EUFRIN‐FruitBreedomics Stakeholder day 20 th February 2013, LLeida
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EUFRIN‐FruitBreedomics Stakeholder day20th February 2013, LLeida
EFC?
TRANSNATIONAL CO‐OPERATION• Members: 1477• Production: 369.000 ton• Marketing : 405.000 ton
What do we produce?
• Apple: 6.055 ha• Pear: 3.120 ha• Strawberry : 532 ha• Plums: 423 ha• Cherry: 384 ha• Berries: 220 ha
10.734 ha
Acquisition and introduction of new varieties through chainstrategy
Development Consumption• Consumerstudies• B3F, Inova fruit, DOSK• Ecologically sound cultivation• Commercialization Closed concept
Separate per PO
Nicoter = Gala x Braeburn
= Concept variety
Kanzi® = Trademark
Nicogreen = Granny x Delbard Estival
= Concept variety
Greenstar® = trademark
REQUIREMENTS FOR A SUCCESSFUL INTRODUCTION OF A NEW VARIETY
– Minimum quality standards → homogeniousproduct
– Fast time to market
– Premium pricestrategyin a dynamic market
– Creation of addedvalue
– An acceptable return for all partners in the chain
– Strong marketing‐ and communicationstrategy• Quick development and maintenance of a tightbrandpolicy
• Corporate identity: developed, co‐ordinated andmaintained centrally
• Investing in market development, focused per submarket
– Good controlled license network– Strong protection of the variety and the trademark
– Co‐oporation, confidence, discipline
– A good and distinguishing product
– Economicall interesting for the grower (pack out, return)
Base of a successful conceptvariety
– New varieties• Apples• Pears• Soft fruit• …
Future EFC
26/09/2012Thanks for your attention
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