TRADE AND MARKETING Fruit Logistica: looking ahead A bit less please Until recently, a 10 kilogram jute bag of seed potatoes was the smallest unit you could order from HZPC. That’s going to change with the new seed potato line, which focuses on the kitchen gardener and his hipper brother, the urban farmer. Last year, HZPC invested in a machine that assembles 2.5 or 5 kilogram bags (size 28/35) with a NAK label and an HZPC logo. The packaging has a natural appearance, with brief cultivation instructions in the shape of pictograms on the back. The new unit packaging focuses mainly on abroad, but when the PR department had promotional pictures taken at the Intratuin garden centre chain, the centre also showed an interest. So, perhaps, they’ll be available at your garden centre soon. A potato tap from the grower The listed KTG Agrar arable farm knows how to deal with the trend for locallyproduced food. With the Die Landwirte brand, the company supplies supermarkets with regionally-grown potatoes in attractive, handy carrying boxes. The company has the rights to the box, which can hold 2.5 kilograms of potatoes. The potatoes are not washed but brushed clean, because that’s the best way to store and present them. Via a flap at the bottom of the box, the consumer can simply gather the amount of potatoes he needs. The boxes were sold for the first time this year by the Edeka and Real supermarket chains. And they’re a hit. According to Account Manager Valerio Giacosa of KTG Foods, the German consumer prefers ‘local’ to ‘organic’. ‘’And we can provide them, as we work with 16 partner growers spread over Germany.’ These growers all have big crop farms, which also produce other products such as cereals, carrots and onions. KTG has a 50-percent share in these farms. KTG also has no complaints about the interest for HZPC focuses on generation Y HZPC is losing no time. While the colourful Perupas potato campaign is still running, they are now coming with a surprising new concept aimed at appealing to the Y generation even more directly. Within the Y generation – young people between 20 and 35 – the company distinguishes three types of customers which they link to three products: Easy, Multi and Tasty. Easy focuses on the youngest group, which has very little time and likes an easy potato meal. Multi stands for young families. Convenience is also important here, but health and multi-usability are also valued by this group. Finally, Tasty gears to the customer who likes to cook for friends, and who appreciates a specific taste. As inspiration, HZPC has already had an advance trial on the packaging. At Fruit Logistica, they’re showing an upright, sealable bag and a square box, which are in line with the design perception of the target group. ‘It’s a joint challenge organised by the sector to get generation Y back to the potato. We like to think along with that’ explains the new Marketing and Communications Manager Henrike Offeringa. The potato growers from the German Federal State of Bavaria also appear to be charmed by the packaging, judging by this variant of the ‘Bayerische Kartoffel’. the regional concept or the box at Fruit Logistica. That’s a good thing, because KTG has a clear ambition to expand further abroad. They are already active in a few Eastern-European countries. Potato World 2015 • number 3 17 Pagina 16
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