13 h. goossens efc

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