In a year marked by market challenges, The Greenery reported a net profit of €22.1 million for 2024 and delivered a fifth consecutive annual profit distribution to its members. The cooperative cited collaboration, transparency, and a clear strategy as key factors behind its financial performance. Growers reported satisfaction with payout prices, which the cooperative said compared favorably to those of other sales organizations.
CEO David Markowski noted that the result highlights the role of cooperative structures in difficult market conditions. "We continue to prioritize transparency, collaboration, and delivering value to our growers," he stated.
A key development in 2024 was the introduction of a new sales contribution model aimed at improving cost transparency and clarifying revenue distribution. The Greenery said this has provided growers with better insight into their net returns. The organization has also offered personal guidance to help members make informed decisions regarding their operations.
Sales of member-grown products increased in 2024, according to The Greenery. The organization expanded partnerships with retailers, trade partners, and e-commerce platforms. It also cited product launches such as the Inspire strawberry and higher sales of exclusive brands including Red Egg tomatoes, Chica tomatoes, and Sweet Sensation pears as examples of market development efforts.
The Greenery reported that a simplified route to market and reduced costs contributed to the €22.1 million net profit, up from €20.9 million in 2023. A portion of this was returned to members for the fifth consecutive year, with total distributions exceeding €17 million since 2020.
Under its Focus25 strategy, The Greenery has continued investing in centralized sales, member support, and digitalisation. As the strategy enters its final year, the cooperative is working to expand its grower base, strengthen supply chain partnerships, and support sustainable cultivation through digital tools and other investments.
Looking ahead, The Greenery plans to maintain its emphasis on cost transparency and stable grower returns, while also supporting innovation and long-term growth across its membership base.
For more information:
Harm-Jan Eikelenboom
The Greenery B.V.
Tel: +31 650 214 605
Email: [email protected]
www.thegreenery.com