Colorful vegetables capture attention and pull people to the shelf. Vegetable breeding company Rijk Zwaan is highlighting its colorful palette of bright, healthy, and inspiring vegetables; encouraging retailers, traders, and other chain partners to bring more color to the fresh produce category.
"Our products are tailored to the needs of the market, our customers, and the end consumer. Who can resist a surprising purple ‘Lavender’ cauliflower or a mix of colorful snack vegetables? And have you seen our Sweet Palermo pointed peppers in an eye-catching range of red, orange, yellow, and even chocolate colors?” states Jan Doldersum, Manager Chain & Retail at Rijk Zwaan. Colorful vegetables capture attention and entice people to try them. When thinking about colors, lettuce also offers innovative opportunities. Doldersum adds: “Our newest Salatrio concept provides consumers with an attractive lettuce bouquet featuring an interesting mix of colors and leaf shapes.”
Consumers have high expectations for the year-round availability of fresh fruits and vegetables. Collaboration between growers, retailers, and other chain partners ensures an attractive fruit and vegetable category, with consistently high quality. “As a vegetable breeding company, our aim is not only to bring innovative vegetable varieties to the market but also to develop strong collaborative relationships in the value chain and to be a partner for sourcing solutions and category growth,” explains Doldersum.
Colorful society and people
"Our people come from different countries, departments, and cultures; united by a desire to increase vegetable consumption. We all care about a sustainable world and the people in it. Developing attractive and innovative vegetable varieties to feed consumers across the globe is our business. By breeding vegetables with a longer shelf life we reduce food waste and enable our partners to reduce packaging where possible. We are committing to a brighter, sustainable future for our world and the people in it,” concludes Doldersum.
Rijk Zwaan’s events in February
The colorful palette of bright, healthy, and inspiring vegetables will be showcased during many Rijk Zwaan events this February. You can connect – either in person or online via live studio meetings – at the High Tech Hydroponic Demo in Fijnaart (Weeks 5 and 6), studio meetings live from the Retail Center in Berlin (Week 6) and, the Open-field Demo and Hydroponic Demo for Mid Tech in Spain (Week 7).