From greenhouse to market: Harvest House drives growth with a data-driven approach

Facts & figures

Global HQ: Maasdijk, The Netherlands

Founded: Harvest House, 2013

Greenhouse horticulture: 1.226 hectars

Largest growers' association in the Netherlands for salads

Business challenge

Harvest House is the largest growers' association in the Netherlands, representing 1.226 hectares of greenhouse horticulture. Its members produce high-quality tomatoes, sweet peppers, and cucumbers using innovative, sustainable methods.

With customers across North West Europe and beyond, the organisation's mission is to deliver healthy, nutritious salads efficiently and affordably, while maintaining exceptional quality. To continue to deliver on that promise, Harvest House needed deeper consumer understanding to better align assortment and promotions with shopper needs.

Solution

Harvest House works with YouGov to access timely, actionable consumer and market intelligence via SimIT Web, an advanced shopper analytics platform designed to help category managers uncover growth opportunities across retailers, categories, and brands.

The platform helps identify which products are performing well and which need more support, while also building detailed socio-demographic profiles of customers, revealing, for example, which types of shoppers prefer specific tomato varieties. These insights allow Harvest House to fine-tune assortment, pricing, promotions, and distribution to better meet the needs of different markets and customer groups.

By leveraging this level of detail, the organisation can deliver on its promise to be the specialist in tomatoes, sweet peppers, and cucumbers.

Business outcomes

With access to always-on data and responsive ad hoc support, Harvest House continuously improves its offer and value to customers. YouGov's tailored insights help guide strategic decisions and keep the organisation closely aligned with its mission and changing consumer demand.