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4 years ago

The Partnership no. 11

  • Text
  • Enza
  • Cultivation
  • Organic
  • Zaden
  • Partnership
  • Vegetables
  • Varieties
  • Growers
  • Peppers
  • Geothermal

North America tends to

North America tends to conjure up images of fast food and large pieces of meat when it comes to the population’s diet, but how realistic is that? According to Regional Sales Director Ton van der Velden there’s some truth in it, but in reality things aren’t quite as extreme as that. There’s certainly no denying that this region is characterised by tremendous differences. Markets Van der Velden: “Vegetables are relatively expensive in the US. Dairy products, fast food and meat are cheaper. On top of this, a large part of the population has a relatively low income that hasn’t been corrected for inflation for many years. So then you begin to understand why fast food is so popular: many households have enough money to buy vegetables, but simply find them too expensive.” Trends It’s not so easy to identify any general trends, but there are a few that stand out. For example, the past five to ten years the awareness of the importance of healthy food has increased tremendously along the east and west coasts, where most of the large Cultivation areas The American states California and Arizona together account for the greatest part by far of the production of food in the US – no less than eighty percent, especially open field sweet peppers, tomatoes and cucumbers, and rocket and lettuce. California focuses on production in summer, Arizona on that in winter. Florida ranks third, producing around ten percent of the US’s vegetables. The neighbouring countries Canada and Mexico adequately supplement the supply of vegetables for the US. Canada produces sweet peppers, cucumbers and tomatoes in high-tech greenhouses in summer while Mexico grows vegetables all the year round, though with a specific focus on winter production. cities lie and the average income is higher. The trend towards healthy, safe food – preferably produced as close to home as possible – has been intensifying in many Western countries the past few years. “Organic food is assumed to be safe, and I think this is also one of the most important trends in our region. We have seen this segment grow tremendously in recent years. It now accounts for around fifteen to twenty percent of the overall consumption of vegetables. The organic market is even growing twice as fast as the conventional market.” Taste experience An important second trend is the role of taste experience as added value for the large supermarket chains. North America has four major players: Kroger, Costco, Wallmart and Safeway. These chains all want to differ from one another. This they try to do in the field of healthy produce, for example by offering an organic range, but also in the field of taste experience. “Until some five to ten years ago the chains liked to talk a lot about taste, but now they’re no longer just talking and have started to take action. Growers have stopped focusing solely on their plants’ production. They now know that they will be paid more for fruits with a good, distinctive taste.” Opportunities and differences in North America

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