fruit and vegetable product for the market,’ Wim explains. ‘To create insight, Growers United has been executing shopper research for many years, via market research agency GfK. To gain clarity on aspects like taste, freshness, shelf life, presentation and (sustainable) packing. In addition, new products – such as new variants – are objectively tested by an independent, specialised organisation (Normec). For Growers United, these aspects are equally important during the production process, making sure the added value of a fruit and vegetable product can be increased.’
Valuable products; Good Food in Good Hands
Due to our knowledge and expertise, Growers United understands the (added) value of its fruit and vegetable products. Our mission statement Good Food in Good Hands reflects this. And to further increase this (added) value, we carefully select the supply chain partners we want to collaborate with. As only with the right supply chain partners – who believe in the same values – can we create a successful business model to help us grow together and increase revenue. Next to revenue and volume, factors such as penetration, frequency and turnover rate define a successful product.’
Knowing the value of your product stimulates revenue
‘At Growers United, product value is key. Together with our supply chain partners we ensure millions of international shoppers have access to our tasty and healthy fruit and vegetable products on a daily basis. Meeting the market’s current needs not only results in satisfied shoppers, but ultimately also in satisfied retailers and suppliers. Because returning shoppers help boost sales and revenue. Which benefits the entire fruit and vegetable supply chain.’
Growers United understands the (added) value of its fruit and vegetable products. Curious how we translate this to increasing sales and more revenue? Check the website of Growers United for more information or get in touch via marketing@growersunited.nl or +31 (0)174 238 000.