She explains that retailers are increasingly seeking partners who can deliver meaningful added value: “At Royal Lemkes, we position ourselves as a dedicated service partner with a clear focus on maximising shelf performance. Plants play an important role in retail strategies — they drive footfall, enhance store image, encourage impulse purchases and maintain year-round relevance. Together with our partners, we can harness the full potential of the plants category to achieve even greater success. “There’s still untapped potential in getting plants onto shoppers’ lists, and this represents a major opportunity. Recognising the central role of plants in retail strategy, Royal Lemkes collaborates closely with its retail partners to unlock new growth opportunities. Through data analysis, market insights and consumer research, we develop tailored product ranges and promotions, including shopper activations and campaigns designed to drive sales and add value. Marketing, compliance and sustainability have become fully embedded in our commercial operations.” Plants as a full-fledged product According to Alice, Royal Lemkes’ strategic sourcing activities are evolving into a more advisory role, encompassing a broader scope that extends beyond plant products alone: “It’s no longer just about factors like pot size, height, freight load, flowering stage, price and volume. Plants have become a full-fledged product, subject to a wide range of national and international certification, regulation, environmental impact, traceability and sustainability standards. Retailers’ climate goals, aligned with the Paris Climate Agreement, play a central role in shaping our approach. Sharing and recording data on growers, products and raw materials across the supply chain is becoming increasingly important. This includes insights into product origin, certified production locations, the use of plant protection products, packaging materials, substrates and efforts to reduce carbon emissions throughout the supply chain.” Watch the video about our shopper activation for Jumbo 16
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