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Lucia Herbert:

"Netherlands: "Consumer likes taste segmentation of sprouts"

The brothers Jan and Ronald Herbert grow sprouts on an area of around 200 hectares in Zeewolde. "We have been harvesting for three weeks. The quality of the sprout is fine, although the volumes are slightly lower than in previous years. As a result of the weather conditions this season there have been considerable variations in yield (kg) per hectare, divided over the regions and countries," says Lucia Herbert.

According to Lucia the sales of sprouts has been under pressure for a number of years. "The yields are a bit low and the consumer purchases in Germany are hardly increasing or not at all. But we're looking towards the new season positively. The price is at a higher level than in other years. The price level is important, but the reduction of chain costs is crucial. More saving in the chain costs means we can all earn something at a low price level."

Starting this season the sprout growing company from Zeewolde also supplies net packaging for buyer. The company is also intensively working on mild varieties. "Sprout varieties can be subdivided into the flavours mild/sweet and classic, but are laid out unrecognisably in the shops. The consumer would like taste segmentation. So we could be on to something there," concludes Lucia.

For more information:
Lucia Herbert
R. en J. Herbert v.o.f.
The Netherlands
Tel: 0031 36 - 5228296
Fax: 0031 36 - 5312457

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