Last yr December 2021 , Jan Doldersum , Chain & Retail Manager at Rijk Zwaan , celebrated a special milepost , 25 years at the company . How has Jan experienced this quarter century ? What change has he seen in the product and value strand of fresh produce , and what have been the highlights of his career so far ?
Breeding evolvedJan graduate in September 1996 , having studied flora facts of life in Wageningen , and he joined Rijk Zwaan on December 1 that yr . " During my studies , I naturally followed all the compulsory breeding subjects . I had already started read the fresh value Ernst Boris Chain , and that was also my first job at Rijk Zwaan in Berlin as an assistant project coach in ' IKZ ' integrated chain maintenance . "
In those 25 years at Rijk Zwaan , Jan has seen a act of changes in breeding and production . " Both in damage of research applied science and speed , but also in a broader elbow room at Rijk Zwaan – many unexampled crops were append , and we ’ve get going breeding in a mass more countries . "
Back in the days ! Starting his Rijk Zwaan account in Berlin , 1996 .
Formula 1Jan started as employee # 450 ( around about ) , and since then , nearly 3,000 additional employees join the company . " That ’s really something . And it ’s become such a specialist professing you’re able to almost liken it to Formula 1 . It used to be that the hardheaded stock breeder did a lot themselves , but now there are all kinds of underpin laboratories and molecular techniques to make things more effective and quicker . So now it ’s really like professional sport , and we ’ve been able to scale down the time to market enormously . "
With certain techniques like Market Assisted Breeding , it ’s possible to go to the market a slew quicker , for instance , with Cucumis sativus and clams , he explains . " With cucumber , it is now possible to breed commercial hybrid varieties within 5 or 6 years , while it used to be 10 years . And with the more complex crops , the semiannual crops ( carrot , brassica ’s , leek , etc . ) , the fourth dimension to marketplace has been shortened from 16 - 18 year to about 10 . "
Also , Rijk Zwaan does n’t use GMOs – it ’s simply not allow in Europe ( only for inquiry function ) . " But even then , you may do a luck with techniques like double haploid . As a nice anecdote , it ’s all become such a specialist ’s chore that even I have trouble keeping up when fellow give a presentation . "
The Rijk Zwaan team celebrating the company in 1998
From farmer ’s son to managerThe source of Jan are in Drenthe , a state in the compass north of the Netherlands . " I ’m a dairy farm farmer ’s son from a family with three children , of which I ’m the young . But taking over the farm was n’t imply for me . I just wanted to get out and about too much , " he says , smiling . " But the interest in nature and intellectual nourishment , animals and plant life , is something I ’ve had since a young years . "
In his current theatrical role as Chain & Retail Manager , Jan is at the helm of a team of 25 Sir Ernst Boris Chain / retail report director who are active all over the earth . " Together , we make a chain direction strategy for our caller , and we actively portion out good practice between the various countries . We conceive in warm cooperation in the value chain of mountains and being in direct contact with retail merchant to better understand new trends and growing in the ( consumer ) mart and creating a requirement for our instauration . "
Tasty tomatoesThis year , Jan also celebrated his twenty-fifth Fruit Logistica in Berlin , where he start his career for Rijk Zwaan . " I lived and turn in Berlin from 1996 to 2000 . That was the time when the first TOVs ( tomato plant - on - the - vine ) entered the German market , tomatoes that were tasty again . Dutch gardening did n’t have a great reputation at that time , but we were already working on creating flavorful Lycopersicon esculentum again . We had to explicate the construct of vine - ripened love apple forthwith to retailers and connect them with growers . That is the story we had to tell : the tomatoes are tasty again . "
The purchase coach of various German retail irons call for to be convinced of Holland ’s new refined Lycopersicon esculentum diverseness . " So I visited many of those , like Tengelmann , Edeka , and REWE . That was quite strange , visiting such large retailers as a multiply company – it finger like open up . Consequently , retailers quest to coordinate a yr - circle production , which meant to continually cope with the requirements of consumer and have the same tasting experience every hebdomad of the year . "
be in Berlin was also a pleasant experience . " In that time , Berlin was really palmy . I know in East Berlin , Prenzlauerberg , and after the fall of the Wall in 1989 , the city was developing apace . The content of the work itself was also a lot of play . It was innovative at that time to go at once to the retail merchant , a strategy you now see at other breeding company as well . "
SalanovaIn 2000 , Jan returned to the Netherlands . " We did n’t have a central marketing department at Rijk Zwaan yet , with Marketing & sales being organized elsewhere . The time was there to change that because we were developing great merchandising construct and Cartesian product for the global mart , often with a story for both the retail chain and final consumer . For that reason , we developed and introduced mark concepts . "
Back in the days ! Salanova on display in Bangkon , in 2006
Salanova ( the cut - ready lettuce ) was the first of those , Jan state . " Until then , there was n’t any branded concept in the vegetable reproduction market . That was really something unexampled back then , and that ’s perchance also one of the reasonableness we won the Fruit Logistica Innovation Award in 2006 . today , around 15 - 20 percent of our full lettuce compartmentalization is part of the Salanova lettuce mathematical product range . So it has evolved into a success for Rijk Zwaan . "
The Salanova blade has mostly remain a B2B concept , well known in the convenience and fresh - cut / mainframe market . But now also more and more for aquacultural refinement . " In some country , we even succeeded in amaze it on the shelves in the supermarket under the Salanova mark . "
ChinaJan ’s itchy feet remained , and several trips to Asia made him fall in love with the continent . In 2009 , he take the plunge and moved to Qingdao , China , with his family for four years . " That has been the most memorable metre in those 25 years . We moved with our three minor of – at that time - 2 , 5 , and 7 years old , and the whole family looks back on that time with great joy . "
As Chain Manager Asia , Jan was responsible for for business development in the wise supply chain in a big neighborhood . " The idea was to plant the concatenation direction seed . We had already implemented the mountain range scheme in Europe , but not yet in Asia , even though there was demand from the retail market , with large chains like Tesco , McDonald ’s , Chiquita , and Carrefour entering the Asian market . "
The Chinese escapade : A RoofGarden furtherance of Salanova with a Chinese Chef in Qingdao
Setting up a chain for fresh produce was pretty complex for those companies . " Rijk Zwaan was able to help out with the procural part . Of particular importance was the ability to find wise & healthy , secure products without residues : we called this service : ' finding source solution . ' That was ( and still is ) a really near suggestion for the retailers in egress market . "
Jan traveled a deal in that geological period . He spent 50 percent of his time in China and 50 pct outside of China in South Korea , Japan , Thailand , Malaysia , India , Indonesia , and the Philippines . " I was travel a lot in those years . It was n’t always light for the family , but it was a fascinating sentence in which I hear a draw . "
Jan build relations for life there – business relations which Rijk Zwaan is still cooperating with today . " Building relationship is very important in the Asiatic civilization . You have to be able to trust on the people around you . And the people there are really great . At the same time , if I were to write a account book about that period , it would be called struggle the invisible . It is very hard to find how decisions are get to and who precisely is pulling the twine . You really need to have a local presence in those countries to succeed as a caller . "
After four twelvemonth in China , Jan ’s children spoke Chinese fluently , and he verbalise survival Chinese , as he scream it . " I could easily travel alone , order my food , ask the management and do some small - talk . "
All the Rijk Zwaan concatenation director at the HQ in 2019
" Since 2017 , my role changed to my current position of Chain & Retail Manager as my passion is to be active in the various markets and exhort retailers to improve and innovate in their miscellany to create category ontogenesis . "
ProudLooking back at his first 25 year at Rijk Zwaan , there are a few things that make Jan finger really proud . The opening of the Retail Center in Berlin , for instance . " We already had an office there , focusing on Germany , Austria , Switzerland , Scandinavia , Eastern Europe , and the Balkans . So Berlin was already an authoritative hub for the chain direction . And besides , Germany , with 82 million dweller as well as big retail fellowship , is an important mart for the whole of Europe . "
The Retail Center is really an experience , Jan says . " We invite retailers , traders , and growers , and we help workshops , discourse the category and salmagundi social system , and give unexampled innovations . And it plays an important part in doing consumer research : we want to intimately understand the path to purchase , consumers ' motive and consumption behaviors that make them choose within the ledge . "
Winning the Fruit Logistica Innovation Award doubly was also memorable – it was awarded to Salanova in 2006 , and in 2017 the company won the award for Knox ( check pinking of wise - cut lettuce ) . On top of that , Rijk Zwaan won the Grüner Merkur in 2015 . " And when it add up to the Cartesian product themselves , asunder from Salanova , I ’m really proud of the Sweet Palermo ( sweet pointed black pepper ) , peculiarly because we succeeded in getting the brand name on the packaging at various retailer like REWE in Germany & Albert Heijn in The Netherlands . "
And , of course of study , Jan is most gallant of his squad . " We have really become close friends over the years . Last month ( after a retentive period of non - traveling due to Corona ) , we met again in Copenhagen , and it was really nice to see the whole team again , and the team spirit is really experience everywhere . Having been a beginner of that team is really amazing . "
During his 25 days at Rijk Zwaan , Jan has notice and control many changes , trends & growth in the fresh - green groceries value mountain range . He reflect a light for us on the most spectacular and of import developments in the market .
Fresh produce in the starring rolePossibly the most important trend for our diligence is that yield and vegetables are becoming increasingly important for retailers to stand up out . " Retailers more and more need to severalise in comparison to their competitors in their fresh production categories . Having a sound ware chain in fruit , vegetables , and other sweet products is of strategic grandness for retailers . It is also one of their most profitable categories and adds significantly to their gross perimeter . And therefore , retail merchant are take care for strategical partnership and are open for new marketing conception and varieties – and preferably even more exclusivity . "
Expansion , consolidation , professionalization , and specializationOver the last two decades , at all level in the economic value chain , expansions , either by autonomous growth or by M&A ( merger & acquisition ) , have take place . The biggest tomato plant grower organizations in the Netherlands and USA , but also in other continent , have grown significantly , and company large than 100 hectare are now normal . Furthermore , Jan encounter a lot of consolidation in the sphere at the polish , trade wind , and retail level . " Moreover , you will get strategical dedicated supplying chains . One distinctive long - live deterrent example is Albert Heijn with Bakker Barendrecht . We expect more and more of these dedicated closed chains will evolve . agriculturalist will have to anticipate that and will have to make strategical option . Retail caller are so big nowadays that it ’s possible to opt one mate to supply to . "
Linked to the expansion of companies , we see a much higher level of professionalization at all storey in the various companies in the supply chain . This is also due to more specialised functions and roles . Also , because of better use of big information and in growing arrangement , there have been enormous technical development with now very factual robot - harvest home and vertical farm .
Consumer preferences / trendsWithout a doubt , consumer predilection have changed significantly over the last two decades . A liking towards small and more tasteful , broader and more varied merchandise range , convenience products , organically grown , local - for - local , wellness & wellbeing , on-line order , and a clear trend to sustainability ( for example , less use of plastics ) . Besides a very fast growth of certain product categories like healthy snack range , Charles Edward Berry , avocados , meal salad , and ' repast solutions – goodish repast boxes . '
unfold the Retail Center in Berlin , 2018
impingement on current grocery store situationsWhen develop a new product , the stock breeder also considers which retailer it would suit best . " The focus is mostly on damage right now : 4 in 10 growers are disquieted about the hereafter , with input costs being so high . allow ’s hope it ’s temporary , but it does have an impact on fostering innovations . " labour is also a uprise problem , so as a outcome , the price price has to be as lowly as possible .
We have to anticipate both developments : both place upright out in fresh produce and lowering the monetary value price . " So , on the one hand , effective maturation is becoming a major trend , working with automaton and harvest automation . But to create growing , you ’ll also take instauration in flavor , people of colour , shelf living , product image , intake consequence , and so on . "
Future perspectiveDue to the various market developments bring up , a potential scenario is that requests will come for more customized breeding or product ontogenesis . " Both large agriculturalist and retail are exploring these options . So that ’s important to follow and to demonstrate and align Rijk Zwaan in such a way we are quick for this in the near future . We cognise and read the value chain of mountains very well and do a lot of market and consumer research , so we should be equipped to share this knowledge with retailers and other key stakeholder in the chain . "
For more information : Rijk Zwaan[email protected]www.rijkzwaan.com
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