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.
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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.”
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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
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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
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"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