1. Holland Potato Day HOW TO GROW THE MARKET Strategic - Sweet - Potato Partners Shanghai, P.R. of China, 28 September 2010 Shanghai, P.R. of China - 28 September 2010

2. Strategic – Sweet - Potato Partners Part 1 Potato The Potato in The Netherlands Part 2 Policy Strategic Outlook & Innovation Part 3 Partners The Netherlands & China: Potato Partners

3. 1. The Potato in The Netherlands A. Sector B. Processing C. Development

5. Largest supplier of seed and fresh potatoes and potato products

6. 52% of land surface is farmland

7. Agri- and horticulture: 17% of GNP

8. Arable land: 25% potatoes, 25% sugar beets, 25% cereals

9. Over 45 ton per hectare (average)

10. Excellent quality: Sea location and skilled labor

11. 1975 -2007: Share of large farms from 11% to 50%

12. Focus: land intensive crops > potatoes

14. Fast food sector + quantity of potatoes increased

15. Today: 70% output by leading, international companies:

16. Frozen + Chilled - Aviko, Farm Frites, Lamb-Weston, McCain,

17. Snacks / Chips - Frito-Lay

18. Dehydrated Flakes / Granules – Aviko, Nestlé

20. Modified development starch products

21. Derivatives: bio-plastics

22. Industries: food, beverage, medicine, paper, spinning and adhesives

24. International codex, hygiene and environment

25. Production facilities and inspection systems

26. Close ties with research institutes, suppliers, government

27. Strong know-how triangle (chain, technology, education)

28. More than 50% of world potato processing equipment:

29. Agricultural Machinery, Storage technology

30. Processing systems for chips, fries, starch and other products

32. Improvement of production methods

33. Add value through processing

36. Food Shortages

38. Growing high(er) income population

39. A wealth of choice

40. Change in lifestyle and dietary patterns have increased the incidence of chronic non-communicable diseases including:

41. Obesity

42. Cardiovascular diseases

43. Hypertension

44. Diabetes mellitus

46. WHEN Regular  grazing and snacking

47. WHERE In-home  out-of-home

48. WITH WHOM Social  individual

50. Food industry: preserved, frozen, chilled, fresh

52. Multi-channel strategy

53. Vital marketing information

54. 70 - 80% Buying decisions at P.O.P.

56. Changing logistics systems

57. Cross docking, bar coding, consumer focused P.R.

58. Business to Business, biggest opportunity

59. Cutting out middle-man

60. Market led approaches

61. Food supply chain

63. 2.B – Market versus Organisation

65. Success

67. Positive impact on public health and overall quality of life (“Adding life to years”).

68. Global business leadership securely based on economic growth, technology transfer, sustainable food production and consumer confidence.Technology Platform “Food for Life”

70. Impact on lifestyle changes

71. From products to diet

72. Preference, Acceptance and Needs of the consumer (pleasure, health, performance) at the heart of the developments: Directs all steps in the food production process. Reverse engineering.

74. Coaching innovation by M.I. Fase 3 Phase 2 Phase 3 Fase 1 Phase 1 Phase 4 Determine position Design improvements Establish importance Test and measure effects

75. Know-howcirculation for world class performance (WCP)

76. Increasing performance in “new products” 100 Explicit (sharing) + Creative (pro-active) Effectiveness (%) + Integral (whole) Trial-and-error / Individualism Cost Level Risk reduction + Competence growth Efficiency (%) Increasing performance Result level Cost Reduction

77. 3 – China & The Netherlands: Potato Partners A. Improvements B. Partnerships C. Hak&Partners

81. Improving logistics

83. Orange Potato Program

85. Beijing AcadeMi – IO

86. Cooperation WUR – A&F3.B Partnerships - examples

88. Storage (long-term)

89. Processing (cooking, frying, dehydration, freezing)

90. Packaging

92. Strategic (potato) Partner – 25 Years joint focus

93. Thank you !