1. Art and Diseño

Hall 1.2
Booth C-06
Healthy
varied vegetables
Inspiring
concepts and brands
Innovative
breeding ideas
"We are ready
to deliver!"
Dear visitor,
Without doubt, vegetables are a necessary
ments have been made worldwide in terms
and valuable contribution towards the hu-
of vegetable food quantity. Concerning veg-
man diet. It provides, besides energy, also
etable quality, however, still major chal-
essential nutrients, fibers and vitamins for a
lenges exist.
healthy life. The use and presentation of
vegetables has changed considerably in the
We clearly recognise the emergence of a
last ten decades. From fresh product, for in-
next phase in the use of vegetables: from
stance whole head lettuce, to more pro-
fresh and processed to more and more fo-
cessed forms like chopped and bagged
cus on ingredients. This is expressed in the
products. Although this might vary from
form of better taste, but also a higher con-
market to market, or even better from cul-
centration of healthy beneficial components
ture to culture.
like vitamins, fibers, antioxidants, unique
proteins and the right fatty acids.
Because of societal changes in Northwest
Europe and the US, consumers expect both
Again, new challenging themes and oppor-
whole year quantitative and qualitative avail-
tunities for us as vegetable breeders, but
ability of vegetables and less time to prepare
with our expertise we are ready to deliver.
it. These requirements do have an important
impact on vegetable variety development,
Joep Lambalk
which is our domain. Due to better produc-
Managing Director
tion technologies, fast going breeding tech-
Research & Development
nology developments and better adapted
vegetable
varieties,
important
improve-
the power of
healthy food
Global varieties
Tomato, pepper, cucumber, melon,
lettuce and onion are just a few of
the more than twenty varieties
Enza Zaden’s global breeding effort
focuses on. As a multilocal company,
we can offer different species and
different varieties for each market.
Hydroponic/Fresh cut
Enza Zaden has developed several
lettuce and herb varieties that are
suitable for hydroponic systems.
Our hydroponic bin shows you how
these varieties grow. Our Eazyleaf®
brand covers varieties that are very
easy to cut and prepare.
Hall 1.2
Booth C-06
Impression of the booth
Concepts & Brands
Co-creation enables us to develop
innovative and successful concepts
and bring them to the market. At
our booth we present some of our
concepts and brands as an example of this co-creation and close
cooperation: EasyQs, Cornelio®,
TomAzur® and Tribelli®.
Melon
A new development within our
melon breeding programme is our
fully netted cantaloupe melons,
which have a long shelf life and
great taste. With these varieties we
are able to give consumers what
they ask for: year-round availability
of tasty melons worldwide.
Melon
Year-round
availability all over
the world
“With these possibilities
our breeders are always
ready for new situations”
Long shelf life and
great taste
At Enza Zaden, melon breeding programmes are organised per type and geographically based
in southern Europe (Spain, France and Turkey). Since 2009 the orange flesh melon breeding
programme has been taking place in the research and development facility of Enza Zaden in the
south of France. “Our local team, consisting of two breeders and two technicians, focuses on
Charentais, Italian Cantaloupes, Sutured Cantaloupes and Fully Netted Cantaloupes,” says
Dominique Chambeyron, Senior Breeder Melon.
“Every year we are able to run two breeding cycles in our greenhouses and open field facilities
in the northern hemisphere. We also have some extra generations in the southern part of the
world,” says Chambeyron. “This enables our breeders to always seize new opportunities and
jump on the needs of growers, retailers and customers have.”
This intensive melon breeding programme has now led to a new range of Fully Netted
Cantaloupes. “Karameza and Kazanova are two melon varieties that have a long shelf life and
great taste,” says Carmen Ampt, Junior Portfolio Manager. “It’s very important that these
varieties have both qualities incorporated, because with melon the shelf life is directly related to
the flavour. Consumers ask for year-round availability of tasty melons, wherever in the world.
With these varieties we are able to meet their wishes.”
Yellow cocktail
A bright yellow
colour and fresh taste
“There is an emerging
demand for this new
tomato in Europe”
Colour,
Flavour
and
Versatility
Most people are familiar with the various coloured sweet peppers, ranging from
green, red, yellow and orange to white, purple and even brown. However, the fact
that tomatoes also come in a range of shades is less well known. Yet, in different
regions of the world, people eat pink, yellow, brown, striped or orange tomatoes.
In Northwest Europe, where a tomato is traditionally considered to be red, the
market for different coloured tomatoes is small. For a long time consumers only
ate red tomatoes, but this pattern has witnessed a change in recent years.
Consumer research in England and Germany has revealed that a growing group
of consumers likes to try multi-coloured tomatoes as colour introduces variation.
The currently used varieties also meet the taste requirements of consumers.
This explains why more yellow and orange tomatoes have been appearing on the
market in recent years. Consumers are ready to be more colourful. All these
different colours are turning up in the snack range, as well as in other segments.
For instance, Enza Zaden has now launched a yellow cocktail tomato on the
market. “In the breeding kitchen at Enza Zaden, breeding programmes
concentrated for many years on developing, among other things, a yellow
tomato,” says Marcel Mooij, Tomato Breeder. “But there was no demand for it. In
2013, Mastronardi entered the USA market with this yellow cocktail variety under
the brand name Y.E.L.O.™. It was a success! And now there is an emerging
demand for this new tomato in Europe too.”
Maarten van den Heuvel, Marketing Manager, adds: “This yellow tomato
scores very high in taste panels. The flavour profile, colour and versatility of this
tomato clearly appeal to consumers. We are currently investigating all the
possibilities for this product. Our initial target markets will be in the UK,
Scandinavia, Germany and Austria. In cooperation with dedicated partners we are
developing a marketing strategy for this new and unique product.”
Cornelio®
Very easy to
prepare
“Appeal, attractive
packaging, quality and
easy consumption”
Easy to recognise
Cornelio® is one of the latest brands developed by Enza Zaden in the horn
pepper segment. The project started a long time ago, in 1998, with the aim
to improve the resistances of this crop. “But also to give producers a better
product reliability,” says Guillermo Méndez, the breeder that took on this
challenge.
Since then the project evolved to respond to the constant changes and
needs of the market. Andrea Campus, Crop Business Developer Fruity
Crops, has been following Cornelio® since the beginning and has made it a
success story. “Cornelio® brings four fabulous concepts together: easy to
recognise, exceptional in quality, easy to grow and to prepare, available all
year round,” explains Campus.
With a reduced size and an approximate weight of 150-200 grams, Cornelio®
is package friendly and ready for IV and V range. Thanks to its reduced
placenta it is very easy to prepare and only about 10 to 15 percent of the
product is discarded as opposed to 35 to 45 percent of ordinary blocky
peppers. Campus: “Appeal, attractive packaging, quality and easy
consumption are the milestones that guarantee customers loyalty.”
EasyQs
Better flavour and
convenient packaging
“Consumers can use
what they need at each
moment”
New formats and flavours at a
convenient price
The new EasyQs concept of Enza Zaden presents the
Manjón: “By observing the trends and analysing the markets
cucumber in a new way: with a better flavour and in a
in Europe, we found out that these types of cucumber could
convenient packaging. “It is a solution for the dynamic
meet the current needs for European consumers. With our
market in which we are. EasyQs is a high convenient product
breeding activities we focus on improving this type: more
which offers added value to the whole chain, from production
shelf life, better taste, less water inside, crunchy bite and
to consumers,” explains Mari Carmen Manjón, Marketing &
better production. And that is already paying off. The
Sales Manager Enza Zaden Spain.
varieties sold under the brand EasyQs are very tasteful,
crispy and have a good shelf life.”
The breeding activities of Enza Zaden are always attuned to
the trends and developments in the market. “We stay in
The new presentation offers different packaging with more
close contact with all parties in the chain, to see what the
units in the same weight, which avoids waste. “So
market asks for,” says Miguel Angel Caballero, Cucumber
consumers can use what they need at each moment,” says
Breeder. The idea of EasyQs originates from the trend of
Manjón.
healthy food and healthy snacking.
Tasty Tom
20 years of success
with one variety
“We still grow the same
variety for twenty years"
Tasty Tom,
taste reigns supreme
In the 1980s and 1990s, the main focus of tomato breeders and growers
was on productivity. The result was that tomato varieties compromised on
flavour. At the time, Enza Zaden was engaged in a breeding programme
aimed at enhancing the flavour of Dutch, red tomatoes. Frits Herlaar,
Tomato Breeder, explains: “We wanted to create a tomato weighing
80 grams with a better flavour than the other tomatoes then on the
market. We gradually came up with a series of tomatoes that, while
maybe smaller than we intended, offered an outstanding flavour and
could be harvested on the vine. This ultimately resulted in the Campari
variety, which was later joined by our variety Aranca.”
A group of growers saw the new Campari variety as an ideal opportunity to enter the market with a completely new concept, and on
19 September 1995, Tasty Tom was born. “We were convinced that
Campari represented an amazingly tasty tomato,” says Ton Janssen,
tomato grower and co-founder of Tasty Tom. “We wanted to market this
tomato, but in such a way that we really stood out from the crowd. We
wanted consumers to actually ask for this specific tomato by name. By
branding the tomato, we made it recognisable.”
In the meantime, Tasty Tom has been spicing up the shelves in
supermarkets and greengrocers in the Netherlands for some twenty
years. Janssen: “The fact that we still grow the exact same variety for
Tasty Tom after twenty years is unique. I don't think you will find a tomato
variety that has been on the market for such a long time anywhere in the
world.”
Vegetable breeding
The cornerstone of our R&D
organisation is breeding. In
breeding extensive knowledge of
genetics, agronomy and markets
are combined with a large
Bram van Staalduinen
Crop Research Director
Onion
“Onions are the most traded vegetables in the
world and they literally move continuously from
amount of creativity and
one side of the world to the other. Onions are
craftsmanship. We practice plant
combine taste with health. Onions contain a
healthy, indispensable in every kitchen and they
breeding with breeders, crop
high content of antioxidants and are a source of
specialists and growers. Our
onion market is well connected and each short-
several vitamins, minerals and fibers. The global
breeding activities are widely
age is filled with a surplus from somewhere
distributed across the various
else. The increasing
research stations around the
tion in (sub)tropical
middle class popula-
world. With our breeding
countries buys more
activities we aim to grant
in
everyone access to healthy,
and more vegetables
These
supermarkets.
chains
de-
mand higher quality
varied vegetables. Our Crop
short day onions, with longer storage and abili-
Research Directors tell how we
ty to withstand more logistics, including ma-
do this and what developments
chine harvesting. In more mature markets, we
they see in the breeding
or bunching onions from more local origins.”
processes, the markets and the
products of their crops.
see an increasing demand for freshly harvested
Jan Draaistra
Kees Könst
Crop Research Director
Open Field Crops
Crop Research Director
Tomato
“At our German breeding station we develop
“Worldwide we develop a wide range of toma-
new radish and herbs varieties. Our market lead-
to varieties, adapted to local conditions and
ing varieties in rad-
needs with one common goal: deliver the peo-
ish are known for
ple a tomato with a good taste and good quali-
their
ty. To create innovative products, our breeders
stability
in
yield, their excellent
are in close con-
quality,
and
tact with the mar-
good resistance, but
taste
ket. We combine
we are confident we
traditional
can improve these
ing with modern
characteristics even more. Also our herbs port-
technologies
folio is appreciated by many growers. After
speed up the pro-
many years of breeding we will now enter the
cess
market with better resistant basil, rucola and
more unique combinations of traits possible.
parsley varieties. These varieties have been de-
We like to bring new sensations to the consum-
veloped in close cooperation with the market.
er with tasteful tomatoes for different moments
It’s because this co-creation that we were able
or usage”
to develop the herbs portfolio that suits the traditional pot market as well as the hydroponic
market.”
and
breedto
make
Ralf Kuipers
Aernoudt Aardse
Crop Research Director
Cucurbits
Crop Research Director Pepper
“Our pepper breeding programmes are spread
over the globe. We strive to be well connected
“Most important in granting the world access
to our local markets and work closely with our
to healthy varied vegetables is resistance breed-
sales teams as well as parties in the chain. This
ing. In many areas of the world a substantial
enables us to act on developments in the mar-
part of the production is lost due to pests and
ket and fuels a lot of inspiration and creativity
diseases. Resistance
that we translate to our breeding programmes.
varieties assure bet-
High through-put technologies in the field of
ter
Besides
molecular biology, genomics, metabolomics
that, resistant crops
yields.
and bioinformatics are developing rapidly. This
need less spraying
provides a wealth of data and knowledge to the
against diseases. For
breeders which they use to speed-up the breed-
example, we work to-
ing process and tackle, for instance, complex
gether with Vitalis in
inherited traits.
our pumpkin breeding, developing resistant va-
Hence, focus on our
rieties that can be grown organically. Pumpkins
markets, a broad ge-
and orange flesh type melons have a high con-
netic base, technol-
tent of beta carotene. Melons are rich in vitamin
ogy support, and,
C. Bittergourd is called the poor mans insulin
above all, a good
for its anti-diabetic properties. Our aim is to add
dose
of
creativity
value to our varieties. Value for the grower in
form the basic ingre-
terms of resistance and production, value for
dients to offer top quality pepper varieties to
the chain to minimise losses in the post harvest
our
chain and value for the consumer by offering
crunchy or spicy, but always rich in vitamin C.”
tasty and healthy vegetables.”
customers
worldwide.
Either
sweet,
Henk Driessen
Matthijs Groot
Crop Research Director Leafy
Vegetables
Crop Research Director
Cucumber
“The traditional use of whole head lettuce is
“A more and more detailed understanding of
gradually decreasing and replaced by pre-
the genetics of cucumber helps us to react fast-
packed and fresh cut lettuce in bags. For the
er and better on new developments in the mar-
traditional market the core needs remain un-
ket. New innovative products will be introduced
changed: a reliable disease-free quality product
in the market with added value for growers,
for year production cycles in multiple produc-
shippers, retailers and consumers. The number
tion areas and climates. In many areas in the
of people involved in product development is
world the interest in
growing. The complexity of the process is in-
lettuce is increasing
creasing. Working closely together with our cli-
parallel with the in-
ents is essential. Only than we can be success-
creasing
wealth.
ful with the development of new varieties that
vegetables
live up to the expectations, or even surprise our
are more and more
clients. Enza Zaden develops cucumber varie-
combined
full
ties all over the world.
mixed salad bowls
Selected for and un-
and trays. The interest in hydroponics and ‘city
der the local condi-
farming’ is after years of research and discus-
tions. This way we
sion now becoming reality. Next to our diverse
are able to offer a bal-
“whole head” assortment, we are increasingly
anced and healthy
successful to adapt to the new needs like har-
product.”
Leafy
in
vesting efficiency, net yield in the processing
factories, visual quality and shelf life. But also
diversity of leaf types, color and taste in fresh
cut lettuce bags have our full attention.”
Enza Zaden
P.O. Box 7
1600 AA Enkhuizen
The Netherlands
T +31 228 350 100
E [email protected]
W www.enzazaden.com
© January 2015 | Enza Zaden | Enkhuizen | The Netherlands
All rights reserved. While every care was taken in the preparation of this magazine, no responsibility can be accepted for any inaccuracies. Enza Zaden has
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