Seminis has become the epicentre of the melon world with its ‘iX Event’
Ideas eXchange Event is the fourth world event using Bayer’s format to promote the Exchange of knowledge and technology between the links of the chain of value. Talks by world experts, demonstrations with external associates about handling in the fields, new applied technologies, sensorial test panels… all of this took place on the 2nd and 3rd of July at its R&D Centre in the Campo de Cartagena.
At the event, for the first time, the entire range of products from Spain, Italy, France and Morocco could be seen on site.
The aim was not only to talk about seeds and genetics, but also about the entire range, to generate an atmosphere of co-creation and solution-seeking for clients and consumers.
Encarna Aguayo, Doctor from the UPCT, pointed out the need to lean towards an agricultural format in line with the global consumption trends: health and nutrition; convenience or easy food; values and CSR; pleasure and enjoyment in new experiences; food safety. All of which are fundamental drivers when proposing strategies. “Children eat 70% more fruit if we give it to them peeled. Easyfood offer many options to bring fruit closer to consumers: fresh and chopped, in smoothies or in strips like in the USA.” Or sports: “in 2022 sports nutrition will reach 45 billion euros. An excellent opportunity to develop a watermelon and melon marketing strategy.”
At the panel discussion: ‘Retail and marketing trends’, managers from Coop, Total Produce Spain, The Fresh Produce Centre and Morrisons laid down the distribution’s needs and the challenges involved. Each market is a world in itself, but a large part of the trends are common. In Scandinavia, ecological produce takes up 25-30% of supermarket sales. Sustainability is essential. “In Denmark, we are obsessed with reducing plastic. Whoever discovers an alternative for pre-prepared and convenience foods will make a mint.”
Amongst the activities, the showcooking by the chef Pepe Rodríguez, a judge on Masterchef stood out, where the staunch supporter of the “traditional piel de sapo”, prepared dishes with Seminis’ melon and watermelon to show their versatility.