TRADE AND MARKETING PotatoEurope 2013: The next level we need is information about each individual potato. The chain requires quality. We can only quantify quality by objective assessment. In the future, this will no longer be done by the human eye, but by camera technology, which is far better than any human quality or any subjective interpretations. By producing reliable data about each single tuber, we provide the opportunity to create more output and quality. This will immediately contribute to the sustainability of the cultivation of potatoes.’ The emphasis on versatility Schaap Holland in Biddinghuizen is a Dutch potato specialist down to its very core. ‘From the development of varieties and the cultivation of seed potatoes to the cultivation of table and French-fries potatoes’, Andre Adamse, director of Retail and Food Service, emphasises. ‘We add value by washing, inspecting and packaging potatoes for the consumer and by peeling and cutting potatoes for care institutions, the hotel and catering industry and the retail trade. We import and export together with our customers, who are often perfectly able to tell us what they want. Thinking about the future, what would be a practical example of what “The Next Level” could be? Let’s link our fantasy and knowledge of potatoes to recent technology and we could think of a 3D potato printer. One for which you can use fifteen different varieties of potatoes. Potatoes of various weights and shapes, and colour or taste and composition, packaged in a beautiful box that you can order via the internet. Or potatoes that you can experience and choose in a special Potato Shop. Pure Potato Pleasure! To be had three, four or five times a day. In the morning, we can print tasty potato cookies that taste of honey, for a light lunch potatocheese biscuits, in the evening a dish of potato mousse tasting of carrots, and later in the evening, we put on the chips 3D printer to indulge ourselves with a glass of wine and freshlyprinted Potato Chippies. Perhaps one Level too far? For the moment, yes. But in ten years’ time, I’m sure it will be reality. And that’s about the time we need to develop new potato varieties. On our way to PotatoEurope 2013, together, we’ll show ‘Have as many different varieties as possible on the supermarket shelves and as often as possible on our plates in the restaurants’, says André Adamse. the consumer and let him taste the versatility of the potato in as many shapes and products as possible. And have as many different varieties as possible on the supermarket shelves and as often as possible on our plates in the restaurants.’ Internet potato trade Innovation is in the genes of the DCA Group in Lelystad. Right from its establishment in 2004, the company, led by Edwin Burgers and Kees Maas, have supported agricultural entrepreneurs in their management by offering market information, risk management and weather forecasts. For this purpose, each year, DCA launches innovative products for agricultural entrepreneurs: from guarantee future contracts, weather derivates to an online market. ‘For us, the next step means making agricultural markets more transparent and offering tools that provide entrepreneurs with the possibility to understand and manage volatile markets. Solid and independent market information is essential for this’, Burgers explains. ‘A practical example of The Next Level is our trade platform DCA-markt. nl, which was launched at the beginning of April this year, and is a professional online market for agricultural products. For us, DCA-markt.nl is a strategic addition to our activities. We offer the agricultural entrepreneur as well as professional parties a public and national market to trade products. It is our aim to promote marketing opportunities and to make agricultural markets more transparent.’● Jaap Delleman The Next Level theme will be put across with the latest modern multimedia such as Facebook and Twitter as well as in demonstration fields. Potato World 2013 • number 2 17 Pagina 16
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