TRADE AND MARKETING PotatoEurope 2013: The next level In China, every day, 4 new fast-food branches of world-wide operating fast-food chains open their doors. New communication KWOOT communication & advertising in the village of Dronten is closely affiliated with PotatoEurope Netherlands. Managing director Koos in ‘t Hout has discovered that the Netherlands is the leader in the international potato business. ‘We’re going to endorse that position at PotatoEurope 2013, which is the reason why we’d like to stimulate and support the exhibitors to do their best to show not only existing and new (read: innovative) products, but also convince the visitors of their new vision of future potato growing. They can use that vision to start a discussion with visitors, and get them involved in changing the vision into real products and services. Developing the vision together with the potato growers and getting them engaged in the subsequent product development. The visitor will then have experienced that he can also play a role in the innovation by meeting with the companies, by playing an active role, by being involved in the development of products. The exhibitor will have given a clear signal that he prefers to develop the necessary innovations together with the farmer rather than for the farmer.’ Feeding a growing world population APH Group in Heerenveen, in the Dutch province of Friesland, was founded 16 years ago and is now a leading exporter of agricultural machinery all over the world. The company is specialised in all-in mechanisation machines for the cultivation of potatoes. They handle the marketing, sales and services of an established group of producers of agricultural machinery in approximately 35 countries. This group is organised in such a way that the APH Group can supply them with a complete package for the cultivation, storage and processing of potatoes and field-grown vegetables. Most of the APH Group’s turnover is earned in Central and Eastern Europe, the former Soviet States, Turkey, Latin America and China. According to director Wytse Oosterbaan, developments in the world are progressing at a fast tempo. ‘The growing world population, the rising level of prosperity and its subsequent higher consumption of, for example, fast-food mean that the production of food must be stepped up. In contrast, urbanisation and significant scaling-up in the food-producing companies, have resulted in a considerable impact on the mechanisation of the cultivation of potatoes. A good example of these developments is the fact that, in China, every day, 4 new fast-food branches of worldwide operating fast-food chains open their doors. To supply these restaurants with products like French-fries throughout the year, it’s necessary to store potatoes locally as long and as efficiently as possible, without any storage losses. That’s important, and more and more customers are asking for more professional processing and grading lines that include weighing and packaging machines. In our export markets, we also see a shift in the sales of potatoes on the markets towards ‘premium-class’ bags of potatoes sold in the supermarkets. The working middle classes are increasing rapidly in our developing markets and subsequently so is the demand for “premium” products that are available on the supermarket shelves. As a supplier of washing and packaging lines, we respond to this by offering the customer a total package. Potato World 2013 • number 2 13 Pagina 12
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