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Changes

Change business forms
Traditional family companies are getting more and more group of other and considerably larger business forms due to accelerated scale increases through mergers, acquisitions, collectives and franchise organizations.

tran contact us antie and sustainability are the norm
TRAN contact us ANTIE towards market parties, the environment and government becomes part of the revenue model of agricultural and horticultural companies. Sustainability becomes a precondition for the future-proofiness of agricultural and horticultural companies.

chain relationships are becoming more firm
Ad-hoc relationships are increasingly being replaced by long-term partnerships. The share of free trade is decreasing and every link that does not add value within the sales chain falls.

Changing demand consumer
In the first place, consumers want agricultural and horticultural products with a good price/quality ratio. But they are willing to pay more if meaning, experience or convenience is in return.

precision land and horticulture
Precision country and horticulture gets a more prominent role in the production process. With precision country and horticulture, plants or animals get the treatment they need very accurately with the help of technology.

Labor shortage pushes innovation
The demand for labor remains high and the supply remains limited. This ensures that the demand for technology that can increase labor productivity or even replace work will only increase. But this new technology also requires new skills.

Scarcity of resources and raw materials
For the sector there are challenges in the field of the availability and prices of raw materials and materials. The agriculture and horticulture not only has to deal with high purchasing prices, but materials are in some cases unavailable due to scarcity.

Local-For-Local Market
Agriculture and horticulture is largely a 'local-for-local market' where the sales take place within a radius of approximately 800 km. For import and export outside this area, risk perception has changed in recent years.

Support for agricultural and horticultural sector under pressure
It is important that there is social support in the Netherlands for a large agricultural and horticultural sector. The sector must take the lead and keep control of the positioning of agriculture and horticulture in the public debate.

growth online channel
The online channel continues to grow. Information is easier from producer to consumer and back. Through online channels it is also easier to create shelf space for a wide range than via physical stores, with a potentially larger range.

The above information is based on the research report: Future-proof agriculture and horticulture in 2030 'by Rabobank.

marketing challenges

The effective use of marketing plays a greater role in the potential growth and future-proofing of companies in agriculture and horticulture. Do you recognize yourself as a agricultural or horticultural business in one of the marketing challenges below?

• Your brand is not considered by the right target group

• You miss an appealing story that convinces customers

• You do not distinguish yourself from other players in your market

• You have a strategic ambition that you will not reach with your current brand

• You have difficulty finding employees or there is no pride among current employees

• Your brand leaves the enormous opportunities that digitization offers

• Your brand no longer fits in with the changing market and customer needs

• Your brand expressions have no individuality and recognisability

• You miss sharp choices where you are going with your brand

Increase the impact of
your brand

Getting started with one of the above challenges? Come by for a good cup of coffee and discover what we can do for you.