TRADE AND MARKET I NG Focus on ‘the variety as a brand’ at Fruit Logistica New packaging at Quiks Amandine: a variety as an exclusive brand Last year, they gave their company presentation a new look, this year, it was the turn of the Quiks product range. At Fruit Logistica, this familyowned company from the province of Brabant introduced a new series of pre-cooked products with a very short preparation time, a RustiQue chip-inthe-skin, and a series of ready-to-eat BBQ potatoes. Just add a few nice BBQ stripes, and you’re ready. For fresh potatoes, Quiks had new bags designed, provided with a clever sticker that looks as if its part of the packaging. ‘We provide a lot of individual labels’, Director Gerrit Koomen explains the design. ‘We wanted a uniform packaging with a positive effect for that target group. This gives a pleasing impression on the shelves, while the stickers give us the opportunity to vary the printing.’ ‘We are the proud dealer of….’. A number of French potato traders at the trade show have a certificate on their walls stating that they are official suppliers of Princess Armandine. By selecting a limited number of traders and agreeing rules of play, breeding station Germicopa has succeeded in making a strong brand of their Amandine variety. ‘We’ve formed a club of which packagers and wholesalers can become members. If you want to sell the variety you need to accept the rules’, says Harry van de Vijver of Germicopa. One of their conditions is that the acreage needs to be controlled to avoid large surpluses. Around 400 ha of seed of this variety is cultivated in France. The consumption potatoes are usually also grown in France. Sweden is the only exception because the cultivation was started there early in the development of the variety. The French Princesse Amandine project has been running for five years and is still continuing. In 2016, 1,950 ha are being grown in France, spread over the important cultivation areas. To promote the variety, an advertising budget was formed which is paid by all the group members. From Say Choice to Say Growth Agrico receives its visitors at Fruit Logistica with its new slogan ‘Say Growth’ and hot potato snacks prepared on-the-spot. Why Say Growth? ‘We no longer put the emphasis on the ample choice in varieties, but prefer our business colleagues to develop together with us. Not only in quantity, but also in quality through the right guidance’, says Director Jan van Hoogen. ‘It helps no one if varieties disappear as soon as they arrive. All too often, the variety is blamed, while much more could have been done about the variety through proper product management.’ This is why, in addition to the export managers, a much bigger role is currently given to the technical people. They develop the trial fields abroad and, a few times a year, they go and provide on-the-spot guidance. ‘We’ve been working like this for three years now and that approach is now starting to bear fruit,’ explains Van Hoogen. Potato World 2016 • number 3 25 Pagina 24
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