Daniel Kretzschmar is produce chain manager at Nunhems France, a subsidiary of Bayer CropScience, the global specialist in vegetable genetics and services.
What do you see as the greatest challenge facing the global fresh produce industry at the moment?
DK: I am very worried about the decrease in fresh produce consumption. Desperately, governments and the industry try to increase consumer’s awareness about the positive consequences of eating more fruits and vegetables, but this is almost useless in comparison to the massive marketing communication from the food industry. The whole supply chain really suffers from the dissemination of the companies in the produce industry.
Do you have any exciting news about any projects you are working on at the moment?
DK: Well, my team and myself remain very busy introducing new categories to the assortment; three years ago we began trying to find a position for our Intense tomato, which retains its juice. Although its positioning is very clear, and we have confirmed that the food service sector and consumers alike perceive value in them, it remains a hard task to create and maintain a new category in the market, even if it is very purposeful. The key to success is the alignment of the whole chain on a single message. Nevertheless, we are permanently seeing improvements, and a major UK retailer has been stocking it for several months as ‘sandwich tomatoes’.
We are also extremely happy with how our ‘sandwich’ concept has been welcomed by the sandwich industry, by again focusing on the value for the customer and the consumer. The biggest challenge is to make the sandwich manufacturers aware they can ask for produce specifically fitted to their needs.
What is the hardest part of your job and why?
DK: Certainly the hardest part is to convince our partners that they can improve their business with innovation, especially in the hard times we are suffering, and especially since the recent E coli crisis. I still believe that innovative varieties can help to introduce new categories; if we emphasise the benefits to our customers, develop an accurate positioning and use efficient mechandising, we can capture the added value to our products. I must confess it doesn’t always happen like this however!
What do you enjoy in particular about your job and what, if anything, would you change?
DK: I like to work with the produce itself, as it is a touchable reality. I would hate to work with virtual items. Produce is also a basic life ingredient; it carries health and helps improve quality of life.
Who do you admire most in the industry and why?
DK: I must say I have been very impressed by my contacts in the USA, especially by how skilled they are at positioning and merchandising the produce, and have an active approach to the consumer’s wishes. I have learnt a lot from them and hope we can reach a similar standard this side of the ocean.
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