TRADE AND MARKETING Fruit Logistica: World Network Ideal sounding board ‘Why are we at Fruit Logistica? Just to show the world what potato innovations we’re working on every day. It is an ideal sounding board. We’re here to introduce our new concepts and we’re also interested in what the others are doing.’ For Jurriaan Oudejans, Director Quality R&D, the presence of Quickly Best-Sellers from Hedel is not a difficult decision but a necessity. We meet buyers for supermarkets, the food-service and the hospitality industry from all over the world. It would be wrong to stay away. Especially, because we have many wonderful potato products to offer. They range from really cool-fresh, pre-fried chips to traditionally precooked sliced potatoes and fresh mashed potatoes. One of the latest innovations is displayed in Quickly’s cooling, Jongejans shows us. These are traditionally-baked potato cakes in oven trays, which you can quickly heat up, remove from the trays and add to a meal or serve as a snack. We call this a luxury premium product. Presentation supports building-up stage For KWS Potato, participation at Fruit Logistica is a first. ‘We can present out new company and potato varieties here to an international fruit and vegetable Audience’ says Director Ernst Arn cheerfully. To start with, the stand is still amicably next to that of the last owner, fruit and vegetable trading company Van Rijn in Poeldijk. However, the outside is now completely different. The orange of the KWS Potato stand is truly distinctive. Naturally, we focus on varieties, the most important ones of which are shown in a nostalgic market stall. ‘We’ve also brought a few nice, young varieties along. Buyers for supermarkets, the hospitality industry, fast-food chains and the industry can take advantage of this. An example of a fine table potato for hotels and restaurants, supermarkets and greengrocers is the Vitabella. This is a variety that was developed for the organic sector and which will also do very well in conventional growing. We have really high expectations of this variety, because there are not so many high-yielding varieties on the market for the organic sector. Vitabella can fill that gap in the market. We make buyers in the French fries industry happy with varieties such as the Eurostar and the Bafana. The latter is attractive for the fast-food market because of its length and wonderful taste. What’s more, the Bafana is also attractive for both the cultivation of seed and consumption potatoes. This variety combines a relatively high number of tubers with a high yield’, says Arn. ‘We’re still in the building-up stage but, as you can see, the varieties that we already have are promising.’ ● Leo Hanse en Jaap Delleman Potato World 2012 • number 2 33 Pagina 32
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