RZ-100-wt4-E-flipbook-240702 - Flipbook - Page 129
Heleen Bos
Vertical integration of the market:
‘From grower to consumer’
Rijk Zwaan believes in the power of good
20
08
Diamantinas RZ
Iceberg lettuce
cooperation in the chain – from plant breeders to
supermarket. As far back as 1995, Rijk Zwaan had
started doing this through the Integrated Chain
Perfect round shape.
Easy to harvest.
Very resistant
to bolting
and reddening.
Care (IKZ) project. Since then, Rijk Zwaan has
focused more on supermarkets in order to gain a
better insight into consumer preferences.
After the turn of the century, Rijk Zwaan continues
Rijk Zwaan’s green thumb gets greener
with this vertical collaboration in the chain.
Rijk Zwaan wants to play a wider role as a partner
Product development is increasingly focusing
in horticulture and therefore also wants to create
on traits that are important to traders, cutting
varieties for the organic sector. Maarten Zwaan
companies and particularly consumers, such as
took the initiative in 1992 to explore the possibil-
taste, ease of use and shelf life.
20
08
Verdon RZ
Long cucumber
CGMMV-resistant.
No burnt heads.
Resistant to
extreme heat.
Leads the market in
Canada and
the US.
ities of an organic range. This mainly focuses on
Germany (a pioneer in organic vegetable growing)
With the new possibilities offered by the internet
and the legislation governing organic cultivation.
and social media, Rijk Zwaan decides to get closer
to consumers in the early 21st century. Before
In 2007, it is time to engage more structurally
the turn of the millennium, supermarkets held a
with this crop, and Rijk Zwaan commits to an inter-
dominant position as ‘consumer mouthpieces’.
national approach to the organic market.
By itself reaching out to consumers, Rijk Zwaan
Heleen Bos coordinates the organic range from
now has a greater understanding of consumer
then on. Together with colleagues, she gathers
preferences and market developments. In this
experience and knowledge of organic cultivation
way, Rijk Zwaan is strengthening its position in the
methods, the market and the relevant regulations.
chain and is less dependent on supermarkets.
Varieties are tested for suitability for organic culti-
Moreover, product development can now be
vation, so the share of this range in Rijk Zwaan’s
tailored even more to consumer needs.
20
08
Mewa RZ
Midi-cucumber
Breakthrough in
high-wire
winter cultivation
under lights.
Created new
segment in Russia.
No. 1 sale
2019-2022.
turnover is growing every year. Rijk Zwaan’s organic
vegetable varieties are vigorous, productive and,
above all, resistant to many diseases and pests.
The Blueleaf cucumber varieties that can be
recognised by their dark green, almost blue leaves
20
08
Launch of
RZ Promex
Mexico
are a good example of this. These cucumber
varieties with their dark leaf colour are naturally
less attractive to insects. In the words of Heleen
20
08
Launch of
RZ Morocco
Bos, it is now ‘set in stone that organics is part of
Rijk Zwaan’.
2009-2010
2000-2014 | Chain activities and the growing position in society
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