SYNGENTA TOMATO DEMOHOUSE: MARKETING & RESEARCH UNDER THE ONE ROOF
[imageInline:1]
In May 2010, Syngenta opened the doors to its Tomato Demohouse, a semi-closed glasshouse located in Berkel en Rodenrijs, the Netherlands, where the company is showcasing its latest innovations in tomatoes. Customers are given the opportunity to taste the new tomato varieties due to reach the market in 2011, as well as discuss fruit and plant characteristics with Syngenta professionals.
Tomatoes Today spoke to Maarten van den Heuvel, Syngenta tomato product manager North-West Europe, who provides more information about the demohouse project and the latest trends in production techniques, giving his appraisal of the present position of the Dutch tomato market.
Q. What is the main objective of the Tomato Demohouse project?
A. In this project we have brought both research and marketing into the greenhouse. We aim to adapt our breeding initiatives to new techniques with a view to selecting varieties for the future. We are also running a demo trial to present the commercial varieties and the varieties which will be introduced into the market before long. This trial enables us to show these varieties to customers, who can take a good look at the characteristics of plants and fruits. So this is a showcase for our varieties: both hybrids and rootstocks. We seek to satisfy the entire chain: we want growers to see the characteristics of the plants and fruits, supported by the data we have collected, but we also want trade representatives to see the new product developments. Backed by Crop Protection and Bioline, we also aim to present Syngenta as a key company for integrated crop management. Syngenta can offer customers (growers, trade, retail) a complete solution.
“This type of open day provides an excellent opportunity to discuss the characteristics of the varieties and to show the true value of these varieties”
[imageInline:2]
Q. On 3 June you organised an open day at the Demohouse. How did it go? Did you fulfil your expectations?
A. There were between 60 and 70 people from all areas of the supply chain: growers, traders, crop advisers and young plant raisers. This type of open day provides an excellent opportunity to discuss the characteristics of the varieties and to show the true value of these varieties. But it also offers the opportunity to discuss market developments. So I am very happy. It was a very positive experience and I hope the next open day we are organising for September will prove equally successful.
“At the open day in September we will also focus more strongly on rootstocks”
Q. What new varieties and innovations in production techniques will customers find when they visit the Syngenta Tomato Demohouse?
A. The Demohouse is a semi-closed greenhouse. Here we employ new techniques, such as air treatment for controlling humidity and temperature. Since energy still accounts for a large proportion of costs, research aimed at possible savings in this field is highly relevant.
As far as new varieties are concerned, almost all our varieties for AGH crops worldwide are present in the demohouse. These include both commercial varieties and varieties which are in the pre-introduction phase. In total, there are approximately 70 varieties to see. The following are just some of the new varieties due to make an impact in North-West Europe:
- Cluster variety 47110; a high yielding variety, with excellent presentation and shelf life.
- Mini-plum types such as Angelle, Dimple, T36995 and T37009
- Arnold: a vigorous rootstock with a more generative influence on the plant
At the open day in September we will also focus more strongly on rootstocks. At present, customers can take a look at the plants, but by September we can offer an overview of the season and we will be able to present some hard data relating to the rootstocks. Right now, there are differences to be observed on the plants, but ultimately their yield is most important.
”In particular, the air treatment for controlling humidity (dehumidification) is a technique which is just beginning to develop in the market”
[imageInline:3]
Q. What makes this greenhouse used by Syngenta as a demohouse different from others?
A. It is a semi-closed greenhouse in which new techniques such as cooling and dehumidification are employed. The windows are kept shut as much as possible in order to keep CO2 inside, which increases production. In particular, the air treatment for controlling humidity (dehumidification) is a technique which is just beginning to develop in the market.
“With the constant pressure on cost prices, tomato production under glass requires ongoing innovation”
Q. Why are glasshouses so important to tomato production in the Netherlands?
A. First of all, Dutch agriculture has a number of advantages, which explain its important role: the Netherlands has a long history of export trade; it also has a very open economy with a strong outward-looking focus; further strong points are the logistical advantage of a good location with excellent facilities to export to the rest of Europe; know-how and investment in technology; and many active companies in this industry, which also receive support from the government.
In the case of tomatoes under glass, it is important that the investments made to produce in this way yield the corresponding returns. With the constant pressure on cost prices, tomato production under glass requires ongoing innovation.
“Syngenta can offer growers a complete solution, since our work is increasingly combined with seed technology and crop protection.”
Q. What are the growers’ demands with respect to glasshouses?
A. This depends on the product segment and also on the objectives of the grower, but in general we must help growers achieve positive results. It is our aim to serve growers, because we can see the importance of not only selling products, but also providing good support with these products to achieve better results. This can be done through higher yield, lower input (labour, energy) or a highly distinctive product, e.g. special taste. Syngenta can offer growers a complete solution, since our work is increasingly combined with seed technology and crop protection. We have considerable experience in these fields and we want growers to receive the benefit of this experience. This is what we mean when we say: “Harvest our experience”. We see this as one of our most important objectives.
“In general, in a normal cropping system, the energy requirement is around 35m3 gas/m2”
Q. Do you have any specific data on the energy used to grow tomatoes in greenhouses in the Netherlands?
A. Of course, this varies widely according to the outside climate, the growing system and the aims of the grower. But in general, in a normal cropping system, the energy requirement is around 35m3 gas/m2.
“In the last few years, the use of screens has developed very quickly. One screen or double screens have become fairly common.”
Q. What are the most common solutions adopted by growers to reduce energy costs in greenhouses?
A. In the last few years, the use of screens has developed very quickly. One screen or double screens have become fairly common. This has already had a big impact on energy input.
One new development is air treatment, which involves dry air from outside being warmed up and blown into the greenhouse. It is estimated that this saves around 15%. Due to the fact that this technique does not require a very large investment, steps are now being taken to develop it in the market. Another technique employs geothermal energy: water is pumped up from a natural geothermal well. These are a couple of initiatives that are just beginning to be developed.
Another solution adopted is to reuse the CO2 produced by a factory. As far as the factory is concerned, the CO2 is a waste product. Waste heat can also be used in the greenhouse. So tomato production can be combined with other types of factories in order to reduce the impact on the environment.
“The main challenge for growers lies in obtaining a good price for their product”
[imageInline:4]
Q. What will be the main challenges faced by growers this season?
A. With respect to sales, the challenge will lie in the prices they can set. As far as growing is concerned, most growers in the north have the know-how to deal with the issues that come up. The main challenge lies in obtaining a good price for their product.
Q. What do you think is the best strategy for growers to adopt in the fruit and vegetable sector?
A. The market is constantly changing. As with all companies, it is important to design a strategy that is specific to your vision. Who do you want to produce for? What type of customers do you envisage? What is the strength of the company? What added value do you offer? What is the best way to sell to these target groups, etc. It is important to maintain a focus.
“Sustainability will also be an important trend in the short term – sustainable production that relies less on chemical treatment and more on biological treatment”
Q. Where do you see the future trends in production techniques in the Netherlands?
A. Energy savings will be important, because energy accounts for a large proportion of the cost price. Sustainability will also be an important trend in the short term – sustainable production that relies less on chemical treatment and more on biological treatment.
Q. The area devoted to glasshouse tomato production in the Netherlands has increased considerably in the last few years. Can you provide us with any figures here?
A. In the period between the year 2000 and 2009, the area devoted to tomato production under glass increased by 43.68%. At present, it covers an area of around 1,650 Ha.
Evolution of tomato acreage: 1998 - 2009
[imageInline:5]
Source: CBS (STATLINE - Central Bureau voor Statistiek)
“Thanks to its product portfolio, Syngenta provides an excellent response to the specific business needs of growers.”
Q. What are Syngenta’s main objectives with respect to the tomato market for the latter half of 2010 and the beginning of 2011?
A. We want to grow by pinpointing the needs of the supply chain and developing products to meet these needs. We aim to increase our presence in the market and provide the market with better products and services. Thanks to its product portfolio, Syngenta provides an excellent response to the specific business needs of growers.
Author: Maria Torres
Correspondent Syngenta Tomato Demohouse 2010
Syngenta Seeds Vegetables Tomatoes Today – July 2010
