Celieplant; feeling right at home in the dynamics of the international discount

Thanks partly to the balanced price/quality ratio the Aalsmeer-based Celieplant has secured a fixed position for itself in the 'turbulent' world of discount supermarkets. The real trick of the trade, founder John Celie is keeping to himself, but ONE thing is definite according to him: "You should only do things you’re good at. But then VERY good at."

Since its founding in 1994, Celieplant has been orientated towards supplying "discount supermarkets". This means that John Celie's team must always be alert to market signals, every single day. Celie: "We are dealing with an increasingly critical consumer, who wants to have good quality for the lowest price. The real art for us is to meet both conditions with our supplies," says Celie. Nevertheless that price/quality ratio is not the sole key to remaining successful.

"Trust is naturally just as important. Our buyers know exactly what they can expect from us, because we always meet our commitments. It's not always easy; because we have to cope with all kinds of external factors such as the climate and the packed roads in Europe."

Core activities
Export of plants to supermarkets in discount sector.

Number of employees
20

Market
Europe

Customers
Supermarkets in discount sector.

USP's
Flexibility, direct sourcing, low costs structure, flat organisation, transparency, knowledge of discount sector in Germany, traceability of product.