To sell sweet corn in Holland is quite a challenge. In places like the US, sweet corn consumption hovers around 10 kilos per person per year; in Holland however, this number is no higher than 60 to 70 grams. Giel Hermans, last year’s Dutch Agrarian of the Year, does his best to up the consumption, for instance by handing out ‘corn lollypops’ to children on Fairs. “Older people aren’t used to eating corn. By seeing kids eat it, we hope to get them hooked.”
Warm weather helps. “Sales go right up when the weather improves,” says Hermans. “Barbecues used to be all about the beef, now vegetables are becoming more important. Sweet corn is ideal: a little butter, put it on the grill, wonderful!”
The Dutch corn season runs from 1 August to 15 October. During the summer months, Hermans centres exclusively on getting sweet corn on Dutch markets. “We start in June with the Spanish corn, and after a few weeks we change to the domestic corn. As soon as countries like Germany and Sweden run out of their supply, we start shipping it to them. That’s how we stay afloat.” When the Dutch season is over, Hermans falls back on crops in Spain and Morocco. His company is even operational in the US.
In the States, sweet corn of a red variety has become available, but Hermans isn’t impressed. “I’ve tasted it, but it isn’t really that sweet. In my opinion it can’t compete with yellow corn. Besides, it’s already difficult enough marketing the common stuff in Holland, let alone fancy varieties.”
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