“Our foils for water storage are used all over the world. In new market areas, we first start by exporting our product there. Then, when we see that the market is promising, we quickly try to find a local contact, because export is good but temporary. I truly believe in the power of doing business locally, there are so many advantages to be gained from local partners and even growers profit from this. We try to deepen the collaboration we have with our partners,” says Dick van Regteren van Genap.
For the past ten years, great strides have been made to underline the one-liner from the title (‘think global, act local’). Great strives, but no hasted nor careless ones. The choice of getting a distributor is a well thought out choice. The decision to further expand this collaboration is due to the fact that it is already existing and pleasant.
“The proof of the pudding is in the eating,” Dick laughs. “Because in the end that is what it’s all about. Creating such cooperation is an ongoing process. We like to see our partners focusing on our products and getting ‘distracted’ as little as possible by the other products they offer. Furthermore, it is great if they combine this with offering extra added value to our customers. It is, of course, great for our growers if their local contact can execute the service work themselves.” From ‘s-Heerenberg, partners will be supported of course. Besides this, all partners can profit from the development force of our R&D-department.
Advantages of being also local
The local operations will lower the price. There are no, or significantly fewer, costs and wasted time due to transport. Besides the transport, customs formalities can cause a lot of delays and can also be an expense. Further, different time zones are not ideal. And finally, of course, it is convenient to be so close to the local market. You can follow the progress from up close and immediately provide service to the customer.
Genap has been around for 70 years. It offers foil constructions and foil applications in horticulture. Tailor-made foil constructions are produced in their production locations in the Netherlands (’s-Heerenberg), Kenya and India. The laboratory and design office are located in ‘s-Heerenberg and projects are mounted globally. In the first few years, the company focused on the Netherlands and then on expanding the export to the surrounding countries. This idea has spread like wildfire. With collaborations in Kenya, India, Dubai (sales office Genap MidEast) and in Canada in the future, worldwide costumers are being provided with some of the best water storage systems available.