Yesterday Rijk Zwaan has officially opened its Retail Center in Berlin, Germany. The Retail Center is Rijk Zwaan’s latest step in further improving its service to retailers and identifying the right priorities for the company’s breeding programmes.
Rijk Zwaan is keen to offer its international retail partners increasingly customised solutions. Before introducing a new and promising variety in the market, the company strives to define the right positioning within the partner’s retail concept. “Together with our partners, we’re increasingly discussing things like assortment planning, packaging and on-shelf presentation,” says Business Development Manager Jörg Werner. “Our new Retail Center will help us to further professionalise this process.”
The Retail Center presents an extensive product range in various on-shelf product displays and realistic store situations from around the world. The location is equipped with state-of-the-art technologies such as eye-tracking glasses that can monitor what attracts consumers’ attention as they shop.
“Tools like these are already used regularly in other product categories, but they are relatively new in fresh produce,” says Werner. “Combined with on-the-spot in-depth interviews and focus group discussions, we now have everything we need to study and analyse consumer buying behaviour. Furthermore, the location offers Rijk Zwaan employees and partners endless possibilities to organise all kinds of training sessions and inspirational events.”
“For retailers, the fresh category is a great way to set themselves apart,” says Werner. “Thanks to our Retail Center we now have the possibility to give them better, customised recommendations and to jointly prepare product introductions. At the same time, it will help Rijk Zwaan to develop varieties and concepts that respond to market wishes. Together, we can use this Retail Center to boost sales and to contribute to higher vegetable consumption.”
Some Rijk Zwaan partners have already had a sneak preview of the Retail Center during this year’s Fruit Logistica. Their feedback was very positive and has been used to further optimise the facilities.
Retailers and other Rijk Zwaan partners can now make an appointment to visit the Retail Center via www.rijkzwaan.com/retailcenter or by contacting their local Rijk Zwaan representative.