"With this investment, we're putting our green thumb where our mouth is," said Simon Walter, Head of Business Unit Vegetables at KWS, during the recent opening of a new R&D facility in Andijk. As the 'new kid on the (vegetable) block', the German family-owned company is making some serious inroads into the world of vegetable breeding.
KWS planted its first breeding seeds back in 1856, starting with sugar beet. CEO Felix Büchting, now the seventh generation at the helm, was present at the ribbon-cutting in Andijk. The new R&D hub will house 25 specialists who will be digging deep into breeding for spinach, beans, red beet, Swiss chard, cucumber, and pepper. These crops, alongside tomato, melon, and watermelon, form the nine flagship varieties in the KWS vegetable portfolio.
Frank Hollenberg, Felix Büchting, and Simon Walter together on stage for some short speeches at the opening.
Growth with focus
While the R&D facility is state-of-the-art, and so is the breeding work, the markets that KWS Vegetables is targeting with its varieties are (for now) less high-tech. Initially, KWS is focusing on growth in low- and mid-tech cultivation systems. That's why the company is still flying under the radar in the Netherlands, especially in the greenhouse sector, where high-tech cultivation is the norm.
You won't spot KWS tomato varieties in Dutch greenhouses just yet. Globally, KWS varieties are already being trialed in many regions, though not in Asia, which the company is deliberately holding off on for now. According to KWS, breeding for Asia means having boots on the ground, and that step is still down the line. First, they're aiming to grow steadily and organically, supported by strategic acquisitions, in the regions where they're already sowing seeds of success.
Accelerating growth
KWS only recently branched into vegetable breeding. But when it comes to sugar beet, maize, cereals, rapeseed, and sunflower seeds, they've been in the game much longer. In fact, the company reported a turnover of approximately €1.68 billion in the 2023/2024 fiscal year—no small potatoes!
In 2019, KWS set up shop in Wageningen to establish its vegetable breeding operations, complete with laboratories. That same year, the company pulled off the acquisition of Pop Vriend Seeds. "It was a remarkably good match," says Simon during an interview in the new cafeteria in Andijk. The opportunity presented itself, but even if it hadn't, KWS would have found another way to move toward its goal: Becoming a leading player in vegetable seed breeding.
The ties with the families behind Pop Vriend Seeds remain strong to this day. During the speeches, heartfelt thanks were extended to the families involved. Since October of last year, however, the name has officially changed to KWS Vegetables.
The acquisition of Pop Vriend Seeds gave the ambitious family business a serious boost in momentum. Just two years later, in 2021, KWS made another strategic move—this time focused on tomatoes—by acquiring Geneplanta from Italy. Breeding, after all, takes time. As Simon puts it: "Vegetable breeding aligns perfectly with our family strategy, which is all about the long term."
Breeding doesn't just take time; it also takes money. And at KWS, they don't shy away from that fact. "We've made a minor investment here," Simon jokes during his speech. It's all part of a twenty-year roadmap launched in 2019 and running through 2039, aimed at expanding the vegetable seed division. That vision requires investment, and the new R&D facility in Andijk is a prime example. While the project won't generate immediate revenue, it lays the groundwork for developing top-quality varieties.
KWS Vegetables is strong in spinach
First commercial varieties
KWS has already scored a hit in watermelon. The variety Tropicalia is one of the first true KWS originals to make it to market, an impressive feat considering the company only began breeding vegetables in 2019. Anyone familiar with the breeding world knows that this is about the time when new varieties begin to roll out across more segments. As Simon puts it: "Within the next three years, we'll be fully up and running across all nine of our current focus crops."
To build up the sales division, KWS brought on Ruud Kaagman as Global Sales Head for Fruity Crops. Ruud is one of several industry veterans who've joined KWS, bringing a wealth of breeding experience with them. In addition, many former Pop Vriend Seeds employees came along in the acquisition, bringing deep expertise in crops like beans and spinach. KWS is making full use of that knowledge, but they're also keen to develop their own proprietary know-how to stand out in the market.
When asked for an example, Simon grins mysteriously. "That's not something I'm going to reveal."
The first KWS varieties in the watermelon segment are on the market.
Attraction
Joining KWS Vegetables means stepping into a company with deep historical roots—yet one that's also full throttle ahead in shaping its vegetable seed division. That combination has serious appeal, attracting both seasoned professionals and fresh talent. "We're not done yet, and that resonates with people," says Simon.
"There's no 'this is how we've always done it' mindset here," adds Frank Hollenberg, Manager Operations at KWS Vegetables. "That gives people real freedom to bring their own ideas to the table—and to run with them."
Once the new R&D facility is running at full capacity, Frank himself will be turning his attention to the next phase of growth. Next to the current building, there's room for Phase 2 of the expansion. This will include additional greenhouse space, facilities for seed processing and cleaning, and extra laboratory space.
"But once that project's complete, we'll be built out for a while," Frank notes. "We'll have enough capacity here to keep us going for the next ten to fifteen years."
Bean plants in the new R&D facility
For more information:
KWS Vegetables
[email protected]
www.kwsvegetables.com