RZ-100-wt4-E-flipbook-240702 - Flipbook - Page 71
In 1980, the company draws the conclusion that, in
So given the circumstances, the De Lier-based
spite of slightly disappointing previous years, good
company is in good shape at the end of the 1970s.
prospects are on the horizon. Lettuce is still the
The company has been extensively modern-
most important product. Although head lettuce is
ised over the past ten years. The developments
declining slightly in importance, the rise of iceberg
described in this chapter in relation to the product
lettuce is partly compensating for this. In the field
range, sales activities, personnel and accom-
of cucumbers, radishes and celeriac, however, Rijk
modation mean that the company has become
Zwaan is losing ground. On the other hand, the
stronger. Rijk Zwaan is building a stronger position
market for tomatoes and cauliflower is actually
abroad thanks to its growing exports. In addition,
picking up. As far as the tomatoes are concerned,
the company is becoming more versatile and is
this is due to the introduction of the first white-
focusing on gaining a firmer foothold in other
head-resistant tomato, Bellina, in 1978. The sale of
vegetable crops, such as melon and sweet pepper.
cauliflower in the United States is also providing
However, the 1980s will bring some very unex-
good prospects for Rijk Zwaan.
pected developments.
19
78
Celesta
Cauliflower
Bloemkool
19
79
Soraya
Lettuce
Rijk Zwaan regularly appears in
Groenten en Fruit magazine,
as here in 1979.
1977-1978
Aerial view of the complex
in De Lier, 1975.
1960-1980 | Time for expansion
69
Turnover
FTE
7.564
–
