Chainmail 2015-02 EN

Chainmail RZ Rijk Zwaan magazine for all chain partners | February 2015

Woolworths adds quality with Crunchita RZ

Apofruit captures the taste of the Mediterranean with Confetto RZ

Stark Alimentos enjoys Salanova® success in Brazil

Contents 2 4 5 6 7 8 9 10 11 12 13 14

Woolworths and Crunchy Cos VegIMPACT, beef tomato in Indonesia Long cucumber in Hawaii

Winning Woolies intro The Woolworths Waterstone store in Cape Town, South Africa, won the Grand Prize for Design, awarded by the Association for Retail Environments (ARE). Featuring the best in contemporary retail design and greater shelf space, the store forms part of Woolworths’ strategy to grow its footprint through its ‘supermarket with a difference’ concept. Rijk Zwaan stimulates that ‘difference’ by introducing new and exciting products such as the Crunchita RZ crunchy cos.

Capturing the taste of the Mediterranean Internal Red and Silky Pink Indonesians stir-fry lettuce as ‘crispy veggies’ Rijk Zwaan connects with the foodservice sector

Stark Alimentos seeks human dimension Sweet Palermo©: surprisingly unique Venezuelan cuisine embraces RZ specialities

The Woolworths’ design team developed a fresh department with wide aisles, high ceilings and natural light. The space creates a real market atmosphere.

Big market for dried vegetables from Poland Responding to consumer needs around the world

The magazine Chainmail RZ is published in English, Spanish, Italian, Dutch, Russian 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: Drukkerij Van Deventer Printing: Drukkerij Van Deventer Reproduction stating source is allowed.

Chainmail RZ has been created with the utmost 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

Known to generations of South Africans

“We worked with our

as ‘Woolies’, Woolworths is the only

own design team

retailer of its kind in the country, offering

to create a roomy,

fashion, food, beauty and homeware

open space – making

under its own brand name. “Since

the aisles wider, raising the

its founding in 1931, Woolworths has

ceilings and using natural light via

become associated with a particular

skylights. The layout is intuitive, leading

lifestyle which embodies many values,

the shopper through custom gondolas

such as quality, style, inspiration and

of concrete, steel, brick, tile, oak and

innovation,” says Maurice Breslin,

reclaimed wood in a way that is fluid

Category Head for fresh produce.

rather than rigid,” continues Breslin. “To create a boutique or delicatessen feel,

There are over 400 Woolworths stores

there are many ‘shops within a shop’ – a

in a number of distinct selling formats,

fresh juice station, stations for coffee

but Waterstone is special. It is now six

and for tasting olive oils and balsamic

times its original size and, with almost

vinegars – and an in-store florist,

2,500m² of space, is the largest Woolies

butchery, fishmonger and sushi bar, all

food market ever. One of the first things

staffed by trained employees who are

shoppers notice is the much bigger fresh

on hand to advise.”

produce area, with a real market feel.

Rijk Zwaan | Chainmagazine

duces new crunchy cos

“We’re very proud to have won the Grand Prize for Design award, and to have created the world’s best supermarket! We are rolling out this concept to other regions and we will

Crunchy Cos

Midi Cos

Iceberg

soon have a number of such stores.

However, we must remember that first and foremost our customers come to Woolies looking for quality, value and

Rijk Zwaan keeps us informed at an

excellent opportunity to put something

innovation in our fresh produce. At

early stage of development, and if we

new on the shelves, to raise the whole

Woolworths, to satisfy our customers,

see something we like we work together

category from heads to prepared salads.

we have to work with a solid base of

with Rijk Zwaan and our growers to be

That’s how this partnership works –

dedicated growers, and that’s also

the first to introduce it.”

together we develop something different to create value for ourselves, but also to

why we work with Rijk Zwaan. The partnership is very important to us, and

An example of this collaboration is the

offer our customers something new and

we like the fact that Rijk Zwaan is as

recent introduction of the Crunchita RZ

exciting that we know they will love.” 

committed to innovation and category

crunchy cos variety into Woolworths’

growth as we are. We collaborate on many things, especially with regard to lettuce and salads.

stores. “It’s really unique,” says Breslin, “with a great combination of sweet taste and crunchy texture. We see it as an

Crunchita RZ Rijk Zwaan’s new crunchy cos represents a very interesting alternative to cos or iceberg. This innovative cos offers the best of both worlds: its leaves are just as elongated and green as those of a normal cos lettuce, both on the outside and the inside. In addition, they have the crisp and crunchy bite of an iceberg lettuce.

Crunchita RZ is the first variety of crunchy cos and has been designed for large-scale processing. It is still a prototype, but the first trials with mechanical harvesting have been very promising. Furthermore, the variety is very strong against tip burn and has already been tested successfully in several different growing regions, where it proved to generate a reliable yield.

February | 2015

3

VegIMPACT and Rijk Zwaan encourage beef tomato in Indonesia Consumption patterns are changing rapidly in Indonesia. Traders and retailers indicate that there is considerable potential for beef tomato. In the past, producing this type of tomato was rather expensive and yields were low. Rijk Zwaan has now demonstrated that high-quality beef tomato can be produced at a much lower cost price, making production and marketing attractive for all supply chain partners.

with bacterial wilt (Ralstonia spp), which

Grafted tomato plants

causes intensive damage to tomatoes.

Jos van der

Growing tomatoes in greenhouses on

Knaap, Product

provides: cultivation

a medium such as rockwool could be

Development Manager

training, seed loan for

a solution, but the majority of farmers

at Rijk Zwaan, explains:

grafted tomato plants

in Indonesia have no access to such

“An effective solution

advanced production methods. Most

to control soil-borne

There are 20 small farmers

farms do not have the means to invest,

diseases is grafting

involved, all with just

plus this would also increase the cost

tomato cultivars onto a

300-500 plants in Batu as

price of tomatoes in the short run.

resistant rootstock. We

the sourcing area.

Much of the soil in Indonesia is infected

have a lot of experience with tomato grafting in In-shop demonstrations are aimed at enticing shoppers in Surabaya.

farmers in Indonesia,” he continues. During the 1-year pilot period Rijk Zwaan

and advice (on request).

Mutual benefits

Southeast Asia and have successfully

Rara Dewayanti, Chain Manager

experimented with grafted tomato

Indonesia, Malaysia & Singapore, notes

plants in Indonesia. Results are very

a growing demand for beef tomatoes:

promising and the technology is now

“They are used in a wide variety of

ready to be introduced to farmers

dishes, beyond the Indonesian cuisine,

on a wider scale. Secondly, we have

and in particular in salads. Beef

conducted experiments with a solution

tomatoes are considered an alternative

against fruit cracking and leaf diseases.

for the standard tomatoes that are

Low-cost rain shelters during rainy

currently available in the Surabaya

seasons had a very positive effect on

market. Our Doufu variety fulfils a need.

the quality and volumes of tomatoes

We’ve introduced it successfully in

harvested. Such rain shelters appear

Hero-Dairy Farm Group retail stores in

to be an economical solution; they are

Surabaya.” Buyung Mulyono, owner of

easy to build at an affordable price and

Condido Agro which is a nursery and

materials can be re-used for a couple of

trading company for the VegIMPACT

years afterwards.”

project, agrees with Rara: “We can all

Cultivation training

benefit from its popularity. By adding an attractive and unique packaging concept

“We believe that thanks to these

and some informative labelling and/

solutions, and due to the introduction

or branding, the beef tomato has good

of modern beef tomato varieties

potential to generate extra income for

such as Doufu RZ, everyone can grow

all supply chain partners, including the

and harvest good-quality products.

farmers.”

That’s why we’re participating in the VegIMPACT project, a programme

Visit www.vegimpact.com for further

that is aimed at improving vegetable

information. 

production and marketing for small 4

Rijk Zwaan | Chainmagazine

Cumlaude RZ best-producing long cucumber on Hawaii With regard to cucumbers, Hawaii presents two major challenges:

Low-tech facilities

growing a healthy product in tropical conditions, and transporting the

“We grow our own seedlings in seed trays, and

fruits from one island to another. “It’s pioneering,” says Brian Hudson,

germination with Cumlaude is fabulous. We

owner of Hudson Hothouses, Kamuela, Hawaii. “We learned to grow

transplant the young plants onto coco peat, 3

cucumber our own way and we’ll keep on doing so.”

plants per slab. We just copied that method from other growers, but on Hawaii there’s so much sunlight that we’ve added some extra plants.

Production went up accordingly. I would say Cumlaude is a vegetative crop. It’s a relatively open plant with big, big leaves. That’s just the way this variety reacts in tropical conditions. Even if I would like to change the growing habits, it wouldn’t be possible. We don’t have any heaters or lights, so we can’t control the inside climate. That’s okay; Cumlaude handles itself just fine in our low-tech environment.”

Brian Hudson taught himself how to grow and sell cucumbers.

Retailers, grocers, restaurants and resorts Conditions on Hawaii are

“We’re really happy with the

unique. Each island has a

fruits as well. Quality is superb.

We ship within 3 days of harvest.

varied micro-climate due to

I know the shelf life is at least 21

rainy sides and dry sides, with

days, but we sell them much sooner.

mountains in the middle. Brian Hudson had a difficult task finding

You see, transport is difficult here, as the

the right variety to fit these tropical conditions.

cucumbers are mainly shipped by barge. They are

“We started growing Cumlaude through a

cooled before shipping and then shipped in cooled

recommendation from Paramount Seeds (a Rijk

containers. There’s no export to the mainland,

Zwaan dealer in the USA). The trials we conducted

and our main buyers are the big retailers, smaller

together with Glen (Paramount) were great.

groceries, restaurants and resorts on Hawaii, Maui

Cumlaude just kept on producing and showed a

and the other islands. The cucumbers are nicely

10% increase overall.”

shaped, a good length and heavily ribbed. Crooked fruits are sold to a company that makes cucumber

Transition from sugar cane to gourmet vegetables

juice. One retailer sells the fruits in packages of 3, wanting a weight of 2.75 pounds, so that’s the

Agricultural farming has changed greatly in recent years to keep up

weight we’re targeting. Our 2.5 acres of Cumlaude

with demands from both home cooks and resort restaurant chefs. For

produce roughly 3,000 pounds of cucumbers a

many years, sugar was the major crop. The large burst of growth for the

day.” 

vegetable industry came in World War II, when locally grown produce was purchased by the US government to feed the soldiers who were stationed on Hawaii. Now, with an excess of land and labour from the closing of sugar fields and increasing demand for fresh-grown ingredients and gourmet products, growers are adapting to market changes, diversifying their production and meeting marketplace challenges.

February | 2015

5

Capturing the taste of the Mediterranean According to Nives Raccagni from Apofruit Italia, the tastiest mini plum tomatoes come from Sicily: “The magical influences of the sun, sea and wind on the island’s south coast produce that special tomato flavour that consumers love.”

The mini plum tomato is just one of the many successes in Apofruit’s collaboration with Rijk Zwaan.

The relationship was formed over ten years ago and has resulted among other things in the launch of Confetto RZ. The variety fits perfectly within the fruit and vegetable cooperative’s quality focus and can be Nives Raccagni

produced all year round in Italy’s climatic zones by member growers.

Confetto RZ

The Confetto RZ mini plum tomato is one of the five varieties in the Cubelli® ‘blocky’ tomato concept. In addition to the deep red colour and

Raccagni: “It’s a result to be proud of. With Confetto

good flavour of the tomatoes, their authentic

we surprised the national and international market

shape is particularly appealing to consumers.

alike. The mini tomatoes are sold under our own

For example, the blocky fruits stand upright

Solarelli brand in supermarkets in Italy and Northern

well, making them ideal for culinary techniques

Europe. That brand is only used on premium

such as filling. Confetto (14-16g) is good for

products. If a consumer chooses Solarelli, they

harvesting loose. The other ‘blocky’ varieties

receive top-quality tomatoes from the very best

are: 72-190 RZ (10-11g), Vacetto RZ (20-21g),

varieties, produced exclusively in Italy using the

72-174 RZ (23-24g) and the coarse Papeletto RZ (50g). Rijk Zwaan is the only breeder able to offer the blocky tomato in three segments.

most innovative techniques available. We share the same vision as Rijk Zwaan: we are both committed to quality and are not afraid to develop new concepts.

In that context, we will also soon be adding Sweet Palermo sweet pointed peppers which are an ideal match for Apofruit.”

Just like all other Apofruit products, the pointed

Apofruit Italia

peppers will be grown sustainably, which the company regards as being the key to producing the

Apofruit is a cooperative with its own growers, 11 production plants

healthiest and tastiest vegetables. That approach has

and 6 reception storage centres throughout Italy. It is focused on

certainly paid off for Confetto. Sicily is the optimal

achieving the highest possible specialisation within fruit and vegetable

location for that tomato variety and Rijk Zwaan

products – and they hope to do so through far-reaching chain

advisors supervise production, which starts in June/

collaboration. Apofruit actively seeks contact with leading research

July. The search is still underway for a suitable region

institutes and breeders, for instance. After all, only the best and most

in Northern Italy for January until June. The mini

suitable varieties are right for its growers. Everything revolves around

plum tomatoes are presented in small, attractive

meeting changing market needs.

consumer packs, and larger cardboard boxes are available for retailers. 

6

Rijk Zwaan | Chainmagazine

Internal Red: tomatoes with a heart Johan Vis, Specialist Marketing Tomato & Cucumber at Rijk Zwaan, slices a seemingly normal truss tomato and places the pieces on a sandwich. “See, it looks beautiful doesn’t it? A highly productive truss tomato which is simply bursting with flavour!”

In 2014 over 3,000 visitors to the Trial Centre Tomato in Kwintsheul saw the Internal Red

Johan Vis

varieties in Rijk Zwaan’s Marketing@Work range.

with the same nice, uniform trusses and strong

Vis is enthusiastic about the interest generated by

green parts. The trusses look their best when they

this innovation. “Visitors were impressed with the

are cut per 6 tomatoes. The average weight of each

attractiveness of the tomatoes, and many were

fruit is approx. 90 grams.

genuinely surprised when they saw the inside: a

The second variety which has the potential to

deep red colour. ‘That’s how a tomato should look,’

emerge as an Internal Red success is 72-720 RZ.

they said.”

In terms of speed and yield, this medium truss tomato is on a par with Cappricia RZ and produces

Internal Red is not yet available. Growers are

high-quality tomatoes (110-120 grams): dark red

currently testing the two main varieties, 72-245 RZ

on the inside and out, and with a good flavour.

and 72-720 RZ. The fine truss tomato 72-245 RZ is

Both 72-720 RZ and the fine truss tomato can easily

a joy to behold. Its exterior resembles Roterno RZ,

withstand warmer periods. 

Amazing Oriental trials Silky Pink If you love Asian products, take note: Rijk Zwaan’s Silky Pink tomatoes are now on food retail shelves in various European countries. By stocking the juicy pink tomatoes that are firm favourites in Japan, supermarket chain Amazing Oriental has brought the taste of the Far East another step closer.

option, but it was more logical to select Dutch-grown Amazing Oriental has 20 stores in The Netherlands

products. Rijk Zwaan contacted us at precisely the

and its range includes Korean, Chinese and

right moment. Their Silky Pink tomatoes and Asian

Indonesian products. Consumers can choose from

cucumbers, for instance, are extremely appealing to our

more than 7,000 major brands. The target group

shoppers. We now work together to trial innovations

is by no means restricted to Asian consumers; a

in our stores and evaluate sales performance. In the

growing number of Westerners are interested in

summer, we tested reactions to the pink cocktail 72-175

oriental cuisine. When further broadening the range

RZ and fine truss tomato Hibachi RZ. Our collaboration is

in his stores, general director Martin Chan decided

positive and open, and I still see plenty of opportunities for

to significantly expand the choice of fruit and

the future. People’s eating habits are becoming increasingly

vegetables.

international and they are taking a growing interest in Asian

Martin Chan

food. Hence, we are planning to open new stores plus we Chan: “We wanted to extend our fresh offering with

will be further expanding our online activities. Innovative

beautiful Asian products. Importing them was one

vegetable concepts are definitely welcome.” 

February | 2015

7

Indonesians stir-fry lettuce as ‘crispy veggies’ Lettuce consumption is on the rise in Indonesia, especially since more people are learning how to stir fry it – and a cleaner product has become available.

Lettuce is being produced using the nutrient film technique (NFT). Excelindo, the company which sells the necessary equipment, sees satisfactory results – crunchy, hydroponically grown Rijk Zwaan lettuce – every day.

People in every layer of Indonesian society,

necessary. We’re only selling to local supermarkets

whether rich or poor, are becoming increasingly

at the moment, but demand is already outstripping

aware of the importance of vegetables in a healthy

supply. That also makes it easier to launch new

diet, resulting in a rise in vegetable and in particular

products.”

lettuce consumption. In Indonesia, lettuce has traditionally been grown outside, in soil, which has

Crunchy varieties

not always produced the best quality. However, it

The new products are a good fit with the latest

has now been proven that alternative methods are

way of preparing lettuce: stir-frying. In Malaysia,

possible. When ultra-clean heads of hydroponically

50% of all lettuce consumed is stir-fried. Extra-

grown lettuce from neighbouring countries became

crunchy varieties are needed to ensure that the

available on the market, Excelindo brought NFT to

leafy vegetable remains crispy after removal from

Indonesia.

the wok, which is why Excelindo is cultivating

Clean lettuce

The Excelindo team expects NFT lettuce production to really take off here.

Rincon RZ, a medium-sized romaine, among other varieties in his demo greenhouse. Excelindo is also

Excelindo now expects lettuce production to really

conducting trials with Crunchy cos, a type which is

take off. “Thailand already has 200 hectares of NFT

better suited to warm climates than regular iceberg

production, Malaysia has over 150 hectares and

lettuce. To stimulate consumer interest, Excelindo

Australia tops the list with 250 hectares. Consumers

prefers not to call his vegetables ‘lettuce’ but

really love the product: there’s no dirt on it, no

rather ‘crispy veggies’. According to the company

browning on the leaves and hardly any pesticide is

the choice for Rijk Zwaan was only logical: “The varieties are slow to bolt, stress-resistant and they look fantastic...perfect for local conditions.”

Living lettuce NFT entails a shallow layer of water mixed with nutrients continually flowing through narrow cultivation gutters. The gutters are inclined at 2% with the nutrient solution being fed in at one end and collected at the other. “The Rijk Zwaan advisors helped us to set up this system. We had some teething problems in the first few months.

For example, the water temperature was too high, which caused the lettuce roots to turn brown. We worked together to get the situation under control.

Now, we even sell ‘living lettuce’: a lettuce in its pot. People love it! The lettuces look great and last for 3 to 4 weeks. Consumers can pick a few leaves every day. A concept like that turns lettuce into a premium product.” 

8

Rijk Zwaan | Chainmagazine

From Australia to France

Rijk Zwaan connects with the foodservice sector Chefs are today’s food experts and their students are tomorrow’s – and hence they are key partners for Rijk Zwaan. As a developer of new vegetable varieties and concepts we actively seek contact with this group.

We inform them about existing

vegetable for every dish. Visitors also

products and advise them on potential

gave us tips and ideas which our R&D

partnerships. And it’s a win-win

department will incorporate into future

situation: the foodservice sector tells us

developments.

about its needs and expectations.

Flavour is the added value of many Rijk Zwaan products, and the best way to assess that is by tasting them.

A month later, the Semaine du Goût In September 2014, Fine Food Australia

(‘Week of Taste’) was held in Paris. During

celebrated its 30th anniversary. Over

the 3ème Rencontre des Chefs de Demain

27,000 people attended the anual trade

(‘Third meeting of the chefs of tomorrow’)

event in Melbourne, and Rijk Zwaan was

our chef provided six workshops, and the

among them. Our employees were on

cooking sessions at the renowned Jean

hand to explain all about out our wide

Drouant hotel were attended by a total of

range of vegetable varieties including

150 students from different hotel schools

favourites such as Angela RZ, Ricura

from all over France. Salanova® and the

RZ and Salanova® lettuce that were all

opportunities offered by the Love my

donated by our generous growers. The

Salad online platform received particular

message was clear: we have the perfect

attention. 

Christophe Guiet, product development specialist at Rijk Zwaan France:

“Cooking with Salanova®” “It was great that the participants in the cooking workshops were so enthusiastic about Salanova®.

Frances Tolson, chain manager at Rijk Zwaan Australia:

The chef showed them how easy this lettuce is to prepare, and how

“Striped aubergine attracted attention”

multifunctional it is too. Other

“One of the products in the spotlight on our stand was Angela RZ, a striped

sweet pepper and aubergine. All

aubergine from our Sensational Flavour range. It attracted tremendous attention

the products had been provided by

and was even nominated as ‘best new product’. Although it didn’t actually win

French and Dutch growers, and the

the award, it still won over a lot of hearts in Melbourne. The big advantage of

students could taste them to their

this aubergine is the fact that the flesh absorbs less oil during frying, making it

heart’s content. That’s so important!

ideal as part of a healthier lifestyle – and that’s important to many Australians.

After all, they are tomorrow’s experts

Moreover, with its gorgeous shine Angela is simply beautiful. Its natural glossiness

who will be using the unique flavours

sparked interest among many visitors who even asked me if it was real.”

in future creations.”

February | 2015

ingredients included cherry tomatoes,

9

Stark Alimentos Ltda. seeks human dimension in collaborative model Walter Ebsen has been instrumental in the steady rise of Brazilian leafy vegetable company Stark. Nowadays the company, which primarily produces and sells Salanova®, supplies the tasty ‘convenience lettuce’ to numerous food professionals and retailers in the southern state of Santa Caterina. At every stage of Stark’s evolution, the focus was on employees rather than the growth target itself, and the company found that same commitment to the human dimension in its partner, Rijk Zwaan.

Salanova®, which was truly ground-breaking for Brazil, accounts for at least 80% of Stark’s production. Ebsen: “Right from the start we noticed that, although this convenience product was relatively unknown, it was definitely desired.

The first heads went mainly to restaurants and other foodservice companies. The feedback was enthusiastic. The ‘one cut, ready’ lettuce enabled chefs to serve their customers an attractive product, and kitchen staff liked the practical convenience and lack of waste.”

For Walter Ebsen (second from the right) the company’s people are just as important.

Respect and trust Stark gradually expanded its business over a

product. It currently cultivates Desirade RZ, Seurat

two-year period. The sales market grew steadily

RZ, Sartre RZ, Excite RZ and Dagama RZ. In addition

and various supermarkets, large and small, also

to Salanova®, the company also produces smaller

listed Salanova® – which is of a consistently high

volumes of green onions, parsley, watercress

quality and always grown with love. “For us, the

and rocket. “And we meet with Rijk Zwaan every

person involved in the product is just as unique

two months to taste new Salanovas®. I like being

as the product itself. We don’t want to choose

involved in the development of these innovations.

between professionalism and character – both are

We share the same goal: to provide Brazilian

important and both play a role in our company

consumers with appealing and healthy food.”

structure. We experience that same personal approach at Rijk Zwaan. Their vision of doing

The collaboration is continuing to evolve. Stark is

business sustainably matches ours. Rather than

considering the addition of gourmet vegetables to

bigger and faster, our focus is on respect for one

its portfolio, such as Rijk Zwaan’s mini cucumbers

another and the environment. Rijk Zwaan helps us

and snack peppers. 

to produce and market Salanova®, among other things. For instance, an advisor suggested we used a slightly deeper tray and those few millimetres made all the difference! The yield and quality of our lettuces is now even better.”

Healthy food “Rijk Zwaan also helps us with packaging issues.

We now pack each box in an insulate film, even if the lettuce will be consumed the same day. For all customers, every box holds six heads and is prepared on the morning of delivery. We process around 40 orders a day.” Stark germinates the seeds itself, nurses the seedlings and grows the end 10

Rijk Zwaan | Chainmagazine

Sweet Palermo©: surprisingly unique It took many years of breeding, but the result was worth waiting for: in 2012, the Sweet Palermo© was

The Sweet Palermo© pointed pepper puts all other peppers in the shade,

voted the ‘Best Dutch Pepper’ both by expert judges

and it’s now within everyone’s reach. We have developed a complete

and by the public. Culinary journalist Felix Wilbrink

packaging concept for all market segments, and certified growers

(De Telegraaf) could not conceal his enthusiasm:

guarantee a consistent quality and availability. Currently in red and

“We immediately wanted another piece!”

yellow, and soon to be launched in orange.

Raw delicacy Whereas the regular blocky pepper has a maximum brix value of 7, the Sweet Palermo© achieves a 9: the perfect treat for on the go. With thinner skin than a regular pointed or blocky pepper, it has a softer bite, plus there are hardly any seeds inside.

Needless to say, consumers can enjoy Sweet

New product experience

Palermo© in many different ways; as well as a snack

With its unique packaging concept,

vegetable for eating raw, it is also ideal for roasting,

Sweet Palermo© offers consumers

steaming or frying.

a whole new product experience.

Packaging lines have been developed

Super food

for three distinct market segments: standard,

The pepper’s richness in nutrients makes it

premium and ‘local for local’ specifically for locally

more of a ‘super food’ than a ‘fast food’. Regular

grown Sweet Palermo©. It is in the interests of

peppers are a valuable source of vitamins, but the

growers, retailers and consumers alike to use the

Sweet Palermo goes a step further – it contains

right packaging for the right target group – and

no less than 150mg of vitamin C, which is more

the pepper’s unique characteristics do the rest.

than twice the amount in an orange (60mg).

Following on from the success of the red Sweet

Furthermore, the Sweet Palermo© contains

Palermo©, Rijk Zwaan is now working to develop

lots of vitamin E, a healthy dose of folic acid

it in other colours. A yellow version is already

and magnesium, as well as beta-carotene and

available, and an orange version will be

potassium.

introduced in the near future. 

©

See, feel and taste the difference Different to look at: it is a very smooth and also very straight pointed pepper with a deep red colour.

Different when cutting or biting into it: it has a softer skin and very few seeds inside.

A different taste: the Sweet Palermo© has a deliciously subtle sweetness with a characteristically fruity aroma.

February | 2015

11

Venezuelan cuisine embraces Rijk Zwaan specialities Rijk Zwaan specialities are used in countless ways all over the world. For example, top chef Francisco Abenante from the La Casa Bistro restaurant in Caracas, Venezuela, is very enthusiastic about crunchy cos – it is perfect for his ‘Ensalada Cesar’. Francisco is continually on the lookout for the latest, best and healthiest products to serve to his customers, and he sees that same passion in Rijk Zwaan’s approach.

It’s a funny sight: a greenhouse on the

products. The short communication

roof of a pencil factory in Venezuela’s

lines enable all the chain partners

bustling capital city, where grower

to exchange information about the

Gustavo Salazar from Cocina Emocional

products and their uses in dishes very

cultivates his vegetables. The first crops

efficiently.”

were planted in 2011, originally intended for factory employees. Such was the

Creating demand

success that the greenhouse was later

This project in Venezuela benefits the

extended from 160m² to 850m². “The

entire chain: consumers, restaurant,

link between Cocina Emocional and La Casa Bistro is Valentina Semtei.

grower, distributor and Rijk Zwaan. “The world has so many tasty and unusual products to offer. We simply need to showcase them,” states Francisco enthusiastically. To that end, the chef

She forms

organises workshops for chain partners

the basis

in collaboration with Cocina Emocional

for the

and Marianne Martinez. “We invite

special

students, chefs and growers along to

partner­

discuss Rijk Zwaan’s varieties, and of

ship

course to taste them too. That helps

between grower and The rooftop greenhouse restaurant,” in Caracas also serves as a demo says Gustavo company.

Salazar.

Jan F Omvlee (l) – Product Development Specialist at Rijk Zwaan, Marianne Martinez – Sales Manager Agrotecnología El Horticultor, and Gustavo Salazar – Grower from Cocina Emecional.

to create demand and automatically

‘Showcase’ Caracas

results in a niche market for those

Venezuela has approximately 29

wonderful varieties.” 

million inhabitants, and the per capita consumption of fruit and vegetables is among the highest in South America. However, the

Efficient chain

currency crisis in Venezuela means

“In addition to the standard growing

that basic products such as seeds

activities, our rooftop greenhouse is

can only be imported on a very

a good place to trial new Rijk Zwaan

small scale, so fruit and vegetable

varieties and concepts. We obtain seeds

production is currently way

from Marianne Martinez at Agrotecnolgía

below capacity. Nevertheless, the

El Horticultor, and the crops go straight

country has a fairly high level of

to Francisco Abenante’s restaurant. All

technical knowledge and numerous

Salanova® types, crunchy cos, tomatoes,

opportunities. Therefore, Rijk Zwaan

snack cucumbers, aubergines – we grow

considers it very important to provide

the whole Rijk Zwaan assortment here!

companies with suitable varieties

Our experiences help local growers to select suitable varieties, and top chef Francisco receives the very best 12

Grower Salazar and chef Abenante want to help everyone discover as many wonderful vegetables as possible.

which meet the continuing high demand for top-quality products.

Rijk Zwaan | Chainmagazine

Big market for dried vegetables from Poland Although freshness is hot right now, there has been an entire sector revolving around dried vegetables for decades, ranging from soups to herb mixes for all kinds of applications. The Polish company Suszarnia Warzyw Jaworski dries vegetables especially for that industry. Rijk Zwaan helps the firm to select the best varieties to ensure high-quality end products.

One of Jaworski’s long-standing successful

The selected varieties are suitable for the

varieties is Karotan RZ – a carrot which retains its

dehydration process. At Jaworski, vegetables

beautiful orange colour even after being stored

are air-dried (without chemicals). The moisture

for long periods, processed and dried. In addition,

evaporates and the resulting product has a very

Karotan has high levels of dry-matter content

long shelf life. Did you know that dried vegetables

and beta-carotene. The product helps the owners

contain almost the same levels of mineral salts

of the Polish family business to keep customers

and vitamins as fresh ones? The retention rate is at

happy time and again. The entire process – from

least 80%. At the request of customers, Jaworski

cultivation to dehydration – is focused on the

can also pasteurise the dehydrated vegetables. 

quality of the end product, and that includes working with optimum base materials. Therefore, it is only logical that Jaworski also has a solid relationship with a breeding company.

Monty RZ beetroot Supported by Rijk Zwaan, Jaworski has been monitoring the key variety trends and developments for over 20 years. Managing director Daniel Jaworski says: “We evaluate and test newcomers together with Rijk Zwaan. They are good listeners and, because we’ve been partners for so long, we both know exactly what kind of products we’re looking for. We closely analyse the health aspects and

This Polish family company was founded in

compounds together. Rijk Zwaan actively suggest varieties which have a high dry-matter content, for example, and they provide training to enable our growers to

Suszarnia Warzyw Jaworski

1984 close to Blonie and relocated to a larger production facility in Dobre Miasto in 2001. Jaworski currently employs approximately 250 people and produces 6,000 tons of dried vegetables a year, with

optimise such traits.” In addition to Karotan, the leek variety Goliath

a focus on carrot, celery, leek, beetroot, cabbage and herbs such as parsley and dill. The company

RZ and the Monty RZ beetroot are other good examples of the successful partnership. Goliath offers an exceptional yield and newcomer Monty is particularly

supplies dehydrated vegetables to all major multinationals, at home and abroad, for use in meat, dairy, soup and bakery products among others.

popular because of its high betanin content.

February | 2015

13

Responding to consumer needs Early pointed cabbage with sweet flavour The Sonsma RZ pointed cabbage has

autumn, but I particularly recommend

been performing well in Northwest

it for the early harvest. This pointed

Europe for years, and its production

cabbage weighs 1 to 2kg and can be

area continues to expand steadily. Crop

prepared in various ways. Needless to

Coordinator Christian Spangenberg

say, steamed and boiled cabbage is

is supervising various local cabbage

delicious, but Sonsma’s mild sweetness

projects, including in Italy, Turkey,

also means that it is often eaten raw:

North America and Brazil, where there

a real all-rounder.” 

is rising interest in locally grown, organic vegetables. “Sonsma works well within growers’ production plans and gives customers the level of quality they expect. This cabbage variety is ready exceptionally early and, thanks

Sonsma RZ

to its subtly sweet taste, fine structure and nice yellow internal colour, it is suitable for both the fresh market and processors. Sonsma has 60 production days and can be grown from spring until Christian Spangenberg, Crop Coordinator Brassica

A baby Crunchy cos is born Good news for everyone who loves

has been developed for the fresh market

crispy lettuce: Rijk Zwaan is launching

and offers endless possibilities: perhaps

the first baby Crunchy cos. The

in a nice double or triple pack, or in

41-342 RZ is currently only available

combination with the red baby cos,

as trial seed but, based on the initial

Rosaine RZ. The production results

responses, growers and consumers are

are good too. Our newest cos variety

unanimous in their enthusiasm. Bauke

exhibits uniform growth and is strong

van Lenteren, Specialist Convenience

against bolting and tip burn.” 

& Leafies, comments: “41-342 RZ is the same size as other baby cos varieties. The name ‘Crunchy’ suits its characteristically crispy bite and sweetness. In test tastes, this product emerges head and shoulders above

41-342 RZ

all other lettuce varieties. I predict a rosy future for 41-342 RZ, particularly in countries where baby cos and little gem are already popular. This variety Bauke van Lenteren, Specialist Convenience & Leafies

14

Rijk Zwaan | Chainmagazine

around the world Italy is the ultimate fennel country

Fennel was revered by the Romans for

the variety in central and southern Italy,

its health benefits and, even today,

including Sicily and Sardinia. The results

Italy continues to be the ultimate

are very interesting. Notable strengths

fennel country. Italians love it: the

are the high yield and robustness of the

average annual fennel consumption is

plants. The shape and weight of the bulb

7kg per person (in comparison, Dutch

– 500-600 grams – ensure an attractive

consumers eat 100g each a year). The

appearance, plus the flavour is just as

vegetable is an important ingredient

local consumers like it: mild with an

in many traditional recipes, and the

aroma of anise.” 

Italians show no signs of tiring of their traditions. They use the leaves as a herb, the bulb as a vegetable and the seeds to produce essential oils. Especially for the Italian market, Rijk Zwaan is introducing

58-301 RZ

the first fennel hybrid, 58-301 RZ. Salvatore Rivieccio, Crop Specialist, comments: “We have already trialled

Rivieccio Salvatore, Crop Specialist

More aubergines for Turkey Rijk Zwaan has been a major supplier

favourite for stir-fries since it absorbs

of aubergines in Turkey for several

hardly any oil and hence fits well into a

decades. This is illustrated by main

low-calorie diet. Meanwhile, the white

varieties such as Nilo RZ, Anatolia RZ

Aretussa RZ is best for grilling, and the

and Brigitte RZ in the long cylindrical

round, flamed Sabelle RZ is tastiest

segment, and new rising stars are

when roasted. There’s tremendous

being added all the time. Bilge Sezer,

diversity in terms of colours, flavours,

Chain Manager Turkey, envisages a

shapes and uses!” 

great future for Hayal RZ for instance: “We’ve had good experiences with this new winter aubergine variety. Unlike its competitors, it’s highly productive and produces good-quality fruits – and at Rijk Zwaan it’s quality that matters.

Consumers expect that from us too; they want to be able to choose the best products for a wide variety of dishes. The oval, striped Angela RZ is a Bilge Sezer, Chain Manager February | 2015

15

Celebrating uniqueness once again!

Let’s rediscover the value of authenticity.

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 CrezĂŠelaan 40 | 2678 KX De Lier | The Netherlands | www.rijkzwaan.com