Sales and marketing strategies as measures against concentration in the retail trade

摘要

The concentration in the food retailing system has led to further fragmentation in the other distributive trades and of the co-operatives of fruit producers. The lack of coordination in pricing policies and in product and promotion strategies has pushed farmers into a cut-throat price competition. Continued low prices and a series of bankruptcies finally paved the way to change. A strategic restructuration process is now drawing to a close with the joint venture of the division of The Greenery and Fruitmasters Group. The new company is cooperatively owned and controlled. In it about 3'000 producers and 75% of Dutch production of apples and pears are represented.