Chainmail RZ
Rijk Zwaan magazine for all chain partners | February 2014
Spotlight
on mini
cucumbers
Everyone
benefits
from Golden
Emerald
35-523 RZ
Pointed
pepper now
in yellow too
Contents
2
Windset Farms
puts mini-cucumber
in the spotlight
4
New: ‘Living lettuce
displays’ offer fresher-thanfresh presentation
6
7
8
10
11
12
Windset Farms puts
mini-cucumber
in the spotlight
Facebook, Twitter, Instagram and Pinterest – when it comes to marketing its
Locally grown ‘greenback’
products, Windset Farms is not afraid of using social media. The Canadian company
tomatoes inspire Australia
even has its own chefs who prepare delicious recipes on TV using Windset fruit and
vegetables. Windset’s efforts are helping to put the mini-cucumber on the map as a
‘Everyone benefits from
perfect ingredient for a healthier diet.
Golden Emerald melons’
Love my Salad ‘shares a
healthy future’ in Spain
Succesful chain collaboration
in Eastern Europe
Chain collaboration
boosts sales in Tokyo
Adding value for customers
13
14
with Sensational
Ingredients
Riverford takes local
vegetables to the next level
Director of sales Jeff Madu and owners Steven Newell and John Newell (from left to right) built up an
enthusiastic market for Picowell RZ from their base in British Columbia.
Responding to consumers on
a worldwide scale
Colophon
The magazine Chainmail RZ is published in
English, Spanish, Italian, Dutch, Russian and
German by Rijk Zwaan Distribution B.V. It is
distributed to chain partners worldwide and
has a circulation of 8,000.
Text and editorial team: Rijk Zwaan
Photography: Rijk Zwaan, Tjipke Meijer
Lay-out: Do Company, Rotterdam
Printing: Drukkerij Van Deventer
Reproduction stating source is allowed.
Chainmail RZ has been created with the
utmost care. Nevertheless no liability
can or will be accepted for any incorrect
information.
Rijk Zwaan Distribution B.V.
Burgemeester Crezéelaan 40
P.O. Box 40, 2678 ZG De Lier
The Netherlands
T +31 (0)174 53 23 00
F +31 (0)174 53 21 63
E [email protected]
www.rijkzwaan.com
2
They are undeniable eye-catchers:
Picowell RZ
convenient packs containing several
Windset Farms started started with
mini-cucumbers for when you’re on
Picowell RZ six years ago. “The product
the go and the logo clearly shows the
was new in Canada at that time. We
producer: Windset Farms. Maki Mukai,
built up a respectable market from our
Marketing Assistant, emphasises the
base in British Columbia and Picowell
role of such strong branding towards
is now also cultivated and sold in
the growing group of loyal customers.
Santa Maria (California) and
“While our packaging grabs shoppers’
Las Vegas (Nevada).
attention on the shelf, it’s also an
Yes, the mini-
important communication method:
cucumber is
it enables us to share information
about the quality of our products, the
healthy nutrients they contain and tasty
serving suggestions. And that’s just
on the outside, one bite of a crunchy
mini-cucumber is enough to keep our
customers coming back for more.”
Rijk Zwaan | Chain magazine
wholeheartedly accepted. Consumers
it is a very productive variety, which
appreciate its handy size which works
means happy growers. Rijk Zwaan always
well for smaller families and produces
provides expert technical advice along
minimum waste. Plus of course, this
with its varieties; we receive support
vegetable is a good fit with the growing
from an entire team. They listen to our
awareness of healthy eating, mini-
suggestions and are great at solving any
cucumbers are becoming popular for
problems. That is very reassuring, and
children’s lunchboxes.”
helps to keep our operation running
Crunchy bite
“The quality has to be right every time.
smoothly. Together, we’re capable
of supplying the tastiest, top-quality
vegetables.” 
Whenever someone buys our cucumbers,
the taste and texture must be perfect.
That’s why we’ve been opting for Rijk
Zwaan varieties for years. Picowell has an
attractive dark green exterior, excellent
flavour and a crunchy bite. Moreover,
Friends in Freshness
The Windset story started back in 1996 when the Newell family built a greenhouse
in Abbotsford, Canada. And although the company has expanded significantly
since then, its goal remains the same: to grow the best vegetables all year round
using state-of-the-art technology combined with sustainable growing techniques.
Another thing that remains unchanged is the importance of collaboration: the
owners of Windset Farms believe that strong relationships form the company’s
basis. Hence, they refer to all their partners as ‘Friends in Freshness’. From
retailers, consumers and corporate chefs through to the people who work in the
greenhouses, everyone plays a part in the success of Windset’s fresh produce.
www.windsetfarms.com
www.facebook.com/WindsetFarms
February | 2014
3
Boost to lettuce sales
New: ‘Living lettuce displays’
offer fresher-than-fresh presentation
A special lettuce deserves a unique display. John Bonner and Tim Ryan from
Great Lakes Growers wanted a presentation format that recreated the
greenhouse setting as closely as possible. In collaboration with retailers,
they have developed a living lettuce display that allows shoppers to freshly
pick their own head of Salanova® lettuce – without leaving the store.
The living lettuce
display keeps
lettuces ultra-fresh.
4
At least 65 supermarkets in the US states of Ohio,
Ultra-clean Salanova® lettuce
Pennsylvania and Michigan have already got a ‘living
“And let’s not forget how gorgeous this lettuce
lettuce display’. These ‘store-friendly’ displays keep
looks! The living displays enable shoppers to
the Salanova lettuces neat and tidy while they wait to
appreciate its pure and simple beauty. Growing
be purchased by shoppers – who, just like the retailers,
it involves no soil, just water (enriched with
are wildly enthusiastic. After all, lettuces don’t get
nutrients). We combine this with the attractive
much fresher than that. “We only supply to order,”
structure and vibrant colour of Rijk Zwaan’s
explains Bonner, head of growing at Great Lakes.
Salanova varieties. The convenience aspect of
“Retailers are assured that the lettuces they receive
the Salanova lettuce makes our product even
from us have been picked that very same morning.
more appealing: with just one cut, the lettuce
They go straight into the living display, rootball and all.
separates into countless tiny leaves, ready for
Ultra-fresh in the store and ultra-fresh into consumers’
use! It’s just as easy as opening a salad bag,
homes. Providing the Salanova is refrigerated
but with the added advantage that our fresh
immediately, it stays fresh for two weeks. A living
Salanova tastes much better. It’s deliciously
lettuce like this really can’t be beaten on shelf life.”
sweet.”
Rijk Zwaan | Chain magazine
Collaboration with retailers
once, we have to rely on the retailers
“To be honest, it’s a win-win situation,
themselves – the ball is in their court,
retailers enjoy a huge boost to lettuce
but we’ve developed the living display
sales while consumers can buy fresh,
concept in close collaboration with
locally grown lettuce all year round. The
our retail customers; hopefully they
living lettuce displays also reduce the
are just as proud of the program as we
need for packaging, which is good for
are and they will keep the display trays
the environment. Our greatest challenge
clean and remove any lettuces that are
lies in maintaining the displays: the
past their best. We’re now working on
living displays need to be kept clean,
fine-tuning the display. After all, it’s a
otherwise all the benefits are lost.
tricky business, presenting fresh lettuce
Since we can’t be in all the stores at
without refrigeration.” 
The ball is in the retailers’ court
now, say John Bonner (left) and
Tim Ryan (right) from Great Lakes
Growers.
Great Lakes Growers produces, sells and markets top-quality lettuces and herbs in the North
East of the USA. All products are grown hydroponically in greenhouses.
In addition to investing in technology and automation, Great Lakes has also developed various
in-store displays and food service packaging. The company makes no secret of its ambition to
become market leader in the eastern United States. With an astute marketing strategy and a
pioneering approach, ‘the sky’s the limit’. Great Lakes intends to continue on its path to growth
until the company can meet all the market requirements, in terms of both capacity and product
innovations, and collaboration agreements with equally impassioned chain partners are
indispensable to its approach. Rijk Zwaan’s unique Salanova® teamed with Great Lakes’ living
lettuce display is guaranteed to deliver mutual success.
February | 2014
5
Locally grown ‘greenback’
tomatoes inspire Australia
As its name suggests, the Mediterranean salad tomato – a type of beef
tomato – has been a firm favourite in countries such as Spain for many
decades. Rijk Zwaan recently introduced this traditional speciality in
Australia too, where it was a welcome surprise to communities with
Mediterranean roots. They were delighted to finally be able to enjoy the
well-balanced, sweet/sour flavour of ‘greenback’ tomatoes once again.
The Australian launch of the Montenegro RZ variety
is a Sensational Flavours initiative by Frances Tolson,
Rijk Zwaan Chain Manager located in Sydney. The
products in that segment excel in terms of taste,
as does the beef tomato. Its firm and juicy bite
combined with its aromatic flavour – a perfect
balance of sweet and sour – make this product
ideal for salads. Plus, with its green exterior and its
flesh flaming first pink then red, Montenegro really
catches the eye.
Sydney Produce Market®
Brothers Charlie, Joe and Wally Boustani (from left
to right) sell Montenegro RZ at the Sydney Produce
Market.
According to Frances, this ‘greenback’ tomato
reminds many Australians from Mediterranean
it caters primarily to professional buyers from
backgrounds of picking and eating tomatoes straight
supermarkets, restaurants, greengrocers, exporters
from the vine in their childhood. “Montenegro gives
and processors. Charlie: “We haven’t seen such
us a fresh and locally grown seasonal product that
a large (180 to 220 grams) and tasty tomato for
brings these sweet-tasting memories
alive.” Frances invited chefs and
vegetable distributors to
rediscover the good-old
tomato taste. “This tomato
years. The storeowners love it, especially because
Montenegro remains so firm, even when it turns
red.” In the meantime, the product has also
been picked up by several restaurants in Sydney.
Stephen Seckold, Executive Chef at the Flying Fish
gives them something new
Restaurant in Pyrmont, describes the ‘greenback’
to inspire their customers
tomato as “a real find”. And Sally of Lucio’s Italian
with.” Wholesaler Charlie
restaurant in Paddington uses them too: “We serve
Boustani from Boustani
the beef tomato as a side dish, and we’ve had
Brothers Sydney was
nothing but positive feedback!”
immediately enthusiastic,
and sells Montenegro from
his stand at the Sydney
Produce Market®. He also
provides point-of-sale materials
to interested parties and coordinates
in-store demonstrations of Rijk Zwaan’s
‘greenback’ tomato.
Favourite ingredient
The Sydney Produce Market® is Australia’s largest
Montenegro is especially suited for the growers who
wish to focus on supplying locally. This variety has
a particularly extensive resistance pattern enabling
it to be grown both traditionally and organically.
Growers can of course rely on technical support
from Rijk Zwaan. “Thanks to our collaboration with
growers, wholesalers and retail, we have been able
to introduce a fantastic new and tasty product in
Australia that has great potential for the future”,
concludes Frances enthusiastically. 
fresh fruit and vegetable wholesale market, and
6
Rijk Zwaan | Chain magazine
Successful collaboration between Thai growers, supermarkets and Rijk Zwaan
‘Everyone benefits from
Golden Emerald melons’
Nice and sweet with a distinctive aroma, that’s how consumers in Thailand prefer their melons –
which is why Rijk Zwaan developed Golden Emerald especially for that South-East Asian market.
And to ensure that it ends up in as many consumers’ homes as possible, chain manager Apinun
Uppabunlung arranged for food retailers TOPS and Makro to meet enthusiastic growers.
Horti Asia 2013 in Bangkok was the ideal
opportunity for growers and supermarket
representatives to catch up with each other, so
Rijk Zwaan organised a meeting there. Apinun
Uppabunlung could not have chosen a better
venue because the three-day horticulture fair saw
over 150 kilograms of Golden Emerald sliced for
demonstrations and tasting sessions. Convinced by
the melons themselves and backed up by positive
visitor responses, the retailers and growers agreed
to work together to sell the tasty Golden Emerald
through as many stores as possible.
Quality product
Six months after the initial meeting, Mr Somnuk
In-store demonstrations introduce Thai
shoppers to the golden-yellow melons.
Yoddamnern, Vice President Buying Produce at
Central Food Retail Company Ltd., is proud of
downey mildew, which is very important for us. This
what has already been achieved. “Golden Emerald
means a higher yield, and hence higher revenue.
is a high-quality product that excels in terms of
Also, the retailers pay a good price, a typical
sweetness, flavour and shelf life. It’s a wonderful
example of a win-win situation.
addition to the wide melon range at TOPS
Supermarket, and a good example of a successful
chain project. We’ve collaborated with Rijk Zwaan
In-store demonstrations
previously on the supply of Salanova. The concept
Thanks to the collaboration between growers
is unchanged: Rijk Zwaan looks for producers,
and supermarkets, the final link in the chain – the
supports the growing activities and, for Golden
consumers – can now enjoy Rijk Zwaan’s latest
Emerald, also provides some of the promotional
innovation. As with many new products, the golden-
materials.”
yellow melon is being introduced to Thai shoppers
Central Food Retail (TOPS) owns 103 stores in
through in-store demonstrations. Its green flesh and
Bangkok alone and a further 114 outside the city.
the small kernel certainly attract attention. But then
Grocery chain Makro also sells Golden Emerald, and
what? With a brix value of between
Big C Superstore may be joining them in the future
13 and 17, tasting equals buying
as well. The Thai melon producers face a sizable
– again and again! Rijk Zwaan
challenge!
is now hoping to extend the
cultivation and consumption
One of those producers is Mr. Samak Sornchai.
of Golden Emerald to other
Rijk Zwaan is no stranger to him either. “We were
countries. 
already growing their watermelons and now Golden
Emerald too. It’s a nice variety to work with: a
plant with strength and vitality that is resistant to
Februrary | 2014
7
Love my Salad ‘shares a
healthy future’ in Spain
At the Fruit Attraction show in Madrid the 5 a Day organisation invited exhibitors
to help address the declining consumption of fresh fruit and vegetables – even
though we know they are tasty and healthy. Love my Salad, the social salad
network initiated by Rijk Zwaan, was ready for the challenge and set out to
inspire the visitors.
Love my Salad – the social salad
network
are to prepare and enjoy.
In order to appeal to younger visitors and inspire
promoted on Facebook,
them with new and unusual recipe ideas, Love
Twitter and the blogs.
my Salad invited along four well-known Spanish
This cross-media approach helped to achieve two
culinary bloggers who were each challenged to
objectives: putting fresh vegetables in the spotlight
devise a special salad and prepare it on the Love my
(where they belong) and generating extra exposure
Salad stand where visitors could taste and discover
for the Love my Salad initiative.
All the activities were
delicious fresh vegetables and see how easy they
A healthy lifestyle based on eating more fruit and
vegetables is a great match with Rijk Zwaan’s
‘Sharing a healthy future’ campaign, so it made
perfect sense for the company to participate with
Love my Salad.
The World Health Organisation (WHO) encourages
people to consume at least 400 grams of fruit and
vegetables every day. Content manager Yolanda
Granados and community manager Silvia Cicioni
delivered a master stroke. “Traditionally the
Spanish eat lots of fresh vegetables and healthy
ingredients such as olive oil. Unfortunately,
however, the American fast-food culture is
becoming increasingly popular with the younger
generation and for this reason, we presented
hyper-modern and ultra-tasty salads. You could
say ‘salads 2.0’! Cool salads, freshly made on the
stand.”
8
Rijk Zwaan | Chain magazine
@OrielosKitchen makes calcium-rich salads
Chef Orielo: “Love my Salad offers me a unique opportunity to promote my vision of fresh vegetables and healthy eating.”
When Love my Salad asked blogger Chef Orielo to prepare
a special salad for the Fruit Attraction event, he didn’t
hesitate. “A unique opportunity to promote my vision of fresh
Fruit Attraction Madrid
vegetables and healthy eating,” he says enthusiastically. “Love
Fruit Attraction is Spain’s leading fruit and vegetable
my Salad is a meeting place for everyone who strives to lead
exhibition. Although the event has only been running
a happy and healthy lifestyle. You can ask questions about
for five years, it has already grown into a vibrant and
products and share experiences or recipes. It’s perfect.”
contemporary meeting place for everyone involved in
Lactose intolerant
the Spanish horticultural sector. From 16-19 October
2013 producers, dealers and representatives from
“Lactose-free recipes are my speciality and I share one of
the processing industry once again travelled to
my salads each month on the Love My Salad website where I
Madrid to see the latest innovations and meet each
hope to inspire readers on how to use lactose-free ingredients.
other. Love my Salad shared the fun and vitality with its
For the show, I created a new modern salad combining
original 2.0 tasting salads on the stand in the ‘5 al dia’
spinach, baby red Salanova®lettuce leaves, caramelised
pavilion.
cherry tomatoes, toasted Mediterranean crusty bread and a
vinaigrette of pistachio and anchovy. All the ingredients are
rich in calcium, which is important for people who are lactose
intolerant since they cannot eat dairy products” said chef
Orielo.
“On behalf of the other three chef bloggers @garbancita,
@elcocinerofiel and @futurobloguero.we were proud to be
involved in Fruit Attraction. It was a fantastic experience, really
fun, and we all enjoyed being able to contribute to a positive
campaign.” 
February | 2014
9
Successful chain collaboration
in Eastern Europe
How do you get a fresh product through the right store and onto
On-shelf abundance
consumer plates every day? The answer: chain collaboration. There
Through previous collaborative projects, Rijk
is growing interest in long-term relationships of this kind, including
Zwaan had built a good relationship with local
in Hungary where Rijk Zwaan chain manager Kamill Tóth recently
wholesaler Metro C&C, an innovative organisation
put grower Jaszvega in contact with wholesaler Metro. And through
that was happy to partner with pioneering growers
on-pack QR codes, consumers are now becoming more closely
such as Jaszvega. Step by step they worked
involved too.
together to enhance the fresh produce range in
stores. Tóth: “In Summer Metro stocks up to 18
different lettuce types, not only thanks to our
wide diversity of varieties but also because of the
growers’ technical advancements. They now grow
crops in the open field in heated greenhouses and
in unheated tunnels. By expanding its production
facilities Jaszvega can now supply fresh products in
the winter too.”
QR code
“It’s great to see all the companies involved
working together towards a common goal:
providing consumers with as fresh a product as
possible. Quality requirements, preferences and
availability – everything is discussed before the
season starts. In April we added something new
to Jaszvega’s lettuces: a QR code. Scanning this
code takes consumers directly to the Love My Salad
website where they can find more information
In addition to
traditional butter
lettuce, Borbély
Sándor (left) and
Kovács Róbert
(right) from
Jaszvega grow
various special
lettuce types.
about the product – currently in Hungarian and
Entrepreneurs Borbely Sandor and Kovacs Robert
perhaps later in English too. The lettuces also carry
started out in 2005 with two hectares of butter
a ‘Grown in Hungary’ label. I’m in no doubt that
lettuce in the Hungarian town of Jaszfenyszaru
such initiatives encourage consumers to buy and
and just eight years later they had evolved into
eat more fresh produce – and we achieve that by
a horticultural giant with 15 hectares of lettuce
working together.” 
specialities. Undeterred by the locals’ conservative
eating habits, they introduced products such as
iceberg lettuce, lollo, oak leaf, cos, Salanova®,
Kamill Tóth from Rijk Zwaan (right) put Borbély Sándor and Kovács
Róbert in contact with Metro. This collaboration resulted in a considerable
increase in the number of different lettuce types on the retailer’s shelves.
endive, frisée and radicchio.
The young growers had high ambitions but knew
that they could not achieve them alone. After all,
to change deeply rooted eating habits you need
support from food wholesalers. And to produce
such a wide assortment, technical knowledge of
varieties is crucial. Rijk Zwaan acted as facilitator:
Jörg Werner, business development manager and
Kamill Tóth, chain manager for Hungary, saw the
opportunities and set up a chain project.
10
Rijk Zwaan | Chain magazine
Chain collaboration
boosts sales in Tokyo
The traditional Japanese cuisine, called ‘Washoku’, was recently placed on the
UNESCO World Heritage list. One thing that makes this cuisine so special is
its focus on vegetables – the diversity of vegetable-based dishes is enormous!
Therefore, the unique and tasty Salanova® is right at home in Japan, and the
collaboration between Shinjuku Vegeful, Agri Green and Rijk Zwaan has resulted
in Salanova being launched there very successfully.
In Japan, over 70 percent of all vegetable
their clients are enthusiastic about this
products are sold through wholesalers.
leafy product and such feedback helps
One of the major players in Tokyo is
Shinjuku Vegeful to stay informed about
Shinjuku Vegeful, and they have been
customer requirements and consumer
very enthusiastic about Salanova ever
reactions to new products.
since its launch in 2010.
Hydroponics
End users
Shinjuku Vegeful Co. Ltd.
Shinjuku Vegeful is the result of a
merger between two wholesalers,
Thanks to the chain collaboration
Tokyo Shinjuku Seika and Tokyo
Since 2010, Yoshio Yunoki, Rijk Zwaan’s
outlined above, Japanese consumers
Yodobashi Seika, in 2005. Since
Chain Manager for Japan, and Fumio
are increasingly able to find Salanova on
then, the company has been based
Kitamura of Sumika Agrotech, Rijk
the shelves in mid-sized supermarkets
at Tokyo’s Yodobashi Wholesale
Zwaan’s Salanova distribution partner
and greengrocer stores. The fresh lettuce
Market. Shinjuku Vegeful employs
in Japan, have been working together
is also used by many restaurants, such
262 people and generates annual
with grower Agri Green. This company is
as the oyster bar chain called ‘Jack
revenues of approximately USD60
among the biggest hydroponic growers in
Pot’ which is especially popular among
million through the sale of fresh and
Japan and a preferred supplier of spinach
Tokyo’s young female inhabitants. Here,
processed fruit and vegetables.
to wholesaler Shinjuku Vegeful. Yoshio:
the chefs make the most of the various
The Salanova® varieties sold by
“Agri Green was already cultivating
shapes and colours available to produce
Shinjuku Vegeful are all sourced
Salanova, and was particularly impressed
delicious creations. In addition to
from grower Agri Green. The listed
by the uniqueness of this convenience
Salanova’s versatility, they notice that it
varieties include Cook RZ, Exact RZ,
lettuce. Also, thanks to its high-tech
helps to reduce waste. Thanks to the ‘one
Bellagon RZ and Triplex RZ.
cultivation methods, the company
cut, ready’ principle, plus the product’s
always produces high-quality lettuce.”
shelf life both as a whole head and when
Therefore, the launch of Salanova
cut, less lettuce is thrown away. 
through Shinjuku Vegeful was a logical
step for both parties. The grower ensured
supply of a top-quality product and Rijk
Zwaan provided promotional material to
introduce it to Japanese consumers.
Wholesaler
A recipe for success! When asked about
Salanova’s benefits, Shinjuku Vegeful
mentions its attractively shaped leaves
and colour, delicious flavour and long
shelf life. The wholesaler now sells the
lettuce through distributors to retailers
and food-service customers, mostly
in Tokyo. The distributors report that
February | 2014
Thanks to its attractively shaped leaves, delicious flavour and long shelf life, Salanova® is
popular with retailers and food-service customers alike.
11
Adding value for customers with
Sensational Ingredients
Make a point of visiting the Rijk Zwaan stand at Fruit Logistica 2014 to
discover Sensational Ingredients for yourself. This is a line of varieties
with higher levels of components such as vitamin C or folic acid, for
instance, or specific ingredients of interest to the food colourings
industry. These varieties enable you to create and launch added-value
products.
Sensational Ingredients is the sixth product line for
Rijk Zwaan, complementing Sensational Flavours
and Sensational Snacks plus the more accountrelated product lines of Convenience, Organic and
Industry.
With Sensational Ingredients we want to highlight
varieties that score particularly well in terms of
certain substances focused around three areas:
1.Taste – for example sweetness in melons thanks
to sugars (glucose, fructose) and Brix, bitterness
of endive thanks to sesquiterpene lactones and
spiciness of chilli peppers thanks to capsaicin
2.Industrial applications – dry matter percentage
of white cabbage for dehydrating (e.g. soups),
betanin in beetroot, carotenoids in carrots
3.Nutrition – vitamins, minerals, folic acid, etc.
Rijk Zwaan pays extra attention to
analysing food components during the
breeding and selection process. Varieties
and crops with significantly higher levels
of certain substances are included in the
Sensational Ingredients product line. Two
examples are:
Beetroot
We share our biochemical analysis data with our
In addition to its characteristic flavour, beetroot
partners as a way of initiating dialogue about the
contains a substance which also makes it interesting
market interest and the importance of certain food
to the processing industry: betanin, which can be used
components. We then discuss how these products
as a colouring in products such as sauces, jams or jelly
should be positioned, labelled and promoted plus
and is even used as ink. Rijk Zwaan’s new-generation
which other aspects should be analysed to ensure a
beetroot varieties have a significantly higher betanin
successful market launch. 
content than today’s standard variety. With our Monti
RZ (oval) and Belushi RZ (round) we offer suitable
alternatives for the processing industry and the fresh
market, respectively.
Lycopene in tomato
Tomatoes are one of the most popular vegetables
in the world, full of flavour and health. Next to
Vitamin C, tomatoes are also rich in the anti-oxidant
lycopene, that give the fruits their red colour. Being
aware of the positive aspects of lycopene, Rijk Zwaan
always measures the content with all of its varieties,
sometimes giving extraordinary results. Lyterno RZ has
a lycopene content, which is almost twice as much as
the average tomato.
12
Rijk Zwaan | Chain magazine
Riverford takes local vegetables
to the next level
Riverford Farm’s vegetable boxes are hugely popular in the United
Kingdom. The concept is as simple as it is effective: subscribers are sent a
varied assortment of organic products at regular intervals. Sales currently
stand at 40,000 boxes a week! The emphasis is on British products, all year
round – and Rijk Zwaan’s varieties play a key role in making that possible.
is now even a Riverford farm in France to ensure
an adequate supply all year round. The boxes
offer a wider choice of products too, with various
dairy and meat products available in addition to
vegetables.
‘Right plant, right place’
25 years ago, Guy Watson from Riverford Farm in
Guy Watson is not afraid of sourcing fruit and
Devon started regularly supplying fresh vegetables
vegetables elsewhere since he is not necessarily tied
to a group of friends. Their enthusiastic reactions
to local products. Instead the growers prefer to look
set the farmer thinking. What if he could supply
for the best (i.e. most sustainable) production site
locally grown produce regionally? His idea was a
in line with the ‘right plant, right place’ principle.
success. Consumers appreciate the ‘field freshness’
However, ‘home grown’ is of course preferable,
plus they support the underlying ideas: fewer food
which is why Riverford is constantly looking for
miles and ‘buying British’.
ways of reinforcing and expanding its range of local
products. An annual visit to Rijk Zwaan’s demo fields
The Riverford vegetable boxes were so successful
has become part of that search. Together with Rijk
that Guy Watson could no longer cope on his own
Zwaan’s Product Development Specialist, Martin
which led to South Devon Organic Producers Ltd.
Kyte, and Account Manager Organics, Heleen Bos, the
being established in 1997: a group of enthusiastic
growers select varieties that can cope with the British
growers primarily focused on arable crops such as
climate, and that meet customer needs. Because at
potatoes, carrots, cabbages, leeks, peas and beans.
the end of the day it’s all about strong connections
The company currently comprises nine producers
between vegetables, growers and consumers. 
Riverfords’
boxes
strengthen the
ties between
vegetables,
growers and
consumers.
farming 530 acres between them. On its own 200
acres Riverford focuses mainly on spinach, lettuce,
onions and various crops in polytunnels and there
Riverford grows Salanova®
For the past two years Rijk Zwaan’s Product Development Specialist Martin Kyte has been
accompanying Riverfords’ growers on their annual visit to the Rijk Zwaan UK demo site
at Huntstile Organic Farm in Somerset. “We purposefully spent more time looking at the
rows of Salanova. The sheer diversity of types and varieties plus the convenience aspect
mean that this lettuce is a great fit with Riverfords’ objectives. The company agreed
and Riverford planted a total of 10,000 Descartes RZ, Klee RZ and Seurat RZ plants in
polytunnels in Autumn 2013. The harvest started in week 51, and the Salanova leaves are
being used in Riverfords’ Winter babyleaf mixes.”
Other Rijk Zwaan varieties used by Riverford are mini-cucumbers Khassib RZ, cherry tomatoes
Sassari RZ and Cheramy RZ, cos lettuce Victorinus RZ and Quintus RZ, green batavia Emocion RZ,
and red batavia Novelski RZ, Louxal RZ, Mohican RZ, Duplex RZ and Redial RZ.
Februrary | 2014
13
Responding to consumers on
Italy embraces sweet endive
Today’s consumers like sweetness so
make consumers forget the bitter taste
Rijk Zwaan’s new, sweet endive types
traditionally associated with endive.
are a sure-fire success.
These new types can be eaten raw, either
Growers, processors and dealers
in salads or on their own, an innovation
alike are all enthusiastic about Avral
full of potential! This endive enables us
RZ and Timehal RZ. These product
to provide the market with a high-quality
launches, which are intended for
and flavoursome leafy vegetable all year
growing in Summer and Spring/Autumn
round.” 
respectively are suitable for open field
production in Italy. Chain manager
Paride explains the benefits of this
product line: “The heads have a very
upright growth habit and a bright green
Paride Zamagna,
chain project manager Italy
colour while the leaves are nicely curled
with a fine vein structure. Importantly,
the colour extends well into the head
meaning that processors have plenty
of material to work with – and hence a
high net yield. Avral and Timehal will
Avral RZ
‘Palermo’ pepper now available in yellow too
It’s finally possible: a pack containing a
we might even extend cultivation to
red pointed pepper and now a yellow
other countries. With 35-523 RZ we hope
one too. With the 35-523 RZ, Rijk Zwaan
to reach as big an audience as with
has introduced the yellow counterpart
Palermo, which is why we’re aiming
of the successful Palermo. And just
at both local and foreign markets.
like the red Palermo, this type excels
Thanks to its attractive yellow colour,
in terms of flavour, which makes this
firmness and sweet taste, I have high
pepper particularly suitable for salads.
expectations. It’s the missing link in
Plus it’s a tasty dish when stuffed too,
‘traffic light’ packs!” 
believes Alberto Cuadrado Salmerón,
Chain Project Manager in Spain. “With
this newcomer, we’re initially focusing
on winter greenhouse production in
Alberto Cuadrado Salmerón,
chain project manager Spain
Spain. The first tests went well and we
hope to roll out the variety on a larger
commercial scale next year. Who knows,
35-523 RZ
14
Rijk Zwaan | Chain magazine
a worldwide scale
‘The convenient watermelon’
Watermelons are simply delicious –
colours, good watermelons on both the
but often too big for today’s generally
inside and outside, that are nice and
smaller families. It is of course possible
delicious with a crispy bite. We’ve also
to slice just a couple of wedges as
incorporated benefits for growers: the
needed, but the rest quickly deteriorates
selected varieties excel in uniformity and
in terms of flavour and shelf life. That’s
yield.” 
why Rijk Zwaan has developed a
more conveniently sized watermelon.
“With our Sandissima® line, we are
responding to a clear consumer need,”
says David Herzog, Crop Coordinator
for watermelons. “We are launching
a range of varieties, some produce
David Herzog,
crop coordinator rootstock/watermelon
watermelons weighing 2 to 3 kilograms
while the others produce fruits of 3 to 4
kilograms, with different attractive skin
Sandissima®
Cubelli® is conquering the world
Have you seen them yet? The blocky
their customers. The Cubelli family
Cubelli® tomatoes. Thanks to their
currently comprises three varieties,
authentic shape, these tomatoes are
namely 15, 20 and 50 grams, all with a
very appealing to consumers and Rijk
deep-red colour and good flavour. Feel
Zwaan marketing specialist Johan Vis
free to see and taste them for yourself in
often hears words such as “attractive”
our Trial Center Tomato in Kwintsheul,
and “luxurious” used to describe
where numerous tempting varieties
them. “These blocky tomatoes stay
will once again be on display from April
upright well, making them ideal for
onwards.” 
use in various culinary creations – with
mozzarella and parsley as tapas for
instance or baked in the oven with a little
olive oil and sea salt. With so many uses,
Johan Vis,
marketing specialist fruit crops
Cubelli is a great fit with the convenience
trend: tasty yet easy. Of course, we help
growers to highlight this versatility to
Cubelli®
February | 2014
15
Rijk Zwaan’s unique
Salanova® lettuce and Great Lakes’
living lettuce display are guaranteed
to deliver mutual success.
John Bonner and Tim Ryan
from Great Lakes
For a current list of Rijk Zwaan events, please see www.rijkzwaan.com/events
With any questions, please contact your local Rijk Zwaan representative or send
an email to [email protected]
Rijk Zwaan Distribution B.V. | Burgemeester Crezéelaan 40 | 2678 KX De Lier | The Netherlands | www.rijkzwaan.com