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Belgian fruit and vegetable company Greenyard Foods aims to become more active online, showing its intentions with a stake in the Indian vegetable and fruit web shop MeraKisan.
Growth in India and with Amazon
“Everything points towards the fact that eCommerce will be a major growth area for our industry”, Frédric Rosseneu (responsible for growth projects with Greenyard Foods) told paper De Tijd. “eCommerce is a market we do not want to miss, which is why we have given it additional attention starting this year.
That is also why Greenyard Foods bought a 33 % stake in MeraKisan, an Indian web shop selling fruit and vegetables. “India is a unique country, because only 8 % of all vegetables and fruit consumed in the region comes from a supermarket. There are no dominant supermarket chains in the country, so therefore we will need to contact the consumer directly.” The company will not use a similar tactic in Europe, but it is looking for ways to work more closely with supermarket chains.
Not only did it buy a stake in MeraKisan, it has also entered an agreement with Amazon. From now on, Greenyard is a supplier for Amazon Fresh, the American company’s online supermarket. “We supply a number of fruit and vegetable items for Amazon Fresh in Berlin, Munich and London. It is a rather limited operation as we are not the only supplier.”
