Operate a fully integrated value chain

April 6, 2016 2766


Dulcinea Farms, Ladera Ranch USA, started in 2003 in the field of fresh produce (melons and tomatoes). They grow, market, and sell their consumer-directed products nationwide. Dulcinea Farms, LLC™ is a wholly owned subsidiary of Syngenta, a world-leading agribusiness.

Dulcinea was starting to operate a fully integrated produce value chain, balancing the quality and volume of field production against the customer demand in the retail shops of fresh produce.

Groenewout designed the new supply chain set-up for the Dulcinea fresh produce model:

  • Organizational structure & outline in line with Sales- & Operations planning concepts
  • New business processes
  • KPI dashboard (Key performance Indicators).


  • Plug & play organization, procedures & policies to support the responsive supply chain
  • Increased delivery reliability
  • Less produce market dumping and –loss
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50 years of experience

Consulting firm with over 50 years of experience.

European database

Availability of a European logistics database with benchmark figures on transportation and warehouse costs.

Network design

Full scope expertise on network design, as well as warehouse design (conceptual layout, logistics - and storage equipment) and logistics building design (engineering and investment calculations).

Implementation support

Ability to support implementation of new logistics concepts (70% of Groenewout revenue is with existing customers in follow-up/implementation projects.

Extensive knowledge

Extensive operational knowledge, hands-on, pragmatic and bottom-up approach.

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