Strategy

Bonduelle strategy is "pure player" strategy

Implies  the presence of vegetables everywhere in the world, in every form, in every technology, in every distribution channel and under every brand.

Vegetable – product of the future

The studies of the latest trends confirm that vegetables acquire an increasingly dominant role in nutrition. Modern consumers are always searching for a healthier and better balanced diet, as well as well-being and safety - all of which are virtues attributed to vegetables. Similarly, the role of pre-processed vegetables is constantly increasing – today’s cosumer is practical and looks for saving time.

A sustained marketing policy

The Bonduelle Group has developed a position which is one of its kind: as a food-processing group that uses multi-technology, it has specialised in one product only – that is, vegetables. The means allocated to marketing are still growing and lately they have amounted to 4.2% of total turnover and 6.3% of the brand's turnover.

The marketing policy is focused on three main areas:

- the construction of a strong brand supported by advertisement,
- an active product research and development policy to launch innovative products on a continuous basis,
- profound knowledge about the market which allows for meeting and anticipating customers’ expectations, as well as showing care about their needs.

Unique know-how of food processing

Bonduelle has completely mastered the laborious and difficult vegetable-processing art by:
- selecting the best farming areas,
- partnership relations with 4600 agricultural manufacturers on over 100 000 hectares,
- a constant improvement of the production process through investments made in the 40 Group factories,
- modern and efficient logistics to provide prompt delivery of goods to customers, which results in 1.7 billion commercial units sold every year.

It ensures that customer receives product that was made of selected raw materials, in accordance with food security requirement. This unique know-how allows the Bonduelle Group to systematically improve the efficiency of its sowings and food processing on new markets.

Bonduelle as the world leader in vegetables

The strategy, which is based on three fundamental pillars: specialisation in vegetables, a unique know-how and a sustainable marketing policy, has led the Bonduelle Group to become the world leader in vegetable processing. This performance was achieved by combination of both the external and internal growth of the Group, but first of all thanks to more than 8400 employees – their passion, motivation to work and willingness to satisfy the customers’ needs.