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agriculture and horticulture

The agricultural and horticultural sector is inextricably linked to the Netherlands. What changes will agricultural and horticultural businesses face in the coming years? And what can the sector do to become future-proof and maintain its leading global position? Find out below.


business forms and changing
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 and sustainability are the norm
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.

chain relationships become more solid
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.

changing consumer preferences
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
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 shortages propel innovation
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.

scarcity of resources and raw materials
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.

local-for-local market
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.

support for agriculture and horticulture sector under pressure
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.

growth of online channels
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.

The above data is based, among other things, on the research report commissioned by the Rabobank: ‘Toekomstbestendige land- en tuinbouw in 2030’ (Future-proof agriculture and horticulture in 2030).'

market challenges

The effective use of marketing is playing an increasingly large role in promoting the potential growth and future-proofing of companies in the agriculture and horticulture sectors. As an agricultural or horticultural company, do you recognize yourself in any of the marketing challenges below?
  • 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

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