Continually improving the offer with consumer and market insights

Industry

Food and Beverage Manufacturing

Founded

2013

Facts & Figures

Greenhouse horticulture

1.136 hectars

Largest growers' association in the Netherlands for salads

Products used

GfK Consumer Panel

Intelligence that influences every aspect of business at Harvest House

Through our relationship with GfK we access the latest market and consumer intelligence to continually improve our offer and the value we give to our customers. We identify opportunities to refine our assortment, promotion, price and distribution – in fact, all aspects of our business.

Colin Lansbergen

Manager Consumer Insights Harvest House

Harvest House is an international association of salad growers based in the Netherlands. The members grow high-quality tomatoes, sweet peppers, and cucumbers using innovative and sustainable methods. The association’s mission is to grow healthy, nutritious salads of the highest quality in an innovative and sustainable way, together with their chain partners. They ensure that they take the most efficient routes from the greenhouses – reaching the consumers with the best prices and most appealing products. Produce is delivered to retailers in the Netherlands, Germany, Austria, the UK and worldwide. The majority of Harvest House’s customers are in North West Europe.

This essential information helps us deepen our existing relationships with retailers and to build new ones. Crucially, it helps us stay close to the shoppers who buy our tomatoes, sweet peppers and cucumbers.

Colin Lansbergen,

Manager Consumer Insights Harvest House

Business-critical market and consumer intelligence

GfK provides accurate and timely insights that help Harvest House analyze which products are performing the best and which need additional support. Harvest House uses the information to refine assortment, promotion, price and distribution. This way, Harvest House can fulfill its promise to be the specialist in tomatoes, sweet peppers and cucumbers.

The consumer insights team uses the research to create detailed socio-demographic profiles of customers to refine targeting. The depth of insight is a particular strength, covering a range of topics including for instance, which type of consumers prefer which flavor of tomatoes. These findings are shared by the Harvest House marketing team with retailers to inform negotiations and to ensure the right products are available at the right prices.

An effective partnership

Harvest House and GfK have a strong working relationship built over a number of years. As well as regular data delivery and insights from the consultants, the team at GfK is on hand to provide ad hoc analysis and support. With a good understanding of the association’s business, the team is both proactive and reactive, whatever the need.

Continually improving the offer with consumer and market insights

Intelligence that influences every aspect of business at Harvest House

Business-critical market and consumer intelligence

An effective partnership

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