Voergroep Zuid is growing and rewarding loyal members

Despite the decline in the livestock sector, Voergroep Zuid welcomed 60 new members this year. The feed sales will be higher this year than last year, the cooperative animal feed company reports. To reward and bind loyal members, a loyalty scheme has been created whereby €4 million can be distributed. 

Voergroep Zuid has the wind in its sails with a net increase in membership of 60 livestock farmers. Market share is achieved in all subsectors, with the poultry sector standing out. In their own words, the non-feed activities also yield a good return. The cooperative board and management want to distribute the money earned among the members. "They are the foundation on which we have built and will be built in the future," says the general manager Ronald van de Ven. As a result, the company comes up with a loyalty scheme that is based on two legs; the past and the future.

Loyalty Scheme
The historical scheme is based on the purchase of feed from 2019 to 2022. An additional €4 million will be paid over that period, provided that the members remain loyal to the cooperative. In addition, from the new year there will be a scheme that also applies to new customers, with the objective of paying € 800.000 to € 1 million annually. 

The discount comes from the pot that has to be earned with the non-feed activities, emphasizes Van de Ven. "We remain competitive in the market for our feed activities." Voergroep Zuid operates 8 Welkoop shops and a Praxis. The company is also joint owner of Rivez Zuiderhuis, an insurance company with a turnover of €20 million.

Voergroep Zuid motivates the members to leave the money from the loyalty scheme in the cooperative for a longer period of time against an interest payment. Van de Ven: "This is roughly comparable to an interest payment of 10%. A nice piggy bank for those who do not need the money immediately."

Wouter Job

Wouter Baan is editor-in-chief of Boerenbusiness. He also focuses on dairy, pig and meat markets. He also follows (business) developments within agribusiness and interviews CEOs and policymakers.

w.baan@boerenbusiness. Nl

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