A reliable year-round supply starts with strong crops. At Fruit Logistica, Rijk Zwaan is presenting a range of innovations designed to help growers produce healthy crops and secure consistent production. According to Jan Doldersum, Manager Chain & Retail at Rijk Zwaan, these solutions not only strengthen growers’ businesses but also support the fresh produce chain and retailers in delivering the quality consumers expect every day.
From Nasonovia Defense lettuce for sustainable pest control to Blue Leaf™ cucumbers that support robust crops, Rijk Zwaan’s genetic solutions contribute to consistent quality across the entire value chain—benefiting growers, retailers and consumers alike. As hydroponic systems continue to expand globally, the company is also showcasing pioneering examples from the USA that demonstrate how technology and sustainability can work hand in hand.
Consumer preferences: health and nutrition
Rijk Zwaan continues to emphasise the role of vegetables as the foundation of a healthy lifestyle. The company highlights varieties that combine strong flavour with nutritional benefits, including peppers such as Tatayoyo® and Sweet Palermo®, which are a natural source of vitamins.
Alongside health, convenience remains a key driver for consumers. Following the initial preview of its consumer brand Veggies First last year, Rijk Zwaan is now bringing the concept to the Fruit Logistica trade-show floor in a more prominent way. The Veggie Snack Wall demonstrates how vegetables can become an appealing and easy part of everyday eating. With Veggies First, the company aims to challenge conventions and reinforce the message that vegetables fit every moment of the day.
Celebrating crunch
Crunchiness is closely associated with freshness, and Rijk Zwaan is redefining this attribute through a range of products. Visitors can experience MyCubies® cucumbers, new snack tomato varieties such as Calchetto, Laurenchetto and Abrametto, as well as the award-winning Tatayoyo® pepper. The company is also introducing a brand-new snack lettuce concept, developed in collaboration with partners in Spain, which will be available for tasting at the stand.
Inspiration at the Rijk Zwaan Retail Centre
The Rijk Zwaan Retail Centre serves as a space where innovation in the fresh produce sector is translated into practical market concepts. Here, the company demonstrates how it anticipates market trends and responds to evolving consumer preferences. The centre showcases award-winning products and provides insights aimed at helping growers and retailers succeed together.
Innovation in action: hydroponic demo in the Netherlands and open-field demo in Spain
Following Fruit Logistica, Rijk Zwaan will invite industry professionals to experience its latest innovations in real production settings. The Hydroponic Demo Days will take place in the Netherlands from 26 January to 6 February, followed by the Winter Open Field Days in Spain from 9 to 13 February. These events offer hands-on insights and inspiration for growers, retailers and partners seeking to stay ahead in a rapidly changing market.
