After several months of preparation, Wim Peters Kwekerijen takes over Greenco Productions and De Driemaster in Someren from Greenco. This doubles the size of the company. "The acquisition is a result of the increased demand for our tomatoes," explains Wim Peters. "This step fits within our vision for the future."
The acquisition doubles Wim Peters Kwekerijen' acreage from 16 to 31 hectares. The locations are a stone's throw from each other in Someren. Several months ago, both companies started an exploration, resulting in a takeover on April 1, 2020.
On June 23, 2016, the businesses of both Peters and Greenco were severely affected by a hailstorm, completely halting production for a year. For the family-owned company Wim Peters, which has been growing tomatoes for more than 100 years, this was a good time to set new strategic goals and develop a new organizational structure. As a result, Peters managed to bounce back in 2017, with new stands and a greenhouse layout that is entirely focused on sustainable and innovative growing methods.
Peters changed marketing strategies that year. Among other things, he made contacts with foreign growers and their trading partners. "Many buyers wanted to do business with us because of our sustainable growing method, so there was an opportunity there. We opted for a wider range of tomatoes and now work almost entirely demand-driven," he explains. This strategy proved to work. Increasing demand was part of the reason for the acquisition.
Peters: "It is a difficult time to announce the acquisition because of the major impact of the corona crisis. That is why I bring this message with pride, but also with appropriate modesty. First and foremost, of course, is the health of the people around us. For the future, we want to continue with our vision of growing, packing and selling sustainable and innovative tomatoes to our (inter)national customers. We contribute to the needs of our customers, where quality, long-term and honest relationships are central."
The existing crops of Greenco Productions and De Driemaster are purchased by Greenco. Successive crops will be demand-driven. Wim Peters thanks Flynth consultants and accountants for their expertise. Rabobank Peelland Zuid finances the company. Wim Peters Kwekerijen is a member of Royal ZON Fruit & Vegetables.
