TRADE AND MARKETING Fruit Logistica: World Network Pommetje is the name keting strategy”, Aasman says enthusiastically. “And Pommetje is the result for more than a year now. It’s a more readily-recognisable name that fits our products. That’s the message we’d like to communicate here. This is the place where decision-makers gather: buyers for supermarkets and the like. With Pommetje, they have plenty to choose from, for we’ve also had a rapid development in our product range. We have developed new peeled products such as the Delicatese Heel and the coldlypeeled Curly Chips. We believe that the market has plenty of opportunities for products like those we can offer. Not only in the Netherlands but all over the world. And that’s why we’re here in Berlin.” Pommetje is the new name that Asn (Potato Peeling Company Netherlands) from Dronten is presenting for the first time in Berlin. “With this brand, we want to give our peeled potato products a look with which we and our customers can identify”, Director André Aasman proudly explains. “This was absolutely necessary”, he continues. “My father Henk and I started the peeling company in 1995. We started simply with packaging peeled potatoes. The sliced, peeled products were added later. After the turn of the century, we decided that the peeling process and the sales strategy needed renewing. Since that moment, we’ve done everything we could to improve both the peeling techniques and the marPolder gold in Polish Makro Cash and Carry Various halls at Fruit Logistica have been arranged as national pavilions. For example, a large section of one of the 26 halls is devoted to Dutch companies. This is, of course, a highly attractive place for companies that have included their origin in their company name; Schaap Holland from Biddinghuizen is one of these companies. Salesman Jan de Craen tells us that this is a splendid place to turn the spotlights on the wide range of potato activities of the company. We have listed the points of all four sections: seed potatoes, export, small packaging and processing. We will focus on a speciality or innovation from each section. He gives two examples. The first one is a variety innovation and comes from the seed potato department. It is called the Alexia. A new firm table potato variety with a beautiful, smooth skin. Yellow-fleshed and a pleasant taste. In the Netherlands, it is currently on the shelves of the Albert Heijn supermarkets, in France it is sold in the hypermarkets and it is going to be sold soon in the German supermarkets. ‘It’s a really fast grower, both in the field and in the supermarket’, De Craen laughs. The second example is a special export success. ‘For two months now, our peeled sulphide-preserved Polder gold potatoes (longer shelf life) are being sold by the Polish Makro’, the salesman proudly tells us. ‘This is thanks to their good quality, combined with a long shelf life.’ In his view, Fruit Logistica is an ideal place to publicise your successful activities. ‘You build on business relationships here. This is also how we made the first contact with buyers of the Makro at an earlier Fruit Logistica’, De Craen revealed. Potato World 2012 • number 2 25 Pagina 24
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