The ideal starting point for investors

Rijk Zwaan helps new entrants find their way in the horticultural sector

Janwillem Cirkel

The world of vegetable growing is changing rapidly. Across the globe, new investors are showing an interest in entering the horticultural sector. Rijk Zwaan offers these investors knowledge of local markets and high-tech production methods as well as an extensive choice of varieties and access to a network of suppliers. That is one way in which the vegetable breeding company supports the sustainable and efficient production of vegetables.


Jan Willem Cirkel has been Account Manager Horticultural Projects for the past two years and is the first point of contact for newcomers to horticulture. “There is a strong demand for tasty vegetables that can be produced sustainably and based on a ‘local for local’ approach, especially in emerging economies. This makes the horticultural sector an interesting business prospect for investors. But they often lack experience, so they are looking for partners with technical expertise and market insights,” he says.

Knowledge and networking

Rijk Zwaan can meet that need, explains Cirkel: “Over the past two years I’ve helped numerous investors to find their way in the horticultural sector, from countries including Russia, China, Uzbekistan, Kazakhstan and the Middle East. Our company has crop specialists and marketing specialists all over the world who can give companies tailor-made advice about market opportunities and crop production possibilities. Besides that, we know all the major suppliers of high-tech greenhouses and growing systems. It’s still possible to grow lettuce or tomatoes successfully in a semi-closed greenhouse, for instance, even in challenging climate conditions. Needless to say, we offer an extensive range of vegetable varieties that are suitable for production systems such as hydroponics, which is a clean, water-based method. It also requires hardly any use of chemicals, which is why we stimulate the use of sustainable crop production systems like that.” That’s how we share a healthy future.