NL: Enza Zaden House Fair

During its annual House Fair, held this year from 18 to 22 June, Enza Zaden joined forces with growers, trading companies and supermarkets to seek out added value and new opportunities within the market. To this end, the company compared the wishes of the chain parties with the products in its own portfolio. Every year, this process leads to new insights and new, innovative ideas, both for the chain and for the breeding activities at Enza Zaden.

"The House Fair is ideal for this purpose. This is the perfect platform from which to display the new additions to our range and - more importantly - to hold discussions. We have noticed that exporters are increasingly bringing their retail clients along to the House Fairs," says Chris Groot, Marketing Project Manager.

Supermarket analysis
In these discussions, the main focus this year was on supermarket analyses. Enza Zaden has been carrying out research since 2009 into the vegetable racks of Dutch, German and British supermarkets. On the basis of this research, the parties will examine how they can be of optimum benefit to each other.

Chris Groot says, "In addition to a discussion platform, research results gathered over a number of years provide us with an indication of the direction the market is expected to take in the longer term. After all, we are gaining an impression of new market trends. That is extremely valuable for our breeding activities, as the breeding process takes several years."

Worldwide
Around 60% of visitors come from the Benelux region. Although the majority of the rest also come from Europe, there is a trend of increasing attention and interest from other continents. This year, for instance, there were visitors from Japan, Korea, Australia and the United States.

House Fair Spain
Enza Zaden organises two House Fairs each year. Besides the House Fair in De Lier, the Netherlands, another House Fair takes place every autumn at the premises of Enza Zaden's Spanish subsidiary in Almería. This year's fair will be held on 15
November.

For more information:
Margrethe Tool
Enza Zaden
Tel: +31 228 - 350 102
Mob: +31 6 310 26 547
Fax: +31 228 - 315 960
[email protected]