From greenhouse to market: Harvest House drives growth with a data-driven approach

Global HQ: Maasdijk, The Netherlands

Founded: Harvest House, 2013

Facts & figures

Greenhouse horticulture: 1.226 hectars

Largest growers' association in the Netherlands for salads

Challenge

Harvest House is an international association of salad growers based in the Netherlands, with 1.226 hectares of greenhouse horticulture. The members grow high-quality tomatoes, sweet peppers, and cucumbers using innovative and sustainable methods.

As the largest growers’ association in the Netherlands, the mission is to grow healthy, nutritious salads of the highest quality in an innovative and sustainable way, together with their chain partners. Harvest House ensure using the most efficient routes from the greenhouses – reaching the consumers with the best prices and most appealing products.

Produce is delivered to retailers in the Netherlands, Germany, Austria, the UK and worldwide. The majority of Harvest House’s customers are in North West Europe.

Solution

Business-critical market and consumer intelligence.

YouGov provides accurate and timely insights that help Harvest House analyze which products are performing the best and which need additional support. This research is being used to create detailed socio- demographic profiles of customers to refine targeting.

The depth of insights is a particular strength, covering a range of topics including for instance, which type of consumers prefer which flavor of tomatoes.

Harvest House use the information to refine assortment, promotion, price and distribution. This way, the promise to be the specialist in tomatoes, sweet peppers and cucumbers can be fulfilled.

Result

Through accessing the latest market and consumer intelligence the offer and value for customer can be improved continually.

As well as regular data delivery and insights, the team at YouGov is on hand to provide ad hoc analysis and support.