Growing success together: the MyCubies story

Over the past ten years, Rijk Zwaan’s MyCubies snack cucumber range has grown from an unknown concept into a popular and reliable category that is valued by growers, retailers and consumers alike. This would not have been possible without Unica Group, according to Rijk Zwaan’s Crop Coordinator Cucumber Javier Lopez Rodriguez. Here, together with Unica’s Juan Tomas, he explains why this partnership is a shining example of how collaboration drives sustainable and futureproof growth for the entire fresh value chain.

Stand-out quality and traits

A decade ago, most consumers had never seen – let alone eaten – a snack cucumber. Since then, Rijk Zwaan has succeeded in not only introducing this previously unknown product but also creating a consumption habit. Close collaboration with various partners including the Unica Group and in particular one of its cooperatives, Cohorsan SCA has been instrumental in this achievement.

“At the heart of MyCubies is Quarto RZ, the original variety in this project. Compared to others on the market, this variety stands out in terms of product quality and technical plant traits. Over the past ten years, this has become an important and prominent product for us,” says Juan Tomas, Commercial Coordinator at Unica Group and president of Cohorsan SCA.

A special partnership

“What makes our partnership so special is that it goes far beyond a traditional seed supplier-grower relationship. It is based on long-term commitment and investment from both sides, always with the shared ambition of growing the snack cucumber market rather than simply competing within it,” states Rijk Zwaan’s Javier. “By working with us on every aspect of the MyCubies concept – agronomy, product quality, packaging, shelf life, marketing and consumer communication , Única has played a leading role in this development.”

In Javier’s view, MyCubies is therefore much more than a product. “I am proud of the fact that, together with Unica and our other partners, we have built a recognisable brand, developed dedicated packaging and promotional programmes, and helped establish snack cucumbers as a healthy and convenient choice for everyday consumption,” he continues.

Creating sustainable value

According to Juan, this success has been achieved thanks to the effective organisation, monitoring and control of the entire fresh value chain, including all stakeholders. “And at all times, our collaboration with Rijk Zwaan has included further improving the variety and achieving greater organic growth in its implementation among our members and farmers,” adds Juan.

The snack cucumber concept has not only been accepted by the cooperative’s members, but has even influenced some of them to specialise in producing MyCubies varieties. “I am grateful for the trust that all the members have placed in me,” Juan continues. Javier adds: “The positive impact this success has had on growers and local communities by creating long-term business opportunities is equally important. This project has shown that innovation, when supported by strong partnerships, can generate sustainable value throughout the fresh value chain.”

Positive about the future

The MyCubies category has already been embraced by consumers in the UK, Germany and a number of other European countries, but Juan still sees plenty of room for further growth in Spain and elsewhere. “It is a booming market linked to the healthy eating trend – and what is healthier than a veggie snack? As long as we continue to align ourselves with the end consumer’s changing habits, we can continue to increase the consumption of this product,” believes Unica’s Commercial Coordinator.

Differentiation and growth opportunities

As an example of how Rijk Zwaan is continuously creating new opportunities for growers and retailers, Javier mentions the One Bite concept: “Consumers are increasingly looking for healthy, convenient and fun snacking options. This recent addition to the MyCubies portfolio responds directly to their needs with an even smaller cucumber that can literally be enjoyed in a single bite. It enables growers and retailers to differentiate their offering and bring additional excitement to the snack category.”

“Innovation never stops at Rijk Zwaan. We continue to explore new concepts, sizes, traits and consumer experiences that can help our partners to grow their business – by further diversifying both in snack cucumbers and in other categories,” concludes Javier.

Discover the “Snack the Day” Campaign at Fruit Attraction

From 6 to 8 October, MyCubies will have a strong presence at Fruit Attraction, both at the Rijk Zwaan stand (Hall 9, Stand 9D23) and at its own dedicated space in the central aisle of Hall 9.

At the MyCubies food truck, visitors can discover the new “Snack the Day” campaign, taste delicious snack cucumbers, experience their freshness and crunch, and take part in the fun “Match & Win” game for a chance to win prizes.

Visitors will also have the opportunity to explore the full MyCubies range, including One Bite.