Concept

Concept

Caribbean is the name for a concept which consists of a number of melon varieties. The introduction of a new concept requires efforts from the partners involved. Rijk Zwaan stimulates and supports this collaboration in the chain. Together with the growers we work on tailor-made growing recipes and post-harvest treatments. The product is followed right up to the shop shelves to analyse product behaviour. Next to the traditional partners in the chain, Rijk Zwaan is involved with companies such as packaging designers to create optimal solutions for the total supply chain.

Caribbean is the result of an 8-year breeding process of vegetable seed company Rijk Zwaan. During this process and the subsequent marketing efforts, the company consciously worked together with a number of partners in the supply chain.

Taking the next steps
From the very first trials onwards, the Caribbean partners have been heavily involved in testing the growing, storage, shipping, processing and retailing of the melons. But the collaboration does not stop at our recent, successful varieties. Only by continued close collaboration will we be able to take our next steps forward. Consumer satisfaction and product reliability are necessary to influence consumer behaviour.