Helping growers to be successful

"Producing is one thing, but then selling those products and realizing a good turnover is another. At Rijk Zwaan, we know how important it is for growers to be able to grow products that they can sell on specific markets. We want to help them to do this successfully by mapping out the wishes of the market and translating them into suitable varieties. But also, by calculating the turnover in advance, so that the risks can be minimized. In this way, growers can already think about the direction they want to go and the right choices when making their business plan."

Needs and challenges
Rijk Zwaan has a worldwide Chain & Retail team of more than 25 people. "Together we collect all the necessary information from all over the world", says Shuang Fan. "Like the needs of consumers, the needs of the retail sector and the obstacles and challenges in the field of logistics and packaging. Based on that information, we can tell growers what the trends are."

Rijk Zwaan always starts with the consumer and then goes back in the chain. "What do people want to eat, where are those products sold, in what quantities, at what price, what packaging is needed for this, etc. When those questions are answered, we take a step back to look at the retail and logistical picture and then a final step back to the grower. Which market does the grower want to serve, what is needed for this and which choices must be made? Based on the information we have collected and the trends that arise from it, we can calculate the expected turnover, so that the grower can build a successful business case."

Over the years, Rijk Zwaan has been able to build long-term relationships with parties worldwide. "We have offices in over 30 countries and therefore work closely with local parties. In this way we can connect growers with the market. But we are also often approached by parties from the market itself with specific questions. Retailers look for quality and unique products and ask us which growers they should contact. So, you could say Rijk Zwaan really plays a connecting role in this."

Local eating habits
According to Shuang Fan, the wishes of consumers differ per country. "Due to the culture and local eating habits, each country has its own trends and developments. For example, consumers in China prefer pink tomatoes, whereas in Western Europe we rather eat red tomatoes. Also, in Poland many pink tomatoes are grown, but because surrounding countries prefer to eat red tomatoes, they are not suitable for export. And France is a country where relatively many organic tomatoes are eaten. As a grower, you have to take all these factors into account."

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Photo Courtesy of GreenTech

Source: GreenTech