1. EUFRIN‐FruitBreedomics Stakeholder day
20th February 2013, LLeida

2. EFC?
TRANSNATIONAL CO‐OPERATION
• Members: 1477
• Production: 369.000 ton
• Marketing : 405.000 ton

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. 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. Nicoter = Gala x Braeburn
= Concept variety
Kanzi® = Trademark

6. Nicogreen = Granny x Delbard Estival
= Concept variety
Greenstar® = trademark

7. REQUIREMENTS FOR A SUCCESSFUL
INTRODUCTION OF A NEW VARIETY
– Minimum quality standards → homogenious
product
– Fast time to market

8. – Premium pricestrategy
in a dynamic market
– Creation of added
value
– An acceptable return
for all partners in the
chain

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. – Good controlled license network
– Strong protection of the variety and the
trademark
– Co‐oporation, confidence, discipline

11. – A good and distinguishing product
– Economicall interesting for the grower (pack
out, return)
Base of a successful conceptvariety

12. – New varieties
• Apples
• Pears
• Soft fruit
• …
Future EFC

13. 26/09/2012
Thanks for your attention