Rijk Zwaan Retail Center helps veg breeder develop retail solutions

Dutch seed breeder Rijk Zwaan has opened a new centre to help guide marketing of its varieties with its international retail partners, and inform its future breeding.

Image: Rijk Zwaan
Image: Rijk Zwaan

The Retail Center in Berlin, Germany opened this week. It will be used to trail new and promising varieties before full launch, in various display formats and realistic store situations from around the world.

The centre is equipped with state-of-the-art technologies such as eye-tracking glasses that can monitor what attracts consumers’ attention as they shop.

Rijk Zwaan business development manager Jörg Werner said: "Together with our partners, we’re increasingly discussing things like assortment planning, packaging and on-shelf presentation, and our new Retail Center will help us to further professionalise this process."

He added: "Tools like these are already used regularly in other product categories, but they are relatively new in fresh produce. Combined with on-the-spot in-depth interviews and focus group discussions, we now have everything we need to study and analyse consumer buying behaviour."

The centre "will also help Rijk Zwaan to develop varieties and concepts that respond to market wishes", he said.


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Pest and disease management - Powdery mildew in field crops

Pest and disease management - Powdery mildew in field crops

Powdery mildew in field crops, by Professor Geoffrey Dixon

Can a labour crisis be averted in the UK berry industry?

Can a labour crisis be averted in the UK berry industry?

Failure to secure sufficient supply of seasonal labour would not only cripple Britain's thriving soft-fruit industry but would hit affordability and availability of a healthy everyday food, according to a report by agricultural consultancy Andersons Midlands for industry body British Summer Fruits (BSF).

How will a reduced European apple harvest impact on UK growers?

How will a reduced European apple harvest impact on UK growers?

British top fruit growers concerned about the impact of this season's late frost can take some comfort from the situation on the Continent, where according to analysts, damage to tree fruit is at least as bad.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here