It was announced earlier this week that renowned Dutch-based potato variety and seed company C. Meijer BV has re-branded its identity and will from now on be known as ‘Meijer Potato’. The new name is said to do justice to the company’s international scope and stature. Almost 90% of the company’s turnover is generated outside of the Netherlands.
Says Erika den Daas, Managing Director at Meijer Potato: “We have a great passion for potatoes and we are very well known in our market. We are taking this step because we now wish to be visible outside this market too. We are proud of our story and hope to bring this across in an inspiring way.”
Meijer Potato was founded in 1920 by Kees (Cornelis) Meijer Senior, under the name, C. Meijer BV. The company will celebrate its 100th year in September. The entrepreneurial spirit of Kees Meijer and his focus on the potential of potatoes were essential for his success and still form the foundation of Meijer Potato.
“Our company story has never changed, yet it was never documented,” says Erika den Daas. “After 100 years, the time had come to record it, because we wish to continue telling it for many years to come. Stories are important, and we are incredibly proud of our company, our products and our people. Meijer’s story deserves to be told.”
The company’s mission, “Everyone deserves to enjoy food”, reflects Meijer Potato’s ambition. The company says on its website it’s mission is to provide more people with the opportunity to enjoy food.
“Eating is an important source of pleasure, and the potato is one of the tastiest foods – as a primary food source, but also as a comfort food. We breed new varieties that perform well in a wide range of climatic conditions. In this way, we bring potatoes to places where it was difficult to do so before now,” the company says on its website.
Apart from the name change, Meijer Potato has also redefined its vision, mission and core values. These are reflected on its website and in company brochures, and will be on display at future potato trade shows and conferences.
The ‘Open Days” event is slated for November 4 – 6 at Meijer Potato’s head office in Rilland, The Netherlands.