Zeraim Gedera president and ceo Ohad Zuckerman told freshinfo at Fruit Logistica that its decision to exhibit at the Berlin fair was based on a need to communicate its new vision to the fresh produce world.
The Israel-based seed breeder has implemented a new, vertically integrated approach to its business, which it hopes will move it onto a different level and open up new marketing opportunities for its products and knowledge-based services.
“We want create added value for all links in the supply chain,” said Zuckerman,. “We have taken the time to analyse every sector and, having seen where we believe we can add value, we have restructured internally and created a new business model to do that.
“The products we supply are widely recognised and used and that is the easy part - when you begin to speak about additional services, it becomes more complex. We have good relationships throughout the supply chain and we believe that puts us in a good position to act as matchmakers, bringing growers, supplier and retailers from our global network together to achieve joint objectives.”
The Zeraim Agrotechnical Assistance Programme (ZAAP) already gives growers the advice they need to select the varieties that should give them the best long-term marketing opportunities. Zuckerman added: “We can show all agronomists the bountiful genetic material we have and how it can add value to their businesses. If they are then interested, we can offer exclusive arrangements that can really allow them to differentiate themselves in the competitive market.”
He said he was pleasantly surprised by the response to Zeraim as a first-time exhibitor. “We would like to work closely with a select panel of exclusive category managers. The more advanced companies in the UK definitely recognise the benefits of alliances - and that they operate best on a win-win basis, but I have been surprised by the open-ness of the discussions we have had with visitors from around Europe and the rest of the world.”
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