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.

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