"Still big differences within class 1"
Netherlands: Flow-pack should be indication for fresher quality cucumber
"There is little distinction in cucumbers. There have been initiatives on a small scale, but it is difficult to get away from the masses," says Huub Welles of Kompany. To be distinctive, Kompany offers a cucumber in a flowpack. It is not so much the packaging, but it is to show that there is another, more delicious cucumber inside because it stays fresh longer. "There are still big differences within class 1. We can deliver a better, fresher and consequently tastier product than what is on the shelves in supermarkets now. We make that visible with the flow-pack."
What about the better quality? The shelf life of a flow-pack is similar to that of a sealed cucumber. "But the shelf life of a sealed cucumber is often used up in the chain. It doesn't benefit consumers," says Welles. "That's why we want to communicate directly with retailers regarding the optimisation of the chain through new packaging. Then there will be a fresher cucumber in stores." Kompany wants to negotiate with retailers together with the service providers as a grower's organisation. "By working together, the chain can become more transparent."
In the Wijnen Square Crops greenhouse, on the left, Huub Welles on the right
The improved freshness with the flow-pack must also be conveyed to the customer. They should want to pay more for freshness because the flow-packed cucumbers are slightly more expensive than the sealed. "The packaging has more possibilities, though. We can also give the product a different message - or link it to social media. It's a way to stand out on the shelf."
The Flow-packer
There is currently a flow packer at Wijnen Square Crops in Grubbenvorst. A number of cucumbers were packaged there, but it is being used to process peppers at the moment. "There is also one at Auction Sun where we can buy capacity. This way, we can act quickly when demand is there." Do consumers need additional packaging? Isn't plastic viewed as polluting and unsustainable? Welles: "There are two groups. One shares that view, but even at the BioFach fair, more and more is supplied in packaging, including the organic sector. It is cleaner, safer and more hygienic. That is what we saw after the EHEC crisis: the packaged product regained its price quicker and was able to sustain its price across the board." And retail? Do we want more diversity in cucumbers? According to Welles they are well on their way, even though no specific orders have been placed. "We have decent volumes and our location in Limburg is favourable for German retail. We may be small, but we are big in cucumbers."
Huub Welles with his colleague Peter Bungenberg at Fruit Logistica in Berlin
Curious about the Flow-packer in action? Watch clips on the machine here and here.
For more information:
Kompany
Venrayseweg 182
5928 RH VENLO
Telephone: +31 (0)77 – 3961980
Fax: +31 (0)77 – 3961989
[email protected]
www.kompany.nl
