TRADE AND MARKETING Fruit Logistica fully homing in on product concepts Market model gives varieties a place HZPC also presented a new market model at Fruit Logistica. The model has the shape of an onion. It consists of several layers which present the volume of the various consumer markets. The discount-mass layer is right at the bottom. This segment focuses on retailers who offer the consumers potatoes at a low price. The biggest segment is that of the standard-mass. They include varieties that are suitable for more than one purpose, and that have consistent quality. Examples of varieties in this group are Innovator, Sylvana, Challenger, Chopin, Mozart and Annabelle. More towards the top of the model is the premium-mass group. This group offers the consumer specific products such as extra tasty potatoes, organic potatoes or seasonal products. These are luxury products that are characterised by their high margins. They provide diversity and anticipate the needs of the consumer with the heavier purse. Varieties such as Marilyn, Triplo, Cecile and Vivaldi are the right ones for this segment, according to HZPC. The narrow top of the market model contains premium-niche products. These are potatoes for the consumer who doesn’t mind paying a lot for a high-quality product that tastes really good. A variety that fits the concept of the nominated Pommonde. Schaap targets packaging Wholly in the setting of the Wild West, Hans Geling and André Adamse from Schaap Holland are showing their new packaging concept. It is a cardboard box, which is attractively printed to portray a classic wooden potato box. The top has a picture of potatoes, which gives the impression that the potato box is open. In reality, the box is filled with real grill potatoes. ‘That picture of potatoes on top of the cardboard box has not been added without a reason’, says Adamse. ‘The fact is that in the wholesale trade it often happens that customers tear open cardboard boxes to see what’s inside. They stop doing that when boxes already show them what is in them.’ Moreover, this box often beautifully fits in open-plan kitchens such as in Steak restaurants, for example, Geling adds. For accurate and optimum use of the box, Schaap Holland has invested in new weighing and filling technology. This means that the box will contain both the precise weight and the precise number of potatoes. This weighing and filling technology comes from the chicken fillet sector. It is important in this sector that the number and size of the fillets in a pack are approximately the same. This is what we have now also achieved with grill potatoes. The Alexia potato variety also has a prominent place in the stand. In collaboration with partners in various other countries, Schaap Holland wants to sell this product on the market. Geling: ‘Local people in those countries know exactly what their customers want. We have already made considerable progress in some countries. For example, the variety has already reached the shelves in Marks and Spencer. The cultivation and packaging are handled by the small packaging company Manor Fresh.’ Potato World 2010 • number 2 13 Pagina 12
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