RZ-100-wt4-E-flipbook-240702 - Flipbook - Page 130
Salanova
After the turn of the century, the desire to
Love my salad,
the Social Salad Network
approach consumers more directly manifested
In 2010, Rijk Zwaan seeks even closer contact with
itself in the introduction of so-called brand
consumers in a completely contemporary way by
concepts. Instead of just supplying the seed
setting up the ‘web community’ ‘Love My Salad’.
and leaving the rest of the process to the other
This platform contains all kinds of information
chain participants, Rijk Zwaan, in collaboration
about (vegetable) products, including recipes,
with various players in the chain, starts working
health tips and lifestyle blogs. On the website,
with its own labels and brands so that it can
consumers, growers, processors, chefs and other
Rijk Zwaan winner of the 2006
more effectively launch products and concepts
vegetable lovers can add information to inspire
Innovation Award at Fruit Logistica.
on the market. Salanova (2006) is the first of
each other with their passion for vegetables and
these concepts. This is the Rijk Zwaan brand for
recipes. With this global consumer platform,
its lettuce types, characterised by the unique
Rijk Zwaan can promote the consumption of fresh
‘one-cut-ready’ principle where, by removing the
vegetables, collect information from consumers
stalk, the head disintegrates into many ready-
and connect chain partners (such as growers and
to-eat leaves. This makes these lettuce types
supermarkets) with those consumers. In 2013,
Salanova demonstration at
quick and easy to prepare and also very suitable
Love My Salad already has 70,000 likes, and this
Libelle Summer Week.
for the ready-to-eat salad range in supermarkets.
number will continue to grow in the years that
In 2006, Rijk Zwaan is presented with the
follow, providing an important source from which
prestigious Fruit Logistica Innovation Award for
to draw information about the interests and needs
Salanova. Salanova is followed by many other
of consumers.
Rijk Zwaan brand concepts, such as the Sweet
Palermo pointed sweet peppers, characterised
by their sweet taste, versatility and ease of use,
and the attractive, tasty and easy-to-process
Caribbean melons.
Love my Salad promo campaign.
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Rijk Zwaan | Moving forward together
