From vegetable supplier to partner
We understand the needs of international consumers and innovate with real impact. We share our knowledge and work closely together with retailers to further professionalise the vegetables sector. Primeale United is more than a vegetable supplier. As a chain manager, we are the ultimate innovation partner for sustainable and unique concepts for fresh vegetables. From sustainable agriculture to sustainable transport and everything inbetween.
Product development and innovation in agriculture
The vegetables sector is innovating rapidly, e.g. by introducing sustainable packaging and steamed vegetables. Consequently, product development and innovation are two of Primeale's six strategic pillars. We are constantly hard at work to further optimise our vegetables. In doing so, we pay careful attention to what consumers want. We perform our own international consumer surveys and regularly try out new concepts in collaboration with our retail partners.
Tim van Romondt
'We have enormous acreages with our own cultivation, both in the Benelux and in Africa; this enables us to set up customer-specific cultivation and thus to offer extra distinctiveness.'
Reacting to consumer trends
A customer-oriented approach is very important to us. We want to be where the action is. Only by understanding our customers can we react accordingly to what consumers are looking for when they go to the supermarket. We go all-in on this challenge. We are constantly looking for new ways to make our concepts tastier, easier and more fun to use. In doing so, we make the choice of fresh vegetables a very attractive one.
‘Everything we do is based on research and our gut feeling. We look around us, see what is happening and translate these insights into excellent concepts and ideas.’
The power of working together
Combining strengths, sharing knowledge and developing amazing vegetables together. We firmly believe that the collaboration between vegetable farmers and retailers is a golden combination. Our retail partners are incredibly important for our testing process and they play a major role in our vision on sustainability and innovation. Besides mitigating myriad risks, this also allows us to safeguard the quality, sustainability and freshness of our products - and that is what we want!
Flexible vegetable packaging options
One of the benefits of managing the entire chain is that we can also influence a vegetable's packaging and appearance. As part of our operation, we have the option to develop tailor-made packaging solutions that accommodate consumers’ wishes. Because we handle all processes ourselves and have a closed cold chain, we are able to make the most of our chain speed. Our tailor-made solutions and high degree of effectiveness, combined with our substantial vegetable packaging capacity, make us the go-to sustainable and innovative partner in the vegetables sector.
Sustainable vegetable transport and logistics
The only way to absolutely guarantee the excellent quality of our vegetables is by handling their transport and logistics ourselves. For each vegetable, we look for the optimal transport method: by truck, ship or plane. In addition to quality, the sustainability of our transport is also a key concern. Whereas all vegetables grown in Morocco were transported to Europe by truck in 2007, that number has been reduced to just 60% in 2022. The remaining 40% are transported in sea containers. This solution is far better for the environment. Our organisation has obtained the Lean & Green certification by e.g. being mindful of our carbon emissions and scheduling transport movements as efficiently as possible. As an organisation, we are very proud of that!
‘We support our products until they are delivered to our customers.’
Our customer service department is an important part of our organisation. It is our customers’ first point of contact if there is a problem with their deliveries or if they have a question about their order or our vegetables. Working with fresh vegetables grown in various locations around the world is a never-ending challenge. Has something gone wrong? Not to worry! We will come up with a suitable solution together. This is always done in collaboration with the various parties involved and we maintain close contact with our customer throughout. We regularly conduct customer satisfaction surveys to safeguard the quality of our customer service.
Manager Customer Service
‘If there is a problem with a delivery, we always try to come up with an alternative solution.’
Will you collaborate with us?
In the Netherlands and abroad, we strive to maintain close, long-term partnerships with parties across the entire vegetable chain. Being able to bring several decades’ worth of experience to the table makes us the ideal partner for (international) retailers. We love nothing more than developing new, innovative products and processes in our sector and are therefore always open to new partnerships - with you, perhaps?
Are you a buyer or business development manager in the vegetables sector? Are you looking for a successful partner in the industry who manages the entire chain for fresh vegetables? Contact us today!