As usual, REO took the opportunity at the end of the year to reflect on the past and look ahead to the future.
"The end of 2023 was a very wet period, during which we reported that producers in large parts of West Flanders and northern France worked tirelessly to ensure normal fruit and vegetable supplies despite significant flooding. Unfortunately, this did not change in early 2024. In fact, 2024 was the wettest year on record since 1833. This led to a decline in REO's supply, particularly of nearly all outdoor vegetables."
In 2024, the board of directors, executive board, and management team focused on further developing REO's new mission, vision, and strategy. "Communication between the cooperative and its grower-cooperators was strengthened through ongoing, structured consultations on modernization and professionalization to meet the evolving needs and requirements of both the cooperators and the market. The seven previously identified focus areas were further explored. Together, bottlenecks and opportunities were addressed, with multidisciplinary working groups delivering proposals for each area to the board of directors."
Throughout 2024, the board held several special meetings to evaluate these proposals, ensuring they aligned with REO's mission, core values, and vision. "The board provided the necessary support, reviewed proposals against existing data, and approved several important investments. These included renewing much of the internal rolling stock, such as forklifts and pallet trucks, and updating the access area with a new, modern reception facility, which will become operational in 2025. Spaces made available for REO's partners were also modernized with sustainability in mind."
REO continued its professionalization efforts in 2024 by initiating an upgrade to its safety culture. "The REO SECOR program was introduced, and several steps have already been taken, though the work is ongoing. As in 2023, these efforts, combined with the expertise and flexibility of our producers, resulted in a new annual sales record."
Looking ahead to 2025: strategic goals and ambitions
After completing significant work on the new mission, vision, and strategy, REO began drafting a strategic policy document in late 2024.
This policy's objective is to translate the board's decisions into clear strategic objectives for the coming years. "These objectives aim to ensure REO's continuity and enable the organization to fulfill its mission. The document will serve as a foundation for departmental strategies, uniting all departments in the pursuit of long-term ambitions."
"Unique to our cooperative is the integration of company-wide goals with those of our individual cooperators. This must remain a priority," the organization noted. "Therefore, 2025 will focus on developing a cooperative structure that reflects this. Communication between REO and its producer-cooperators will be organized through product groups and steering groups, with young members being structurally included in the governing bodies."
"The new organizational structure provides a framework that allows the management team and staff to effectively implement, monitor, and adjust the strategy. This supports REO's mission: 'REO secures a sustainable future for its cooperating cooperators by uniting and marketing their diverse range of fresh fruits and vegetables'."
"REO remains dedicated to sustainable growth and supporting its cooperators. In 2025, the focus will be on further professionalization and innovation, with a continued commitment to healthy and sustainable products."
For more information:
REO Veiling
Oostnieuwkerksesteenweg 101
Belgium - 8800 Roeselare
Tel. +32(0)51 23 12 11
[email protected]
www.reo.be