Chainmail RZ August 2014 EN

Rijk Zwaan magazine for all chain partners | August 2014

Palermo Originals: unprecedented sweetness

Erüst Tarim: innovations within a short chain

Turkey and Russia: plenty of chances in emerging markets

Chainmail RZ

Contents

2 Online retailer HelloFresh inside 15,000 Dutch homes

4 Turkey’s Erüst Tarim guarantees well-stocked vegetable displays

5 “Multipurpose with little waste”

6 Czech pepper production is on the right track

7 “There is always a market for quality”

8 Cocktail cucumber is a hit in Vietnam

9 Three new aphid-resistant charentais varieties

10 Emerging markets Turkey and Russia offer plenty of opportunities

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

13 Palermo Originals

14 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 MeijerLay-out: Do Company, RotterdamPrinting: Drukkerij Van DeventerReproduction 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 40P.O. Box 40, 2678 ZG De LierThe NetherlandsT +31 (0)174 53 23 00F +31 (0)174 53 21 63E [email protected]

Online retailer HelloFresh.nl is relatively new but already supplies throughout the whole of The Netherlands. The concept is simple yet unique. Van Burg: “We offer various types of boxes: meat, fish or vegetarian dishes for 1 to 6 people and for 3 or 5 days. Customers sign up on the internet. Why do they choose us? Because we provide not only the ingredients, but also the inspiration. Each box contains original recipes for healthy meals, so people no longer need to wonder what to eat that day.”

Increased vegetable consumptionVegetables account for the lion’s share of each box, whether it is a meat, fish or vegetarian version. “Vegetables are healthy, fresh and above all tasty. We feature seasonal produce and want to keep surprising our customers, so it’s only logical that we collaborate with Rijk Zwaan. After all, we share the same ideal: to make it easier to eat vegetables and to increase vegetable consumption. Working together enables us to launch new concepts and the chain is short:

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.”

Online retailer HelloFresh inside 15,000 Dutch homes

Rijk Zwaan | Chainmagazine2

(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.

we are inside consumers homes and receive feedback straight from their kitchens! And just like HelloFresh, Rijk Zwaan believes in the power of new communication channels. Sharing content on social media such as LovemySalad.com is right on trend.”

Crunchy and sweetThe new collaboration has already resulted in the launch of Crunchy cos, a combination of iceberg and romaine lettuce. “It’s truly unique: crunchy and sweet, ideal for making a nice Caesar salad. We’re keen to develop more novelties like that, so being in close contact with Rijk Zwaan definitely adds value for us. In addition, Rijk Zwaan helps us with sourcing new products and

concepts. They even work with us on the recipes to ensure their products are used to maximum effect. At HelloFresh we also employ our own nutritional experts, and a dietician is always involved too. Hence, all our meals comply with the Netherlands Nutrition Centre’s healthy eating guidelines.”

HelloFresh eases the burden“Our concept appeals to a wide group of consumers, but especially those who are looking for healthy and delicious food. There are various reasons for ordering HelloFresh online: some people like the excitement of a new recipe every day, while others enjoy the convenience of groceries delivered to their door.”

Online retailer HelloFresh inside 15,000 Dutch homes

HelloFresh.nlLaunched in 2011, HelloFresh is active in Australia, Germany, UK, Austria, USA and The Netherlands. Each country handles its own sourcing, content and marketing, but knowledge is of course shared internally. The concept and the IT infrastructure are the same globally. Customers sign up online and set up a personal account where they 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.

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Turkey’s Erüst Tarim guarantees well-stocked vegetable displaysA visit to any Turkish supermarket will reveal a wide range of fresh vegetables: tomatoes, peppers, cabbage and ‘leafies’ in every colour of the rainbow. This is Erüst Tarim’s domain. As a major producer of lettuce and leafies, the company has considerable influence over what is presented on shelves – and it has a strong preference for new products.

Erüst Tarim and the breeders at Rijk Zwaan have a shared interest in innovation, so it is natural that they collaborate. Special account manager Deniz Karayol: “We trial new varieties together. We often launch newcomers in Turkey through Erüst first, since the company has the extensive experience and different product locations needed to make our varieties a success. Once an innovation has proved itself in the field or greenhouse, it is only a small step from there to the consumer. This short chain is unique and enables us to reach a wide audience quickly.”

Innovative visionErüst Tarim is a family-run company, but is not as small as it sounds. The father and grandfather of the current owner, Mustafa Erüst, built their 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

a niche segment appeals to us. We’re especially

interested in ‘baby’ varieties such as mini Cos Bambi RZ and

mini plum tomato Solarino RZ.

Wide influenceErüst Tarim has evolved into Turkey’s largest vegetable supplier, thanks in part to its modern approach. The company grows and processes most of the products itself, and it fills any gaps in its offering by purchasing products from fellow growers. Size means power, and the company has considerable influence over supermarket shelves. In addition to the standard range, the grower ensures that stores 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.


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

5

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, flat base and a compact heart – guarantees a high yield in our processing plant. We can use virtually every leaf of the Gradara! Hence there is hardly any waste. It’s a very ‘sustainable’ variety.” Maureen also sells the cos as whole-head lettuce to wholesalers and retailers, who have reacted positively: virtually no handling damage and an excellent shelf life.. “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 trustOptimum 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

Lettuce Company and Rijk Zwaan have been working well together for more than 20 years based on a relationship of respect and trust, which Dusanka Milunovic, Rijk Zwaan’s Technical Sales Representative in Western Australia, has helped to build.

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.

August | 2014

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.

Gradara RZ

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

“Multipurpose with little waste”

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.

Czech pepper production is on the right track


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 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 WaxZOSI Agro is by far the largest pepper grower in the Czech Republic. The company is currently producing varieties including Century RZ and Galga RZ (both Hungarian Wax types) from Rijk Zwaan’s distributor Reprosam. ZOSI Agro owner Tomas Zoufaly: “This year we’re also running major trials with Bravia RZ. The results look promising. We produce all our peppers in the south of the country: we start with Hungarian Wax in early July, followed later by Kapia and the Palermo types. Those varieties need a bit more sun to ripen.”

Palermo One retailer that sells ZOSI Agro’s peppers is Globus. The hypermarket chain strives to offer shoppers a very varied and abundant fresh produce display – preferably featuring products from local growers, so it makes sense for Globus and ZOSI to collaborate. “Thanks to our size, we can meet Globus’ requirements in terms of product volumes,” Zoufaly continues. “And the Palermo types enabled us to offer something truly innovative. We first trialled them ourselves for 2 years, which revealed that Mabrouka RZ was most suitable for our continental climate. Last season we switched 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 gherkin crop was Rijk Zwaan’s Harmonie RZ.”

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.

Galga RZ

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.

August | 2014 7

Innovative product rangeDamka is involved exclusively in peppers. Between them, the growers own 40 hectares of cultivated land, and they sub-contract production to other growers too resulting in a total of 100 hectares for peppers. “All blocky types, in every possible colour,” explains Ori. “Furthermore, quality is a top priority so it’s essential to choose the varieties carefully. We trial a lot of newcomers through Rijk Zwaan. That enables us to continually offer our international customers good and innovative products, which is greatly appreciated, especially by the British retailers. Our peppers can be found on the shelves in supermarkets such as Tesco, Sainsbury’s, Waitrose and Asda.”

Class 1“For yellow peppers we’re currently growing Saramba RZ and for orange ones we are using Arancia RZ. Because both of these varieties are extremely uniform, we are obtaining a large Class 1 percentage. In addition they offer very good productivity and shelf life; the latter is sometimes a weakness of competitive varieties. Our peppers are ideal for flowpack packaging and their smaller size makes them particularly suitable for the UK market, but we also export a lot to Russia, Germany and the USA.”

Contracts versus daily tradingDamka takes two different approaches 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 has been growing peppers in Israel for over 30 years. The subtropical climate enables the country to produce fruit and vegetables primarily for Northern and Central Europe in the winter months. The level of expertise and quality in Israel is high, and yet many growers are struggling. Rijk Zwaan Area Manager Ahmet Tunali believes that this is mainly due to the fragmented offering since the country’s largest export organisation, Agrexco, went bankrupt six years ago. “This led to the market splintering and weakening. Ori realised that he had to collaborate to survive. He entered into partnership with his colleague Eldad Kruk and together they founded the export company Damka.”

Ori Porat, pepper grower in Israel:

“There is always a market for quality”

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

Cocktail cucumber is a hit in Vietnam

Chain collaboration bears fruit

What seemed impossible several years ago is now a huge success: the cultivation and sale of the Cengel RZ cocktail cucumber in Vietnam. Thanks to mutual collaboration and support from Rijk Zwaan, growers have succeeded in getting this innovative product into consumers’ homes. Tran Thi Hue, Rijk Zwaan product development specialist, is proud of the achievement: “Together we have solved local problems and invested in a new growing system.”


HydroponicRepresenting Rijk Zwaan, Hue introduced new varieties and provided advice. However, a new cultivation system was needed to enable the serious production of high-quality cucumbers. The product development specialist provided technical support to help with the installation of a hydroponic growing system.

Reliable basisSpokesperson for the study club is Phong Thuy, owner of GAP-certified Phong Thuy Farm, which manages a major part of the fresh chain. “We now have 3 hectares of tomatoes and cucumbers on hydroponic systems in total. Next year we will expand to 5 hectares. We make use of locally available resources, such as a local mix of coco peat and rice husk as a substrate for example.” The company grows, packs and transports vegetables, 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.”

Recent additions on the shelves in Ho Chi Minh’s biggest supermarkets, Coop and Aeon, are Rijk Zwaan cocktail cucumbers – the tasty result of Vietnam’s first study club, a growers’ platform that Tran Thi Hue helped to launch. “The study club concept has already proved its worth in various countries. By sharing information and expertise, exchanging experiences and investing in technical knowledge and marketing, we achieve a level of quality and quantity that wouldn’t be possible for a grower alone. It’s unique in Vietnam,” she says.

Cengel RZVietnam 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.”

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

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 year-round availability a step closer.

Three new aphid-resistant charentais varieties

Expanding melon offeringRijk 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

RZ for April and July and finally Acropol RZ for August to October.”

Fewer pesticidesThere are clear benefits to working with such a wide assortment of varieties. “We can now supply a good product for much of the year. Plus the new varieties have traits which are very valuable for the entire chain. For instance, we call our newcomers ‘Charentais Long Shelf Life’ with good reason! Furthermore, the melons have attractive, orange flesh, a nice, compact texture and are very tasty. They also have a uniform appearance in terms of both size and ripeness. And one very important trait of the new varieties is their aphid resistance. Aphids are major virus spreaders, so the natural resistance results in a healthier crop and a healthier end product because growers need to use fewer pesticides.”

See for yourselfAre 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.

The aromatic charentais melon’s origins lie in France, where it is immensely popular. However, it can only be grown there in the summer. Spanish and Moroccan growers were the first to fill the gap in the market by considerably extending the melon’s availability, later followed by countries such as Brazil, Honduras and Costa Rica. Back then, Rijk Zwaan worked with Agustin Penon from Exporpack in Costa Rica to develop the Agustino RZ variety especially for those melon-producing countries.

Morocco and SpainAccording to Denis Veve, Rijk Zwaan Crop Coordinator, Agustino is still leading the pack in terms of the imported winter charentais from Costa Rica. “In addition, we are increasingly seeing this variety being cultivated in Brazil. Our latest product launches have been bred for Morocco and Spain. They are new, high-quality varieties that are suited to the growing conditions in those countries: Signol RZ for growing from February to March, Barriol

Denis Veve: “The natural resistance results in a stronger crop and a

healthier end product.”

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.

Emerging markets Turkey andRussia offer plenty of opportunities


Initiating projectsBilge and Maxim are both familiar with the local culture and entrepreneurial climate. Armed with this knowledge, the two chain managers are in the ideal position to analyse local chains, approach the individual links within them and initiate new projects. The challenges vary per country. Bilge faces numerous small growers who are often financially tied to traders, and consumers who prefer to shop at local markets. “In Turkey, the chains could be better organised and there is no real standard for products. I’m focusing on improving the collaboration between growers, customers and retailers, and between growers themselves. The concept of a growers cooperative is virtually unknown here, for instance.”

More dialogueIn 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

Last July, Spar supermarkets in Moscow surprised shoppers with ‘tomato type research’. By letting them choose the best types from different tomato variants, chain manager Maxim Ionkin hoped to discover Russian consumers’ preferences. “Together with my Turkish colleague Bilge Sezer I compared the results against today’s tomato cultivation in Turkey. Are there enough of the right types to supply retailers with sufficient product volumes next season?” This is one of the first projects set up by the new Rijk Zwaan chain managers. And it makes sense. After all, Russia buys lots of tomatoes from Turkey – it imported 320.000 tonnes last year alone.

Emerging markets Turkey andRussia offer plenty of opportunities

August | 2014 11

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 professionalismAlthough 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 and new growing companies emerge, they already know me and I can introduce the companies to one another professionally. Change is definitely in the air! The convenience segment will quickly gain ground in the coming years. Companies like Del Monte are already planning to base operations here.”

The markets are evolving, and Rijk Zwaan is already on hand to help. Maxim: “We can run variety trials locally, which creates demand. And if the varieties are a success, we help our partners in the production process, not just technically but also in terms of packaging, labels and marketing support.”

Bilge Sezer: ‘Booming’Bilge Sezer has been chain manager in Turkey since early 2014. He earned his stripes in the food industry and is currently based at Rijk Zwaan’s office in Antalya. Over 100 people are employed at Rijk Zwaan in Turkey, including in the company’s own growing facility, various demo fields and greenhouses. “Activities in Turkey are booming; more and more international partners are discovering our country. Exports are no longer limited to Europe and Russia but are also going to the Middle East and Gulf region.

[email protected] +905317760514

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.”

[email protected] +7 903 762 69 55

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.

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


There are many different types of spinach, and since nothing but the best is good enough for Ortomad it approached Rijk Zwaan seven years ago. “Together, we looked for varieties that better matched our needs,” says Raffaele Maddalo, Managing Director of Ortomad. “And with success. Nowadays, for example, we cultivate Squirrel RZ for the winter period and Donkey RZ for the spring, summer and autumn harvests. Today’s varieties are extremely versatile and combine a high yield with a good shelf life and visual appeal.”

“An attractive appearance is particularly important for our baby leaf products, and that is something that Rijk Zwaan understands. The company is a professional partner with whom we can develop a good agricultural product while remaining transparent – towards our growers and processors, the retailers and consumers. We now have several suitable varieties available to us for uninterrupted, year-round production. I would even go so far as to say that our collaboration has innovated the baby

leaf market. Nowadays, the spinach is nice and round, the leaves are a little ‘blistered’, with a clear green sheen and long stems. It also helps that the cotyledons are low which makes harvesting easier. Moreover, Squirrel and Donkey are very resistant to mildew and exhibit strong, uniform growth.”

From farm to fork with optimum freshness: thanks to Ortomad’s finely tuned harvesting, processing and distribution process. The field-fresh quality is preserved throughout the entire chain by refrigerating the harvested product for transportation from the greenhouse/field to the processing facility. This cold chain is then only broken when the spinach is actually served up on someone’s plate. The product is sold either washed or unwashed. During the washing process, hygiene is a top priority: the leaves are cleaned several times in temperature-controlled and bacteriologically controlled water and are dried using air or a centrifuge. The company’s strength lies in its commitment to the best varieties

OrtomadOrtomad, founded in 1998, has two key focus areas: convenience products and unwashed vegetables. The main production locations are in Pontecagnano and Bellizzi. The company owns 130 hectares and a further 300 hectares are owned by other growers, amounting to a 430 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.

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.

and the best treatment. Ortomad’s customers are assured of always receiving spinach with the flavour and freshness of a just-harvested product.

Squirrel RZ Donkey RZ

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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

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

Sententia RZ

10-723 RZ


Firm aubergine 10-723 RZ

Reliable winter cauliflower

Bilge Sezer, Chain Manager Turkey

Michael Kreitz, Crop Coordinator Brassica

Cauliflower can be eaten in many different ways, which explains its popularity in so many countries. Whether boiled, in a sauce, stir-fried, roasted or even raw – the possibilities are endless. The only demand consumers make is that the vegetable has a mild, subtle flavour. “And that’s exactly what the Sententia RZ 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, Brazil, Spain and Portugal, among others. It’s exported to Northwest Europe from southern European countries. Sententia is a bright white

and tasty cauliflower which is extremely reliable. The growing cycle is 90 to 110 days and this variety really sticks to that schedule, which means that growers don’t have to keep returning to the same field to harvest just a few cauliflowers at a time. Furthermore, the variety has a good upright habit and strong vigour even in cooler conditions.”

The traditional Turkish dish called ‘shish kebab’ is made from pieces of meat, fish and vegetables which are grilled or roasted on a skewer. A number of chefs expressed a desire for aubergines with firmer flesh without holes which would stay on the skewer better. “With 10-723 RZ, our breeders have responded to their needs,” says Chain 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. 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

are using the aubergines in salads and purees, while consumers enjoy eating 10-723 RZ roasted, grilled or fried at home too. It’s a versatile product that has been specially bred for growing in greenhouses in Turkey.” 10-723 RZ is currently cultivated throughout Eastern, Central and Western Antalya and that growing region is expanding steadily.

Responding to consumers on a worldwide scale

Portoalto RZ

Jerada RZ

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For sale with or without their leafy tops or, if grown with a high seed density, ideal as baby/snack carrots – Rijk Zwaan has combined all these options in two new carrot varieties: Jerada RZ for the early part of the season and Fidra RZ for the summer. Both varieties bring together technical and consumer-friendly traits, which is pretty unique according to Michael Sempf, Marketing Specialist Open Field Crops. “Our own consumer research 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

about the net yield, uniformity, health and shelf life.” The strong leaves make these carrots more suitable for machine harvesting than conventional varieties on the market, says Friedel Peil, Crop Coordinator Carrots. “Jerada and Fidra offer great flexibility, both in terms of the harvesting window and sales, which is good for growers. Meanwhile, benefits to retailers include year-round availability of these high-quality carrots.”

Multifunctional carrot varieties

Sabor e Tradiçao (‘Taste and Tradition’)

Michael Sempf, Marketing Specialist Open Field Crops

Diego Maestre Claramunt, Crop Coordinator Melon at Rijk Zwaan Iberica

Spain has its Piel de Sapo and Portugal savours the Branco de Ribatejo: an attractive, oval melon with white rind which is very popular thanks to its soft, aromatic flesh and sweet taste, so the newly launched Portoalto RZ is a guaranteed winner. Diego Maestre Claramunt, Crop Coordinator Melon at 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 – not only visually on retail shelves, but also out in the field since Portoalto does not split easily. Growers benefit

from high yields and can harvest at the ideal moment, which for consumers ensures that every bite of melon is bursting with sweetness. The Branco is currently only available in Portugal, but this product is so delicious that we certainly see opportunities for it internationally too.”

Responding to consumers on a worldwide scale

Rijk Zwaan Distribution B.V. | Burgemeester Crezéelaan 40 | 2678 KX De Lier | The Netherlands | www.rijkzwaan.com

For an up-to-date list of Rijk Zwaan events, visit www.rijkzwaan.com/eventsIf you have any questions please contact your local Rijk Zwaan advisor or send ane-mail to [email protected]

"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

Chainmail RZ August 2014 EN

Documents

Transcript of Chainmail RZ August 2014 EN