The global chain

Rijk Zwaan has always accommodated the wishes of growers in its seed breeding activities. Lately, these growers have taken an increasingly market-orientated stance. Their products have to comply with the wishes from the wholesale and retail trades and, ultimately, the consumer. This commercial approach creates numerous commercial opportunities for fresh vegetables. ‘Collaboration within the chain’ has become the chain’s motto.


Chain dialogue
Rijk Zwaan has entered into direct dialogue with supermarkets and their suppliers, service providers and growers. The purpose of this is to come to better collaboration, to benefit the entire chain. By doing this, the value of vegetables can be utilised from the first to the last link in the chain. With growing international collaboration between chain partners, commercial opportunities can be seized and utilised together.

Feedback of experiences
At quite an early stage, chain partners develop joint, commercial opportunities. Does a certain opportunity require an adapted product or should a new concept be thought of? All those involved in a project contribute their share; product development by Rijk Zwaan, producing and packing the right quality and quantity by the growers, the logistics element by the trade and sales by the retail trade. All experiences are fed back to all the partners. Tracking and tracing becomes possible.

Everyone benefits
The result is a very reliable product of great commercial value which benefits all participating links in the chain. Rijk Zwaan will continue to intensively strengthen the route taken in the joint management of international chain projects. This is regarded as a logical development in today’s production and sales of vegetables.