Consumers are increasingly choosing healthy, convenient and sustainably grown vegetables. Retailers are looking for unique concepts and consistent quality. How can growers and investors in the greenhouse sector capitalise on these trends? "At Rijk Zwaan, we share consumer trends and value-chain insights with our partners. These insights help investors reduce risk and build reliable business cases by aligning crop choices with market demand and pricing," says Shuang Fan.
Shuang is one of the Client Managers for Horticultural Projects, along with her colleague Damion Schwarzkachel. Together, they support clients from all over the world who wish to invest in protected cultivation. "That sounds simple, but it's actually quite complicated. Vegetable production is about more than just investing in a greenhouse and growing a crop. You also have to know your yields, prices and profitability, and that depends on the market. With our extensive market and chain knowledge, we support investors in building a successful business case," comments Shuang Fan.
© Rijk ZwaanShuang Fan is one of the Client Managers for Horticultural Projects, along with her colleague Damion Schwarzkachel.
Network of chain managers
Shuang explains why the fruit and vegetable breeding company monitors worldwide market developments so closely: "When we're developing new varieties, we have to think years ahead and anticipate future consumer preferences. Our extensive network of chain managers, who are active in over a hundred countries, play an absolutely vital role. They maintain close relationships with local retailers and share their market knowledge with Rijk Zwaan's breeders and with us. We then share that knowledge in our discussions with growers and investors, giving them insight into product ranges and prices."
Salad mix trend
As an example of crop-related market knowledge, Shuang mentions lettuce. "We're seeing a global trend towards salad mixes. Our Teenleaf varieties are mechanically harvestable and suitable for high-tech hydroponic cultivation. Mixes containing these varieties tick all the boxes for consumers, because they are healthy, convenient and clean. Premium products like this are very interesting for investors. We actively connect growers, investors and market channels, ensuring that cultivation concepts are aligned from seed to shelf," Shuang explains.
© Rijk Zwaan
Demand for snack vegetables
Another aspect of Rijk Zwaan's expertise relates to taste tests and consumer research, including for lucrative crops such as snack vegetables. "Consumers opt for snack vegetables because they fit with the convenience and health trends. Our varieties are developed with these market requirements in mind, enabling growers to consistently and profitably produce what the market demands. Our broad range of options helps growers and investors to set themselves apart. We're presenting various innovations in this segment at GreenTech," she states.
For instance, Shuang mentions the new range of mini plum tomatoes in four colours, including Sotorubra RZ and Sotoverde RZ. Another innovation on display at GreenTech will be the One Bite snack cucumber Quatrino RZ and the Two Bite snack cucumber Quirine RZ, both produced by growers who are part of the MyCubies grower group. Completing the list is the award-winning, snack-sized pepper Tatayoyo, bursting with flavour.
Building strong connections
"Additionally, we support the marketing efforts of the companies that choose our brands. We're even open to co-branding opportunities. That's how we build strong connections, achieve market success together and contribute to ensuring that everyone can enjoy eating healthy and safe vegetables," concludes Shuang.
For more information:
Rijk Zwaan
Burgemeester Crezéelaan 40
2678 ZG, De Lier
www.rijkzwaan.com
