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13 h. goossens efc

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13 h. goossens efc

  1. 1. EUFRIN‐FruitBreedomics Stakeholder day 20th February 2013, LLeida
  2. 2. EFC? TRANSNATIONAL CO‐OPERATION • Members: 1477 • Production: 369.000 ton • Marketing : 405.000 ton
  3. 3. What do we produce? • Apple: 6.055 ha • Pear: 3.120 ha • Strawberry : 532 ha • Plums: 423 ha • Cherry: 384 ha • Berries:  220 ha 10.734 ha 
  4. 4. Acquisition and introduction of new  varieties through chainstrategy Development Consumption • Consumerstudies • B3F, Inova fruit, DOSK • Ecologically sound cultivation • Commercialization Closed concept Separate per PO
  5. 5. Nicoter = Gala x Braeburn = Concept variety Kanzi® = Trademark
  6. 6. Nicogreen = Granny x Delbard Estival = Concept variety Greenstar® = trademark
  7. 7. REQUIREMENTS FOR A SUCCESSFUL  INTRODUCTION OF A NEW VARIETY – Minimum quality standards → homogenious product – Fast time to market
  8. 8. – Premium pricestrategy in a dynamic market – Creation of added value – An acceptable return  for all partners in the  chain
  9. 9. – Strong marketing‐ and communicationstrategy • Quick development and maintenance of a tight brandpolicy  • Corporate identity: developed, co‐ordinated and maintained centrally • Investing in market development, focused per  submarket
  10. 10. – Good controlled license network – Strong protection of the variety and the  trademark – Co‐oporation, confidence, discipline
  11. 11. – A good and distinguishing product – Economicall interesting for the grower (pack  out, return) Base of a successful conceptvariety
  12. 12. – New varieties • Apples • Pears • Soft fruit • … Future EFC
  13. 13. 26/09/2012 Thanks for your attention

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