PURE CATEGORY LEADER FOR A-BRANDS AND PRIVATE LABEL SUPPLIERS

Accelerate and achieve higher profitability on the path to becoming the category captain?

You have already claimed a position in the market, but you want to establish and maintain the position of category captain.

However, things are not progressing quickly enough or profitably enough for you. To achieve and sustain that level, different rules apply. You are ready to break through and maximize profitability from your strongest brand position.

PURE CATEGORY LEADER FOR A-BRANDS AND PRIVATE LABEL SUPPLIERS

Accelerate and achieve higher profitability on the path to becoming the category captain?

This is for brands and private label suppliers who are committed to achieving the leading position—nothing less.

Failure is not an option for you. You not only want to become the leader, but you also want to remain in that leading position.

It is essential to focus on your strengths and what your organization needs to do. We will position your company in the most powerful way possible so that customers are eager to work with you and establish a long-lasting relationship.

We work with the following partners:

Achieve Maximum Profitability

You deliver high-quality products and have a track record of successful sales. While your company receives compliments for its performance in the market, you are not satisfied with just being good.

You strive to be the best, leading your brand in the market and claiming the role of category captain. You may want to lead in an existing category or establish a new one, leading the way for others to follow.

However, you are facing price pressure, and many customer discussions revolve around price and promotions. Your relationships with clients are not as smooth and efficient as you would like them to be, and you feel frustrated by the slow progress of your hard-working team.

You know that if you continue as you are now, your competition will outpace you. To compete at the top level, you need a different approach. You want to play at Champions League level and, better yet, dominate the game.

It's Time for a New Level

Collaborating with me means embracing radical honesty. I ask the questions others dare not ask.

In this partnership, I am 100% committed to your growth. I am extremely driven to help you achieve the success you deserve.

With my nearly 20 years of experience in the food industry, I have developed my own proven method: Pure Profit™.

This is the method to achieve much greater profitability in your business—increasing revenue and saving time.

We aim for speed and long-lasting collaborations with your customers. We quickly identify the levers your team can use. We start with a Game Plan, which efficiently sets the strategy you’ve been searching for with your team in just one session.

This collaboration will significantly increase the value of your company. We strive for increased revenue and higher profitability.

WE WILL WORK WITH THE FIVE PURE PROFIT™ PILLARS:

Potential

Acting on the biggest levers for growth

Positioning

The leader in your own category

Partnership

Not a relationship, but a powerful partnership

Proposition

A rock-solid product range with which you win with your customers

Performance

Achieve much more in less time. At a higher ROI.

Potential

Acting on the biggest levers for growth

Positioning

The leader in your own category

Partnership

Not a relationship, but a powerful partnership

Proposition

A rock-solid product range with which you win with your customers

Performance

Achieve much more in less time. At a higher ROI.

We aim for a transformation in your business, which is why this journey takes a year, as it will lead to a new way of working.

This includes:

Methods to continuously gain insight into your most significant levers.
Proven ways to make your innovation strategy as profitable as possible.
Tools to maximize the ROI of your efforts.
Learning how to engage in high-level conversations with your customers and team.

How much more valuable do you think your brand will become after our collaboration?

Pure Category Leader consists of several phases:

PHASE 1:
PURE PROFIT® GAME PLAN

In this phase, we establish the foundation for growth.

Game Plan: In just one session, we map out the most significant opportunities for profit in terms of money and time. This fantastic foundation allows you to act from a more powerful position when dealing with existing and new customers. It reveals what the organization needs to quickly and profitably become the new category captain.
In additional sessions, we refine positioning and focus on the most urgent pillars identified in the Game Plan.

PHASE 2:
LEARN AND SHARPEN

PHASE 3:
COMMITMENT AND GROWTH

You will have direct contact with me during the process. We will work together on a shared platform, and you can ask questions via email or Business WhatsApp.

Our goal is to make rapid progress, and I will provide what you need. That’s my motto. This means that you will work with me, my team, and my extensive network.

For which companies is this suitable:

Your current revenue is at least 10 million. For companies generating between 1 million and 10 million, there is an alternative option. Please send me a message.
You have a proven proposition, and you already supply products to large retailers, foodservice companies, etc.
You offer an A-brand or are a private label supplier. If you are a supplier to such companies, please check Future Trade Leadership .
You prioritize results over time. In this partnership, we do what is necessary. The time my team and I spend on collaboration is not important to you; you aim for results and efficiency.
Your products contribute to a more sustainable world. This could also be related to legumes, fruits/vegetables, seeds, plant-based alternatives, local products, and so on.
You already have a team. If there are varying opinions among your team members, that's not a problem. In fact, most of my successful clients faced this situation. I helped them break through and achieve remarkable results. We combine our strengths.

Teams with the attitude of "we'll try it ourselves a little longer," don't call me. Leaders seek help, but of course, they are looking for a high ROI. That's why, during a conversation, I always assess whether I see that perspective for you and your team as well.
You know that with my track record, I offer invaluable value for your company.
As a manager/director, you see that you need something different to approach your customers than what you've been offering so far. You want the fastest and best route to break through this.
Ready for a breakthrough next year. It must and can really be different. There is an urgency for a much more profitable company. For example, you have just made significant investments and need to recoup them, your margins are under pressure and/or, your customers expect a different level. Or you want to sell your company in the coming years.

This program is not for:

Those who are not results-driven. If you feel that you can handle it on your own and continue as is, please do not contact me.
Those unwilling to make decisions. Working with me means that we will make changes, and you must be willing to do so. Of course, I will assist you in making good decisions. Decisiveness leads to progress.
Those who have not tried many things yet. I prefer to work with people who are hungry and genuinely ready to break through. My clients are ready for a new playing field and do not want to stay in the little league.

Contact me to schedule a conversation.

This is a non-committal opportunity for both of us.

In this conversation, I will share the potential I see for your company.

You will also get a glimpse of how I work, and people find this conversation very valuable.

Not a standard strategist or consultant

But someone who provides what you need—commitment, decisiveness, and honest feedback.

A track record with major companies (Dr. Oetker, Nestlé, Hessing Supervers) and a passion for sustainability—a powerful combination. A beautiful and sustainable brand can change the norm when it is profitable and seeks a leading position.

WHAT CLIENTS SAY ABOUT ME:

In addition to quickly recouping the investment through closed deals, it has been an excellent investment in how we work.

We now critically assess where we spend our time and use that time with a much higher ROI.

“We quickly developed targeted questions and a compelling pitch, resulting in one of the world’s largest food companies being eager to work with us. This collaboration is worth almost one million euros in procurement value.

We are now applying this approach to customers in other segments.”

Danielle works passionately, immersing herself in the specific product and its world. Her down-to-earth, proactive attitude and structured way of working make for a very pleasant collaboration.

Frequently Asked Questions

But we already have a good trade marketer; will this work for us?

It’s great that you have a trade marketer. Many people ask if what I do is trade marketing.

My method is not trade marketing or business development, although it includes aspects of both. If you already have a trade marketer in your company, I am more than willing to collaborate with you. This will enable us to make even faster and better progress. I believe in leveraging people’s strengths.

Pure Profit focuses on what your organization needs and works in collaboration with sales, marketing, and trade marketing. We bring stakeholders to the table and work together to make progress.

How much investment should I expect?

This depends on the phase of the company and the opportunities we determine. The investment starts at €25,000 / €35,000 per year.

Sometimes, we may advise starting for six months first, which would be €15,000 / €25,000.

We are already very busy. How much time will this require?

I always work concretely and to the point. I help the team prepare meetings effectively, with a relatively low time investment.

The collaboration will ultimately yield much more time. However, it is true that sometimes a few hours need to be invested in preparation and execution to ultimately generate much more revenue and save time.

All my clients are busy. Often, they are occupied with tasks that consume too much time and/or do not contribute to profitable growth.

Never has a client during the process mentioned that the collaboration was time-consuming. On the contrary, they always find it concrete and efficient. All my clients are busy, and I focus on delivering results in little time.

Moreover, once you have truly internalized the approach, you will see that after this process, you can continue to apply it yourself in little time.

We can also invest in X, Y, and Z

Yes, that’s possible. However, you are here. In a conversation, I will share my perspective with you. I am selective about whom I work with, so if I don’t think it’s a good investment, I will let you know.

I sense the urgency, but the rest of the team doesn't see it yet.

Yes, I understand that it’s challenging. Several of my clients were in the same situation when we started working together. Let’s schedule a conversation together. During this conversation, we will discuss the urgency I see for you and how we can communicate this to the rest of the (management team).

We don't actually have a budget for this right now

Can you afford to continue as you are now? What will happen then? How much time will be lost?

And: what will it yield if things change? What if you have a more profitable relationship with customers? What if you achieve those goals?

Let’s talk about what it will bring you and how you can earn it back as quickly as possible. I always aim for a high ROI and will honestly communicate what it takes to achieve that.

More sales and profit because your products are listed in important stores.

Position yourself as the best supplier. So that you put down a rock-solid foundation for future revenue and margin growth.

….so that you can quickly start to become the best in your category. There is limited space.

More sales and profit because your products are listed in important stores.

Position yourself as the best supplier. So that you put down a rock-solid foundation for future revenue and margin growth.

….so that you can quickly start to become the best in you category. There is limited space.

Do you recognize this?

You know that it is not easy to get your products on the shelves, in away that they stay there. You have doubts about the right strategy.
You understand that you can only make a good first impression once.
Your team gets bogged down in figuring out information. It takes a lot of time and you miss out on turnover. This while you have to earn back the investments. Or it even prevents you from bringing in new investments.
You know that customers are going to mention objections (maybe you've heard them before). You want to be able to take them away properly.
You miss a sparring partner with a lot of experience who helps you see your blind spots. You would like to work with someone like that that you can ask your questions to, so that you can move on faster than you are doing now.
You have already developed a number of product variants or you are still working on this, but you have doubts about the right assortment strategy.
You wonder what mechanisms you should use to boost your sales. That gives you a restless feeling, because you know that you can only bet every euro once.
You want to get the most out of your negotiations and approach them with confidence.

Make the impact you have in mind with your products

You want to know exactly when a retailer is going to adopt a product, so you can focus on what you need to do, to get on more shelves as quickly as possible. Any objections that the retailer raises, you want to be able to remove. In fact, you want to prevent them.

You want to have an ideal product range, where both you and the retailer earn more than enough, so that you can continue to invest in growth. In addition, you want to be able to come to good commercial agreements. Every dollar you invest, you want to invest in the right things. If you have to do promotions, you have a clear idea of which possibilities there are and which methods offer the most added value.

You want to feel that you can make decisions quickly, so that you stay
ahead of the competition and that you can continue doing with what
you are good at.

The time is now

There are more and more sustainable initiatives on the market that make the world a little better. That’s fantastic, but it also means that you have to make speed as a company. Make sure you’re a first mover.

I have been working in the food industry for more than 15 years and have sat at the table of many retailers. Here I have put a lot of innovations on the market. So I understand exactly what you need to do to impress, achieve growth and build a professional relationship with your customer.

When you work with me, you learn how to conquer the retail world, how to build a strong story, remove any barriers and really bring something to the retailer.

We set a rock-solid foundation so that you can also generate sustainable growth for your company in retail. You not only want to get on those shelves, but you also want to earn enough and stay on those shelves.

In 4 months you will make huge steps. You get access to tools and working methods that you can always use. Truly an investment in the future of your business.

After this process:

You have a clear understanding of what the retailer is looking for. You understand how you can include them in your story and how you can grow your sales. And even better: how you can help them grow their turnover and margin. Because now you see: winning together, that's where you are winning!
Have you gone from searching and uncertainty to trust: you can now act with decisiveness.
You are much more likely to have a good distribution, which is permanent. And therefore on higher turnovers.
You have a strategic product range that makes the retailer and you happy.
You have a clear idea of which retailers should be given your highest priority and where your focus should be to achieve your goals.
You have tools and insights at your disposal with which you can come to better commercial agreements with the category manager. With which you can see how you can bet every euro to the maximum, whether this is in your sales price or in the promotions you do.
You have a presentation for your customer with impact. No one can refuse you off the shelves.

And most importantly: you have invested in a sustainable future for your company.

Our customers and partners include:

What the process entails

I would like to discuss this with you in a conversation. I share what opportunities I see for you and what is needed for that. I take into account the phase in which your company is and what it takes to get your products on (more) shelves. In such a way that they also stay there.

If you’re like me, then you don’t think the practical interpretation is that important. However, we achieve results as efficiently and effectively as possible.

Do you want to know what opportunities I see for you?

Bonus in this programme

For customers who are on board before the 1st of June, the following bonuses apply.

TAILOR-MADE INNOVATION CALENDAR

A proven method to come up with innovations every mutation moment. In this way, we ensure a tight introduction to customers and you set the foundation for your next innovations.

FINANCIAL MODEL

Made by a financial strategist / CFO (formerly Ahold). With this model you come to an (even better) budget and you set up a tight financial basis. This is hugely important.

I'm Danielle Mol...

… founder of The GreenUp Company. It is my mission to make plant-based eating the norm within retail. By helping suppliers grow. By becoming the best. GreenUp, in other words.

BECAUSE: AS SOON AS PLANT-BASED SUPPLIERS ARE THE BEST, THE NORM CHANGES.

When I started working almost 15 years ago, it was my dream to make a big career. This resulted in me making huge strides in my career and as a 33-year-old as a commercial manager was responsible for 80 million euros in turnover.

Still, it didn’t make me happy. After a period in which I made a fantastic world trip and travelled overland to India, I decided to commit myself to companies that contribute to my mission. Now I combine my commercial experience with my experience as a consumer. I myself have been eating vegetables for five years.

I am extremely ambitious and like to work with companies that share this ambition and want to continuously improve. That’s why I want to help you become the best in the category. That starts from your launch. You only put the basics right once.

“We can now make better decisions in our strategy.”

Danielle helped us to identify the opportunities and threats on the supermarket shelf. Her report allowed us to make better decisions in our strategy. Danielle is passionate about her work and really submerges herself in the product and the world around it. Her calm, proactive approach and structured way of working meant that we really benefitted from working with her.

Chantal Engelen I Dutch Edamame

“Through the collaboration, we have discovered new growth opportunities.”

The collaboration with Danielle has been very good. With her input we have been able to improve our trade marketing. Through her experience and knowledge, she brings interesting insights.

Mark Duppen I Commercial

Manager Limax Mushrooms

This process is for companies that:

Are relatively new in the market. If you already have some sales within small retailers or foodservice, this programme is perfect for your move to larger customers and will suit you. If you have already been working with many large customers in the Netherlands via the head office, I would be happy to help you further in The Next Level. If you are not sure which route is best for you, we can always discuss this in a call.
Contribute to the plant-based transition. Your product doesn't have to be (entirely) vegan, as long as it contributes to plant-based products becoming the norm. I also love working with companies that contribute to more vegetable and/or legume consumption.