MEETING Young Ones
On 25 and 26 September, Walkro organised a ‘Young Ones’ symposium in Maastricht for young people active in the Dutch mushroom industry, featuring inspirational business presentations. The new indoor com-
posting facility in Maasmechelen was also visited. By Roel Dreve
oost van Schipstal, Sales & Marketing Director of the composting company welcomed 25 young men (and one lady) to the Crowne Plaza. He stressed the impor- tance of young blood in the sector for continuity in the future. “We want to get to know you, examine the opportunities and threats together and – to be truthful – put Walkro and our new facility firmly into the picture.”
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Business with product innovation Jan Klerken Jr. from Scelta, also a ‘Young One’, explained the ground-breaking spirit of the highly successful family company, where free rein is given to experimentation and product innovation, whereby taste, sustainability and health are leading. Klerken wondered whether the sector as whole makes enough effort to promote, innovate and provide transparency, and approach retailers with new ideas. “Success wasn’t handed to us on a plate; you have to create a pull effect.” The ensuing discussion with the audience concluded that margins are too tight, European competition is intense, there are few opportunities for promotional campaigns, and that the retail sector shows insufficient willingness to accept new mush- room-related products or ideas and focuses purely on the lowest price. Walkro director Eric Houben: “What you excel in at Scelta is looking beyond the confines of the product, but what we would like to see is things going better with the ‘ordinary’ mushroom. And how can you ‘sell’ vitamin D, for example, to consumers?” Klerken: “At Monterey they have mastered the art: expose mushrooms to a bit of light and ask ten cents more for a punnet, you shouldn’t be afraid to use price differentiation and consum- ers, they believe what the packaging says and have no idea what the product costs.” Mon- terey, admitted Klerken, has a huge measure of market power, which is often lacking in the Netherlands, but the core of his message was
40 MUSHROOM BUSINESS
that individual companies – as well as the entire sector – should raise their profile and seize the opportunity offered by food supplements and vitamin D. “You have to discover a mechanism to boost the price, and keep the price high. We are letting chances pass us by; the firm convic- tion we have at Scelta is something all growers should develop!”
Business without intermediaries Bas van Heertum, owner and commercial direc- tor of BAS Group, a company that has enjoyed a loyal relationship with Walkro for years, gave an motivating and clever presentation about the massive growth of the family owned company, that started life back in the 1960s as a Volvo dealer. Today the company books a turnover of 304 million euros, has more than 647 employees and sells trucks, spare parts and services in more than 120 countries. The spearheads at BAS are staff and customer satisfaction and an efficient organisation, according to van Heer- tum. He sees certain parallel challenges for BAS and the mushroom sector: market penetration,
Jan Klerken Jr. of Scelta: ‘We are letting chances pass us by!’
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