"The customer doesn't exist, neither does the consumer," said Jaap Mazereeuw yesterday at the Growing Together Symposium, organised to celebrated the 75th anniversary of Enza Seeds. He said that continual development is necessary to let a company continue successfully. During the symposium they did not only look back at their history, but also forward, to the future. What will the consumer look like in 2020?
The management of Enza Seeds: Heim Bemelmans, Luuk van der Pal, Joep Lambalk, Vincent van Bentum and Jaap Mazereeuw
On the grounds of Enza Seeds in Enkhuizen, there is a small greenhouse full of Extase tomatoes. This is the greenhouse in which Piet Mazereeuw started breeding seeds himself in 1959 and created the Extasevariety. Around 20 years earlier, in 1938, his father Jacob Mazereeuw, founded the Enkhuizer Zaadhandel. By bike and by train he supplied free seeds to growers. Now, 75 years later, Enza Seeds is active worldwide in 22 crops with own varieties and every year around 400 innovations are introduced. For instance, yesterday it was announced that Enza Seeds opened a commercial location in Russia, with the main office in Moscow.
The anniversary is being celebrated worldwide. In Enkhuizen, 75 students from various fields of study work on various cases. "Focussed on the future," says Jaap Mazereeuw when explaining why they invited students. Tonight is the big party for the employees of the family company and yesterday the symposium "Growing Together" took place. In this, not the past, but the future was central. What will the consumer look like in 2020, and how can this be played into?
The exposition in honour of the anniversary View more photos of the exposition in the photo report
The exposition in honour of the anniversary View more photos of the exposition in the photo report
"The customer doesn't exists, neither does the consumer," says Jaap Mazereeuw. He can see that people are thinking more in concepts, and that research needs to be taken into market approach and the development of new varieties. "He who adapts, remains," according to Mazereeuw. Enza Seeds is working on the varieties that will be marketed in 2020. Every year, 30% of the turnover goes to innovation: around 60 of the 180 million. "Varieties come and go, but brands remain." To this he adds that growing is not a goal, but independent continuity is.
Jaap Mazereeuw and Keimpe Veenstra
In three especially exciting presentations, speakers Cor Molenaar (Professor Extraordinary at Erasmus University), Martien Penning (Hillenraad Partners) and Wim de Ridder (Professor of Future Research at Twente University) discussed the development of the consumer and how to play into this. Molenaar emphasises the importance of personalisation and the experience. "In 2020, 1 in 3 households will be a single person household. People will bind themselves to each other less and more to brands." On the other hand the boundaries between the internet and the physical worlds will continue to blur and this will offer opportunities to personalise more. Through social networks and platforms a company can come into direct contact with this final user.
Jaap Mazereeuw and Keimpe Veenstra
In three especially exciting presentations, speakers Cor Molenaar (Professor Extraordinary at Erasmus University), Martien Penning (Hillenraad Partners) and Wim de Ridder (Professor of Future Research at Twente University) discussed the development of the consumer and how to play into this. Molenaar emphasises the importance of personalisation and the experience. "In 2020, 1 in 3 households will be a single person household. People will bind themselves to each other less and more to brands." On the other hand the boundaries between the internet and the physical worlds will continue to blur and this will offer opportunities to personalise more. Through social networks and platforms a company can come into direct contact with this final user.
Penning focussed the vision of the future on the horticulture. He too endorses the importance of direct communication with the customers and personalisation. In a conversation with Alicia Bon Martin, of Wilson Produce, it becomes clear how important this can be for a company. "Consumers were afraid if the mini snack pepper, because they thought it was a chili pepper," says Bon Martin. "This is why it has "Sweet" on it in large writing."
Penning also exposes that the businessmen in the hall know how much the labour costs are per company, and sometimes even by products, but have no idea what the added value of a worker per product is. "The purchasing price shouldn't be the most important thing, but the quality, the added value. Look at employees as value, not costs." A second development that he sees is the arrival of micro-entrepreneurship. He points out the importance of involved, motivated employees, who pursue their own goals and so not only support the company, but themselves.
"Hold up the white balloon is 50% of the growers would rather work with plants than customers. Hold up the green balloon is this goes for 80% of the growers," Wim de Ridder asked the audience.
Futurologist Wim de Ridder emphasised the importance of working together. "The energy prices will go down even more," he predicts. "The price of sun panels decreases by 10% every year. This means that they will be as good as free in 2025." A collaboration like that in the Wieringermeer, where growers used peak-sharing to catch their excess together, he sees as an icon of change. He also predicts a continuation of robotisation. The video item about the innovative packaging company Lacquey shows how much is done that relates to this.
In honour of the anniversary 5 x 7,500 Euro was donated to Jazz Festival Enkhuizen, de Vrijwillige Reddingsbrigade, het Milieu Educatie Centrum de Witte Schuur, de Belmobiel, and het Recreatiebad Enkhuizerzand.
A symbolic Extase plant was presented to ex-manager Piet Mazereeuw
After the presentation the employees of Enza Seeds were invited fro a drink. A gift of 7500 Euro each was also given to five local projects, after which mayor Jan Baas of Enkhuizen praised the company for its innovative yet personal character. Piet Mazereeuw was thanked by the management by way of a symbolic Extase plant. "A symbol," says Piet Mazereeuw. "Not just of growth, but of daring to think and act differently."
View the photo report of the Symposium in honour of the 75 anniversary of Enza Seeds here
For more information:
Enza Zaden
Haling 1E
1602 DB
Enkhuizen
T +31 (0)228 350 100
F +31 (0)228 315 960
[email protected]
www.enzazaden.nl
