Tijs & Patrice - Manager HR Business Partnering and Farming Director, Primeale United
Primeale United sells a range of fresh products such as sprouts, beans, spring onions, corn, and much more to major supermarket chains in Northwest Europe. This involves a complex and challenging operation that starts with cultivation.
Tijs & Patrice, Manager HR Business Partnering and Farming Director
Primeale United is a major player in the fresh produce market in the Netherlands. What makes the company special is that in Ridderkerk, it processes and delivers fresh vegetables year-round, and also produces them itself. "We are both a grower and a trading house, a unique combination that is not very common," explains Tijs Breedveld, HR Business Partnering. This is possible thanks to the company's three cultivation locations. Colleague Patrice Brosseau, as Farming Director, is responsible for the production of 30 different vegetables in the Netherlands, Morocco, and West Senegal.
Tijs, you have a quite unique business model. What achievement are you most proud of?
"Fresh products have limited shelf life. Due to our end-to-end management of the entire chain, from seed to consumer, it is crucial that all departments strive for flawless execution of the processes. The cultivation locations and planning in the Netherlands collectively carry out the cultivation plans, resulting in more than 100 million kilograms of fresh vegetables per year distributed in 30 countries. The fact that we manage to get our fresh products to consumers in record time every day is what I consider an absolute top achievement."
A significant challenge every day. How do you experience that dynamic?
"Our business never stops. Every day requires switching between operational chaos and long-term strategy. Personally, I find that very exciting, but rapid decision-making must suit you. This is not a cumbersome, bureaucratic institution. On the contrary, decisions, including your own, have almost immediate impact."
Patrice: "There is always something happening. Whether it's challenges in the production chain or exploring a new crop, a new market, or new technology; there is always action. That's one of the reasons why I'm here."
A French owner, a strong Dutch presence, and global activities. What kind of organization is Primeale United?
Tijs: "I personally experience Primeale United as a flat, international organization where all kinds of people work. From specialists who can tell you everything about green beans to commercial professionals. Everyone gets the chance to show what they can do, and good ideas are rewarded. As a medium-sized organization, we are big enough to tackle great projects and small enough to have individual impact. That combination is very exciting. Take a project like water reduction; then you make large-scale impact with hundreds of hectares."
What about your social impact?
Tijs: "In addition to vegetable production, which is of course essential for a healthy food supply, we are also a significant employer. This applies not only to the Netherlands but also to Morocco and Senegal, where 900 permanent staff and several thousand employees depending on the season are employed. We aim to do this in a positive and sustainable way, including financially. Through various projects, we try to have an impact on the local community."
Patrice: "Especially in less prosperous areas, people can look to the future, buy a house, and have fish and meat on their plates. Through us, they achieve a better economic situation. That makes me proud."
What qualities are important for success in your organization?
Tijs: "Since our employees quickly assume a lot of responsibility, having an entrepreneurial mindset is of great value. Patrice's team consists of young, energetic, and entrepreneurial individuals, often from farming backgrounds, an agricultural university background, and who love to look beyond borders."
Patrice: "Working with different cultures is fantastic, but it's not always easy. It mainly depends on effectively managing communication. We have a vertical structure where sales, production, and logistics closely collaborate. Without cooperation, there is no success. Especially in challenging times, mutual support is essential."
Switching to agriculture, Patrice. You've been working for Primeale United for seven years. How has that been for you?
Patrice: "Like an interesting journey! I started as Production Director in Morocco and now, as Farming Director at Primeale United, I am responsible for ensuring good product quality, the right volume, and timing. Working in different countries with diverse conditions and soil climates makes it very interesting. All these farming situations make Primeale United a great learning environment. Moreover, we are constantly working on innovations; from AI for crop predictions to weed control using camera detection. If it works, we implement it across the entire company immediately."
What do you find the most challenging aspect of your work?
Patrice: "It remains a constant challenge to meet the quality and volume requirements of various customers. As well as finding sustainable production methods. As a crop coordinator, you monitor the cultivation, provide crop advice, offer cultivation guidance, and come up with solutions to any issues. You really have to enjoy solving challenges."
And what gives you the most energy?
Patrice: "I experience the greatest satisfaction when we can conclude after the harvest that it was a successful season. Delivering what we promise is a reward for all the actions and work we have put into it together."
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[Published: March 2024]
