Dutch vegetable breeder and seed supplier Rijk Zwaan's theme of 'Freshly Forward, from Foundation to Future' is part of the company's road map for tackling today's challenges. This is done with retail and producer partners in Malaysia and Vietnam.
"Sweet Palermo® can bring cheer to every occasion"
The absolute star of any dish, that's how the colorful and versatile Sweet Palermo was promoted in the consumer campaign run by Malaysian retail chain The Food Purveyor together with Rijk Zwaan and local grower Nuovoland. "This surprisingly sweet pointed pepper can be used in both traditional and modern cuisine and for both cooking and snacking. And because it can be grown locally, it can also help our farmers secure a good income," says Ang Jia Yi from The Food Purveyor. During Asia Fruit Logistica, Sweet Palermo will be showcased at the Rijk Zwaan booth in line with the theme.
Selecting the best food products
Malaysian retailer The Food Purveyor currently operates five supermarket brands and an e-commerce platform, Bites Shop - and manages 36 stores. "Our company takes pride in curating and selecting the best-quality food products, sourced both worldwide and locally," explains Ang Jia Yi, Senior Category Manager of Fresh at the retail chain.
'Freshly Forward' to create long-term benefits
So is the Sweet Palermo campaign helping to move the business 'freshly forward'? "For us, it's important to focus on building customer recognition first and foremost because it was initially hard to sell the sweet peppers on the local market. The marketing approach in partnership with both seed suppliers and retailers will create long-term benefits. We hope to work with Rijk Zwaan on more products in the future," states Lau Shu Yuan.
The Food Purveyor also valued the close collaboration. "Rijk Zwaan helps retailers to get a good and consistent supply of fresh produce. Moreover, the company's ideas tailored to the local cuisine can help to further increase the consumption of Sweet Palermo in Malaysia," Ang Jia Yi concludes.
Vietnam training
Using a broad range of lettuces, tomatoes, cucumbers, and peppers, consumers can create numerous delicious and attractive dishes. A total of 15 commercial and quality team members at Central Retail Vietnam discovered this during a recent training session by Rijk Zwaan specialists. "The training helps us to build a better portfolio," says Trung Thanh Le from the retailer. By sharing knowledge, the vegetable breeding company helps its partners to move with the theme.
Sharing the same vision
Because of the significance of fresh food in its business strategy, Central Retail Vietnam was very enthusiastic about the customized training. "We have trust in the brand. Moreover, we share the same vision as Rijk Zwaan on how we want to contribute to our customers and society," he explains.
For more information:
Rijk Zwaan
Email: info@rijkzwaan.com
www.rijkzwaan.com