Chainmail RZ August 2014 EN

Chainmail RZ Rijk Zwaan magazine for all chain partners | August 2014

Palermo Originals: unprecedented sweetness

Turkey and Russia: plenty of chances in emerging 足markets

Er端st Tarim: innovations within a short chain

Contents 2 4

Online retailer HelloFresh inside 15,000 Dutch homes

Turkey’s Erüst Tarim guarantees well-stocked vegetable displays

5 6 7 8 9 10

“Multipurpose with little waste”

Czech pepper production is on the right track

“There is always a market for quality”

Cocktail cucumber is

Online retailer HelloFresh inside 15,000 Dutch homes HelloFresh purchaser Thomas van Burg wants to put culinary innovation within everyone’s reach. The company home-delivers boxes of vegetables and fruit which include recipes of the day. “The boxes contain all the necessary ingredients, and each recipe can be prepared within 30 minutes. For example, Rijk Zwaan’s Crunchy cos forms the basis for a tasty Caesar salad.”

a hit in Vietnam Three new aphid-resistant charentais varieties

Emerging markets Turkey and Russia offer plenty of opportunities

12

Spinach from Ortomad, Cold chain guarantees field-fresh product for consumers

13 14

Palermo Originals

Responding to consumers on a worldwide scale

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: Do Company, Rotterdam 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

(from left to right) Grower Jos Sweep from Brabant cultivates Crunchy cos for online retailer HelloFresh in The Netherlands. Rijk Zwaan Crop Specialist Wim in’t Groen and Account Manager Maarten van der Leeden provide advice and helped to set up the initial contact.

relatively new but already supplies

Increased vegetable consumption

throughout the whole of The

Vegetables account for the lion’s share

Netherlands. The concept is simple

of each box, whether it is a meat, fish

yet unique. Van Burg: “We offer

or vegetarian version. “Vegetables are

various types of boxes: meat, fish or

healthy, fresh and above all tasty. We

vegetarian dishes for 1 to 6 people

feature seasonal produce and want to

and for 3 or 5 days. Customers sign up

keep surprising our customers, so it’s

on the internet. Why do they choose

only logical that we collaborate with

us? Because we provide not only the

Rijk Zwaan. After all, we share the same

ingredients, but also the inspiration.

ideal: to make it easier to eat vegetables

Each box contains original recipes for

and to increase vegetable consumption.

healthy meals, so people no longer

Working together enables us to launch

need to wonder what to eat that day.”

new concepts and the chain is short:

Online retailer HelloFresh.nl is

Rijk Zwaan | Chainmagazine

we are inside consumers homes and

concepts. They even work with us on the

receive feedback straight from their

recipes to ensure their products are used

kitchens! And just like HelloFresh, Rijk

to maximum effect. At HelloFresh we

Zwaan believes in the power of new

also employ our own nutritional experts,

communication channels. Sharing

and a dietician is always involved too.

content on social media such as

Hence, all our meals comply with the

LovemySalad.com is right on trend.”

Netherlands Nutrition Centre’s healthy

Crunchy and sweet

eating guidelines.”

HelloFresh.nl Launched in 2011, HelloFresh is

The new collaboration has already

HelloFresh eases the burden

resulted in the launch of Crunchy cos,

“Our concept appeals to a wide group of

Austria, USA and The Netherlands.

a combination of iceberg and romaine

consumers, but especially those who are

Each country handles its own

lettuce. “It’s truly unique: crunchy and

looking for healthy and delicious food.

sourcing, content and marketing,

sweet, ideal for making a nice Caesar

There are various reasons for ordering

but knowledge is of course shared

salad. We’re keen to develop more

HelloFresh online: some people like the

internally. The concept and the IT

novelties like that, so being in close

excitement of a new recipe every day,

infrastructure are the same globally.

contact with Rijk Zwaan definitely adds

while others enjoy the convenience of

Customers sign up online and set

value for us. In addition, Rijk Zwaan

groceries delivered to their door.” 

up a personal account where they

helps us with sourcing new products and

active in Australia, Germany, UK,

indicate which box they wish to receive in which week. A box costs from 34 euros upwards and includes recipes and the relevant ingredients.

The online retailer’s international setting makes the company especially interesting for investors.

The majority of the financing comes from venture capitalists such as Germany’s Rocket Internet GmbH. Together, they have set their sights high. E-commerce is flourishing and HelloFresh is keeping pace. For now, the focus remains on fruit and meal boxes, and the aim is to be supplying to 1% of Dutch households by the end of 2015.

August | 2014

3

Turkey’s Erüst Tarim guarantees well-stocked vegetable displays A visit to any Turkish supermarket will reveal a wide range of fresh

Innovative vision

vegetables: tomatoes, peppers, cabbage and ‘leafies’ in every colour

Erüst Tarim is a family-run company, but is not

of the rainbow. This is Erüst Tarim’s domain. As a major producer of

as small as it sounds. The father and grandfather

lettuce and leafies, the company has considerable influence over what is

of the current owner, Mustafa Erüst, built their

presented on shelves – and it has a strong preference for new products.

first greenhouse complex in the Antalya region.

Nowadays, the company employs 250 people and produces a tremendously broad spectrum of greenhouse and open-field crops in several locations. However, lettuce, fresh herbs and leafies are the core business. Erüst primarily supplies major supermarkets and wholesalers such as Migros and Metro Cash & Carry, and always strives to be the very best. Mustafa says: “We keep a close eye on all cultivation-related innovations and technical developments in the agrifood sector. We also like innovation in terms of varieties: anything that is different and fits within

Mustafa Erüst: “Thanks to our offering, retailers can continue surprising their customers.”

a niche segment appeals to us. We’re especially Erüst Tarim and the

interested in ‘baby’ varieties

breeders at Rijk Zwaan have

such as mini Cos Bambi RZ and

a shared interest in innovation, so it is natural that they collaborate.

mini plum tomato Solarino RZ.

Special account manager Deniz Karayol:

Wide influence

“We trial new varieties together. We often launch

Erüst Tarim has evolved into Turkey’s largest

newcomers in Turkey through Erüst first, since

vegetable supplier, thanks in part to its modern

the company has the extensive experience and

approach. The company grows and processes most of

different product locations needed to make our

the products itself, and it fills any gaps in its offering

varieties a success. Once an innovation has proved

by purchasing products from fellow growers. Size

itself in the field or greenhouse, it is only a small

means power, and the company has considerable

step from there to the consumer. This short chain

influence over supermarket shelves. In addition to

is unique and enables us to reach a wide audience

the standard range, the grower ensures that stores

quickly.”

stock the new products too, and this in turn benefits the retail segment. After all, innovations enable retailers to continue surprising their customers – and that keeps shoppers coming back. Outstanding quality and year-round availability make Erüst’s vegetables extremely popular among consumers.

Erüst Tarim is continually investing in new facilities and is hoping that its new, high-tech greenhouses will open up new markets, for example Rijk Zwaan’s snack tomatoes, snack peppers and mini cucumbers. 

4

Rijk Zwaan | Chainmagazine

Australian grower Maureen Dobra is enthusiastic about the new cos lettuce:

“Multipurpose with little waste”

With the Gradara RZ cos variety, the Loose Leaf Lettuce Company has added a top-class lettuce to its range. This new midi cos is highly productive, and is suitable for both the fresh market and for processing.

Consumers are the real winners. “The light-green leaves in the middle of the head have instant appeal. And then that crunchy bite and sweetness – customers love it,” says grower Maureen Dobra.

Maureen and her son Kevan are very focused on improvements and never miss an opportunity to test or inspect new varieties. Since the growing company also processes its own products, the varieties have to meet a broad spectrum of requirements. Such all-rounders are scarce, so there is no time to hesitate when they find something suitable. “That was the case with Gradara,” explains Maureen. “This cos is an improvement, both for us and for consumers. We can now offer a very tasty lettuce that also stands out in terms of colour and texture.”

The entire chain benefits “The favourable growing traits ensure a good harvest and the structure of the lettuce head – with its broad,

Kevan and Maureen Dobra from the Loose Leaf Lettuce Company grow various crops for processing and for the fresh market. The entrepreneurs recently added the Gradara RZ variety to their very extensive lettuce range.

flat base and a compact heart – guarantees a high yield in our processing plant. We can use virtually

Lettuce Company and Rijk Zwaan have been

every leaf of the Gradara! Hence there is hardly any

working well together for more than 20 years

waste. It’s a very ‘sustainable’ variety.” Maureen also

based on a relationship of respect and trust, which

sells the cos as whole-head lettuce to wholesalers

Dusanka Milunovic, Rijk Zwaan’s Technical Sales

and retailers, who have reacted positively: virtually

Representative in Western Australia, has helped to

no handling damage and an excellent shelf life..

build. 

“When preparing the twin packs, we always slice away the outer leaves so that consumers can see the lettuce heads yellow/light-green heart. When presented like that, the lettuces sell themselves.”

Respect and trust Optimum yield and quality are two objectives of the companies own improvement programme and are therefore two criteria that each new variety must fulfil – not only cos, but also the various Salanova and spinach varieties that the Australian grower cultivates. The search for innovative varieties is a continuous process for Australian grower and salad lover Maureen, so she likes to keep a close eye on developments at Rijk Zwaan. Likewise, Maureen and her son, enthusiastic Love my Salad supporters, always provide honest feedback to the breeding company. In fact, the Loose Leaf Gradara RZ August | 2014

5

Czech pepper production is on the right track Reprosam has been Rijk Zwaan’s exclusive distributor in the Czech Republic since 1992 and in Slovakia since 2003. Chain manager Zbynek Skvára sells seeds and establishes chain projects. One example of a successful collaboration is that between growing company ZOSI Agro and retailer Globus, who opened the first modern hypermarket in the Czech Republic in 1996. Reflecting its commitment to freshness and flavour, Globus prefers to work with local growers.

Peppers are very popular with Czech consumers, which is why growers and supermarkets have been working hard in recent years to get domestic production off the ground – and with success. There are considerably more open field crops and growers have now got pepper production on the right track, especially since the introduction of drip systems

Tomas Zoufaly and his wife Jitka are pictured among the ZOSI Agro tunnel greenhouses. New cultivation techniques have considerably increased the production of open field crops and the Czech Republic is now self-sufficient.

and small tunnels. Nowadays, the season begins 2 to 3 weeks earlier and the total yield has increased.

Hence, it is no longer necessary to import Hungarian Wax and Palermo types during the open field season.

Hungarian Wax

Palermo One retailer that sells ZOSI Agro’s peppers is Globus. The hypermarket chain strives to offer

ZOSI Agro is by far the largest pepper grower in

shoppers a very varied and abundant fresh produce

the Czech Republic. The company is currently

display – preferably featuring products from local

producing varieties including Century RZ and Galga

growers, so it makes sense for Globus and ZOSI

RZ (both Hungarian Wax types) from Rijk Zwaan’s

to collaborate. “Thanks to our size, we can meet

distributor Reprosam. ZOSI Agro owner Tomas

Globus’ requirements in terms of product volumes,”

Zoufaly: “This year we’re also running major trials

Zoufaly continues. “And the Palermo types

with Bravia RZ. The results look promising. We

enabled us to offer something truly innovative.

produce all our peppers in the south of the country:

We first trialled them ourselves for 2 years, which

we start with Hungarian Wax in early July, followed

revealed that Mabrouka RZ was most suitable for

later by Kapia and the Palermo types. Those

our continental climate. Last season we switched

varieties need a bit more sun to ripen.”

to nice and sweet Massouda RZ. Globus sells the Palermos in 250-gram flow packs containing 2 or 3 peppers.”

Technical advice “Zbynek Skvára has now helped us to set up trials with blocky peppers, to see how that type reacts to local conditions. Reprosam is supporting us.

During the season, the crop specialists visit us weekly to give us technical advice, which I’m really happy about. Plus we’ve been reaping the benefits of Reprosam’s chain network for a long time – not just for peppers but also for gherkins, aubergines and white cabbage. Twenty years ago, my first ever Galga RZ 6

gherkin crop was Rijk Zwaan’s Harmonie RZ.”  Rijk Zwaan | Chainmagazine

Ori Porat, pepper grower in Israel:

“There is always a market for quality” These are tough times for the horticulture sector in Israel: many growers have been forced out of business. Not so for Ori Porat.

Thanks to a clear focus on quality, European demand for its product remains constant. Collaboration and choice of varieties have been two key success factors.

Ori Porat has been growing peppers in

Innovative product range

Class 1

Israel for over 30 years. The subtropical

Damka is involved exclusively in

“For yellow peppers we’re currently

climate enables the country to produce

peppers. Between them, the growers

growing Saramba RZ and for orange

fruit and vegetables primarily for

own 40 hectares of cultivated land, and

ones we are using Arancia RZ. Because

Northern and Central Europe in the

they sub-contract production to other

both of these varieties are extremely

winter months. The level of expertise

growers too resulting in a total of 100

uniform, we are obtaining a large Class

and quality in Israel is high, and yet many

hectares for peppers. “All blocky types,

1 percentage. In addition they offer very

growers are struggling. Rijk Zwaan Area

in every possible colour,” explains Ori.

good productivity and shelf life; the latter

Manager Ahmet Tunali believes that

“Furthermore, quality is a top priority

is sometimes a weakness of competitive

this is mainly due to the fragmented

so it’s essential to choose the varieties

varieties. Our peppers are ideal for

offering since the country’s largest export

carefully. We trial a lot of newcomers

flowpack packaging and their smaller

organisation, Agrexco, went bankrupt

through Rijk Zwaan. That enables us

size makes them particularly suitable for

six years ago. “This led to the market

to continually offer our international

the UK market, but we also export a lot to

splintering and weakening. Ori realised

customers good and innovative products,

Russia, Germany and the USA.”

that he had to collaborate to survive.

which is greatly appreciated, especially by

He entered into partnership with his

the British retailers. Our peppers can be

Contracts versus daily trading

colleague Eldad Kruk and together they

found on the shelves in supermarkets such

Damka takes two different approaches

founded the export company Damka.”

as Tesco, Sainsbury’s, Waitrose and Asda.”

to selling its peppers. Ori says: “The large retailers prefer contracts. When selling to the UK, for instance, we work with a fixed price. However, many Israeli growers are not used to that method; they still believe in the tradition of daily trading. Day prices still form the basis for our exports to The Netherlands and Russia. Looking to the future, we hope to intensify our relationships. The challenge lies in finding the right solution: the desired product for each supermarket.

Specialties will play a greater role, but it will always be a case of ‘quality first’.” 

Ori Porat: “We grow and sell blocky types in every possible colour. And their smaller size makes them particularly suitable for the UK market.”

August | 2014

7

Chain collaboration bears fruit

Cocktail cucumber is a hit in Vietnam What seemed impossible several years ago is now a huge success: the

Hydroponic

cultivation and sale of the Cengel RZ cocktail cucumber in Vietnam.

Representing Rijk Zwaan, Hue introduced new

Thanks to mutual collaboration and support from Rijk Zwaan, growers

varieties and provided advice. However, a new

have succeeded in getting this innovative product into consumers’

cultivation system was needed to enable the

homes. Tran Thi Hue, Rijk Zwaan product development specialist, is

serious production of high-quality cucumbers.

proud of the achievement: “Together we have solved local problems and

The product development specialist provided

invested in a new growing system.”

technical support to help with the installation of a hydroponic growing system.

(from left to right) Mr Khoa, Rijk Zwaan Product Development Specialist Tran Thi Hue, Mr Phong and Mrs Thon.

Recent additions on the shelves in Ho Chi Minh’s

Reliable basis

biggest supermarkets, Coop and Aeon, are Rijk

Spokesperson for the study club is Phong Thuy,

Zwaan cocktail cucumbers – the tasty result of

owner of GAP-certified Phong Thuy Farm, which

Vietnam’s first study club, a growers’ platform that

manages a major part of the fresh chain. “We

Tran Thi Hue helped to launch. “The study club

now have 3 hectares of tomatoes and cucumbers

concept has already proved its worth in various

on hydroponic systems in total. Next year we

countries. By sharing information and expertise,

will expand to 5 hectares. We make use of locally

exchanging experiences and investing in technical

available resources, such as a local mix of coco

knowledge and marketing, we achieve a level of

peat and rice husk as a substrate for example.” The

quality and quantity that wouldn’t be possible for a

company grows, packs and transports vegetables,

grower alone. It’s unique in Vietnam,” she says.

and also performs the associated quality checks.

Phong: “Collaboration is important in order to offer quality. That’s partly why Rijk Zwaan is a reliable partner for us: their varieties form a good basis for our products. In addition, Hue suggests lots of ideas about packaging and marketing. We’re even considering our own brand. Together, we could secure a strong market position for it.” 

Cengel RZ Vietnam is an ideal location for the production of the Cengel RZ cocktail cucumber. It thrives in tropical conditions, is suitable for growing in soil or on a substrate, and has broad mildew resistance. The variety is relatively easy to grow, yet its fruits are exceptional. The resulting snack cucumbers are straight, uniform and slightly ribbed, with a shiny green colour that emphasises their healthiness. And in this case ‘healthy’ equals ‘delicious’: the sweet taste and crunchy bite are a hit with consumers. The cucumbers are harvested at between 35 and 50 grams, when they are 9-11cm long. Phong: “This is a very new product for Vietnam and the market will be increasing rapidly. We are investing in a healthy future.”

8

Rijk Zwaan | Chainmagazine

Three new aphid-resistant charentais varieties Anyone who has been to France in the summer knows the joy of the charentais melon. Once back home, the yearning still lingers for that deliciously sweet fruit with orange flesh, and hence the market for the charentais type is growing annually. With the latest additions to its range, Rijk Zwaan has brought yearround availability a step closer.

The aromatic charentais melon’s origins lie in

RZ for April and July and finally

France, where it is immensely popular. However,

Acropol RZ for August to October.”

it can only be grown there in the summer. Spanish

Denis Veve: “The natural resistance results in a stronger crop and a healthier end product.”

and Moroccan growers were the first to fill the

Fewer pesticides

gap in the market by considerably extending the

There are clear benefits to working with such a

melon’s availability, later followed by countries

wide assortment of varieties. “We can now supply

such as Brazil, Honduras and Costa Rica. Back

a good product for much of the year. Plus the new

then, Rijk Zwaan worked with Agustin Penon from

varieties have traits which are very valuable for the

Exporpack in Costa Rica to develop the Agustino

entire chain. For instance, we call our newcomers

RZ variety especially for those melon-producing

‘Charentais Long Shelf Life’ with good reason!

countries.

Furthermore, the melons have attractive, orange

Morocco and Spain

flesh, a nice, compact texture and are very tasty.

They also have a uniform appearance in terms of

According to Denis Veve, Rijk Zwaan Crop

both size and ripeness. And one very important

Coordinator, Agustino is still leading the pack in

trait of the new varieties is their aphid resistance.

terms of the imported winter charentais from Costa

Aphids are major virus spreaders, so the natural

Rica. “In addition, we are increasingly seeing this

resistance results in a healthier crop and a healthier

variety being cultivated in Brazil. Our latest product

end product because growers need to use fewer

launches have been bred for Morocco and Spain.

pesticides.”

They are new, high-quality varieties that are suited to the growing conditions in those countries: Signol

See for yourself

RZ for growing from February to March, Barriol

Are you interested in learning more about the new charentais varieties? They will be on display during the Rijk Zwaan open days and other events, plus samples will be available from local Rijk Zwaan representatives this summer. 

Expanding melon offering Rijk Zwaan’s share of the melon category has expanded rapidly over the past decade, largely due to the success of the yellow melon, the Caribbean line and the recently launched Mellissimo piel de sapo concept. In terms of charentais, we started with good varieties for winter cultivation in Brazil, Honduras and Costa Rica, and production is now possible from February to October thanks to the three latest introductions.

August | 2014

9

Emerging markets Turkey and Russia offer plenty of opportunities At least 35 percent of Turkey’s fresh fruit and vegetable exports go to Russia. The two countries are enthusiastic trade partners nowadays, but collaboration could be improved by further strengthening the organisational structure of the central chains. In order to do this, Rijk Zwaan has installed a Russian and a Turkish chain manager in the relevant countries to explore the local market and make new contacts.

Last July, Spar supermarkets in Moscow surprised

Initiating projects

shoppers with ‘tomato type research’. By letting

Bilge and Maxim are both familiar with the local

them choose the best types from different tomato

culture and entrepreneurial climate. Armed with

variants, chain manager Maxim Ionkin hoped

this knowledge, the two chain managers are in the

to discover Russian consumers’ preferences.

ideal position to analyse local chains, approach

“Together with my Turkish colleague Bilge Sezer

the individual links within them and initiate new

I compared the results against today’s tomato

projects. The challenges vary per country. Bilge

cultivation in Turkey. Are there enough of the

faces numerous small growers who are often

right types to supply retailers with sufficient

financially tied to traders, and consumers who

product volumes next season?” This is one of the

prefer to shop at local markets. “In Turkey, the

first projects set up by the new Rijk Zwaan chain

chains could be better organised and there is

managers. And it makes sense. After all, Russia buys

no real standard for products. I’m focusing on

lots of tomatoes from Turkey – it imported 320.000

improving the collaboration between growers,

tonnes last year alone.

customers and retailers, and between growers themselves. The concept of a growers cooperative is virtually unknown here, for instance.”

More dialogue In contrast Russia has several major growers, yet most fresh produce in supermarkets comes from abroad. According to Maxim, that is because Russian producers do not always fully comply with retailers’ demands. “Therefore, we now have projects aimed at bringing local growers and supermarkets closer together – initially for cabbage, carrots and beetroot and later for melons.

This is important because the role of supermarkets 10

Rijk Zwaan | Chainmagazine

Maxim Ionkin: ‘open dialogue’ Maxim Ionkin became chain manager in Russia in May 2013. Prior to that he worked in ornamental horticulture and mainly had contact with retailers, which formed a good basis for his activities within Rijk Zwaan. Rijk Zwaan Russia currently has 27 employees.

Maxim manages the commercial activities from the office in Moscow. “There, we also use demo fields of our customers where participants from throughout the chain can come and see our products. We always discuss them honestly: open dialogue is important.” m.ionkin@rijkzwaan.ru +7 903 762 69 55 is growing all the time, especially as the number of local markets declines.” By putting growers and retailers in direct contact rather than through intermediaries, Maxim hopes they will share their expectations more effectively.

More professionalism Although the ultimate aim is successful chain projects, both Bilge and Maxim are starting with the basics: making contacts. Bilge: “I’m currently focusing on the large growers and traders. That way, whenever new investments have to be made

Bilge Sezer: ‘Booming’

and new growing companies emerge, they already

Bilge Sezer has been chain manager in Turkey

know me and I can introduce the companies to

since early 2014. He earned his stripes in

one another professionally. Change is definitely

the food industry and is currently based

in the air! The convenience segment will quickly

at Rijk Zwaan’s office in Antalya. Over 100

gain ground in the coming years. Companies like

people are employed at Rijk Zwaan in Turkey,

Del Monte are already planning to base operations

including in the company’s own growing

here.”

facility, various demo fields and greenhouses.

“Activities in Turkey are booming; more and

The markets are evolving, and Rijk Zwaan is

more international partners are discovering

already on hand to help. Maxim: “We can run

our country. Exports are no longer limited to

variety trials locally, which creates demand. And

Europe and Russia but are also going to the

if the varieties are a success, we help our partners

Middle East and Gulf region.

in the production process, not just technically but also in terms of packaging, labels and marketing

b.sezer@rijkzwaan.com.tr

support.” 

+905317760514

August | 2014

11

Spinach from Ortomad, Cold chain guarantees field-fresh product for consumers TV chefs are increasingly using spinach in their culinary creations, and European consumers are mirroring that trend! They are discovering that spinach is a vegetable which is fresh, healthy and easy to prepare. As a result, sales performance is improving year on year for companies such as Italy’s Ortomad. In conjunction with Rijk Zwaan, this spinach grower and processor has developed varieties which are even more closely aligned with chain partners’ needs – a valuable collaboration.

There are many different types of

leaf market. Nowadays, the spinach is

spinach, and since nothing but the best

nice and round, the leaves are a little

is good enough for Ortomad it

‘blistered’, with a clear green sheen and

approached Rijk Zwaan seven years ago.

long stems. It also helps that the

“Together, we looked for varieties that

cotyledons are low which makes

better matched our needs,” says Raffaele

harvesting easier. Moreover, Squirrel and

Maddalo, Managing Director of Ortomad.

Donkey are very resistant to mildew and

“And with success. Nowadays, for

exhibit strong, uniform growth.”

example, we cultivate Squirrel RZ for the

On the left is Aldo Rovetto, sales ­representative of Rijk Zwaan Italia, and next to him Francesco Roma who is responsible for spinach production at Ortomad.

winter period and Donkey RZ for the

From farm to fork with optimum

spring, summer and autumn harvests.

freshness: thanks to Ortomad’s finely

Today’s varieties are extremely versatile

tuned harvesting, processing and

and combine a high yield with a good

distribution process. The field-fresh

and the best treatment. Ortomad’s

shelf life and visual appeal.”

quality is preserved throughout the entire

customers are assured of always receiving

chain by refrigerating the harvested

spinach with the flavour and freshness of

“An attractive appearance is particularly

product for transportation from the

a just-harvested product. 

important for our baby leaf products,

greenhouse/field to the processing

and that is something that Rijk Zwaan

facility. This cold chain is then only

understands. The company is a

broken when the spinach is actually

Ortomad

professional partner with whom we can

served up on someone’s plate. The

Ortomad, founded in 1998, has

develop a good agricultural product

product is sold either washed or

two key focus areas: convenience

while remaining transparent – towards

unwashed. During the washing process,

products and unwashed vegetables.

our growers and processors, the retailers

hygiene is a top priority: the leaves are

The main production locations are

and consumers. We now have several

cleaned several times in temperature-

in Pontecagnano and Bellizzi. The

suitable varieties available to us for

controlled and bacteriologically

company owns 130 hectares and a

uninterrupted, year-round production. I

controlled water and are dried using air or

further 300 hectares are owned by

would even go so far as to say that our

a centrifuge. The company’s strength lies

other growers, amounting to a 430

collaboration has innovated the baby

in its commitment to the best varieties

hectares growing region in total.

Ortomad employs approximately 220 people and supplies the whole of southern Italy with ready-to-eat salads, both under its own brand ‘Dimmidisi’ and as private labels.

The unwashed products (packed or loose) are exported to approx. 20 European countries.

Squirrel RZ 12

Donkey RZ Rijk Zwaan | Chainmagazine

Having started out as one variety, Palermo RZ has evolved into a global term for sweet, high-quality peppers – a ‘taste experience’ which is produced and shared on all continents. And we are now turning that experience into a new label: Palermo Originals.

Palermo Originals The Palermo Originals range naturally includes our well-known red pointed pepper, which will now be supplemented with yellow varieties which likewise excel in terms of flavour. And like Palermo it is more aromatic with a fruity touch. Their unprecedented sweetness makes them an ideal ingredient in fresh salads, and they guarantee, of course, a high yield and good shelf life. We offer varieties for cultivation in both heated and unheated greenhouses. Interested? Contact Rijk Zwaan for more details. You can find an overview of Rijk Zwaan’s chain managers on the following page:

www.rijkzwaan.com/chainmanagement

August | 2014

13

Responding to consumers on Firm aubergine 10-723 RZ The traditional Turkish dish called ‘shish

are using the aubergines in salads and

kebab’ is made from pieces of meat,

purees, while consumers enjoy eating

fish and vegetables which are grilled

10-723 RZ roasted, grilled or fried at

or roasted on a skewer. A number of

home too. It’s a versatile product that

chefs expressed a desire for aubergines

has been specially bred for growing in

with firmer flesh without holes which

greenhouses in Turkey.” 10-723 RZ is

would stay on the skewer better.

currently cultivated throughout Eastern,

“With 10-723 RZ, our breeders have

Central and Western Antalya and that

responded to their needs,” says Chain

growing region is expanding steadily. 

Manager Bilge Sezer. “This newcomer actually does what many competitive varieties promise to do. Growers are impressed by its high yield, tolerance to cold and rapid recovery in spring.

10-723 RZ

Meanwhile, end users particularly like its uniform, dark-coloured skin. Hence, Turkey’s extensive kebab-producing industry has been quick to switch to 10-723 RZ! Furthermore, restaurants Bilge Sezer, Chain Manager Turkey

Reliable winter cauliflower Cauliflower can be eaten in many

and tasty cauliflower which is extremely

different ways, which explains its

reliable. The growing cycle is 90 to 110

popularity in so many countries.

days and this variety really sticks to that

Whether boiled, in a sauce, stir-fried,

schedule, which means that growers

roasted or even raw – the possibilities

don’t have to keep returning to the same

are endless. The only demand

field to harvest just a few cauliflowers

consumers make is that the vegetable

at a time. Furthermore, the variety has

has a mild, subtle flavour. “And

a good upright habit and strong vigour

that’s exactly what the Sententia RZ

even in cooler conditions.” 

cauliflower offers,” says Michael Kreitz, Crop Coordinator Brassica. “This winter variety can be cultivated on several different continents. Crops are already being grown in Mexico, Guatemala,

Sententia RZ

Brazil, Spain and Portugal, among others. It’s exported to Northwest Europe from southern European countries. Sententia is a bright white

14

Michael Kreitz, Crop Coordinator Brassica

Rijk Zwaan | Chainmagazine

a worldwide scale Multifunctional carrot varieties

Jerada RZ

For sale with or without their leafy tops

about the net yield, uniformity, health

or, if grown with a high seed density, ideal

and shelf life.” The strong leaves make

as baby/snack carrots – Rijk Zwaan has

these carrots more suitable for machine

combined all these options in two new

harvesting than conventional varieties

carrot varieties: Jerada RZ for the early

on the market, says Friedel Peil, Crop

part of the season and Fidra RZ for the

Coordinator Carrots. “Jerada and Fidra

summer. Both varieties bring together

offer great flexibility, both in terms of the

technical and consumer-friendly traits,

harvesting window and sales, which is

which is pretty unique according to

good for growers. Meanwhile, benefits to

Michael Sempf, Marketing Specialist Open

retailers include year-round availability of

Field Crops. “Our own consumer research

these high-quality carrots.” 

revealed flavour to be an important factor when buying carrots. They must be nice and sweet, and preferably have a slightly nutty taste. Secondly, consumers value the appearance of freshness and of course a crunchy bite, so we selected these varieties based on those criteria.

They are eaten – and grown – around the world. We’ve received positive feedback Michael Sempf, Marketing Specialist Open Field Crops

Sabor e Tradiçao (‘Taste and Tradition’) Spain has its Piel de Sapo and Portugal

from high yields and can harvest at the

savours the Branco de Ribatejo: an

ideal moment, which for consumers

attractive, oval melon with white rind

ensures that every bite of melon is

which is very popular thanks to its

bursting with sweetness. The Branco

soft, aromatic flesh and sweet taste,

is currently only available in Portugal,

so the newly launched Portoalto RZ is

but this product is so delicious that

a guaranteed winner. Diego Maestre

we certainly see opportunities for it

Claramunt, Crop Coordinator Melon at

internationally too.” 

Rijk Zwaan Iberica, explains: “Portoalto is the perfect size, a 3.5kg ‘rugby ball’, and it recreates the traditional sweetness that many Portuguese remember from the past. Its fine netting makes this a very appealing product

Portoalto RZ

– not only visually on retail shelves, but also out in the field since Portoalto does not split easily. Growers benefit Diego Maestre Claramunt, Crop Coordinator Melon at Rijk Zwaan Iberica

August | 2014

15

"We can use virtually every leaf of Gradara RZ so there is hardly any waste which makes it a very sustainable variety"

Kevan and Maureen Dobra from the Loose Leaf Lettuce Company

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