REWE Group and Greenyard announce new partnership model

REWE Group and Greenyard have extended their cooperation in the German market to a long-term, vertically integrated partnership for fresh fruit, vegetables and flowers; a dedicated operating unit shall be set up for this purpose.

It’s all about the customer

This agreement is very much in line with Greenyard’s strategy of implementing partner models that are tailored to the customer. The cooperation is intended to result in the sharing and optimisation of resources in the supply chain, which should ultimately lead to better efficiency and profitable growth for both parties.

Both companies are to commit to continuously bundling certain product flows into the unit, which has been specially designed for this purpose. In addition, Greenyard is going to provide services with added value, such as the ripening of fresh products. As a result of the partnership, the supply chain for REWE is to be shortened.

“I am convinced that this intensified partnership can make us both more efficient and thus more successful in offering the highest quality fresh produce to our consumers,” explained Eugenio Guidoccio, the Managing Director of Ultra Fresh, part of the REWE Group in a press release.

“This model has already been successfully deployed in the Netherlands, Belgium and the UK and it responds to the changing consumer and customer’s requirements and needs”, explained Co-CEO of Greenyard, Hein Deprez. “Not only will the intensified cooperation have a positive effect on the entire value chain, it also marks an acceleration in our company’s shift towards increased sustainability of our business model.”