In 2016, Friseline was introduced in France, where it’s a popular vegetable, and it’s becoming better known in Belgium as well. Last year, the new salad vegetable won the Golden Tavola, a Belgian award for the best innovations in food and drinks. Friseline is already being sold under its own concept with a remarkable style and recognisable purple packaging in multiple countries. As of last year, the vegetable is also grown in the Netherlands, and it’s marketed exclusively by AGF-Direct. This is possible due to the close cooperation of three supply chain parties: seed improver, grower and trader. “The introduction of a new vegetable is never successful just like that. It’s a combined project for which we draw up the lines together. It’s fun to do because you know in which direction you want to go with it and because of the short lines,” says Robert Vogel of AGF-Direct.
Introduction
Friseline was developed by breeding station Vilmorin, it was a seed improvement process that took 20 years, and all sorts of cross-breeding was done with different chicory varieties. Friseline grows crunchy, non-bitter leaves of a similar size. “Vilmorin works with exclusive licences for Friseline. It was first successfully introduced in France, where it’s a popular product. Various producers grow the product, and nearly all retailers carry it. Two years ago it arrived on the Belgian market via the Bel’Orta auction. In the Netherlands, Spruit Witlofkwekerij was asked to grow Friseline, and we were asked to do the sales.”
Feeling more positive
It’s not easy to grow chicory, it’s a product that has to be treated carefully every day. Spruit Witlofkwekerij has 45 years of experience, it was one of the first companies to switch to water-based production. Last year, the learning process for the production of Friseline was started. “Production-wise, Friseline is challenging, which makes it more difficult to predict production volumes. Friseline has to be grown on large roots in order to get a good head. Starting material is therefore very important. For the coming season, we think we are better in control of the process. Because we’re better able to sort the starting material, we’ll be better able to predict production volumes as well. We now know what we need. The pens in storage have now been measured and tested. Despite the dry summer, we’re feeling more positive than last year.”
AGF-Direct is responsible for marketing Friseline. They’ve chosen a calm introduction via catering and specialised wholesalers. Friseline isn’t suitable for retail yet, because of the limited volumes. “There is some interest in the product, but we’re starting small, and we want to grow step by step. We don’t have large volumes yet, we’re counting on about 100 boxes per week. Right now, continuity can’t be guaranteed yet, and we don’t want to have to break promises, after all. But when production is doing well in the coming season, we might be able to set something up for retail with a promotion. The production is PlanetProof, so cooperations with supermarkets have already been kept in mind.”
