Meijer Potato

building on potential

The issue of Meijer Potato

How do we articulate our story as Meijer Potato and align our external communications with this story, befitting our position as a top 5 potato breeder worldwide?

Our approach:

The allura method


Mission, vision, core values, tagline and corporate story were formulated in conversation with an international delegation of employees and a number of external contacts. Visual identity revamped: Logo, company name, and corporate identity.

Internal branding

Translation identity into employee booklet, workshops with international employees, signing at headquarters based on personal quotes and a storyboard in the reception hall with a spin-off to the branches. Core values linked to MT members were followed up in a monthly newsletter.


Translation of identity and corporate identity into website, variety catalog and corporate brochure. Support for client events new style. Corporate videos & photography. Social media strategy and management. Various external mailings.


  • 1 carried story that inspires and rings true
  • 85 Proud, engaged employees
  • 1 international appeal
  • 1 new corporate identity, applied internationally
  • 4 subsidiary companies involved and enthusiastic
  • 5 languages for website and varieties catalog
  • 6 interviews in regional and national media
  • 2 interviews in French trade press
  • 260% increase in LinkedIn followers

Meijer Potato receives many enthusiastic responses from clients, partners and colleagues.

Internal branding

Employees of Meijer Potato recognize themselves in the company story articulated in a way that fits. Customers, growers and partners respond enthusiastically to the professional and clear look. Applicants compliment Meijer Potato’s story and core values. These are “real” and not – as with some other companies – “contrived” or “too generic. The management team addresses press and external interested parties in an inspiring manner with a story that stands.


The new line in communication supports Meijer Potato on the international market and endorses its professionalism and specialism. Meijer Potato is seen as an international top 5 player with allure.

Erika den Daas, Managing Director: “To come up with an authentic story, Allura dived deep into the company and the sector, challenged the MT, to get to the bottom of what drives us within Meijer Potato. There is now a beautiful authentic story with a clear image, of which everyone is proud. It has been well worth the time and energy.”

Allura method

At Meijer Potato, we have developed the

allura method

 used. The entire process was done in close cooperation with the client.

In feedback sessions and working out the story, we have the

kigai model


In a final round, we used the method of

Find your Why

used in a session with the MT.

In rolling out the story to staff, we held

customized workshops

created and facilitated.

Finally, we rewrote and wrote texts where necessary and during an

interim management process

worked out all the necessary resources.

Dive deeper into what we all do and get inspired.