TRADE AND MARKETING Eye-catching presentations at Fruit Logistica Schaap wants to double its seed potato market context. For this reason, we’ve also decided to start selling unprocessed chips. Both retailers and high-volume users have reacted very positively to these French fries from the Agria variety’, Geling tells his success story. No light in French box Hans Geling of Schaap Holland likes to follow the market of Pure Potato Pleasure. Three large mirrors determine the image of the Schaap Holland stand. ‘We really wanted a bigger stand, but we couldn’t afFord that’, managing director Hans Geling says smilingly. It quickly becomes clear, however, that Schaap Holland likes to follow the Pure Potato Pleasure market. Geling explains that the company clearly has expansion in mind. ‘We have four trajectories in our company, which we’d like to demonstrate symbolically in our stand. Seed, consumption and table potatoes with mirrors and cool-fresh in a cooler. We want to double our seed potato market in the coming five years. Last year, we sold 10,000 tons and we want to grow towards 20,000 tons. We’ve already reached 14,000 tons this year. In order to achieve further growth, we prefer to work with Dutch seed potato growers. However, they’re not so easy to find. And that’s why we diverted to growers in Belgium and France. We want to grow in our international markets anyway, so we can offer our customers a choice from our own and from free varieties. Free varieties are a good way to start in new countries, where our focus is on export varieties. We also see growth in the consumption sector. As a novelty for this show, we developed an exclusive bag which prominently displays our Poldergoud brand. Internationalisation already set in a few years ago, and you see it now in the market as well. We clearly see synergy between the various sectors. For example, you already see the advantages of developing new varieties. Searching for a wider range of varieties helps develop the market sectors. The development of varieties is also important for the small-packaging sector. What we see here is a shift to specialties, which we want to give further shape. We’ve also refreshed the packaging for this segment in our house style colours, so that the product is now clearly recognisable. We also see more interest in our peeled and unprocessed potatoes. The presentation of a pure product, as it was originally meant to be, is successful in this In the CondiLys stand, managing director Bernard Taffin shows us a beautiful box with the name Les Jardins d’Alice. In this box, 1500 grams of table potatoes have been wrapped like a treasure and provided with a practical handle. ‘The idea is that potatoes should be packaged in dark packaging, so that the quality is sustained. The potato is a healthy product, which remains a healthy product as long as it’s not exposed to light’, the Frenchman explains with enthusiasm. ‘This way of packaging is slightly more expensive than a standard bag, but because of its better quality and contribution to health, it’s not a problem’, Taffin has noticed. At the moment, the packaging process is still a manual job. ‘But if it’s successful, we’ve already found an engineer who can automatate the process’, the French small packager reveals. He’s convinced that this way of packaging is going to be highly successful on account of reduced green colouration. At this moment, Taffin supplies the Charlotte, BF15, Ratte, Vitelotte, Belle de Fontenay, and Franceline varieties, each in their individually-coloured box. ● Jaap Delleman The potato is a healthy product as long as it’s not exposed to light’, believes Bernard Taffin of CondiLys. Pagina 30
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