Seed World

Rijk Zwaan Opens Retail Center

Rijk Zwaan recently opened a retail center in Berlin, Germany — the company’s latest step to further improve service to retailers and identify the right priorities for the company’s breeding programs.

Before introducing a new and promising variety in the market, the company strives to define the right positioning within the partner’s retail concept.

“Together with our partners, we’re increasingly discussing things like assortment planning, packaging and on-shelf presentation,” says Jörg Werner, business development manager. “Our new retail center will help us to further professionalize this process.”

Customer Focused
The Retail Center presents an extensive product range in various on-shelf product displays and realistic store situations from around the world. The location is equipped with state-of-the-art technologies, such as eye-tracking glasses that can monitor what attracts consumers’ attention as they shop.

“Tools like these are already used regularly in other product categories, but they are relatively new in fresh produce,” says Werner. “Combined with on-the-spot in-depth interviews and focus group discussions, we now have everything we need to study and analyze consumer buying behavior.

“Furthermore, the location offers Rijk Zwaan employees and partners endless possibilities to organize all kinds of training sessions and inspirational events.”

Customized Recommendations
Werner adds that retailers can help set themselves apart by participating in the fresh category.

“Thanks to our retail center, we now have the possibility to give them better, customized recommendations and to jointly prepare product introductions,” he says. “At the same time, it will help Rijk Zwaan to develop varieties and concepts that respond to market wishes. Together, we can use this retail center to boost sales and to contribute to higher vegetable consumption.”

Retailers and Rijk Zwaan partners can make an appointment to visit the retail center at or by contacting their local representative.