The Partnership news and views from Enza Zaden
4
no.
Special
Marketing Markets
Tailor made 75 years Enza Zaden marketing
Country on the up
Product Success story
A country on the up
12 Partnership 14 75 years
Strong roots from a common past
18 In Focus 20 Trends
In focus
24 Column
Portfolio Management, what is it all about?
25 Product
Jo urney of the Seed
30 Marketing
Tailor made marketing in Central Asia
34 In Focus
In focus
We wish you success!
Rob Keene
2 | The Partnership
extremely modern in the west. Turkey’s favourable strategic position and recent developments make it a very promising emerging market.
In the year of Enza Zaden’s 75th anniversary, there’s another milestone to celebrate: a 50 years partnership between Enza Zaden and the Greek distributor Spirou.
75 years of innovations and added value Enza Zaden is celebrating its 75th anniversary. What once started as a local seed shop has evolved over the years into a Top 10 player in global vegetable breeding.
Up to date with the latest developments.
Phytosanitary complexity in a nutshell Shipping commercial seed lots around the world is just a piece of cake, right? Wrong! Whereas some countries just ask for an import permit, many others have set strict phytosanitary requirements.
Steven Zeevat, Manager Portfolio Management, explains the ins and outs of this department.
How do most people see vegetable seed production? Probably not as a complex network focusing on finding an optimum balance between various elements. Production specialists are real puzzlers.
1
Product
Director Enza Zaden Export B.V.
Turkey, a country with two faces. Still very traditional in the east, but
Partnership
Take your time to read through ‘The Partnership’ magazine and absorb the information and knowledge.
in greenhouses, but the open field cultivation of sweet peppers
8 Markets
In this edition we have dedicated a special article to Greece, the country of origin of modern civilization and democracy, and to the partnership we have enjoyed with the Spirou Company there, the longest and oldest distributor of Enza Zaden. Despite recent hard economic times, the Greek horticultural sector remains strong and vibrant; growers produce a very diverse range of vegetables both for the home market and for a wide export market.
Sweet peppers tend to be associated with protected cultivation certainly also deserves some attention.
‘The Partnership’ magazine! In this 75th anniversary year of Enza Zaden we are pleased once again to bring you informative articles from around the world about all aspects of our international vegetable seed business. It was 75 years ago almost to the date that Jacob Mazereeuw founded ‘De Enkhuizer Zaadhandel’ in Enkhuizen. From a small beginning Mr. Mazereeuw sowed the seed of ambition which has created the multilocal company we see today, competing in all professional vegetable seed markets around the world. Combining endeavor with hard work, all the people working for the company are proud to be part of the tradition which is Enza Zaden.
A small player’s success story
Product
of the Enza Zaden
4 Product
Welcome to the fourth edition
Marketing in Central Asia has its own distinctions. One of the main principles of effective marketing here is to maintain a good relationship with customers. Read all about it.
The latest updates on the events to come.
Picture cover: Mr. Burak Gönen, Managing Director AG Tohum.
2
Index
Markets
Product
8 4
Partnership
In Focus
12
18
Product
Marketing
25
30
The Partnership | 3
A
small player’s s
Sweet peppers tend to be associated with protected cultivation, in greenhouses varying from the high-tech structures in Northwestern Europe, Canada and Korea to the unheated greenhouses that are used in large parts of the rest of the world. But the open field cultivation of sweet peppers certainly also deserves attention.
4 | The Partnership
Time to put open field grown sweet peppers in the spotlight. After
Spain and the US to generate the right synergy. Araúz: “In
all, this segment represents a large part of the total sweet pepper
developing varieties for open field cultivation you have to consider
production in the world. In North America alone, sweet peppers
many aspects. First of all, varying cultivation and climatic conditions
grown in open field account for a market value of 35 million dollars.
have a large influence on the performance of the variety. What we of
They are grown in areas that cover thousands of hectares along the
course want is a flexible variety that does well across different
Eastern and Western states of the USA and Mexico; and in many
seasons and locations. Such a variety must show above-average
other parts of the world too, such as Australia, South Africa, and
performance in all regions, and not score full points in one region
Brazil.
while doing poorly in another. Besides that, the variety has to come
Great potential “Open field peppers are often considered a commodity product,” says José Araúz, Portfolio Manager at Enza Zaden. “Despite the seed production and logistic challenges, it is a very interesting market segment with lots of potential.” In the past Enza Zaden developed varieties for the open field as a spin-off from the protected breeding program. From those efforts varieties like Orion and Olympus were introduced. To date those varieties are still sold in several markets. Araúz: “To become a serious contender in the open field segment, we took the decision ten years ago to start local breeding activities in the USA. The fact that we launched our own breeding station in the USA gave us the foothold to work on added value in the form of high quality peppers with a broad resistance package and adaptability to the demanding open field conditions.”
Joining forces So North America was the first focal point for open field peppers, and after ten years there are several promising varieties in the
Bunker
pipeline: Clair, Bunker, Dashen, Abay and Procraft. Araúz: “That’s an achievement we are very proud of. It is the outcome of close
Bunker illustrates the potential of the breeding program for
cooperation between several breeding facilities. For a long time
open field sweet peppers better than any other variety. This
there was a great difference in quality between greenhouse peppers
sturdy blocky pepper is flexible enough to be able to produce
and the peppers grown in open field. This made the primary aim
high-quality fruits under various cultivation conditions. What
very simple: to develop open field pepper varieties that can match
really sets this variety apart from others is its high quality,
with greenhouse peppers in terms of quality. The breeding material
productivity, adaptability and broad resistance package.
developed in the Netherlands was taken as the starting point in the
The latter aspect is of course a major advantage for outdoor
search for an open field pepper variety with added value. These
cultivation.
were combined with the knowhow and genetics of the facilities in The Partnership | 5
Product
story
s succes
Enza Zaden’s pepper market The pepper market is highly diverse. 90% of our breeding efforts currently focus on the following types of peppers: - Bell peppers. These peppers come in several colours, from the green, red, orange and yellow fruits which are most common in many Western countries to the white variant which is popular in Eastern Europe. - Lamuyo peppers. These long sized blocky peppers are particularly popular in the Mediterranean region and in Central and South America. - Turkish peppers. Local consumed peppers like Demre and Charleston types intended for protected cultivation in Turkey. - Conical shaped peppers. From snack size peppers to long conical types, intended for protected cultivation in the Netherlands, Spain, Mexico, Italy and many other markets. - Hot peppers. A fast developing breeding program focusing on Mexican, Middle Eastern and Asian types.
6 | The Partnership
" What we of course want is a flexible variety."
Product
Main developments in peppers: - Diversification - Open field achievements - Going global with a resistance package to offer reliability to the grower. This is why local breeding is so important. We started our local breeding efforts for North America at our facility in California, followed by Mexico, and finally established a third breeding facility in Florida.”
Wide market scope The wide scope of the open field breeding program, with its multiple breeding locations, creates a wide genetic pool from which varieties with different agronomic characteristics can be selected. This versatility allows us to introduce flexible varieties that not only perform in key markets like USA and Mexico, but also in several ‘spin-off’ markets worldwide. This is the case with Bunker, a red blocky variety for green harvest, that is selected in Mexico and now
Screening trial evaluation and selection in Culiacan, Mexico.
is also being introduced in South Africa. To start with, cultivation conditions in Mexico differ substantially from those in South Africa. And the markets require different characteristics. For instance, in the USA green peppers are particularly popular. This means that breeders need to develop varieties that turn red very slowly. Other markets, such as South Africa and Australia, on the contrary, prefer to harvest mature red peppers. So for those markets we want varieties that turn red quickly.
New opportunities So what new opportunities await this growing market? Araúz: “We see opportunities to develop an open field variety of the long, thin
Breeding trials at San Juan Bautista Station, California.
Lamuyo type. Such a variety would do very well in Central and South America. We have already taken the first steps towards such a variety in our Brazilian breeding efforts and expect to introduce our first varieties in the market in around four years’ time."
Harvesting time in sunny California. The Partnership | 7
Turkey a country :
main are the urkey? t a h W in T onists alue of g a t o r p arket v cular has The m rti s in pa ndously. e o t a me tom sed tre e overall increa of th Shares et value: mark es omato mbers T % 0 u 6 ini-cuc pers M % 5 p 1 eet pe w S % 10
8 | The Partnership
modern in the west. Ask any European what first comes to mind when they think of Turkey and many will answer “a traditional culture”. But that’s not true, because Turkey’s favourable strategic position and recent developments make it a very promising emerging market, along with Russia and Brazil.
“Indeed, I’d even venture to claim that many EU countries are jealous of Turkey’s current economic growth,” says Roelof Tempel, Enza Zaden’s Region Manager for East Mediterranean countries. “That’s partly because of the country’s strategic position, which grants it excellent competitive strength. But the Turkish people’s entrepreneurial spirit and great adaptability are also success factors in the country’s economic growth.”
y on the
up
Strategic position Turkey is a bridge between Western culture on one side and
Eastern Europe, but also to the Middle East and, to a lesser extent,
Eastern culture on the other. So the Turks look to both the east
Northwestern Europe. In Germany, for example, there are a lot of
and the west. That calls for great adaptability and results in a
Turkish communities that like to buy their traditional Turkish types of
broad range of products. Turkey also has an ideal cultivation climate,
vegetables. All in all this made Turkey an interesting trading partner,
and the country benefits from the fact that the Eastern European
and many companies saw the potential of investing in their own
countries with their increasing demand for products are
branches in this particular country. This is still the case today,
just around the corner.
except that many of the agricultural investors now come from the building industry.
From local trade to export Until very recently, Turkey was an extremely traditional country that served primarily its own internal market. Things began to change early this century, when two crises within a short space of time made Turkey dependent on other countries. Its economy opened up and the Turks decided to focus more on export. Primarily to
“ The market value has doubled in five years’ time.” The Partnership | 9
Markets
Turkey, a country with two faces. Still very traditional in the east, but extremely
Facts & Figures
A new phase The need to open up to other countries and the resulting growing economy brought Turkey into a new phase: that of a consumer society. There was more money to spend. Fancy cars,
How does Turkey relate to other booming markets such as Russia and Brazil and to strong European tomato markets such as Spain and the Netherlands?
luxury articles and high quality products suddenly came within reach. And the same happened in the vegetable sector. In five years’ time the market value doubled to 95 million euros and it is still growing. The vegetable stalls that used to meet the local demand on street corners gave way to large-scale segmentation in markets and supermarkets. They began to sell other types of tomatoes alongside locally grown tomatoes – above all varieties of a much better quality. And, as in many other – mostly Western – countries, this development was swiftly followed by a demand for convenience products such as
Population
prepacked vegetables.
Turkey 80 million Spain 47 million
Shared success
Netherlands 17 million
Last year Enza Zaden and its exclusive distributor AG Tohum celebrated the anniversary
Russia 143 million
of three decades of close cooperation. A form of cooperation of which many other
Brazil 200 million
companies would be quite jealous. Tempel: “AG Tohum is a family company, just like Enza Zaden, which makes us very close. Our histories are in many respects the same. The
Value added (% of GDP)
Turkish market is characterised by many intermediate links – wholesalers, seed dealers and
Turkey 8%
seed shops. AG Tohum’s large network of distributors is essential for approaching each of
Spain 3%
those links in the right way. We know that we can fully rely on AG Tohum to reach those
Netherlands 3%
links. Shared success is our joint objective.”
Russia 4% Brazil 5%
Workforce in agriculture Turkey 25% Spain 4% Netherlands 3% Russia 10% Brazil 20%
Vegetable seed market value Turkey H 95 million Russia H 81 million Brazil H 160 million
Self-sufficiency in Turkey Tomatoes 114% Sweet peppers 111% Cucumbers 111%
10 | The Partnership
Markets
Providing information with the emphasis on individual varieties In Turkey, good PR is more important than anywhere else because of the many links via which growers have to be reached, while the market is still predominantly small-scale in character. Tempel: “We work with our distributor AG Tohum, which does business with wholesalers. The wholesalers sell the seed to dealers, who maintain the contacts with the last link in this chain,
“ Shared success is our joint objective.”
the local seed shops. The latter sell the seed of all the suppliers to the growers, mostly small family companies. Needless to say, the distribution channel has a great influence on the range of varieties
The power of cooperation
that the growers choose to sow. AG
Our cooperation goes beyond commercial issues alone. In 2001 we opened an R&D
Tohum aims to gain more influence over
centre in the Turkish city of Antalya, an investment intended to serve this strategic
that range via its extensive network of
market more efficiently. This only strengthened our companies’ cooperation.
employees.”
René van Meijel, Enza Zaden’s Area Manager for East Mediterranean countries:
“Effective PR will boost familiarity with
“Our cooperation has great added value for the products concerned. AG Tohum
“Effective PR and that’s will boost precisely familiaritywhat with our varieties,
has close contacts with the market, which it knows inside out. So it also knows
our varieties, and that’s precisely what we want to achieve in this case: by
how to translate that market’s demand for our breeders. For example in terms
we want to on achieve thisproviding case: by advertising lorriesinand
of a need for better resistance patterns, especially in tomatoes.”
advertising and providing information on vialorries folders, leaflets and information viathe folders, leaflets booklets, with emphasis onand individual
The tremendous economic growth also led to much greater professionalism in the
booklets, with the emphasis on individual varieties to generate an emotional impact
chain, which has resulted in good nurseries, greater segmentation in supermarket
varieties to generate an emotional impact on the growers. AG Tohum regularly
ranges, growing use of rootstock, intensifying substrate cultivation and growth in
on the growers. AG Tohum regularly organises Field Days to approach
the – still small – high-tech market of 850 hectares. They are all important issues
organises Field Days to approach growers directly and demonstrate
that we must consider in our breeding efforts. Tempel: “Our R&D centre is now
growers directly and various varieties so asdemonstrate to call extra
even arranging screenings via AG Tohum. Such cooperation is exemplary for our
various varieties so as to call extra attention to its products.”
professional relationship. All in all, this distributor has become a very valuable asset
attention to its products.”
of Enza Zaden.”
Specialisation for the future What may we expect the future to bring? Van Meijel: “We may assume that the present trend in the Turkish economy will continue, and that the country will evolve into a good alternative to South European countries in terms of export. This means that we will have to continue to further develop ourselves too, and that we will have to intensify our breeding efforts for the Turkish market and the Turkish export chain. The main objective for AG Tohum will be further specialisation: its employees will have to start focusing their efforts more on specific regions. We believe we have every reason to have great faith in the future.”
The Partnership | 11
“ The two companies have grown together by sharing the same values.”
roots
Strong
Spirou: “In 1963, my father and grandfather together with Jacob and Piet Mazereeuw of Enza Zaden set the foundation of what meant to become a long lasting and successful cooperation. The Dutch cucumber varieties were the first success story in the Greek vegetable market that was developing at that time. And it was on the island of Crete that Piet Mazereeuw established Enza Zaden’s first international breeding site in 1984. Since the very beginning in 1963, the two companies have grown together by sharing the same values that make family companies successful.”
In the year of Enza Zaden’s 75th anniversary,
Hope
there’s another milestone to celebrate:
Vegetables always were and will be top priority for Spirou,
a 50 years partnership between the Dutch
Dutch cucumbers in the 1970’s and 1980’s the two companies
company and the Greek distributor Spirou. “Together we have shaped the vegetable seed sector in Greece for the last fifty years,”
and vegetables are Enza Zaden. Since the success story in have gone a long way. It was the close cooperation between the technical team of Spirou and the breeding team of Enza Zaden that, amongst many experimental numbers, led to the selection of a new beef tomato twelve years ago. Together we paved the potential to develop a whole new tomato segment and a new
says Spiros Spirou, the third generation of
success story was waiting to be exploited by the two teams.
the Spirou family now leading the company.
‘Hope’ in Greek. It shaped the tomato market in Greece.
12 | The Partnership
The hybrid came in 2007 and was named Elpida, which means
Partnership
Left page: The start of a 50-year partnership. Piet Mazereeuw in the front and George Spirou behind him. | Today’s Enza Zaden and Spirou teams together. Right page: Close interaction, working as one team, brings synergies beyond belief. In the past and still today.
from a common past Synergy beyond belief This close interaction, working as one team, brings synergies beyond belief. Spirou has been successful by listening to the farmers,
Spirou = Sporos
understanding their needs, evaluating future trends and developing
Spirou was founded in 1947 by the late Spiros Spirou,
ideas for new products that will respond to future needs. When this
in the aftermath of the Second World War. In the late
market approach is merged with the Enza Zaden activities, the result is
1950’s his son George joined the company. Spirou has
a success story like Elpida. What Spirou does locally, Enza Zaden does
been a leading force in the Greek agricultural market for
on a global level. Spirou: “This is the key to our success. Enza Zaden is
some 65 years and the name has become a synonym to
able to support this cooperation by providing short communication
seed. Almost literally, because ‘Seed’ in Greek is
lines, fast response, a good understanding of present and future needs
‘Sporos’.
and above all, a technology platform to cover these needs. This is why we consider ourselves as an extension of the Enza Zaden operations
Originally Spirou operated as a vegetable seed
and one team as a whole.”
distribution organisation following the liberalization of the market. After Greece joined the European Union in
Economic crisis
1981, the company developed a field crops operation as
The global economic crisis and the European crisis probably have
well, and today it pursues its own breeding programmes
affected Greece more than anywhere else. It is now more than ever
in cotton, corn sunflower and alfalfa. In the late 1990’s
needed to look into the future and develop today the products that will
the company decided to make further investments in
drive the Greek agriculture out of the crisis. During such difficult times,
the vegetable business and established the first seedling
business relations are always tested. Nowadays the third generation is
production unit in Greece. In the years to come Spirou
leading the way in Spirou (Spiros Spirou, Tasos Spirou) as well as in
developed the seedling market in Greece, and Spirofyta
Enza Zaden (Jaap Mazereeuw). “Based on the strong roots of our
– the brand name of Spirou seedlings – became a
common past and the invaluable experience and guidance of the
synonym to seedlings in Greece.
second generation, we have every confidence in the future.” The Partnership | 13
years of entr innovations a
Three generations of the Mazereeuw family. On the left Piet Mazereeuw and his son and current Managing Director of Enza Zaden Jaap on the right. On the background a picture of the founder of the company, Jacob Mazereeuw.
14 | The Partnership
75 years
trepreneurship, s and added value Enza Zaden is celebrating its 75th anniversary. What started out as a local seed shop has over the years evolved into a Top 10 player in global vegetable breeding. To what does Enza Zaden owe this success?
Teamwork
An awful lot has changed over the past 75 years. From just a few
Spanish market. They are the right size and have excellent keeping
employees to a workforce of more than 1,450, and from a local
quality and a distinctive sweet taste, making them ideal healthy
market to a multilocal with branches all over the world. Our vision,
snacks.”
The second key to success lies in teamwork. Teamwork among Enza Zaden employees and teamwork in the supply chain. What characteristics are important for growers? What do supermarkets and traders want? And how about consumers? Cooperation is all about joining forces and jointly developing the products that the market wants. That’s why we work closely with the entire supply chain to create new trends and products for the future. Mazereeuw: “For example, we have developed some concepts to meet the specific wishes of various parties in the supply chain. A good example is Tribelli®, our variety of sweet mini-peppers for the
however, is still the same: entrepreneurship combined with innovation and creating added value.
Loyal partners However much you invest in R&D and however well your products
Investments
meet the market’s demands, you can’t really succeed without loyal
To remain true to our vision we need to keep on investing in
partners. They are the antennae of local markets and contribute to
Research & Development (R&D) to develop vegetable varieties with
your company’s success on a local scale. Rob Keene, Director of
added value. Jaap: “My grandfather, Jacob Mazereeuw, believed in
Enza Zaden Export: “We need expert and – preferably local – people
R&D and was willing to invest in it. In the early 1950s he started
who are familiar with the market, test products locally and advise
selection work on various crops, including broad beans. The
customers. They add essential value to the products they sell, and
outcome was ‘Ezetha’s Witkiem’, an early variety that was to
have become valuable assets of our company.” This is also evident
become very popular with growers.”
from the long-term relationships with various distributors with which Enza Zaden has been working together since our company
Enza Zaden became involved in breeding in the late 1950s. Jacob’s
broadened its horizons in the early 1980s.
son Piet was the company’s first breeder. He worked on his first assignment in a small greenhouse that Jacob had built on the site:
The future is looking promising. Mazereeuw: “The ageing population
the development of a new tomato variety. His breakthrough came a
of the Western world wants healthy food and diets are becoming
few years later with the variety ‘Extase’, the first tomato with
more varied. Instead of three rice meals a day, Asian people for
resistance to Cladosporium leaf mould.
instance are eating ever more meat and vegetables. All this means more markets for us and new vegetables that we are not yet
Investments in research – both in technology and in staff
breeding.”
development – proved an important key to success and further growth. Jaap: “We now invest thirty percent of our turnover in research aimed at developing new, better varieties. By way of comparison, all businesses in the Netherlands put together invest 1,84% of our GDP in R&D.” The Partnership | 15
1938 Jacob Mazereeuw
The company’s
During the Second
After the Second World War the company continues trading under
establishes the
growth prompts it to
World War the
the name of Enkhuizer Zaadhandel (Enkhuizen Seed Company).
Enkhuizer
move to its own
seeds, including
From 1955 to 1981 the company is based in Enkhuizen town centre.
Zaadwinkel
premises in
those of pulse
(Enkhuizen Seed
Enkhuizen, the
crops, are rationed.
Shop).
Netherlands in 1941.
1998
1988
Enza Zaden becomes a majority
The tasty Campari tomato is a
Enza Zaden is one of the founding
Enza Zaden
shareholder of Vitalis. Vitalis
great success in markets all
fathers of KeyGene, one of the largest
celebrates 50 years.
goes on to become Europe's
over the world. This also
biotech companies in the world in the
largest producer of organic
marks the beginning of a new
field of plant genetics.
vegetable seeds.
tomato segment: cocktail tomatoes.
2001
2008
2011
2012
Enza Zaden continues its global
Cucumber seed
Launch of the Eazyleaf®
Jaap Mazereeuw
Introduction of
expansion in the new millennium.
production in
brand of lettuce varieties
becomes the third
Tribelli®, the brand
A takeover in Germany is followed
Tanzania.
under which sweet
with a good shelf life that
person to take over the
rapidly by the establishment of
are easy to harvest, slice
company's management mini peppers are
various new branches, e.g. in
and prepare.
and join the Enza Zaden sold. Healthy and
Bulgaria, Australia and Tanzania. 16 | The Partnership
management team.
delicious.
75 years
1959
1963
Piet Mazereeuw, the
Enza Zaden
Its breeding efforts
1978 Enza Zaden celebrates
son of the company’s
celebrates 25 years.
begin to pay off:
its 40th anniversary.
founder Jacob,
the Extase tomato
becomes involved in
variety soon
breeding.
becomes a major commercial success.
1985
1984
1981
1979
The first commercial
The company's first foreign
The first pile for the
The first building on Oosterdijk
branch outside the
breeding activities are launched
building on Haling is
(Enkhuizen, the Netherlands), the
Netherlands opens:
on the Greek island of Crete.
driven into the ground.
present location, opens. This has
The following year the
been used exclusively for breeding
whole company moves
ever since.
Enza Zaden UK.
to this location.
2013 Enza Zaden is awarded the prestigious
Enza Zaden opens the
In Spain the tomato
Enza Zaden celebrates its
Dutch National Horticultural Entrepreneur
Enza Academy, via which it
variety sold under the
75th anniversary.
Award. The jury of this award for
offers its employees a
brand TomAzur® is
horticultural entrepreneurs is particularly
broad range of training
voted ‘Best tomato
impressed by Enza Zaden's market focus,
courses.
variety of the year’.
innovation and personnel policy. The Partnership | 17
Demo greenhouses, our live catalogues Enza Zaden has two tomato demonstration greenhouses, one in the Netherlands and one in Spain. They are a kind of ‘showroom’: platforms for meeting customers and exchanging information. Here, Enza Zaden illustrates the diversity of its tomatoes and presents the latest additions to its range under
“ Input from the chain is essential for our future product development.”
practical conditions. A place where the company’s entire tomato range can be admired.
The demonstration greenhouses also grant
the people who visit our demonstration greenhouses.
Enza Zaden an opportunity to show visitors its tomato
They aren’t all growers. Traders and supermarkets also
varieties without any risks, now that ever more
actively contact us. They come with a message and
greenhouses are closed to visitors because of
specific requirements and want us to listen to them.”
increasingly stringent safety requirements and hygiene protocols.
Enza Zaden intends to expand its range of experimental varieties in the years to come.
Listening to the market
The company is working together with breeders
“The demonstration greenhouses are our live
in the Netherlands, Spain and Italy to develop more
catalogues, in which we display our tomato varieties,”
products for its demonstration greenhouses.
explains Marc Mens, Portfolio Manager at
Mens: “New varieties make our demonstration
Enza Zaden. “We want to give all our customers
greenhouses very attractive for visitors, because
precisely what they want, and we want to listen to
everyone’s always interested in innovations.”
their wishes and make efforts to meet them – now and in the future. But that means that we must make
Statistical data
sure that the range we offer them is broad enough. So
Something else that the company aims to achieve
this year, our demonstration greenhouses also contain
with its demonstration greenhouses is to provide
some experimental varieties alongside our standard
information to its customers. Mens: “For instance,
range, our new hybrids intended to be harvested
we don’t just tell people that our Diamantino is a good
loose and our new line of vine tomato varieties. Those
variety, but we also provide statistical data to back our
varieties are quite different types of tomatoes and the
claim. This way we are able to prove that our range is
outcomes of entirely new crossbreeding experiments,
of good quality.”
which we then present to traders, supermarkets and growers’ associations to find out what they think of
The demonstration greenhouses will remain open
them. That gives us important information about
until 1 October. If you would like to visit one of
potential new products. Such input from the chain
them, please ask your Enza Zaden contact for
is essential for our future product development.
further information.
This approach really works, as we can also tell from
18 | The Partnership
In Focus
Available now! Since the beginning of July, Enza Zaden’s new Vegetable Seed Catalogue is available. This catalogue gives an extensive overview of our crops and varieties. New this edition is the specific information about the different Export regions of Enza Zaden. Moreover, special focus is given to the people behind the varieties and to the distributors.
New subsidiary in Russia Enza Zaden established a new commercial subsidiary in Russia: OOO Enza Semena. The headquarter of this subsidiary is located in Moscow. The first orders have already been processed. “Our first focus here is on expanding the number of customers in this area and on expanding our Russian team,” says Jaap Mazereeuw, Managing Director of Enza Zaden.
Royal welcome in Enkhuizen On 30 April, the Netherlands inaugurated the new King and Queen: King Willem-Alexander and Queen Máxima. After the succession, the royal couple toured the twelve provinces of the country and 14 July, they visited Enkhuizen. Jaap Mazereeuw, Managing Director of Enza Zaden, was in the city of Enkhuizen to welcome – with the mayor of the city – the new King and Queen. In the conversation Jaap Mazereeuw had with the royalties, he explained the history and the importance of the Enkhuizen region for the international seed and food industry.
The Partnership | 19
Phytosanitary Shipping commercial seed lots around the world is just a piece of cake, right? Wrong! Whereas some countries just ask for an import permit, many others have set strict phytosanitary requirements. The number of countries doing so increases as well as the number of pests mentioned specifically on the phytosanitary requirement list of the countries concerned.
“A survey of the International Seed Federation (ISF) done in 2012, showed fifty countries had published phytosanitary requirements for tomato seed exported from the Netherlands”, says Jeroen van Bilsen, Manager Quality Assurance at Enza Zaden, to explain the extent of this trend. “These requirements covered between one and twenty different pests per list. However, the pests concerned often differed from one country to the other, meaning that companies exporting tomato seed to all these fifty countries needed to take a total number of 64 pests into consideration during their seed production and processing in order to comply with the requirement of each export phytosanitary certificate.”
Phytosanitary requirements Seed is a living organism and seed itself or seed lots may be a host for pests. Shipping seed around the world for trials, production or commercial purposes entails the risk of introducing and spreading pests of one country to another. Obviously, seed companies do everything in their power to prevent this from happening by ensuring proper seed production procedures and by thoroughly testing seed lots. Countries protect themselves by setting up legislations, regulations and official procedures. Van Bilsen: “Today’s seed business is a very global business that involves much more than just shipping commercial seed lots from one country to the countries of destination. So-called precommercial seed also travels the world, for instance for trials and local breeding to make sure that new crops are properly adapted to the specific conditions of each market. It is not uncommon for seed companies to have breeding programmes in ten to fifteen countries. Apart from that, Enza Zaden produces seed in nearly 25 countries and we distribute commercial seed to more than 120 countries from just a handful of logistic centres where seed is cleaned, treated, tested and packed. Just imagine the organisational and logistic complexity of these immense seed flows now many of these
Thorough tests are executed to make sure the seeds don’t bear virusses. 20 | The Partnership
countries have set their own specific phytosanitary regulations.”
Trends
complexity in a nutshell Major challenges
regulations entail? At Enza Zaden, the time dealing with the issues
However, the phytosanitary complexity doesn’t stop just here.
mentioned above has more than doubled in the last few years to
Seed produced in country A is exported to country B for processing,
make sure the seed flows continues as it should be. Van Bilsen:
testing and packaging. This seed lot subsequently is stored and will
“However, this doesn’t mean that dealers and distributors don’t
be re-exported in multiple small shipments of commercial seed to its
notice the effects of this trend at all. Seed companies ask for a
final destination sooner or later. The period of seed being produced
longer forecast scope to be able to produce seed according to the
and the commercial seed lot being shipped to its final destination
specific requirements of each country. And if the country concerned
may cover a long period of time, but requirements of destination
needs extra laboratory tests, shipments may delay.”
countries change over time. When this happens after the seed has already left the country of production or the country of origin, it’s
Distributors and dealers as partner
impossible to retroactively get the necessary additional declarations.
The phytosanitary regulations are something we just have to deal
Moreover, if destination countries put new pests on their
with worldwide, but a good partnership between the seed company
phytosanitary requirement list, the seed that has already been
and its dealers and distributors limits the consequences of this
produced a few years earlier needs additional declarations.
trend. “They can assist us to convince local regulators to change
These cannot be procured anymore.
regulations that cause trade barriers. But even more so, distributors and dealers are an important source of information. They are
Another challenge is meeting the ‘principle’ that each country
our eyes and ears to inform us about the upcoming changes in
requires. As said before, destination countries have different
phytosanitary regulations, allowing us to anticipate in time.
requirements that the exporting seed companies have to take
By the time the changes are officially acknowledged, it’s often
into account at the time of seed production. It’s also common that
too late to take immediate measures to deliver seed lots in time.”
one country requires a field inspection whereas the other country needs a laboratory test for the same lot. And what about destination
What does the future has in store?
countries having requirements that are not accepted or recognized
The worldwide phytosanitary regulations have become a true
in the country of production? This makes it practically impossible
challenge. Although the situation has deteriorated during the past
to obtain the requested additional declarations. Van Bilsen:
decade, regulators are now discussing about harmonisation by
“These are just the practical implications in terms of meeting
implementing an international phytosanitary standard for seed.
phytosanitary requirements. A seriously complicating factor is
It will still take a considerable time before this standard is final,
that many destination countries set requirements for pests for
but at least the problems are recognized and taken seriously.
which seed is neither the pathway nor the means for their spread
Van Bilsen: “In the meantime, our Customer Services, Quality
or establishment.”
Assurance, Logistics and Production departments of Seed Operations do their utmost to fulfil all compliances and regulations.
Frightening?
Together with the input of our dealers and distributors, and with
This all sound very frightening, doesn’t it? What does this mean
help of the Marketing and Sales, we will improve our demand
for dealers and distributors worldwide? Seed companies put in all
planning and supply chain processes to ensure that our
efforts to remain flexible suppliers despite the extensive scope these
customers can serve their clients in time.” The Partnership | 21
Travelling 120,000 kilometres
Very few people know that seed has travelled a couple of times around the globe before it ends up in the field of the grower. Let’s take onion varieties as an example. Onion varieties are developed in research centres in the Netherlands, Australia and the USA. Therefore breeding lines are exchanged a couple of times for research purposes, such as grow-out trials. When the parent lines are ready, foundation seed – the basis of the commercial seed productions – can be produced. This takes place in several countries after which the foundation seed returns to Australia and the USA. Samples of these productions are shipped to the Netherlands for thorough quality tests. After approval, this foundation seed is sent to countries around the world, such as South Africa and Argentina, to be multiplied on a large scale for commercial purposes. These productions are finally shipped back to the Netherlands again for processing, enhancement, quality control and packing. Subsequently, the commercial seeds are shipped to, for instance, a logistic centre in the US to be sold in Brazil. This way, the seed has travelled more than 120,000 kilometres. 22 | The Partnership
Trends
Research Production Sales The Partnership | 23
Column
Portfolio Management What is it all about? by Steven Zeevat | Manager Portfolio Management
Enza Zaden started 75 years ago with a dream of one man, Mr. Jacob Mazereeuw. He had the vision and guts to start a company in vegetable seeds, flower seeds and seed potatoes. Jacob Mazereeuw opened the Enkhuizer Zaadwinkel seed shop in 1938. He had already been selling seeds to the public and developing a market in his spare time for several years. Over the next few years, he continued to expand the company which soon became known as Enkhuizer Zaadhandel. Over the past 75 years, Enza Zaden has grown from a local seed shop to a global player in vegetable breeding. With the rapid worldwide expansion of the last fifteen years, we needed to secure the product flow management process: the information from the markets towards R&D, from the various R&D programmes to (new) markets and from the market towards Seed Operations. So, in a nutshell, we had to make sure that all departments have the correct actual information allowing them to just focus on their main task. About twelve years ago, we started this product flow management process – with a small team of just the three colleagues – next to our export sales job. We soon found out, however, that this needed quite a bit of attention. So, a new department had to be set up: Portfolio Management. Today Portfolio Management has grown to a department with in total ten Portfolio Managers who take care of the various crops and/or crop segments worldwide. Our activities still have a lot to do with active product management, but mainly from a commercial perspective. With a commercial portfolio of more than 1,300 varieties, we need to manage this actively. The Portfolio Management department is responsible for the commercial variety flow and all related processes, such as registering the varieties worldwide or regionally, properly protecting the genetics, making sure seed has been produced and allocating the stock. This means that the whole team travels frequently to stay in close contact with the sales teams worldwide and the various markets. And, as members of global CropTeams, Portfolio Managers give input to the Board of Directors on the strategy to follow for each crop. All in all, it is a supporting job with a lot of variation, having strong relationships with all departments within the global Enza Zaden organization and keeping close contact with the main markets in a very dynamic world. 24 | The Partnership
Product
Jo urney of the
Seed Puzzling over seed The seed’s journey continues. The latest market trends have been spotted and our breeding department has translated this demand into new, innovative varieties. Now that the varieties have proven in trials to be extremely suitable for sale, we have to start producing commercial seed of those varieties on a large scale. That’s our production department’s responsibility.
The Partnership | 25
Breeding
Selecting
Product Development
Marketing & Sales
Molecular Markers
Packaging
Seed Upgrading
Journey of the seed Phytopathology | Routine Disease Testing Seed Health Laboratory
Cell & Tissue Culture Germination Laboratory
Seed Processing
Seed Production
Some facts and figures Total production: 815,000 kg of seed a year Number of varieties for which seed has to be produced: 4,500 a year Number of production countries: 24 26 | The Partnership
Number of producers: 240
Product
“How do most people see vegetable seed production? Probably
hemisphere, because we need a good production location in both
not as a complex network focusing on finding an optimum balance
areas for each variety in order to be able to meet the market
between various elements. Production specialists are real puzzlers,”
demand on a year-round basis. Van Eijk: “The locations in Peru
says Production Manager Manuel van Eijk. “Our job is all about
and Tanzania are extremely interesting for us, because there we
working out where we can get the seed produced in time, at a high
can plan production programmes for our fruit crops even all the
quality and low costs, while ensuring compliance with the ultimate
year round.”
customer’s phytosanitary regulations. Partnership is of essential importance in our part of the seed’s journey: we work together
But why do sales prognoses have to be made years in advance?
closely with many seed producers all over the world so we can
That’s because of the time involved in production. It takes at least
continue to meet our high requirements.”
six months to produce seed of most crops. The seed must then be sent to our headquarters in Enkhuizen to be cleaned, processed,
Growing together
subjected to numerous quality inspections and upgraded.
Instead of relying solely on its own production units, Enza Zaden
These operations also take quite some time. It takes even longer
likes to work together with local seed producers. This makes us
to produce seed of biennial crops such as onions. Van Eijk:
more flexible. Van Eijk: “For a start, local producers are experts on
“So we are now busy producing seed intended for sale in 2015!”
the cultivation conditions in their own country: the soil, the climate, common diseases, etcetera. We combine this knowledge with our
Trends
own experiences in growing our varieties. And that way we arrive at
There are also various trends that have a great impact on seed
the best results together. We therefore set great store by long-term
production, such as increasingly stringent phytosanitary regulations
relations and loyalty: growing together and achieving success
and greater risks of diseases in important production areas. A high
together. Our cooperation with many producers often even leads
concentration of plants within a particular area of course implies a
to research projects in which we jointly search for ways of
higher risk of diseases.
optimising cultivation methods and the quality of our seed.” Another trend with major consequences for production is climate
Producing seed now for 2015
change. Extreme weather conditions are becoming increasingly
Another advantage of using local seed producers is the possibility
common worldwide: severe rain or on the contrary extreme drought,
of responding quickly to changing market demands. Enza Zaden
exceptionally high or low temperatures, and of course hurricanes.
works with seed producers all over the world. For each variety,
Such conditions may make it better for us to produce seed at a
our specialists determine which part of the world has the most
different location than where we have so far produced it. Van Eijk:
favourable conditions for the production of seed of that variety,
“Being able to act quickly thanks to contacts with loyal seed
and in which season of the year. On the northern and the southern
producers all over the world is very important in such cases, too.”
The Partnership | 27
Our own production facilities Working with local seed producers involves several advantages: flexibility, the possibility of swiftly responding to local developments, and thorough knowledge of local cultivation conditions. Enza Zaden nevertheless also has three of its own seed production facilities. Two of them, in South Africa and Argentina, are offices from which we can more efficiently coordinate our production efforts. The third is our own production facility in Tanzania: Enza Zaden Africa Ltd. Van Eijk: “This is our ‘breeding ground’ for producing seed of new tomato, sweet pepper, cucumber and melon varieties. The difficulty with new varieties is that we have little experience in producing seed of those varieties. That’s why we want to be close to the hearth. And being close to the equator, this production facility is able to produce seed on a year-round basis.”
28 | The Partnership
Product
Quality
Costs
Where
When Phytosanitary regulations
Seed specialists are real puzzlers. For each of our hundreds of varieties they find out where conditions are most favourable for producing seed of the best quality. And that for all times of the year! They also have to consider aspects such as feasibility in terms of costs and compliance with the phytosanitary regulations of the countries concerned.
Breeding versus production
When all the pieces of the puzzle have fallen into place, local
A challenge with which production specialists have to contend is
seed producers start to produce commercial seed on a large scale.
the fact that the wishes of breeders often conflict with those of
The seed of most crops is then sent to the Netherlands for further
seed producers. A sweet pepper that contains no or only very little
processing and inspections. Van Eijk: “This may seem rather
seed is fantastic for the consumer market, making it a spearhead in
time-consuming, but it’s the best way of guaranteeing the quality
breeding efforts for some varieties. But how do you make sure you
of our seed to our customers. A good variety must be wrapped up
obtain enough seed of such a variety if it produces hardly any seed
in high-quality seed that meets the requirements of professional
itself? Another example: breeders tend to select lettuce varieties
growers all over the world.”
with a strong bolting resistance, whereas lettuce has to bolt in order to produce seed of that variety. To arrive at a happy medium in such situations, production specialists work together with breeders in the early testing phases. During those phases, production specialists focus on other aspects of a variety than breeders, for example the quality of the seed. Van Eijk: “Another reason why we like to be involved in a new variety’s development at an early stage is to familiarise ourselves with it. Different varieties have different optimum cultivation methods. It takes us around two to three seasons to learn all the ins and outs of a new variety. We of course want to know at an early stage in which climate and what area a new variety will produce seed of the best quality. And when it can best be harvested. Take sweet peppers. With some varieties seed begins to develop inside the fruit as soon as the pepper begins to change colour, whereas the seed of other varieties acquires its strongest germinative capacity only when the peppers reach full maturity. These are examples of issues we have to study for each new variety.” The Partnership | 29
Tailor made C
marketing in
entral Asia
Modern businessmen have access to an
abundant marketing toolbox to match the production and sales of goods with the customer needs, the market conditions and the crop cultivation capabilities of the growers. Customer satisfaction, product assortment renewal and the unified strategy to respond to constant changing demand are some of its main principles. This means that wise management needs to utilize the right marketing activities to ensure long lasting success. However, every area asks for its own approach. 30 | The Partnership
Marketing The Enza Zaden representative, agro-technical specialist Khayrullo Kamalov (on the right), is answering questions on growing new tomato hybrids in plastic greenhouses in Tashkent city, Uzbekistan.
Marketing in Central Asia has its own distinctions. One of the main principles of effective marketing here is to maintain a good relationship with customers. “Customers place a great value on such aspect”, says Abdulla Nurov, Area Manager Central Asia. “Moreover, educating growers is critical for building foundation for future mutual benefit. Field days and seminars have proven to be successful marketing tools for this educational purpose.” Another marketing ingredient elaborates on this need for education: paying growers regular visits together with agrotechnical specialists who inspect their crops and help to answer technical questions. Nurov: “This initiative establishes a solid business partnership with our clients.”
Central Asia
Challenging marketing activities
Central Asia is the core region of the Asian continent and
The political and economic situation as well as the historical and
stretches from the Caspian Sea in the west to China in the east
geographical aspects of the Central Asian countries Uzbekistan
and from Russia in the north to Afghanistan in the south. It is
and Kazakhstan make marketing activities here challenging.
also sometimes referred to as Middle Asia. In modern contexts,
The most populated Uzbekistan is a historically rural country
all definitions of Central Asia include these five republics of the
with a favourable climate and family farmers across generations.
former Soviet Union: Kazakhstan, Uzbekistan, Turkmenistan,
The growers here show natural aptitude for farming. The country,
Kyrgyzstan and Tajikistan.
however, has a tough economic environment with nontransparent rules and regulations, and unpredictable government
Uzbekistan, with its historically traditional vegetable production,
interference, which results in a challenging climate to do
is the main vegetable supplier in Central Asia. Kazakhstan
marketing and business in general.
has become a very good second one, thanks to its solid economic growth over the last few years. In Turkmenistan, a small agricultural area has started to develop. The other, much
“ Inviting agro-technical specialists is highly appreciated by growers.”
smaller, Central Asian countries – Kyrgyzstan and Tajikistan – are stretched out over a mountainous, almost uninhabited area where agriculture is limited.
The Partnership | 31
Effective marketing tools
Marketing activities in Uzbekistan Organizing local meetings, inviting specialists, handing out printed materials and incentive-based marketing, such as
Field days and seminars are one of
handing out promotional items and arranging grower trips to
the most effective marketing tools
production locations have proven to be successful marketing
in Uzbekistan. Another initiative
activities in Uzbekistan. Among the most effective ones,
that turned out to be successful is
however, are events like field days and seminars. “Most
inviting agro-technical specialists
important is the people interaction during such events“, says
to areas where growers need
Nurov. “But it’s also a win-win situation for both the
knowledge on a specific subject.
organising companies and the visiting growers. Field days
Nurov: “This is highly appreciated
allow the company to showcase its best products. On the
by growers. A good example
other hand, growers get a chance to receive relevant and
is the meeting in Navoi city,
up-to-date information thanks to the presentations given, the
Uzbekistan, last year. In this region,
presence of technical specialists, the opportunity to see and
the construction of professional
evaluate the hybrids of various crops in the greenhouses and
greenhouses has showed a
in open field by themselves”
boosting development. Yet, local specialists lack knowledge on
Enthusing growers to come along
growing vegetables on substrates
Although both the organising and the visiting parties profit
in professional greenhouse
from such events, ensuring attendance of all major local
conditions. Enza Zaden invited
customers – growers, plant raisers, dealers and sub-dealers
Vladimir Shevlyagin, one of the top
– has showed to be quite a challenge in the past. Nurov: “We
specialists in this field in Russia,
found out that by adding a small brochure with information
to travel to Navoi to meet local
on crop cultivation specifics, Enza Zaden varieties
growers there. After a two-hour
descriptions, disease management tools and other useful
presentation on ‘Hydroponics and
information to the seminar invitation was the key to attract
growing vegetables on substrates’
more growers to our seminars.”
and a visit to the greenhouses, growers had got first-hand answers
Marketing activities in Kazakhstan
to all related questions.
Kazakhstan is a complete different story comparing to its neighbour Uzbekistan, which has a rich agricultural history. Kazakhstan has showed a solid economic growth in the past years and the country has a large business potential, especially in the vegetable industry. Yet, its agriculture – which historically was mostly oriented to grow wheat – now needs accelerated measures to develop other agricultural sectors and to prepare qualified specialists in the field of agribusiness. Governmental financial and regulatory support of the vegetable business, growing local market potential, and promoting openness of farmers to implement new technologies are important factors contributing to development of proper marketing management in Kazakhstan. Marketing in this area, however, has to meet some major challenges, like the vast territory of the country and the limited knowledge of farmers engaged in the new business of protected cultivation of vegetable crops.
32 | The Partnership
Marketing Product
Knowledge as a marketing too With the more favourable climate and irrigation conditions in
Printed materials
the south of the country, the vegetable production is mostly
Printed materials with agro-technical information ‘Gaps’ and ‘Osh’ related to Enza Zaden varieties are very
concentrated here. Professional greenhouses are relatively new
demanded by local growers. The catalogues,
in the region, but this industry in particular has been developing
brochures, leaflets, and other informational
fast in the past years. According to government plans, almost all
media are issued in local languages and cover
major cities will have professional greenhouse complexes in the
a carefully selected assortment. They are suited
years to come.
for cultivation in specific areas and help to increase brand awareness and develop agro-
The knowledge about vegetable cultivation in general and
technical skills of local farmers.
technological aspects of vegetable growing in professional heated glasshouses equipped with climate control systems in particular are still quite limited in Kazakhstan. Therefore, a different marketing approach is required. Nurov: “Dedicated attention to the growers, informational support, and prompt response to any questions concerning technical aspects of growing varieties are of major importance. And just like in Uzbekistan, seminars organized in the main production areas help the growers to meet with agro-technical specialists, to get answers to their questions and to learn more about the new assortment of prospective varieties. After all, satisfied clients show loyalty to proven hybrids and such clients are the best ones to successfully promote Enza Zaden hybrids to other professional growers.”
‘Gaps’ and ‘Osh’ People in Uzbekistan love to get together in formal and informal gatherings. This is also used in marketing by organising special local meetings on a regular basis. These so-called ‘gaps’ are an effective way to interact with people in the same industry and exchange the latest news while eating a delicious Uzbek dish called ‘osh’.
The Partnership | 33
In Focus
GrowTech Eurasia With close to 70,000 visitors, over 600 international and national exhibitors the GrowTech Eurasia is an international platform where participants effectively share each opportunity to contribute to developing and strengthening the agriculture industry.
Field days The field days are ideal to meet chain partners, get advice and discuss with Enza Zaden representatives and breeders. They allow visitors to take a look at new varieties and varieties that has already proven themselves. Interested in visiting one or more of these field days? Take a look at the event calendar on the next page for data and locations.
Asia Fruit Logistica 4-6 September 2013 | Hong Kong
YUGAGRO YUGAGRO is the biggest trade fair in Russia for Agriculture Industry. It will be held at Krasnodar EXPO Exhibition
Asia Fruit Logistica is Asia's leading trade show for the international fresh fruit and vegetable business. Participation in this exhibition gives Enza Zaden the opportunity to discuss new concepts and latest market developments with people throughout the whole chain.
34 | The Partnership
Centre from 26 to 29 Nov 2013.
Event c a l e n d a r International Conferences, Exhibitions and Field Days, 2013
Colophon The Partnership is published by Enza Zaden Export B.V.
Editing, concept & layout Enza Zaden, Communications department,
Week Month
Events
Location
Country
Recreatieparc ontwerpbureau.
In this edition contributions from:
31
July/August
C
Horticulture NZ Conference
Auckland
New Zealand
36
September
E
Asia Fruit Logistica
Hong Kong
Hong Kong
FD
Lettuce Field Days Allonnes
Allonnes
France
September
FD
Dutch Days
Holland
Holland
September
FD
Enza Zaden Germany Open Day
Dannstadt
Germany
Steven Zeevat.
September
FD
Demo days Vitalis
Voorst
Holland
Pictures
FD
Open Day
Enkhuizen
Holland
September
E
Egypt Sahara exhibition
Cairo
Egypt
44
October
E
Indagra
Bucharest
Romania
thepartnership@enzazaden.nl
45
November
E
Horti Fair
Amsterdam
Holland
Enza Zaden Export B.V.
November
E
Saudi Agriculture
Riyadh
Saudi Arabia
José Arauz; Jeroen van Bilsen; Manuel van Eijk; Beate Feinen; Oleg Glaudouniak; Burak Gönen, AG Tohum; Olha Hryhorashyk; Peter Konijn; Britt Laske; René van Meijel; Marc Mens; Anvar Nigmatullin; Abdulla
37
Nurov; Sophie Puls; Spiros Spirou; Roelof Tempel; Auke Velema; Eduardo Villanueva;
39
AG Tohum, Turkey; Pieter Prins Fotografie, The Netherlands; Spirou, Greece; The Netherlands; Michel Smit.
Tips for the editors team?
P.O. Box 7 1600 AA Enkhuizen The Netherlands
46
November
E
SIEMSTA
Seoul
Korea
T
+31 228 350 100
E export@enzazaden.nl
47
November
C
APSA
Kobe
Japan
W www.enzazaden.com
48
November
E
Agromek
Herning
Denmark
© July 2013 | Enza Zaden Export B.V. | Enkhuizen | The Netherlands
E
YUGAGRO Agricultural Exhibition
Krasnodar
Russia
All rights reserved. While every care was taken in the preparation of this magazine, no responsibility can be
FD
Asia Field Days 2013
Pune
India
accepted for any inaccuracies. Enza Zaden has attempted to trace all copyrights of
49
December
E
Growtech Eurasia
Antalya
Turkey
illustrations used. If proper acknowledgments have not been made, however, we ask copyright holders to contact
51
December
E
Guangdong Seed Fair
Guangzhou
China
Enza Zaden.
C = Conference | | E = Exhibition | FD = Field Day
The Partnership | 35
the power of
teamwork
How do we ensure that we continue to develop the best seed for the best vegetable varieties for another 75 years? This is a question that we deal with on a daily basis at Enza Zaden. For 75 years already, our people roll up their sleeves together and set to work with enjoyment and passion. People of more than 40 nationalities worldwide work as one team to develop healthy vegetable varieties, attuned to the latest local market demands. This teamwork is the basis of our success. We strive to offer our clients seed of the best vegetable varieties also in the future. And to offer our people a company that they enjoy working for and can be proud of.
the power of teamwork
the power of Enza Zaden
Visit us! Asia Fruit Logistica 4-6 September 2013 Booth O-20
Jaap Mazereeuw, Managing Director
enzazaden.com