RZ Chainmail EN 2013-08

Chainmail RZ Rijk Zwaan magazine for all chain partners | August 2013

Waitrose Inspiration from chain collaboration

Ambitious Sharing a healthy future

SPAR Growing leads to eating

Contents 2 4 5 6 8 9 10 11 12 13 14

Waitrose, anything but a standard supermarket

British grocery chain Waitrose is known for its innovative streak, it is a leader rather than a

7-Eleven goes healthy

Waitrose, anything but

in Taiwan

follower. Hence its shelves hold many new and exciting products and they often originate from Rijk Zwaan. “We let our customers decide whether something will be a success” explains David Northcroft, Fresh Produce Development Manager.

Salatrio: Italian vegetable garden for at home ‘Working together towards a healthy future’

Jordan discovers crunchy

cocktail cucumbers Spanish demo company reflects real life

Salanova® Crispy rounds off baby leaf mixes

Mass switch to fresh lettuce in Russia

Taking chain management in Asia to the next level

‘Growing leads to eating’

David Northcroft, fresh produce development manager at Waitrose.

Responding to consumers

One thing which sets Waitrose apart

Waitrose takes a proactive approach

on a worldwide scale

from the rest is its willingness to try out

to collaborating with chain partners.

new concepts. Fresh produce is a prime

Northcroft: “We maintain close relati-

example. The retailer offers a wide

onships with our growers and breeders,

range of both conventional and organic

we’re fully in favour of strengthening

produce, in the niche and standard

that three-way relationship further.”

Colofon The magazine Chainmail RZ is published in English, Spanish, Italian, Dutch and German by Rijk Zwaan Distribution B.V. It is distributed to chain partners worldwide and has a circulation of 8,000.

Text and editorial team: Rijk Zwaan Photography: Rijk Zwaan, Tjipke Meijer Lay-out: Do Company, Rotterdam Printing: Drukkerij Van Deventer Reproduction stating source is allowed.

Chainmail RZ has been created with the greatest care. Nevertheless no liability can or will be accepted for any incorrect information.

Rijk Zwaan Distribution B.V. Burgemeester Crezéelaan 40 P.O. Box 40, 2678 ZG De Lier The Netherlands T +31 (0)174 53 23 00 F +31 (0)174 53 21 63 E chainmanagement@rijkzwaan.nl www.rijkzwaan.com 2

range. To ensure reliable stocks of innovative products for the long term,

Pink tomato Waitrose recently listed two very special tomato varieties: Pink Blush and Island Jewel. One is pink, and the other is shaped like a pepper. “Each year, we make a point of taking a group of people, including our growers, to the Rijk Zwaan demo days. That’s where we first saw them, in Kwintsheul and now they’re in our stores!” says Northcroft. “Like us, Rijk Zwaan is committed Rijk Zwaan | Chain magazine

a standard supermarket to innovation. We’re kept informed at an early stage of development, which gives us the chance to be one of the first to launch new products. Whenever we see something interesting, we discuss it with our growers because we might like a variety, but they’re the ones who have to grow it. That’s how we optimise our likelihood of success.”

With over 290 stores throughout the UK, Waitrose is a sizable partner and one with plenty of ideas. Rijk Zwaan is continually working on concepts to enhance the retailer’s existing range. For instance, Waitrose is exploring ways to better integrate nutritional value into its products. “By working together, we can translate new trends into products,” states Northcroft.  Heleen Bos (right), account manager organics at Rijk Zwaan, views Waitrose’s organic range together with David Northcroft.

Alan Wilson, technical manager at Waitrose:

‘No changes to organic range’ The economic downturn is affecting every country in Europe and British consumers are keeping their spending in check. Organic produce, which tends to be slightly more expensive, has become more of a luxury than a necessity. Nevertheless, food retailer Waitrose is standing firm on its organic range.

Technical Manager Alan Wilson is

to work even harder to increase our

successfully, when and where. Thanks

a strong supporter of the organic

market share.”

to them, we can rely on a year-round

products on Waitrose’s shelves. “We

supply of organic produce.” 

can’t expect major growth in the

Wilson emphasises that the two key

short term but we’re nevertheless

pillars underpinning Waitrose’s organic

continuing to offer the same range

range will be maintained at all costs.

of organic produce. I feel that we

“Our organic products are available

owe it to our customers. Back in

all year round and are always of the

1985, Waitrose was the first retailer

best possible quality. Rijk Zwaan helps

in England to start selling organic

us to meet those criteria. In the case

produce on a large scale. We believed

of tomato and lettuce, Rijk Zwaan

in it then and we believe in it now.

specialists develop varieties with

That’s not likely to change in a

strong resistances that offer good yields

hurry. We view the current economic

as well as being tasty and visually

situation as a challenge rather than

appealing. They also conduct research

a problem. It just means we’ll have

into which varieties can be grown most

August | 2013

3

Collaboration with Saladmate

7-Eleven opts for a healthier approach in Taiwan 7-Eleven stores are a common sight in Taiwan. However, you might be surprised to discover boxes of freshly prepared salads on their shelves. Known as the Salad Box, this product is 7-Eleven’s successful response to the healthy eating trend. The Salad Box, which has been developed in collaboration with vegetable processor

Jessie Chen, assistant managing director at Saladmate.

Saladmate, features Rijk Zwaan’s Salanova® inside.

With over 5,000 stores, 7-Eleven is the

Salad Box

most popular convenience chain in

7-Eleven and Saladmate co-developed

Taiwan. This franchise originally built its

the Salad Box: a single-portion pack of

international success on selling ‘super-

fruit salad or green salad. The initia-

size’ fizzy drinks, pizzas and other high

tors immediately established the key

Salads on the go

calorie snacks. However times change

starting point that all ingredients must

The Salad Box has been a tremendous

and trends evolve. Nowadays, any

be fresh. They then looked for suitable

success. Consumers grab a fresh salad

self-respecting retailer stocks a wide

products in line with the concept. The

to eat at home with their evening meal

range of healthy products and 7-Eleven

fresh green salad was easy as Salanova

or as a snack on the way to their next

have set out to find a way of offering its

fitted the bill perfectly. This conve-

meeting. Eating healthily makes them

customers fresh yet convenient salads.

nience lettuce is quick to prepare and

feel good and they can be sure that the

is visually appealing. The final step was

Salad Box is safe to eat. It is filled with

a well-planned marketing campaign to

good, honest ingredients that have

promote the Salad Box to Taiwanese

been freshly picked that morning. The

consumers.

range also features several different salads which means there is a Salad Box to suit everyone’s tastes. 

Saladmate and Salanova® The Salad Box is a range of salads which

the knife is enough to cause the lettuce

include ingredients such as shredded red

to separate into scores of small leaves.

cabbage, carrot, pepper, cherry toma-

This concept is of course wonderful from

toes, egg and of course Salanova®. The

a presentation point of view. There is

different salads require different lettuces.

plenty of choice in terms of types and the

The Salanova types used are green and

product grows well in Taiwan, where we

red butterhead, oakleaf and lollo.

already have experience of hydroponics.

This keeps the lettuce clean and reduces

4

Saladmate has been working with

the use of pesticides. Plus of course there

Salanova for some time and under-

is no question about its taste. Even after

stands its benefits. Jessie Chan, assistant

processing, Salanova is still either deli-

managing director said “One slice of

ciously crunchy or wonderfully tender.”

Rijk Zwaan | Chain magazine

Salatrio: Italian vegetable garden for at home Sempre Fresco was one of the first companies to work with hydroponics in Italy.

A high-investment and technically complex project which entailed close collaboration between Sempre Fresco and Rijk Zwaan. Ivan Digiuni and Giuliano Belli of Rijk Zwaan Italy and Marc Celis of Rijk Zwaan Belgium helped the growers to get started and identify suitable varieties. The result: three lettuce types on one root ball.

It represents a completely new concept for Italian

leaflets featuring the slogan ‘The vegetable garden

consumers. A head of not one but three types

for at home’ and containing storage and prepara-

of lettuce which includes oakleaf, batavia and

tion instructions. People value the environmental

Salanova® with the seedling pot still attached.

aspect of Salatrio. The root ball and even the

Nevertheless, the Sempre Fresco Group has faith

packaging material can be disposed of as organic

in generating enough interest in this attractive

waste.” 

Hydroponics ensures a clean product.

product which has a long shelf life. In its packaging, the Salatrio stays fresh for over a week. Meanwhile the inclusion of ‘convenience lettuce’ Salanova® makes it quicker and easier for consumers to prepare salads. They simply remove the required number of leaves, leaving the rest of the lettuce intact for maximum freshness.

Hydroponics Sempre Fresco, a group of important Italian lettuce growers, took the bold step of producing Salatrio in a mobile gully system which allows the distances between the gutters to be adapted to the size of the lettuces. This offers optimum efficiency and hence higher production levels. Compared with conventional growing, the hydroponic system yields up This is a first for Italy, and an exemplary project for

Sempre Fresco

Rijk Zwaan. Marc Celis, an expert on hydroponics

The Sempre Fresco Group comprises six major growers in and around

among other things, shared his expertise on varie-

Guidizzolo: Nicolai Ernesto, Spazzini Luigi, Porrini Lino, Dino, Porrini

ties, the climate, irrigation and plant nutrition.

Stelio, Flavio, Cimarosti Massimo, Fabrizio, Gandini Enrico and

to three times as many plants per square metre.

In-store promotions Salatrio is currently being sold in Italian super-

Mario. They are gradually learning how to get the best out of the new Salatrio in their specific growing conditions and are keenly looking for the right sales channels for this innovative lettuce product.

markets such as Bennet and Penny, supported by in-store promotions to increase consumer interest

Sempre Fresco’s hydroponically grown Salatrio comprises red oakleaf

in the product. Mario Gandini: “We’re handing out

lettuce, open Batavia lettuce and green incised leaf lettuce. These three varieties grow at roughly the same speed and ultimately form a nice single head together. Attractively packaged and with a leaflet included, the product is ready for immediate display on supermarket shelves.

August | 2013

5

‘Working together towards a healthy future’ Rijk Zwaan is growing and so is the world around it. While this offers opportunities, it also brings extra responsibilities. It is Rijk Zwaan’s ambition to contribute to the world’s future.

As director Marco van Leeuwen says, “The only way to fulfil our ambition is to work together with our partners.”

Rijk Zwaan has been growing healthily for many

specifically for African growing conditions. Marco

years. One illustration of this is the new headquar-

sees this is as just one example of how Rijk Zwaan’s

ters in De Lier, which the company moved into at

position is shifting from merely being at the heart

the end of last year. The construction project was

of the vegetable sector to also being at the heart of

postponed for as long as possible because the

society.

company’s main investment priority has always

“We have the right knowledge and tools to tackle

been R&D, ever since its foundation in 1924. “In

as well as solve a number of the world’s major

recent years, we have built new breeding facilities

challenges. We must make use of this knowledge

in The Netherlands, Spain and Turkey, plus invested

to combat undernourishment and obesity with

in production facilities in Tanzania and Mexico,”

healthy vegetables. By applying new growing tech-

explains Marco van Leeuwen. “We see plenty of

niques we can reduce the burden on ecosystems

opportunities, for better products with higher yields

and continue to provide the world’s expanding

and more resistances and which are tastier, easier

population with sufficient healthy food.”

to process and more appealing to consumers.”

Africa

Together It is essential to approach these challenges with

Among other regions, significant potential for

long-term collaboration and partnerships based

these new products lies in emerging economies

on mutual trust and ‘win-win’ situations. Rijk

where increasing prosperity is creating a new

Zwaan has been taking such an approach for years.

middle class of consumers. Consumers in China,

As illustrated by the numerous successful chain

Vietnam and India want better vegetables. There

projects the company has initiated over time. Rijk

are also chances in agri-food development in

Zwaan realised back in the 1990s that a vegetable

Africa. Subsidiary Rijk Zwaan Afrisem in Tanzania is

breeder must look beyond growers alone. In the

taking the unique approach of developing varieties

past couple of decades, the company has built up an international network of Chain Managers who are in close contact with agents, retailers and processors, as well as with restaurants and the food service sector.

This focus on the market has resulted in many successful new products and concepts such as the snack cucumber, ‘convenience lettuce’ Salanova® and the striped aubergine, Angela RZ. Specific product lines have also been launched, such as Convenience, Organics and more recently Sensational Flavours and Sensational Snacks.

Abel Kuley (centre), product development manager at Rijk Zwaan Afrisem, Tanzania, gives technical advice to local growers.

6

Rijk Zwaan | Chain magazine

Ambition

also for the subsequent links in the chain, right up

The global and chain-wide success of these initia-

to the millions of consumers with whom we want to

tives is entirely due to this collaborative approach,

share the fresh, healthy and tasty vegetables that

which also formed the basis for Lovemysalad.com.

are grown from our varieties.” 

Marco van Leeuwen: “We’re at the heart of the vegetable sector and at the heart of society.”

On Rijk Zwaan’s social salad network, consumers come together with growers, processors, chefs with their passion for vegetables. The platform

Sharing a Healthy Future

aims to increase global vegetable consumption:

Since growing ambitions deserve to be conveyed

a bold statement expressing Rijk Zwaan’s healthy

clearly, Rijk Zwaan has a new slogan: ‘Sharing

ambition. “The rapid growth of Love my Salad also

a healthy future’. This embodies everything

means indirect growth for the sector and for Rijk

that Rijk Zwaan strives for. In addition to the

Zwaan itself. Our growth is not the ultimate aim

new slogan, the Rijk Zwaan logo and house

in this case, but it is a prerequisite for a healthy

style have been updated too. This edition of

future,” emphasises Marco. “By investing in know-

Chainmail RZ is one of the first publications

ledge, people and partnerships, we are investing

featuring the new look.

and other professionals to inspire each other

in a healthy future. Not only for our customers, but

We share Shawn’s ambition to promote healthy eating Even as a young child, Chinese chef Shawn Geng dreamed of becoming a great chef one day. Now, as a chef at the InterContinental Qingdao Hotel, he is in a position to make his own contribution to introducing more variety and international influences into Chinese cuisine. Shawn values healthiness and freshness highly and he sees great potential in leafy vegetables in particular. He is well aware that the concept of fresh salads is unfamiliar to many Chinese consumers but he is keen to change that. Rijk Zwaan shares their ambition and developed Salanova®. This lettuce type separates into an abundance of baby-sized leaves with one slice of the knife. This convenient lettuce offers Shawn and countless other partners, possibilities for inspiring Chinese consumers with the ease, taste and healthiness of fresh salads.

That’s how we are helping each other move forward.

Watch a video of Shawn, hear more of our partners’ stories and read more information about Rijk Zwaan in the new digital magazine: magazine.rijkzwaan.com

August | 2013

7

Jordanian consumers discover crunchy cocktail cucumbers In Jordan, the name for cocktail cucumbers roughly translates as ‘baby finger cucumbers’, which is quite an apt description. Consumers associate this format with ultimate freshness and a firm bite. Thanks in part to Rijk Zwaan’s efforts, the cocktail cucumber is gradually gaining a foothold in the Jordanian market.

A targeted marketing campaign has

tory results. “Cengel is an open plant

been designed to help the cocktail

type and this trait is good as it makes it

cucumber capture more consumer

much easier for the pickers to harvest a

hearts in Jordan. Traditionally, the

uniform batch of cucumbers.”

bestseller is the mini cucumber, which grows to around 16 to 20 centimetres

A real treat

long. However, shorter cucumbers are

With the highly productive Cengel, the

becoming an increasingly familiar sight.

grower cultivates good-quality cucum-

These are mini cucumbers that have

bers which sell well at local markets.

process with the growers, sellers and

been harvested ‘too early’ in response

His snack cucumbers are in a different

Rijk Zwaan taking it one step at a time.

to demand from a growing group of

class from the ‘early minis’. “The quality

Today, the type can be found in almost

consumers who prefer this format: such

of the snack cucumbers is much better”

every greengrocer’s shop, although still

a small cucumber is so wonderfully easy

stresses Al Tamini. “Because this type

fittingly presented as a speciality. The

to eat!

is allowed to mature fully before being

next step is an advertising campaign

picked, they are all the same size and

aimed at families. After all, parents

Cengel RZ

much tastier. Deliciously crunchy

would rather send their children to

Osama Al Tamini is one of the growers

cucumbers with a longer shelf life are a

school with a healthy snack than with

who initially harvested small, early

real treat.”

chocolate or biscuits.

cucumbers from a mini cucumber

Al Tamini believes in the concept’s

variety. He now takes a different

Advertising campaign

approach and in the spring and summer,

The introduction of the cocktail

more tunnel greenhouses with Cengel

Al Tamini grows a real cocktail variety,

cucumber to Jordanian consumers as

next season.” 

Cengel RZ which provides very satisfac-

an exclusive delicacy would be a gradual

Osama Al Tamimi (left) with Hamzah Zawaneh from Al-Huda Co. for Agricultural Materials.

potential: “I’m definitely going to plant

Osama Al Tamimi Osama Al Tamini’s company is situated in the Jordanian Highlands.

The grower produces various specialities such as the Cengel RZ snack cucumber, cherry and mini plum tomatoes, broccoli, iceberg lettuce and crop lettuce on more than four hectares of land. Al Tamini’s products are sold through a catering company that supplies greengrocers, hotels and restaurants in Amman. The cocktail cucumbers are harvested daily and packaged in 1 kilo packs.

8

Rijk Zwaan | Chain magazine

Spanish demo trial centre showcases tomatoes under real-life conditions Each year Melrow Salads (Bakkavor Group) compares the current speciality tomato cultivars. It is using new types from the seedhouses to ensure buying the best flavour and quality. Are they still the best ones, or are there any interesting newcomers? There’s no better place for benchmarking than at Rijk Zwaan’s new demo trial centre located at El Ejido / Southern Spain visited

by Michael Heyes, procurement agronomist for Melrow Salads, Spain.

Michael Heyes, procurement agronomist for Spain at Melrow Salads.

Rijk Zwaan’s new demo trial centre

roof and how they are grown under

provides visitors a four-dimensional

‘real’ conditions. El Ejido particularly

experience. They can see the tomatoes

stands out because it is high-tech. Rijk

up close, touch them, smell them and

Zwaan has invested heavily in this

taste them. Existing and new varieties

fantastic facility with its Biomas heating,

are presented side by side and all

pipe rail heating system, suspended

cultivated under the same conditions.

gutter system and much more. For

colour, and a sweet flavour are popular,

Supplementing the Dutch Rijk Zwaan trial

comparison purposes the same varieties

especially if they smell delicious too. Just

centre in Kwintsheul, The Netherlands. El

can be viewed in a more traditional

like the well-known Raf tomatoes from

Ejido opened the demo earlier this year

plastic greenhouse where they are grown

this area.” 

and focuses on speciality tomatoes breed

in a semi hydroponic sand system. I can

for the Mediterranean climate. Michael

definitely recommend it!”

El Ejido, Spain

trial centre, high tech multi-tunnel and

Amoroso RZ

The new demo trial centre for speci-

high level of investment.

“Which tomato type depends on the

ality tomatoes in El Ejido serves

consumer and how the tomatoes are

to underline Rijk Zwaan’s commit-

going to be used. All customers want

ment and ambitious goals in the

“We sell speciality tomatoes, cucumbers,

consistent flavour and quality all year

Mediterranean growing region of

peppers and aubergines to Marks and

round. Amoroso RZ is unquestionably the

Almería. The facility comprises of

Spencer. Our customer expects top-class

best cocktail truss tomato at the moment

two greenhouses which are 3,300 m²

quality and innovation which is why we

and Brioso RZ performs well too.

each. One is a conventional structure;

are constantly searching for the very best

Furthermore, we see potential for the

unheated with tomatoes growing in

products. The great thing about the new

Corazon de Buey type 72-165 RZ, an ideal

the semi hydroponic sand system.

demo trial centre is that you get to see all

tomato for stuffing. In general smaller

The other is a high tech multi-tunnel,

the speciality tomato varieties under one

tomatoes with thin skins, deep red

equipped with facilities for optimum

Heyes was very impressed with the new

High-tech

control of climate. The tomatoes are grown on rockwool in hanging gutters.

A dedicated team of employees record production data, fruit weight, size, truss growth, quality, flavour, percentage brix content and post harvest life each week. Rijk Zwaan has demo trial centres in Spain (El Ejido), Canada (Leamington) and The Netherlands (Kwintsheul). If you’re interested in visiting one of them please contact your local Rijk Zwaan representative to El Ejido presents varieties in both a traditional (left-hand photo) and a high-tech (righthand photo) tunnel greenhouse.

August | 2013

arrange an appointment.

9

Salanova® Crispy rounds off baby leaf mixes Alongside Australia, the United Kingdom and the United States, Germany has discovered the versatile use of Salanova® Crispy varieties as a babyleaf ingredient.

Combining the best of convenience and crispiness Convincingly Crispy After the final shelf life test, the findings revealed that the varieties Duplex RZ and Excite RZ, which are both part of the Rijk Zwaan Salanova® Crispy range, were the ones to fulfil Jung’s quality

Dieter Jung from Gartenfrisch Jung GmbH.

criteria. Dieter Jung is pleased that he Dieter Jung from Gartenfrisch Jung

each with optimum leaf size for baby

has been able to improve the quality of

GmbH had not been fully satisfied with

leaf mixes, improved crunchiness and

his baby leaf mixes in this way. Looking

the quality of the baby leaf mixes for

longer shelf life. The main problem with

back on the trial process, Alexander

some time. So he decided to set up an

the current baby leaf mixes was that in

Hierl comments: “It involved a conside-

extensive variety trial with incised leaf

particular red and green Batavia wilted

rable amount of organisational effort.

lettuces from all the leading vegetable

quickly and the cut surfaces showed

However, the standardised assessment

breeders. Jung hoped that one or two

signs of oxidation.

of all important criteria is the only way

of the varieties planted in the trial

to take an objective decision when

would meet the company’s demanding

High demands

requirements so that at least some of

When assessing the trial, external

the baby leaf components could be

characteristics such as colour intensity,

After one year of practical testing, the

replaced.

leaf structure, size and width were taken

advantages of Salanova® Crispy lettuce

selecting a variety.”

into account as well as quality features

have become crystal clear. In addition to

With field manager Alexander Hierl in

such as structured leaf and taste.

its mild taste, Duplex also has an attrac-

charge, the long-established company

Furthermore, the waste percentage and

tive colour and contrast. Meanwhile,

based in Jagsthausen, Germany, laun-

average weight of each variety were

the Excite variety stands out thanks to

ched the trial in spring 2012. The aim

established at the processing plant in

its shiny green colour and spikey leaf

was to identify a red and a green lettuce,

order to evaluate profitability.

structure.

Improved quality “In terms of our baby leaf mixes, we have succeeded in achieving a better quality in the bags. The taste is excellent and the shelf life of the mixes has improved significantly,” says Jung, summing up the results of the past 12 Excite RZ 10

Duplex RZ

months.  Rijk Zwaan | Chain magazine

Mass switch to fresh lettuce in Russia explains Mikhina. “To be suitable for Whereas it used to be mainly cabbage on the menu, today’s Russian

processing, the lettuce needs to meet

consumers are increasingly likely to eat fresh lettuce including pre-cut

certain criteria. The internal and external

iceberg lettuce in salads. As one of the country’s largest lettuce processors,

quality must be absolutely perfect.

Belaya Dacha is a key link in the lettuce chain and an important Rijk Zwaan

Additionally, it is important that we can

partner.

obtain sufficient iceberg lettuce all year round.” The processor is very enthusiastic about Santarinas RZ, a variety which

The arrival of fast-food giant McDonalds

Rijk Zwaan: “Our collaboration dates

achieves impressive production levels

marked Russian consumers’ introduc-

back to just after the fall of the Iron

even under very warm conditions and

tion to lettuce as a tasty alternative to

Curtain. While plenty has changed within

offers high harvest certainty. Rijk Zwaan

traditional cabbage. Pre-packed mixed

our company since then, Rijk Zwaan has

helped the company when searching for

salads have since become a firm part of

always been a constant and dependable

good growers for this lettuce. From early

the product offering in Russian super-

partner. We grew Rijk Zwaan varieties

spring until the autumn, Santarinas is

markets. Thanks to increased people

for many years and we were even a

grown mainly in Krasnodar, Stavropol

prosperity in Russia, processors such as

co-founder of the Rijk Zwaan subsidiary

and also in the Central Region of

Belaya Dacha are assured of sufficient

in Russia (Belrimo), active from 1993 until

Russia. In the late autumn and winter,

commercial interest in their products.

2005. In 2006 we switched to concentrate

production shifts to Spain and other

As one of Russia’s largest processors of

on vegetable processing. Even if I say

Mediterranean countries, enabling Belaya

leafy vegetables, the company supplies

so myself, we’re very successful, mainly

Dacha to source top-quality iceberg

washed, cut and packed leafies to various

thanks to our partnership with Rijk

lettuce in all four seasons of the year. 

retailers – and between 50 and 90 percent

Zwaan. They actively support us, provide

of the lettuce that ends up in the mixed

advice on varieties and help us to find the

salads is from a Rijk Zwaan variety.

right growers.”

Dependable factor

Iceberg lettuce

Victoria Mikhina from Belaya Dacha

Belaya Dacha’s main product is iceberg

manages relationships with growers and

lettuce. “This crunchy leafy is a funda-

is also the company’s contact person for

mental ingredient in most salads,”

Santarinas RZ With Santarinas, Belaya Dacha has a reliable variety with excellent production levels. The heads have a good colour both internally and externally, and they have a slightly flat base. The variety is a steady grower and has a high resistance to tipburn. Various trials have shown that Santarinas can be cultivated around the world.

Processed, crunchy iceberg lettuce is a fundamental ingredient in the salad mixes.

August | 2013

11

Taking chain management in Asia to the next level Four years ago, Jan Doldersum left The Netherlands for China. Based out of Rijk Zwaan’s Chinese headquarters, he built relationships with Asian food retail chains and set up initial projects. Now that much of the pioneering work is complete, he is handing over the baton to local colleagues.

Rara Dewayanti Indonesia, Malaysia, Singapore

In Asia, just like fruit and vegetable companies and

upscale and professionalise growing activities

the fresh-cut processing industry, the retail sector

within this enormous country. Things are already

is experiencing tremendous growth. Such growth

moving in the right direction thanks to domestic

demands a suitable range of products that are avai-

and international investment. The currently

lable all year round and excel in quality and food

fragmented sector is becoming increasingly well

safety. The Rijk Zwaan chain managers are tasked

structured.

with the challenge of bringing the suitable products and varieties into contact with relevant customers.

India and Thailand

The levels of interest are high among the parties

The patchy infrastructure in India will be chain

involved and Rijk Zwaan is able to facilitate part-

manager Doddamani’s biggest challenge. Most

nerships thanks to its competent local team.

consumers live in urban clusters where relatively

Indonesia and China Su Hai China

HP Doddamani India

little food is produced. Since the growing facilities are very basic, the product range is small

Rijk Zwaan is pleased to introduce Rara Dewayanti

and seasonal. To bring an end to this shortage,

who will be based in Jakata and look after

it will be necessary to focus on specific regions

supply and demand for Indonesia, Malaysia and

and crops. Doddamani will be based out of Rijk

Singapore. The markets in these countries are still

Zwaan’s Indian office in Bangalore and will gradu-

developing and the growing conditions demand

ally take over all of Uday Parvangada’s activities.

extra attention. Due to the extreme climate and

Last but not least, Rijk Zwaan introduces Apinun

lack of good greenhouses, it remains difficult to

Uppabunlung as chain manager for Thailand,

produce sufficient high-quality fruit and vegeta-

based out of Bangkok. Apinun will be familiar

bles using basic resources.

to many since he has been involved in several

Su Hai will be the Rijk Zwaan contact for chain

Asian melon projects as product development

partners in China. His main challenge is to further

manager. 

Jan Doldersum returns to The Netherlands After four years in Qingdao, Jan Doldersum will be returning to De Lier in August 2013 where he will take on the global role of marketing & business Apinun Uppabunlung Thailand

development manager for Rijk Zwaan. Although Jan and his family are looking forward to moving back home, they are also sad to be leaving China. Jan is grateful for the experience. “China is unique. At a congress, I heard someone say ‘The only constant in China is the change’ and that’s so true. So much is happening here at such a fast pace. I will definitely miss that dynamic, the energy level and all the wonderful people.”

12

Rijk Zwaan | Chain magazine

‘Growing leads to eating’ It is a well-known fact that many people do not eat enough vegetables and that getting children to do so is a particular challenge. The SPAR grocery chain recently decided to pick up the gauntlet. With the help of Rijk Zwaan’s seeds and expertise, it launched a pioneering ‘school garden’ project in The Netherlands.

logistics and promotion. For SPAR, it is worth all the effort. “Some children actually think that cucumbers

Juanita van Bon, project communication specialist at SPAR.

are made in factories, they have no idea about the cultivation process involved. We believe that it’s important to do something about that and to involve children in growing vegetables. Research has shown that they are then more willing to eat those vegetables too!”

The countless favourable reactions to the initiative underline its success. “The franchisers who take part are enthusiastic and enjoy being able to Children’s entertainer ‘Bobbie’ launched the vegetable garden concept at a school in Dongen (The Netherlands).

demonstrate their involvement with the local community in this way. Rather than only focusing on their turnover, they discover how much you

“Fresh produce is the centrepiece of our stores. In

can achieve with just a few euros. And the hugely

The Netherlands, we are primarily regarded as the

positive feedback from participating schools,

local store offering daily convenience,” explains

teachers and parents says it all. Furthermore, the

Juanita van Bon, project communication specialist

initiative gets extensive coverage in local media.

at SPAR. “We see it as our social responsibility to

This project was not directly aimed at boosting

support the local community around our stores.

SPAR’s sales, but it’s generating plenty of good

That’s why we were so keen on the idea of letting

PR. Plus we’re gaining more insight into what

children grow their own vegetables, in the hope

children enjoy doing and like eating, which is

of ultimately increasing consumption. Existing

valuable to us as a retailer.”

initiatives revolved around selling packs of seeds. In view of the social aspect, we believed that a similar

Growing with partners

activity for schools should be free.”

The school garden project is growing

With over 12,000 stores in 35 countries, SPAR is one of the world’s largest

rapidly. It may increase to as many

food retailers! In The Netherlands,

Since February, SPAR franchisers have been able

as 5,000 schools and be extended

SPAR aims to be the local store

to donate free ‘school-garden packs’ containing

with the addition of extra activities

offering daily convenience and

compost, seeds and tools, initially to 1,500 primary

in the future. Support from partners is

schools and after-school care centres. Pupils can

essential, which is why SPAR is so pleased

grow, harvest and eat their own products such

that Rijk Zwaan is actively involved in the

as snack cucumbers and Salanova® lettuces.

project via Gygga Innoventures. “After all, with

Throughout the growing season, SPAR sends the

its Love My Salad initiative, Rijk Zwaan has the

children useful tips in a weekly newsletter.

same aim as we do. In addition to knowledge and

Increasing consumption

reinforcing the sense of

experience, Rijk Zwaan also contributes high-quality seeds which are key to the vegetables growing

Considerable time and money go into organising

well, thus ensuring that it’s a fun experience for the

such a large-scale project, especially for materials,

children!” 

August | 2013

community.

13

Responding to consumers on Flavoursome cherry tomato Although the flavoursome cherry

The brix rating is mostly above 8, and

tomato Nancy RZ is currently produced

you can really taste the difference!”.

primarily in Spain and Morocco, it

With Nancy RZ, Rijk Zwaan has devel-

can be grown in any country with a

oped a variety that is not only popular

Mediterranean climate, mild winters

with growers but also helps to provide

and warm summers. Nancy is popular

consumers with a tastier cherry tomato

among consumers both in the coun-

option too. 

tries located around the Mediterranean Sea and in northern Europe. Alberto Cuadrado Salmerón: “With a ‘regular’ cherry tomato, the focus tends to be on price rather than flavour. We introduced Nancy as we believe it’s important

Alberto Cuadrado Salmerón, chain project manager in Spain

to offer growers in the mid-range segment a variety that tastes good too. Growers appreciate its high production levels and good resistances. This variety is a big hit

Nancy RZ

in its segment thanks to its sweetness.

Meeting the needs of Chinese cucumber lovers We are responding to the needs of

24-915 RZ not only has excellent cold

Chinese consumers with the launch of

tolerance but is also resistant to powdery

Rijk Zwaan’s first Chinese cucumber

mildew. While these traits are not visible

variety 24-915 RZ. Consumers want

to consumers, they are very important for

year-round availability of flavoursome

growers in order to guarantee high quality

cucumbers with an appealing green

over a long cultivation period. Ultimately

colour plus spikes.

the consumers are the ones that will benefit! 

Yanan Zhao: “We are currently growing this variety specifically for local sales in the Fujian and Zhejiang provinces but we aim to expand our market in the future. There is a big chance of that

Yanan Zhao, marketing manager at Rijk Zwaan China

happening, since this variety can be grown all year round. The harsh Chinese winters mean that the last harvest usually takes place in late December. Thanks to this newcomer, harvesting can continue until late February and sometimes beyond.”

14

24-915 RZ Rijk Zwaan | Chain magazine

a worldwide scale Sweet radishes all year round As an emerging player in radishes, Rijk

them to respond quickly and easily

Zwaan has taken a major step forwards

to changing market demands. We’re

with its market launch of two new

increasingly selling pre-packed radish. We

varieties, Valerie RZ and Mondial RZ. More

keep a close eye on market developments

than 80% of the total production grown

because, ultimately meeting consumer

in Latina, Italy, is shipped to northern

needs is what it’s all about.” 

and eastern Europe, where consumers are able to enjoy the deliciously sweet taste of these newcomers every day.

The Italians themselves also enjoy the flavour of radish. In addition to a sweet taste, both varieties are characterised by a rounded shape, firm texture, good bulb

Carlo Fermi, crop specialist at Rijk Zwaan Italy

colour and dark-green leaves.

Carlo Fermi: “The consumer can enjoy these tasty radish in autumn, winter and spring. Also the flexible production is a big advantage to growers since it enables

Valerie RZ

Santiago, Chile, embraces Python RZ The spinach variety Python RZ has

consumers because of its versatility in

captured the hearts of consumers in

the kitchen. In Chile, spinach tends to be

Santiago, Chile at a tremendous pace.

eaten cooked rather than raw.”

Just two years after its introduction the variety has already gained a 90% share

Meanwhile, work is already underway

of the market to become the country’s

on Python’s potential successor 51-125

undisputed Number 1. Python’s rapid

RZ. This variety is currently being trialed

rise to success is not only due to the

in Turkey. It grows just as quickly and

variety’s quick growth, but also to its

produces the same high quality as Python,

high production quality and strong

but with even better resistances. 

resistances.

David Nuñez, Rijk Zwaan representative,

David Nuñez, Rijk Zwaan representative in Chile

explains: “Python is primarily cultivated in Comuna de Lampa, a region in northwest Santiago. Most of the consumption is centered around Chile’s capital city, Santiago, which is home to the majority of the nation’s population. This spinach variety is extremely popular among

August | 2013

Python RZ 15

“The texture of Salanova® is wonderful from a presentation point of view”

Jessie Chen assistant managing director of Saladmate

For an up-to-date list of Rijk Zwaan events, visit www.rijkzwaan.com/events If you have any questions please contact your local Rijk Zwaan advisor or send an e-mail to chainmanagement@rijkzwaan.nl

Rijk Zwaan Distribution B.V. | Burgemeester Crezéelaan 40 | 2678 KX De Lier | The Netherlands | www.rijkzwaan.com