TRADE AND MARKETING Amazing ideas at busy Fruit Logistica Agrico chef Chris Overdevest uses Mama Chunu in a salad. pay-off ‘Extra Sweet Pepper’. In the Schaap Holland stand, Stefanie Sønnichsen of the German supermarket chain Metro is listening with great interest to the explanation by Hans Gehling and Jan de Craen about the new pay-off of their Poldergoud aardappelen. Schaap Holland has given its Poldergoud brand the extra of ‘Pure Potato Pleasure’. ‘By doing this, the company gives an illustration of the trend towards enjoyment with sustainably-grown, tasty potatoes’, according to Gehling. Agrico creates Mama Chunu Agrico also wants to be recognised for the consumer trends of enjoyment and health. For this purpose, the potato cooperative in Emmeloord has created the ‘Mama Chunu’ concept, marketing managers Rink Landman tells us. ‘As a source of new characteristics, Agrico Research and its affiliated breeders often go back to primitive or wild potato varieties from countries in Central and South America. All efforts are aimed at developing new varieties through natural crossing, which are even healthier and stronger and are even better-matched to the wishes of the customer. This is the idea behind Mama Chunu: a new line of potatoes that naturally have special nutritional characteristics’, the marketing manager explains. In their stand, Agrico lifts a corner of the veil by showing three variants. They are the ‘Original’, the ‘Vit+’ and the ‘Slim’. ‘The Original is very tasty and naturally has a higher antioxidant content. The potato can be recognised by its deep-yellow flesh. The Vit+ naturally contains Vitamin C, which means that it contains 30 percent of the daily requirement of vitamin C. A Slim variety has 30 percent less calories than other varieties’, Landman comments. ‘In the course of this year and next year, we will successively launch the Mama Chunu varieties for the consumers’, Landman remarks. To meet the necessary requirements, Agrico needs varieties that have considerably more ‘content’ than the standard varieties. Which varieties will play a role in this is something that the marketing manager will not yet reveal.’ At any rate, it will be varieties developed by Agrico’, he responds with a smile. Anna and Belle promote the tasty potato variety like true guerrilla marketeers. Anna and Belle on the guerrilla path HZPC has been working with varieties from natural sources for quite some time already. ‘We have been trying to give potatoes from Peru a place in the market for many years’, breeder Jeroen Bakker points out. As an example, he is showing a number of varieties packaged in vacuum foil. What the visitor immediately sees is the fantastic colours of the potatoes used in products such as crisps. Bakker tells us that there is an enormous public interest in authentic products such as the potato and potato products from the area where the potato originated. Naturally, HZPC also shows the visitors to Fruit Logistica excellent results from standard varieties, such as the very successful Annabelle. Two ladies, Anna and Belle, were seen walking around the exhibition like true guerrilla marketeers to tell visitors all the ins and outs of this very tasty potato variety. Especially in the early growing segment, the Annabelle is the undisputed number 1 in Germany, HZPC says. To give extra power to the health aspects of the Annabelle and many other potato varieties, marketing manager Douwe Lodewijk has published a brochure with the strong points of the potato. A prominent place has been given to the food pyramid, whereby products you need the least, have the most environmental impact, according to the manager. The pyramid is drawn up by pasta manufacturers and therefore seems to be beyond reproach. Definitely, when you think that in terms of environmental impact the potato scores better than pasta. Consistent and constant quality Around lunch time it is a good idea to hurry to the Quickly bestsellers stand of Peter Quik. The fresh chips, together with fried potatoes and bacon, combined with potatoes au gratin are all delicious. It gives the visitor the energy he needs to start roaming the busy aisles again. Director Quik seems to muster up energy himself as well. Enthusiastically, he speaks about the newly freshened up and contemporary house style of his own Quikly bestsellers brand. In addition to his own brand, Quik also supplies individual brands to many buyers. Quik Potato World 2011 • number 2 15 Pagina 14
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