50 years of peppers in the Netherlands
"No long term solution for the decrease in Dutch pepper area"
Handing over the first copy of the cookery book 50 years in peppers to
the two youngest pepper growers in the Netherlands: Kevin Kleyweg
and John Overgaag. Both are 25 years old.
In the Horti Business Centre in Honselersdijk yesterday the celebration of, 50 years of peppers in the Netherlands, took place. On the invitation of P8 delegates from the entire chain (including retail) remembered the past, but also looked to the future of the pepper cultivation in the Netherlands. Thijs Jasperse outlined the colourful history of the pepper in the Netherlands and the two youngest pepper growers received the cookery book 50 years of peppers in the Netherlands. Also the position of the pepper was discussed. "Peppers are healthy, easy, colourful and have a lot of applications both cooked and raw, in salads and as an-in-between snack, therefore, it fits into all consumer trends. Retailers in North-western Europe cannot go without peppers even for a day. More than 50% of the households in the Netherlands, Germany and the United Kingdom eat peppers every week and many consumers class peppers in their Top 3 healthiest fruit and vegetables. Nevertheless it was not only a festive occasion. From the presentation by Cor Hendriks, sector manager horticulture at the Rabobank, a somewhat gloomy picture developed. "In about five to ten years 30% of the chairs in this hall will be empty. With these figures 30% of the sector will not be able to maintain their position.
Spain
The outlook for the pepper is not bad at all. The German pepper import increases. "But the Netherlands do not benefit from this. Spain is taking over the market" Cor Hendriks of Rabobank sees. "The Spanish product is cheaper, the season lasts longer all the time and the quality improves. Israel also produces a better product all the time. The Netherlands on the other hand has some quality and image problems. Nevertheless those are not the largest competitors for the Dutch sector, Hendriks thinks. That is the Netherlands itself. "From May till September the Netherlands are the only exporter for Western Europe. NMA should not hear this, but if no peppers are produced here, then there is nothing in the supermarkets. However, the Netherlands does not know how to obtain a price. That gives us something to think about."
Upper left Cor Hendriks, right Thijs Jasperse, below Kevin Kleyweg
and John Overgaag
The Dutch pepper area in 2013 decreased for the first time in years and prices increased. Also for the coming years a decrease is expected - but that is not sufficient to improve the earning capacity. "Possibly temporarily, but not long term. If the area decreases here and prices are good then somewhere else will be an increase. Spain increases - and expenses are lower. Therefore more is needed than a decrease in volume. Also a larger scale is not a distinguishing strategy" Hendriks continues. "Both small and large companies are successful and meet with problems." No company will be able to remain in the top 10 of the branch year after year."
Opportunities
Opportunities for peppers there certainly are, but then the producing sector will have to start working on this. From the trade and the retail not much is to be expected, Hendriks thinks. "The largest retailer, Schwartz Group, turn over 69 billion. This is hard to compete with. Only cooperation will bring in more money: then the growers will be able to direct themselves. More and more important for the margins are the incidents: the energy supply, the weather and the quality of the packing. That is where there are possibilities. "The consumer changes from traditional to hybrid. They are driven by cost, but alternate this with expenditure for luxuries, emotion and experience. "The most important, according to Hendriks remains, the cooperation. The dissemination of knowledge and to keep innovations going. "Keep people here. Make sure that innovators from Seed Valley have reason to remain here. Innovate. Do not think in kilo's, but think in terms of the return on the investment."
The afternoon continued with another step in the direction of the cooperation: collectively considering solutions to the situation. Next year there will be a sequel to this.
