HortiDaily June 2015

Dalsem says goodbye to its closed nature

With the arrival of Robert-Jan de Goey, Dutch greenhouse builder Dalsem embarked on a new course. Robert-Jan: "The market has changed for us as a global provider of complete horticultural projects. Back in the 90s, Dalsem was one of the first companies building high-tech greenhouses with Dutch technology in Mexico."

Mexico was a new market, but that’s all in the past now. Mexico is saturated, and there are few emerging markets left. The market is transparent and everyone is alert these days. In short, the job requires a different approach.

"Optimization, overall planning, preparation and execution of all aspects of the project are thus in the hands of one company. As a result, we can guarantee supply and customer requirements."

With that, Dalsem has waved goodbye to its closed nature. Management has consciously taken a different course. Robert-Jan de Goey has been active with Dalsem for 1.5 years now, and has been a key component in steering the company in a new direction. "The message to our clients is clear and unambiguous: we provide assurance that our business complements their wishes, needs and long-term goals. The customer is investing huge sums, and must be able to trust us every step of the way."

"It makes Dalsem unique. We produce the greenhouse structure and all related systems ourselves, all in our own factory in Den Hoorn. Optimization, overall planning, preparation and execution of all aspects of the project are thus in the hands of one company. As a result, we can guarantee supply and customer requirements. This is an important sustainable competitive advantage," says De Goey.

Open image
In recent times, a lot of efforts have been made to spread this message and construct a more open image. "The website has been completely renewed. It shows what this greenhouse builder has to offer. The leaflets have been adjusted, and are now clear and comprehensive. The logo has been changed. The business presentations and catalogs are renewed," De Goey continues. The new momentum is also visible to the outside world. "At the moment, we’re putting the final touches on the corporate video. A good example of this openness, is the President of Armenia’s visit to a horticultural project that was designed, manufactured and built by Dalsem. Previously, we wouldn’t disclose this kind of information. Now we do. A brand has to be developed, and that takes time. These are good opportunities to work on that."

"The message to our clients is clear and unambiguous: we provide assurance that our business complements their wishes, needs and long-term goals."

This new era demands a novel approach; both externally and internally. Within Dalsem, new communication structures are emerging. Marketers and sellers meet during a monthly team meeting. De Goey: "We learn from each other. The interaction has greatly improved." Robert-Jan de Goey thinks the team can be proud of itself. "It's going well. The cultural shift is not yet completed, but we’re definitely on the right track."