The phrase “From seed to shelf” is often used by Jan Doldersum and Mike Poodt when discussing Rijk Zwaan. The breeding company develops new vegetable and fruit varieties, and sells them to professional growers worldwide. In this article, Jan and Mike share their vision on how collaboration with startups can accelerate innovation towards sustainable food and agriculture.
“Although our seeds mark the starting point of the chain, Rijk Zwaan has a broad perspective on fresh produce, partnering with growers, processors, retailers, and consumers,” says Jan Doldersum, Manager Chain and Retail. Developing a new variety requires between 6 and 16 years of research and breeding, so the breeding company must always anticipate global trends and remain vigilant.
Innovations
Every year, Rijk Zwaan invests 30% of its annual turnover in R&D, which amounts to approximately €20 million per month. This includes external collaborations with scientific institutes and start-ups. Mike Poodt, team leader Information Management Research & Development, explains, “Technologically driven start-ups in the food and agriculture domain search for the right use case for their innovative solutions. As Rijk Zwaan, we understand what start-ups do with technology, know the needs of the fresh produce market, and can advise them on market propositions. This not only supports our business processes, but also enables us to connect with industry partners. In the end, this helps the sector advance with innovations.”
Data sharing in the chain
A current topic is demand forecasting. “By better estimating data in cultivation, we could predict how much volume will come to market between 3 and 6 weeks, up to a maximum of 2 months,” says Jan. This allows traders to direct certain promotional activities more actively towards the market. Predictive value is complex and accurate, and sharing this data in the value chain can contribute to better product quality.”
Although this approach is not new for many staple foods, there are many opportunities ahead for the fresh fruits and vegetables food chains, according to Jan. “The fresh fruits and vegetables chain is much more fragmented and locally organized. Making strides in data sharing can shorten food chains, which brings advantages in reducing food waste, more efficient resource use, and a fresher product on the shelf. And in the end, more people can enjoy fresh, quality fruits and veggies.” In the panel discussion ‘Data in the Supply Chain: Driving Innovation and Sustainability’ at F&A Next, Rijk Zwaan will dive further into this topic with Rabobank and Agrigate One.
Collaborative thinking
While data sharing in the fruit and vegetable supply chain presents numerous opportunities, it also raises questions about data ownership. “I believe that we all want to stimulate fruit and vegetable consumption. The higher the volume, the more people eat vegetables, which benefits everyone. The challenge lies in how we monetize this knowledge,” says Mike.
This is one of the topics for discussion during the breakout session ‘Building effective collaborations with corporates for agri-tech validation’ hosted by Rijk Zwaan on the first day of F&A Next. How do you value our knowledge, validate components, and develop an everyday business and/or earning model? The main goal of the breakout session is to explore and validate the potential of innovative new services through practical examples and collaborative thinking.
During the roundtable session, Mike invites startups to discuss the best ways to collaborate with corporates to supercharge innovation, making the fruit and vegetable supply chain more sustainable and future-proof. “As a startup founder, you can spend much time ideating behind your desk without knowing what truly matters. Working with a renowned organization like Rijk Zwaan rapidly validated our ideas — saving us months of guessing and iteration,” says Guus van Heijningen of Captain AI, who will join the round table.
Societal impact
“To make data-driven steps, we need the most brilliant minds”, says Mike. Why? “The key to success in horticulture lies not in repetitive tasks but in managing variations in fresh produce, production areas, weather conditions, and availability of labor effectively. We need to develop a tailor-made solution for a complex chain using the latest AI technology. This makes the fresh produce food chain very interesting and dynamic, and an exciting area to work in”, he concludes.
