"Fun factor important for new concepts"

Nowadays new media is used widely. Even companies in the fruit and vegetable sector find it a good tool and try to increase consumption and enrich their contact with consumers. An example of a company using new media is Rijk Zwaan. Jan Doldersum explained in his presentation at the European Vegetable Strategies event on 5th June, that the effectiveness of new media is not to be underestimated.

Direct contact
“We as companies are responsible for an increase in fruit and vegetable consumption. Nowadays a big part of the world is connected through the internet. The most common social media used in the Netherlands are Facebook, LinkedIn and Twitter. Rijk Zwaan is connected in various ways, with growers as well as with end consumers. Last year Rijk Zwaan introduced a new service for growers of the Rijk Zwaan varieties. Growing Partner RZ is a digital communication platform with short and up to date growing tips from the Rijk Zwaan growing advisers. With this platform we keep in touch with both domestic and international growers.

Martine Boekestein and Jan Doldersum with the concepts 'Love my Salad' and Automaatje

Another concept Rijk Zwaan introduced several years ago is ’Love my Salad’. “Love my Salad has a high fun factor, it is a ‘social salad network,’” says Jan enthusiastically. "We are directly in touch with the end user. Via Love my Salad people can share all kinds of things and search for recipes and product information. There is interaction between consumers and professionals. Currently the site is available in 13 languages in 19 different countries. Love my Salad has 166,000 likes and 29,000 monthly visits, the platform reaches a large audience."

Automaatjes
Recently Rijk Zwaan introduced a complete new concept to market the Solarino RZ race. ‘Automaatjes’ on the shelf: tasty tomatoes in an attractive package. On the package you can find a QR-code. When the consumers scans the QR-code, the consumer is directly redirect to the website for more information. The product is supplied by the Belgium auction Belorta and sold in the Benelux by wholesaler Van Dommele. “Again a high fun factor is clearly visible: it inspires and motivates people to change.”

www.rijkzwaan.com