An integral element of Strategy 2025 is to become an essential partner in the forest & grass care (F&G) industry. There is an overlap with the agricultural industry in terms of assortment, customers and capabilities. Supplier Manager Jarno Hugen and Strategy Associate Mike Vinkenborg provide a status update.
“During 2022 we focused on Germany and the Netherlands,” says Jarno. “We made important progress, but a number of factors – a dry year, product availability and lead times – meant a success was not as we had hoped. F&G turnover was similar to 2021.
“We worked with dealers in the pilot countries to establish their market focus and service needs, and brands and assortments they want to stock. We carried out targeted trade marketing, exhibited at fairs, acquired Motor Snelco, a Dutch family business, and established a pilot partnership in the Benelux with Husqvarna, a company which provides consumers and professional users with forest, park and garden solutions.”
Rolling out further afield
“During 2022, we extended to Belgium, Switzerland, the UK and France, and during 2023 we will extend to Italy, Austria, Poland, Denmark and Sweden. We will be making a joint effort to become the essential partner for new customers in F&G as well increase our customers, and finetune our assortments for each country,” Jarno concludes.
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