Blog Peter Klapwijk: Customers decreased, bank satisfied!

Why do growers go for big tomatoes and ignore taste?

According to people in the know, as a modern manufacturer you must produce tailor-made products for your customers. A number of entrepreneurs in horticulture have understood this thoroughly and are producing and propagating successfully, driven by their customers. There are some nice, well-known examples of this in ornamentals as well as in vegetables. I myself certainly had the impression that, after many years of gloom and doom, we were clambering out of the valley in this regard, Peter Klapwijk writes in his blog.

Trend reversal
To my surprise, in recent weeks a significant trend reversal has become visible. I learned from reliable sources that next year the large truss tomato segment is again expanding considerably in the Netherlands.

This choice cannot have been dictated by customer demands. If you look around in the chain, the demand is for a reliable product, a clean product, but especially for a tasteful product. You actually never here people explicitly ask for very large tomatoes. "Tasty tomatoes" is what I hear people regularly ask for. In my experience the acreage was already on the generous side in 2015 and I had actually expected a movement in the opposite direction.

Customers deceased, bank satisfied
Then where has this expansion in large truss come from? This segment is qualitatively absolutely reliable, but in terms of taste certainly is no match for smaller tomatoes. For many entrepreneurs apparently the customer is still unknown and therefore I think a number of them have decided to go for the kilos alone. Customer deceased, bank satisfied!

Bron: Peter Klapwijk, 2Harvest

For more information:
Peter Klapwijk
Galjoen 15
2401 NB Alphen aan den Rijn
Tel : +316 50 20 26 52

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