Consumers in supermarket

Cooperation in fresh supply chain

We have a sizeable network of knowledge and contacts within the global vegetable sector. In addition to our numerous variety and crop specialists, we also have an international chain team who understand retail and sales. This enables us to help retailers and other chain partners to ensure year-round availability of a high-quality product. Meanwhile, we help growers to find the right customers. We work together with our partners to devise new concepts, new packaging ideas and new sales strategies. 

Find the contact for your region

Rijk Zwaan Worldwide

What can you expect from us?

  • Insight into new, stand-out products resulting from our breeding activities
  • Tailor-made advice from specialised crop and market experts
  • A proactive role in connecting growers to customers
  • The chance to directly interact with consumers via Love my Salad

Sharing relevant consumer insights with chain partners

As a company, Rijk Zwaan regards it as important to work together with retailers and other chain partners to help strengthen and advance the fresh produce category. Consumer research plays a key role in that, with examples including taste tests and eye-tracking studies in the Rijk Zwaan Retail Center in Berlin. Such studies provide insight into shoppers’ conscious and subconscious buying behaviour. Furthermore, Rijk Zwaan conducts online research among consumers around the world to investigate acceptance, buying frequency and their perception of the quality of fruit and vegetables.


The many chain projects we set up together with partners are highlighted in our digital Chainmail. This newsletter includes campaign projects, innovations and collaborations through the vegetable chain.
Read our latest Chainmail Feb 2021

25 March - Improving the availability of fresh vegetables in Bandung, Indonesia

In Indonesia, the demand for fresh and tasty vegetables is growing. Sourcing high-quality fruit and vegetables all year round is a huge challenge for food retailers like Superindo. This challenge triggered the start of a successful local chain partnership. 

8 Feb - Ideal partnership with Rijk Zwaan and Love My Salad

Love My Salad and Take Me Home Tomatoes inspire home cooks in Thailand. The Tops supermarket chain in Thailand has been selling intensely sweet Cherry Diva tomatoes since early December under the Take Me Home Tomatoes brand. 

28 Jan - ‘SN!BS is a small step towards a healthier future in India’

Snack vegetables are a completely new concept for them, but consumers in India regard the SN!IBS snack vegetables as attractive, colourful and healthy.

18 Dec - Salanova® varieties create a premium salad segment in Australia

Capitalising on the demand for extreme convenience, Rijk Zwaan’s Salanova® mixed butter leaf varieties provide a premium solution to the needs of many consumers. Frances Tolson, Account Manager from Rijk Zwaan Australia, tells more about the unique ‘one cut, ready’ Salanova® lettuce.

23 Nov - Gramado wins over consumers in São Paulo with healthy ‘veggie boxes’

During the coronavirus pandemic, the Brazilian wholesaler Gramado Group has worked together with vegetable breeding company Rijk Zwaan to successfully launch an online service to deliver boxes full of fresh, healthy and versatile fruit and vegetables to people’s homes in the metropolis of São Paulo.

Successful collaboration thanks to focus on the consumer

Andreas Allenspach is in charge of purchasing fruit and vegetables for Coop Switzerland. It’s his dream job – working with healthy and colourful products, continually playing around with how the products are presented and immediately seeing how shoppers respond. Furthermore, the unpredictability of the weather adds extra dynamism and creates challenges in terms of quality and availability.

10 Nov - Asia Fruit Logistica 2020

The coronavirus outbreak appears to be reinforcing four key consumer trends in particular. At Asia Fruit Logistica ON 2020, Rijk Zwaan will be sharing details of solutions that respond to those trends. Together, we can inspire consumers in this changing market.

29 Oct - Knox™ significantly reduces in-store waste levels

Many years ago, Bakkavor – the leading provider of fresh prepared food (FPF) in the UK – was our first partner to conduct tests with Knox™ lettuce. Those tests demonstrated the shelf life benefit, and the customer is now incorporating Knox varieties into its entire range. In this story Bakkavor shares their experience in their efforts to reduce in-store waste levels.