Royal Van Zanten

pass on passion

The issue of Royal Van Zanten

How do we bring our story in a powerful way and show that Royal Van Zanten is “Back on track” and stronger than ever?

You can find the final result on Royal Van Zanten‘s website .

Our approach: the allura method


Royal Van Zanten’s purpose and DNA (core values) were formulated with input from personal interviews and online group sessions with an international delegation of employees and management. The payoff “Driven by Passion” thus gained meaning and the story was aligned with the existing mission and vision. New photography and icons and consistent use of the already existing corporate identity enhance the visual identity in a very recognizable way.

Internal branding

Translation of identity into employee booklet, live and online workshops with international employees, development of a proprietary DNA quartet game and linkage to existing internal resources such as the periodic employee meeting, employee events and the internal newsletter.


Translation of identity into corporate presentation, website, press releases, social media and custom staff ads. Expansion of corporate imagery / photography. Use of purpose and DNA in market-oriented events.


  • Consistency in message and imagery
  • 1 carried story that inspires, connects and rings true
  • 1 line in all corporate communications
  • Hundreds of proud, committed employees in the Netherlands and abroad
  • Strong bonding between colleagues in the Netherlands, Uganda, Colombia and South Africa
  • Increased enthusiasm for sharing the Royal Van Zanten story.
  • Increased focus on employer branding and sustainability
  • Engaged employees in strategy and innovation.

Royal Van Zanten receives enthusiastic responses internally and externally to the story and the way it is told. The story starts with people, with the purpose of Royal Van Zanten: Passing on passion

Internal branding
Employees of Royal Van Zanten recognize themselves in the story and DNA. The language and image fit the company and the people who make Royal Van Zanten. Growers and chain partners are responding enthusiastically to the powerful, inspiring and recognizable way in which Royal Van Zanten is increasingly going public. There is great enthusiasm for the story in presentations to partners, and the marketing team leverages the power of purpose in press releases, when nominating products for awards and in overall corporate communications. The story is real, honest, connecting and works as a broad basis for many forms of communication.


Royal Van Zanten celebrated its 160th anniversary in 2022. The revamped identity does justice to its history and its great focus on people and their passion in it. It builds on that history with a good story from the strength of Royal Van Zanten. Royal and Passion are at the core of the DNA and purpose: Passing on Passion is visible in the major focus on involving employees from all departments, internationally and in the Netherlands, in strategy and innovation. And in the pride with which it actively communicates with the chain, with customers and with future employees. Royal Van Zanten is more than “back on track,” it is buzzing with growth potential.

Maarten Goos, Managing Director: “Together with Allura, we delved into the DNA of our company. Allura really brought out the story of the employees and formulated it powerfully. A lot of energy was generated internally, partly because all the sessions were put into a creative and challenging format. We are happy with our story and are now leveraging it in our contacts externally. We are more than ‘back on track’.”

Rob van der Helm, Marketing Manager: “Our story has been strengthened and professionally portrayed by Allura’s personal and energetic approach. Colleagues are very involved, we are super proud of the result!”

The allura method

At Royal Van Zanten we have developed the
allura method
used. The entire process was done in close cooperation with the client.

In picking up Royal Van Zanten’s story, we spoke to a large number of international employees through online sessions. These sessions were

We also developed customized workshops when rolling out Royal Van Zanten’s story. Employees worked out the formulated values in quartet cards. The unique Royal Van Zanten quartet game created with it is a long-term reminder.

Finally, we co-wrote and advised for an extended period on all kinds of texts, ranging from the Royal Van Zanten vision of sustainability, press releases and job postings, to guide the company in implementing the story in practice.

Allura Vision Growers helps green sector companies discover and formulate their story. We do this in such a way that the story not only highlights the company’s interests, but also appeals to customers, partners and society more broadly.

Companies that add value over the long term always pursue interests larger than their own. Our art is to make those interests understandable and articulate them in a story that touches and is supported by employees. When employees recognize themselves in the story, we ensure that the story is incorporated into text, images and all the resources that matter to a company, such as the website, brochures, office d├ęcor, newsletters, etc.

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