What makes you, according to your partners, a deserving winner of this award?
Cruijssen“Over the past few years, we have become increasingly positioned as an innovation and knowledge partner. We know what is happening in the market and the category and translate that knowledge into concrete solutions. By working closely with our partners, we create more value together. I think that approach is visible and appreciated.”

What do you think is the key to a successful collaboration with trading partners?
CruijssenFor us, successful collaboration means going beyond our own interests and truly understanding the perspective of our business partner. By being open and transparent, we build trust and can strengthen each other. In this way, we leverage each other’s knowledge and expertise and together create more value in the market.“

What are you doing to make the category future-proof together with partners?
Thissen“The world is changing rapidly, so it’s especially important not to sit still and to remain in constant contact with our partners. This way we can quickly adapt and respond to developments together. Additionally, we closely monitor trends and changes in the market, so we can identify opportunities early and continue to build the category.”

How do you build and maintain a strong relationship with the out-of-home channel?
Thissen“A strong relationship is built through years of collaboration, trust and personal contact. Next year we will celebrate sixty years of activity within the out-of-home channel. What began with Hela Kruiden Ketchup Curry Original in the cafeteria segment has grown into a wide range of sauces and spices for various channels. With our years of experience, market knowledge and strong in-store sales, we remain close to the customer and build long-term relationships.”

Which trends or shifts do you notice in the out-of-home channel?
Van Osch“The out-of-home channel is changing faster and faster. Trends come and go, so quick switching is essential. At the same time, distinctive ability and convenience are becoming increasingly important. We actively support our partners in this, among other things with inspirational sessions in which we discover new possibilities and concepts together. In this way, we respond to trends and together create new opportunities.”

What is your focus next year when it comes to collaboration and support?
Cruijssen“Next year our focus is on further growth and strengthening our position within the out-of-home channel. We have a number of exciting new launches planned that will help us achieve this. To successfully market these products, we are actively seeking collaboration with our wholesalers and customers. Next year will also be marked by our 60th anniversary in the Netherlands, which is also the perfect time to celebrate this with our wholesalers and customers.”

Which moment or achievement stood out for you in the past year?
Cruijssen“Over the past year, we have focused on further strengthening our position within the curry category. With a clear strategy and targeted approach, we are now seeing very positive results in this regard. In fact, despite the fact that the year is not yet over, we are well ahead of our targets. A result that, as a team, we are of course extremely proud of.”