Local growers feel a takeover Deen

The first acquired Danish supermarket opens its doors today as Albert Heijn. Before the end of the year, all branches have been converted into an AH, DekaMarkt or Vomar. Deen had a great eye for the local growers. That is felt; by some more than by others.

Astrid Francis is located in the North Holland region of West Friesland, where Deen once started and is still the most present. She was initially shocked when she heard about the takeover of Deen. She had an exclusive collaboration with Deen for 'Beemster Valery'. As a result of the takeover, she had to look for new sales channels for her potatoes. "I am now building a brand with a specific potato variety, with its own identity."

The big question for Francis was, of course, whether these 'new' supermarkets would also sell regional products. "Fortunately, I have had Albert Heijn at the table in the meantime, he is taking over the Dane here in Middenbeemster. Albert Heijn also wanted exclusivity, but I no longer wanted that; the product will still be on the shelves with our name on it." Francis has also spoken with DekaMarkt. They will also sell the potatoes.

To stimulate further sales, Francis often goes 'on the farm' to tell the story behind the potatoes. "My husband and brother-in-law run the arable farm and I am now working full-time on telling the story. In addition, I continue to set up the brand and sell the premium potatoes. We also have a part of ware potatoes for the free trade. By growing label and identity, we hope for more certainty for the future."

Slightly less income
Dirk Spruit, chicory grower in Nibbixwoud, also in West Friesland, was released when Deen stopped. "We delivered via Fresh produce direct 15% of our volumes to Deen, so that was not too bad. Of course we will have a little less income, but I'm not worried about that just yet. What I will especially miss is the fact that Deen was strong in regional products. Albert Heijn is of course a national concern, so they are not the first to look at products from our region."

'Deen was strong in regional'
Fruit grower Marius van Arkel van Fruit Station Van Arkel in Ingen, Gelderland, it is a pity that Deen is disappearing from the supermarket landscape. Van Arkel supplied 9% of its apples and pears to the Dane for 30 years. "Scaling up is advancing at the supermarkets, and all the small players are going to merge. Deen was a perfect fit for our fruit company. Now you have to join the larger ones, I'm not sure yet how that will turn out. But it won't be pleasant. sorting work for the Dane; we knew exactly what we were going to sell. We are going to miss that in the new season."

Albert Heijn reports that regional products remain a spearhead in those branches. The chain is also taking over the stores in the Betuwe region and says: "We work together with a group of 200 fruit and vegetable growers in the Netherlands. We purchase from our own fruit and vegetable growers, with whom we have been working for years. we are already doing this for the 1.000 stores and for e-commerce, with the new 38 stores being added."

From this it can be concluded that there may not be room for Van Arkel and other growers of Deen. "Deen has traditionally sold a lot of Dutch fruit, unlike others. That is in any case an impoverishment and drop in turnover for Dutch growers," says Van Arkel. Nevertheless, he wants to remain positive and see how the relationship with the new chain will develop.

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