TRADE AND MARKETING Fruit Logistica fully homing in on product concepts A few weeks ago, Fruit Logistica took place in Berlin. Major players in the international Potato/ Vegetable/Fruit sector come together at this international show to exchange information and show new products and methods. And there were, of course, also the latest potato innovations on display in the stands. What was really accentuated this year was that the introduction of a table potato variety does not stop with its cultivation. Every variety was given its own sales stand with accompanying packaging, explicit advertising and its own place on the shop shelf. Varieties from the Meijer conservatory Agrico is searching for the X factor At the Agrico stand, communication man Mark Dieleman shows that the consumer has top priority at the cooperative. ‘We obviously don’t grow potatoes for the salesman, but for the end user’, he explains. For this purpose, the cooperative develops varieties with specific characteristics and properties. During the Show, the cooperative set up a beautiful testing area. Here, visitors themselves could test whether certain dishes, prepared with Agrico varieties, were to their specific tastes. The taster did not know which variety had been used. ‘For Agrico, this is a way of finding out which variety has the real X factor’, said Dieleman. Meijer’s sole purpose at Fruit Logistica was to spotlight its new varieties. As we already know from the seed potato merchant, there is a lot of music in their variety presentation, which is expressed in their names. Musica, Orchestra, Melody and Jazzy are all varieties that come from the ‘conservatory’ from Rilland in the Dutch province of Zeeland. What characterises these varieties also is their stability and there sturdiness. Look at the deep-yellow Musica, for example, this is a variety that can produce a yield of up to 50 tons per hectare of seed. Or the Orchestra, which grows everywhere and can deal with extreme conditions, thanks to its high stress tolerance. And then there is the box office success, the Melody, another highyielding variety that also looks very attractive. A new note on the stave is the Jazzy. This firm potato variety produces many, small tubers per plant and is therefore highly suitable for the baby potato segment. Meijer once counted this potato variety, which came to a production of approximately 1.2 million tubers per hectare. And as far as the consumer is concerned: the Jazzy is very tasty when prepared in the skin, according to ‘composers’ Johan van der Stee and Jan van der Werff. Potato World 2010 • number 2 11 Pagina 10
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