YEALD
NEAWS
YEALD BUSINESS NEAWS UPDATE 2023.1
Soft fruit: trends and opportunities in a unique value chain In this YEALD Neaws, we dive into the soft fruit market, in the Netherlands and on an international scale. We see soft fruit as a special part of the larger agricultural and horticultural sector. Rapid developments and strong preferences of consumers and society are translated through retailers and growers to breeders, who have long-term processes to develop new varieties. This creates unique dynamics in the chain, and growers have an essential position as a pivotal point where everything comes together. New business models and virtual chain integration are the
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results. And all that is increasingly organized internationally, in a market that ultimately has to meet the demands of consumers at a local level. In this edition of our market update, we enter into discussion with several companies within the soft fruit chain; all of them successful entrepreneurs who give us a look behind the scenes, from which we get valuable insights. We talk to the Spanish breeder Planasa, the Dutch grower and young plant grower Genson, the Southern European grower Surexport and the Dutch grower Royal Berry. By putting together their similarities, differences, and business strategies, we get a clear picture of the soft fruit market and main trends. We end with an introduction of our new employees, because we continue to move forward. Enjoy reading this edition of YEALD Neaws! <<
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Dynamic chain
Genson and Royal Berry
Surexport and Planasa
New names
The unique aspects of soft fruit create a specific value chain.
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How Dutch companies Genson and Royal Berry keep a grip on the chain.
How do you become a top player in the international soft fruit market?
At YEALD, we also continue to grow. We introduce two new names.