Brassica Magazine 2009 - Rijk Zwaan

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New appeal with ‘Pointed Bio’ Behr AG in Ohlendorf (Germany) is a Europe-wide operating salad producer, always looking for novelties and now entering Brassica crops with its own marketing concept BIO BÄR. A successful example is green pointed cabbage Sonsma RZ, which provides a lot of opportunities for marketing the product. As long ago as in the autumn of 2006, Rijk Zwaan had stimulating discussions with Rudolf Behr about novelties in Brassica crops in the Opperdoes RZ trial fields in Noord-Holland. Eventually, the project with Sonsma was started in Portugal, where Behr AG (AMG Agrar Management GmbH) trialled it as a premium product, supplying from February / March, just in time for the early market season in Germany. The trials were a success and eventually led to completely new prospects. Sonsma clearly surpassed the other early varieties, round or pointed, in terms of taste. As a result, 50 ha of Sonsma were launched in Germany in 2008 as part of the BIO BÄR concept. At the moment its taste is even regarded as the standard for new pointed cabbage varieties. Revival of Brassicas Dr. Georg Mevenkamp, who coordinates all growing schedules and new projects within Behr AG (AMG Agrar Management GmbH), explains more about this concept, which also includes cauliflower and broccoli: “A new appeal for traditional vegetable crops is necessary. The demand for light and healthy nutrition requires products of high value. Taste issues Success through cooperation The success of the Sonsma project is a good example of the cooperation between Rijk Zwaan and growers. By exchanging breeding developments and thoughts on marketing issues, new successful products can emerge. Rijk Zwaan and Behr are also looking for retail partners who reach large numbers of consumers and feel dedicated to fresh products. For Rijk Zwaan it is a rewarding challenge to develop reliable, fastgrowing varieties, delivering the premium qualities of the entire food-producing chain. The next generation of test hybrids from Rijk Zwaan will, therefore, be available soon. Behr himself will move RZ novelty 30-252 RZ into test production, expecting even better compactness. From left to right: Christian Spangenberg, Rijk Zwaan Brassica specialist, Dr. Georg Mevenkamp, Behr AG (AMG Agrar Management GmbH) and Georg Karancsi, product advisor Rijk Zwaan 10 RZ brassica | 2009
With new packing and cooling facilities, Behr AG is able to optimise its logistics. This contributes to a quality product at the end of the chain. ▲ need a revival, organic qualities are affordable today. Especially Brassica crops still suffer from an image as vegetables that need a long cooking time, with laborious preparation. That’s why we launched the BIO BÄR concept, which is tailor-made for Sonsma.“ For Sonsma, Behr defined two different market segments: single packs for the fresh market with a maximum weight of 1 kg per head and a ‘trendy veg’ for use in the microwave as a double pack, with single head weights of 400 g. The microwavable BIO pointed cabbage is a real innovation, attractively presented in special microwave plastic. “An acute awareness of consumer needs and expectations is important, especially with organic marketing. Sustained demand is generated from the taste experience. With BIO BÄR we also want to initiate “live tastings” this year at the point of sale, to get in direct contact with consumers.” Controlled chain The actual production planning for the BIO BÄR location in Gresse (south-east of Hamburg) is around 170 ha of Brassica crops, produced according to European guidelines for organic crops. Within two hours the harvested product is cooled and packed, guaranteeing a refrigerated chain to each marketing partner. The new packing and cooling facilities in Ohlendorf will optimise the existing logistics of Behr AG even further. Mevenkamp: “Top quality in organic production of pointed cabbage is achieved by planting Sonsma throughout the season under insect netting, with a plant density of around 50,000 plants/ha. Mechanical weeding and overhead irrigation are basic requirements for production. Using a slow-release fertiliser results in a cabbage crop with an excellent field performance, a strong cell structure and intensive wax layering. This approach also provides a longer harvesting period. Altogether, Sonsma is a truly appealing variety, for marketing as well as for growing.” Rijk Zwaan in Brassica 11
Page 1 and 2: Rijk Zwaan in Brassica
Page 3 and 4: ‘A serious player in Brassica cro
Page 5 and 6: Processors like nice tight florets
Page 7 and 8: Germany ’Widening range for stora
Page 9: Rijk Zwaan in Brassica 9
Page 13 and 14: Broccoli 25-59 RZ Small florets In
Page 15 and 16: ▲ Innovation expert Corrinne Goen

Brassica Magazine 2009 - Rijk Zwaan

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