Continually improving the offer with consumer and market insights

Harvest House is an international association of salad growers based in the Netherlands. The members grow high-quality tomatoes, sweet peppers, and cucumbers using innovative and sustainable methods. The association’s mission is to grow healthy, nutritious salads of the highest quality in an innovative and sustainable way, together with their chain partners. They ensure that they take 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.

CPS GfK provides accurate and timely insights that help Harvest House analyze which products are performing the best and which need additional support. Harvest House uses the information to refine assortment, promotion, price and distribution. This way, Harvest House can fulfill its promise to be the specialist in tomatoes, sweet peppers and cucumbers.

The consumer insights team uses the research to create detailed socio-demographic profiles of customers to refine targeting. The depth of insight is a particular strength, covering a range of topics including for instance, which type of consumers prefer which flavor of tomatoes. These findings are shared by the Harvest House marketing team with retailers to inform negotiations and to ensure the right products are available at the right prices.