agriculture and horticulture
Traditional family business are increasingly getting competition from other, considerably larger business forms as a result of accelerated scaling up through mergers, acquisitions, collectives and franchises.
Transparency towards market participants, the environment and public authorities is becoming an important part of the earnings model of agricultural and horticultural businesses. Sustainability is becoming a condition for the future-proofing of agricultural and horticultural businesses.
Ad-hoc relationships are increasingly being replaced by long-term partnerships. The share of free trade is declining and any link that does not add value to the marketing chain falls off.
First and foremost, consumers want agricultural and horticultural products with a good price/quality ratio. But they are prepared to pay more for meaningful products, better experience or convenience.
Precision agriculture and horticulture is playing an increasingly prominent role in the production process. Precision agriculture and horticulture gives plants precisely the treatment they need, thanks to the latest technology.
Labor demand remains high and supply remains limited. This ensures that the demand for technology that can increase productivity or even replace labor is on the increase. But this new technology requires new skills.
There are challenges for the sector in the field of availability and prices of raw materials and materials. Agriculture and horticulture not only have to deal with high purchase prices, but materials are in some cases unavailable due to scarcity.
The agriculture and horticulture sector mainly trades on the ‘local-for-local market’ and distributes its products within a radius of about 500 miles. For imports and exports outside this area, risk perception has changed in recent years.
HIn the Netherlands, it is important that its sizable agriculture and horticulture sector maintains public support. The sector needs to take the initiative and control the positioning of agriculture and horticulture in public discussion.
Online channels are continuing to grow. Information is passed more easily from producer to consumer and back again. It is easier to create shelf space for a wide product range online than in physical stores, and a potentially greater reach.
Your brand is not reaching the desired target group
You don't have a compelling story that convinces customers
You do not stand out from the other players in your market
You have a strategic ambition that you cannot achieve with your current branding
You struggle to find employees or your current employees have no pride in their work
Your brand is missing out on the huge opportunities of digitization
Your brand no longer matches current market and customer needs
Your branding lacks individuality and recognizability
You lack sharp choices in where to go with your brand