Through the looking glass

What are the main aims at OTC regarding organic greenhouse vegetables?

Rein Burger: Right now and for the future we are looking at supplying new products, and better products. People have to pay slightly more for organic vegetables, of course, so we want to offer them fresh, tasty and fast produce. By fast I mean making sure we do things quickly between the grower and the final customer and keeping the supply chain short, which is not always possible but, I think, in 80 per cent of cases we can make it possible.

What are your key products, and where are they grown?

RB: When we talk about OTC’s greenhouse products, we are mainly talking about peppers, cucumbers, tomatoes and aubergines. Of these, I think the greatest developments will take place in the tomato market, in my opinion. There a plenty of up-and-coming varieties in the market that make this category interesting, mainly defined by a really good taste profile. Taste is
crucial but there are more important things – shelf-life is important as is price, obviously. I think we can make a difference by looking specifically at ‘the taste of nature’, conveying to the consumer the natural goodness of a product.

In the summertime, these are products that are grown here in the Netherlands, but in the winter we are taking our greenhouse vegetables from Spain, Italy and Israel. Our customers want to have supply for 52 weeks a year, and this is how we achieve that.

How are current levels of demand among European consumers for organic vegetables?

RB: In the Netherlands there is growing interest in greenhouse organics, but export markets, which are obviously the most important for the growers, are where we are seeing the greatest demand. Indeed, you can see the market growing every year. Germany is taking its fair share of organic vegetables, France is growing, the UK is growing, and Scandinavia is really exploding in terms of demand. The awareness of organics really started in Germany in the 1970s, and there is big interest there, but that market has really been overtaken by Scandinavia.

If you talk in terms of total volumes, Germany is still probably the biggest export market, simply because there are more consumers there, but per average person Scandinavia is probably the largest market for consumption.

What are the plans for the future of the segment?

RB: Looking to the future, OTC’s main focus for greenhouse vegetables is to make our customers aware that we are really developing the greenhouse business, finding new products and new formats, new varieties and new tastes to offer for the coming years. Especially in terms of new varieties, this is very much a long-term project for us, because it often takes up to ten years to develop a variety.