TRADE AND MARKETING Eye-catching presentations at Fruit Logistica HZPC goes for Potato Good Food ‘Our packaging with a more luxurious image is in great demand with our supermarkets such as Aldi, Dirk van den Broek and Makro’, observed Christine Loogman and Joop Bonnet. Loogman rejuvenates An array of beautiful packaging immediately catches the eye in the stand of the sixty-year-old AC Loogman. ‘Sixty years young’, emphasises managing director Christine Loogman, who advises the national and international visitors together with Joop Bonnet. To mark the innovation, the company has had a new logo developed. ‘The packaging with a more luxurious image is in great demand in the various supermarkets. In addition to conventionally-grown products, we have also had organically-grown products in our range for more than 22 years for customers such as Vroegop Kroon, Aldi, Makro and Health shops. Important varieties that we sell in our new, Texelster packaging are Laura, Remarka, Allians and Marabel’, Loogman explains. In addition to the important domestic trade, Loogman is expanding in its exports to countries such as Spain and also the UK this year. The import season, which is imminent, is also important for the company. ‘For this we buy potatoes in Cyprus, Malta, Israel, Spain and Italy’. With 25 permanent staff, Loogman easily sells 50,000 tons of potatoes at the retailers market in Amsterdam. In view of the fact that the next generation is making its entry into the business, its continuity definitely seems guaranteed. Potato Good Food is the theme that HZPC has chosen for Fruit Logistica. The four themes that the company had developed in recent years are on view in the HZPC stand. There is the Colomba variety, the Annabelle family concept, and the Pommonde concept that is sold in supermarkets in the Netherlands and by the Rewe Group and Sunlight in Germany. ‘In order to get the youngsters interested in potatoes, we had fancy packaging developed for the Colomba variety’, communication manager Douwe Lodewijk tells us. In order to focus extra attention on this, HZPC presented two ladies from that target group in the striking cyclamen colour of the packaging. Lodewijk indicates that the Colomba has a relatively-short cooking time and can also be cooked in the microwave. ‘To activate the target group even more, we also support the project on Facebook’, Lodewijk says. Finally, the company from Friesland presents the WOW concept, which covers a magnitude of colourful varieties. ‘This experimental concept is used specifically to search and test for a combination that makes the consumer happy’, Lodewijk explains. The Sunlight concept is explained by Lennard and Roland van Kampen, small packagers from the village of Hillegom. With great enthusiasm, they tell us that this concept – which includes potatoes with a low calorific value – is supplied to the big Dutch supermarket organisations such as Boon Beheer, Hoogvliet supermarkets, Deen supermarkets, Coop supermarkets and Vomar discount market. ‘We can supply Dutch potatoes in this concept, which are almost always Carrera potatoes, for nine months a year. In May, June and July, we import the potatoes from Israel and Spain. The specialty of this concept is that the potatoes contain at least 30 percent fewer calories than other potatoes. This is what the market has long been waiting for’, the Van Kampen brothers have noticed. ‘Potatoes with 30 percent fewer calories, that’s what the market really needs’, the Van Kampen brothers Roland (l) and Lennard have noticed. Potato World 2013 • number 4 29 Pagina 28
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