Breakthrough in the German fresh produce market: REWE Group and Greenyard develop a new partnership model

Greenyard has signed a letter of intent with REWE Group, a German retailer, to expand their current relationship in the German market whereby added value services, such as ripening of fresh produce, will be provided by Greenyard.

This is the next step in Greenyard’s customer-oriented strategy of implementing tailor-made partnership models and illustrates Greenyard’s direction to sustainably cooperate with all its customers. Together, the two companies will optimize and share their resources in the supply chain of certain product categories. By improving efficiencies and capacity utilization, the extended collaboration aims to realize sustainable and profitable growth for all parties in the chain.

Co-CEO of Greenyard, Hein Deprez, says: “This letter of intent marks the start of the implementation in one of our largest markets of the partnership model, which has already been successfully deployed in the Netherlands, Belgium and the UK. The partnership model responds to the changing consumer and customer’s requirements and needs. Not only will the intensified cooperation have a positive impact on the entire value chain, it also marks an acceleration in Greenyard’s shift towards increased sustainability of our business model.”