The Amsterdam Produce Show and Conference (APS) is a hotbed for knowledge sharing and transfer for the international produce industry
There were three seminar stages, in the Gashouder at the Westergasfabriek on November 16, 2017 bringing together some of the sharpest minds from the global fresh produce industry and beyond to present a series of educational seminars exploring high level global concerns that will drive success in the produce trade in the years to come.
Nigel has been the chief executive of the Fresh Produce Consortium (FPC) since May 2004. He is also a director of Freshfel Europe, the EU equivalent organisation in Brussels where he attends regular EU Fresh Produce Advisory Meetings.
Leading a small, highly dedicated team at FPC, Nigel is committed to the promotion of fresh produce in the UK and is actively involved in the development of the industry. His increased profile and in-depth knowledge of food security, sustainability and ethical trading matters have led to consistent lobbying and communication at an international level, debating at many forums on these and a variety of related issues.
Nigel has a wealth of experience in the produce sector, having started life in a family-owned glasshouse business. He began his career with the Department of Agriculture & Fisheries for Scotland before moving on to a senior management role at Heinz, and later managing director positions for a potato packer and subsequently a vegetable cooperative.
Nigel also holds a number of non-executive roles, including New Covent Garden Market Authority and, previously, the Gangmaster Licensing Authority.
Gert has served since 2011 as director of the Fresh Produce Centre (GroetenFruit Huis), the organisation that represents the Dutch fruit and vegetable sector. In his role, Gert promotes international trade links between national and international producers and retailers in order to provide consumers with tasty and healthy fresh produce.
After graduating from Wageningen University, Gert’s career traversed through different stages; starting with becoming a researcher at the University of Groningen, before taking up a position at the Plant Protection Service, followed by the inspection organisation NAK.
Following that, Gert moved to the commercial sector; becoming managing director of the Dutch hortibusiness cooperative Agrifirm/Cavo Latuco, and later the Waterdrinker Group, a specialist company in the import and export of pot plants.
Throughout his career, Gert has shown a strong aptitude for concept development and implementation, as well as innovation. He is also very driven in terms of achieving results.
Alan became managing director of Greenyard Fresh UK in 2012. The £185 million business forms part of Greenyard, a Belgium-based group that operates in 27 countries worldwide and acquired UK importer Malet Azoulay in 2007.
In 2013 Greenyard Fresh UK took on overall responsibility for sister company Winchester Growers – now Greenyard Flowers, and in 2014 Greenyard Fresh UK acquired Empire World Trade, a well-established UK topfruit company.
Alan has been involved in the fruit industry since leaving university, with experience extending across both the retail sector, as well as fruit importing and distribution. Alan left Geest in 1995 to start his own business which was ultimately amalgamated into Malet Azoulay towards the end of 1997.
Alan is also a member of the Fresh Management Team in Belgium, as well as being a Regional Counsellor for the CBI (The Confederation of British Industry).
Siemen is a senior researcher working on various topics in the field of Agricultural International Trade and Markets at the Wageningen Economic Research Institute (WEcR) in The Netherlands.
Educated to Masters and Doctorate levels in Economics, Siemen has more than 25 years of research experience in the areas of agricultural policy and trade analysis, sector studies, and food supply chain analysis.
Siemen has contributed to numerous studies financed by the Dutch government and a wide range of internationally financed projects, such as EU-financed projects AGRICISTRADE and FOODSECURE.
Siemen has also contributed to WEcR’s participation in the internationally-financed research programme: ‘Food Systems, Agriculture, Health and Nutrition’, which explores the food system challenges and opportunities of sustainably providing sufficient and healthy food.
Recent trade-related studies that Siemen has conducted are related to the (ex-ante) impact analyses of a Transatlantic Trade and Investment Partnership (TTIP) between the EU and the USA; the prospects of an EU-Mercosur trade agreement for the Dutch agribusiness; and the implications of Brexit for Dutch-UK-EU trade relations.
The Avocado Show – How it started and where it’s going
Serial entrepreneur Ron Simpson is the co-founder of ‘The Avocado Show’ – an all-avocado restaurant in Amsterdam that started out as a fun idea between two friends and took the world by storm.
Almost overnight, the restaurant has become a multi-million-dollar international brand; receiving 100 franchise inquiries before it launched and fans queuing at the door daily.
On social media the restaurant has racked up hundreds of millions of views, clicks, likes and shares. Its Instagram feed has become the restaurant’s menu, motivating people to visit.
A fan of simple and self-explanatory concepts, Ron has set up and sold start-ups varying from marketing and events to music and fashion.
Ron says his cutting-edge vision of marketing and branding, plus his understanding of different demographics have turned him into the ‘go-to guy’ for major international brands such as Red Bull, Nike, Bacardi, Logitech, ID&T, Moët & Chandon, Sony, among others.
Sustainability in fruit and vegetables in retail
Maria is the Senior Category Manager for fruit, vegetables and flowers at supermarket chain ICA Sweden. Since joining ICA, she has held several different positions within the retailer’s fruit, vegetables and flowers business.
Before her current position, Maria was the Head of Business Development at ICA, where she looked after issues such as sustainability, among others.
Maria graduated in economics and management from Lund University in Sweden in 2004. Before joining ICA in 2008 she worked in the paper and packaging industry for SCA Packaging, which has since become DS Smith.
Disruptions in the Food Retail Landscape: Implications for Fresh Produce
The food industry continues to be one of the most dynamic sectors within the economies of industrialised countries; reflecting ever-changing consumer behaviour and preferences for food.
However, today, the food retail sector is arguably experiencing more radical change and disruption to its structure and conduct than at any time in its history.
Ed’s presentation will summarise three main and recent disruptions: (1) the rise of the discounters, particularly in the USA; (2) the Amazon-Whole Foods deal; and (3) Walmart’s dominance and strategic reaction to (1) and (2).
All three disruptions will reverberate through the food industry for years to come, with game-changing implications for both produce suppliers and retailers.
Ed’s presentation will explore this fascinating new landscape and speculate about likely future scenarios.
Ed McLaughlin is the Robert G. Tobin Professor of Marketing at the Dyson School of Applied Economics and Management in the Cornell SC Johnson College of Business at Cornell University in the US state of New York, where he also serves as Director of the Food Industry Management Programme.
Ed’s research interests include: retailing strategies, linking customer satisfaction to firm performance, and the economics of retailing and fresh food marketing. His research appears in numerous academic journals.
In addition, Ed teaches retailing at the Graduate School of Management in Lille, France; is the Adjunct Professor of Retailing at Nyenrode, The Netherlands School of Business; is Founding Director of the Ahold Retail Academy in The Netherlands; and the Dean of the Cornell Retail Management Program in Japan.
Ed has won several national awards for both his research and teaching, and is the author or co-author of three books. He also serves on the boards of several public and private organisations.
An insight into how Chile is adapting to international markets
Charif Christian Carvajal is Director of Marketing for Europe, Asia and the Middle East, at the Chilean Fruit Exporters Association (ASOEX), a non-profit private trade entity whose members represent 90{ed0a844651cab0b0c86484498929a19557cd1410baded591f73dae99c85b3131} of the total volume of fresh fruit exported from Chile.
In 1997, he began his career in Australia as a production assistant in radio, and later moved into the TV industry, where he worked as producer/director. He then joined the YMCA, where he served as Marketing Coordinator of its sports centres. In 2000, Charif Christian returned to Chile and joined ASOEX, where he has actively contributed to implementing export promotional programmes and positioning the “Fruits from Chile” brand. Charif Christian has a Masters Degree in Agribusiness from the University of Melbourne (Australia).
He is happily married and currently lives in Madrid, Spain.
Innovation & positioning a product in the market
Caroline Keeling is CEO of Keelings, a 100{ed0a844651cab0b0c86484498929a19557cd1410baded591f73dae99c85b3131} Irish-owned family business focused on growing and sourcing high quality fresh produce from around the world.
In Ireland, the company ranks 17th among Kantar Worldpanel’s top Top 100 FMCG brands, after launching its range of Keelings-branded produce into stores in 2010.
Established in the 1930s to produce fruits and salads on its farm for local Dublin markets, Keelings now incorporates five divisions – Keelings Retail, Keelings Fresh, Keelings Market, Keelings International and Keelings Solutions – with operations in Ireland, the UK, Europe and Asia.
Caroline has a BSc (Chem) and MSc in Food Science from University College Dublin (UCD), and started her career with Green Isle foods, before joining Keelings as Technical Manager in 1994.
Caroline is Chair of Bord Bia’s Horticultural Board and a Bord Bia Board Member. She is also Chair of the Dublin Action Plan for Jobs Implementation Committee and a Member of the Export Trade Council, among others.
How Good Marketing Can Drive Fresh Produce Sales
Rui Medeiros Santos is Chief Research and Development Officer at the Dutch Creative Brands Group. Working with the in-house team of designers, engineers and quality specialists, Rui directs product development for proprietary brands Vacu Vin and Tomorrow’s Kitchen. Furthermore, he leads co-creation projects for retailers, fresh produce growers and many other parties in need of sales-boosting innovation.
In his presentation ‘Push AND Pull: Best of Both Worlds’, Rui will focus on a number of case studies in which his design team was able to greatly stimulate sales and brand awareness on behalf of fresh produce clients.
An indepth look into how Instock is creating awareness of the problem with food waste and creating new outlets for recycling it
Bart Roetert is one of the founders of Instock. During his time at Ahold, he saw an opportunity to create a better end-destination for the many products that were not sold in-store. Together with three like-minded colleagues, he took on the challenge of helping people to see the value in unwanted food, by turning it into delicious meals.
Instock’s mission is to reduce food waste and create awareness of this everyday issue. The social enterprise currently operates in three restaurants cross Holland; Amsterdam, The Hague and Utrecht.
Bart and his partners have also created the Instock Food Truck and have launched new products such as craft beer, Pieperbier produced with waste potatoes, and en Bammetjes beer, made from waste bread.
Instock also keeps busy collecting unsold fruits and vegetables, which they supply to foodservice companies.
Reaping the fruits of global growth
Cindy is a senior research analyst within the 80-strong global Rabobank Research Food & Agribusiness team in the Netherlands, where she focuses on the international fresh fruit, vegetable and floriculture sectors.
She has published numerous reports on various topics covering the complete supply chain from grower to consumer. Topics include: the berry business, the European greenhouse sector, the fresh-cut fruit and vegetable industry, fresh produce sourcing, the global floriculture trade and the impact of online grocery retail within the produce sector.
Cindy has been a keynote speaker at several international fresh produce events. Her research and analyses are key deliverables for Rabobank customers and prospects, both in the corporate and rural domains.
Before joining Rabobank in 2001, Cindy worked for Wageningen Economic Research and the European Parliament as a research analyst in the food and agribusiness sector. She earned a Master’s degree in Economics from Tilburg University in 1997.
How to protect, leverage and grow produce as the crown jewel of the grocery perimeter
Competition in the U.S. marketplace is fierce — pressuring sales and prompting retailers to look for areas of differentiation and growth.
Produce is one area that is consistently emerging as a winner in building competitive advantage.
To understand how U.S. retailers drive consumption, trips, spending and optimal department conditions, join us for an in-depth review of the Power of Produce 2017. Now in its third year, this annual study can provide an in-depth view of the how, what, why, when and where of produce purchasing and consumption. Learn how American retailers leverage market trends by examining every step of the path to purchase, from pre-trip planning and driving impulse to shopper education, targeting new consumption occasions and being a destination of choice.
Since 2014 Rick has held the position of Vice President of Fresh Foods at The Food Marketing Institute (FMI) in the USA, which advocates on behalf of the country’s food retail industry.
Rick is responsible for developing a portfolio of services and activities to assist members in formulating and executing their fresh food strategies. These categories include everything from dairy, frozen, meat, poultry, seafood, and fresh produce, to service departments such as deli, bakery and fresh prepared meals and related solutions for take-out or in-store dining.
Prior to joining FMI, Rick spent over 35 years in a wide range of retail grocery merchandising and marketing roles. Most recently he was the Vice President of Retail Marketing & Merchandising Execution for Safeway Stores.
Rick has experience in virtually every facet of the retail food business and helped lead Safeway to achieve operational excellence and increased market share and revenues.
The Power Of Produce – How to protect, leverage and grow produce as the crown jewel of the grocery perimeter
Competition in the U.S. marketplace is fierce — pressuring sales and prompting retailers to look for areas of differentiation and growth.
Produce is one area that is consistently emerging as a winner in building competitive advantage.
To understand how U.S. retailers drive consumption, trips, spending and optimal department conditions, join us for an in-depth review of the Power of Produce 2017. Now in its third year, this annual study can provide an in-depth view of the how, what, why, when and where of produce purchasing and consumption. Learn how American retailers leverage market trends by examining every step of the path to purchase, from pre-trip planning and driving impulse to shopper education, targeting new consumption occasions and being a destination of choice.
Anne-Marie Roerink is the principal and founder of 210 Analytics – a Texas, USA-based company that provides customised research and marketing strategies, especially for food retailing. Clients include: the Food Marketing Institute (FMI), National Grocers Association, National Confectioners Association, among others.
Through countless consumer studies, Anne-Marie has developed an excellent perspective on the ever-changing demands and needs of the grocery shopper in a one-size-fits-no-one world. She also conducts the annual Power of Produce, among many other studies, on behalf of FMI.
Additionally, Anne-Marie offers a diverse and in-depth view on food retailing strategies, financials and operations. She understands the challenges and opportunities in the grocery retailing business today, as well as the drivers of success tomorrow.
Prior to setting up 210 Analytics, Anne-Marie was the Head of Research for FMI.
Futures Of Food Provision: Scenarios For The AgriFood Industry
Peter Hoijtink is European sector leader of Agrifood at PwC. He has broad experience with companies across the agrifood value chain on topics like growth strategy, market entry, sales channel strategy, business model development, and business transformation.
Global Trends in Fresh Berries: Focus on the European Market
Roberta is an Emerita faculty member of the Department of Agricultural and Resource Economics (ARE) at University of California, Davis, in the US, where she was the Cooperative Extension Marketing Economist between 1985 and July 2016.
At ARE she has conducted an applied research and industry outreach programme focusing on the marketing and international trade of fresh fruits and vegetables, including studies on international competitiveness, industry structure and procurement practices, the North American fresh tomato industry, and trends in consumer demand and food distribution.
She currently serves on the Board of Directors of US fresh produce companies Ocean Mist Farms and Village Farms, and served for 11 years on the Board of Naturipe Farms. She has also served on numerous Produce for Better Health Foundation (PBH) committees and is a member of the Monsanto Vegetable Seeds Advisory Council.
Other board service includes: the PMA Foundation for Industry Talent; Sunkist Growers; the California Kiwifruit Commission; and the American Agricultural Economics Association Foundation.
Global trends in foodservice and the implications of those trends for retailers and the broader produce industry
Tim has nearly 40 years’ experience in the produce and foodservice industries. He began his career in 1977 at H. Hall & Company, a grower/shipper of strawberries and mixed vegetables. He joined Markon in 1985 as Purchasing Director, and was named President in 1990. His numerous industry positions include Chairman of Produce Marketing Association’s Foodservice Division (1994-1996), and Chairman of the Produce Marketing Association (2002-2003), and member, USDA Fruit and Vegetable Advisory Council. He is currently on the Canadian Produce Marketing Association‘s board of directors.
Tim was instrumental in bringing buyers and sellers together in 1996 to address the food safety crisis and in the formation of the Center for Produce Safety, which he chaired from 2007-2012. He remains involved in several multi-stakeholder collaboratives working on food safety, food waste, sustainability, and environmental protections.
How fresh produce can reap profits in the the changing retail environment
The world of retail is changing dramatically. Changes in consumers, and technology are leading to entirely different places and ways to buy food. Fresh produce can be a player in all the new channels if they adjust and become partners with the “new Food entrepreneurs.” This session will examine the new Channels and suggest how to, “think anew and act anew.”
Dr John Stanton PhD has been teaching at Saint Joseph’s University in Philadelphia since 1984, but he has also held many executive positions in the food industry. He was vice president of marketing for Melitta Coffee Company, was director of research for Weightman Advertising Agency and worked in Germany for Erivan Haub of Tengelmann. He has published more than 60 academic articles, including the journal of Marketing research and SCIENCE. Dr Stanton is on the Board of both Herr’s Food Company and Frankford Candy Company. He has appeared regularly on US TV and been quoted in many business magazines including Fortune.
Daniel is secretary of the California Citrus Quality Council in the US; a role which requires skills in market access issues, including: phytosanitary, food safety, food additive and pesticide regulations.
Chicago-raised Daniel has many years experience in the global citrus industry, representing several iconic brands. After graduating from the University of Illinois with a degree in Business Administration he joined the citrus industry in Florida where he completed his M.B.A. at Florida Tech.
Daniel has a passion for connecting growers with customers around the world for a fruitful experience. So far, his travels have taken him to 53 countries and he has a lifetime goal to visit 100 countries around the globe.
Global citrus panel
Marcel and his two partners run Van Ooijen Citrus – an importer of fruit and vegetables in the Netherlands that specialises in citrus.
Located at the heart of the Dutch fresh produce trade at VBO Fresh World in Barendrecht, Van Ooijen Citrus counts on a small team of young, enthusiastic and highly-skilled professionals across both its office and warehouse facilities.
The company’s clients are based throughout western Europe. Approximately 60% of its fruit volume is sold in the Netherlands, while the remaining 40% is marketed abroad.
Marcel and his team at Van Ooijen Citrus are proud to serve their clients the ‘most-attractive’ and ‘best-tasting’ citrus available.
For many retailers around the world, being “Best in Fresh” has become a strategic priority. Leadership in Fresh Produce is often at the heart of it. What can you do to truly become a Fresh Produce Leader and what can you do to be “Best in Fresh”?
Jelger de Vriend is a retail expert and co-founder of Innovative Fresh. His experience ranges from the banana farms of Latin America to European retail shelves. He has worked for Chiquita, Ahold and Total Produce. Jelger serves on the board of several food companies. His passion is lifting the fresh experience for consumers.
On the occasion of Euro Fruits’ 25th anniversary
Nitin is the founder of Euro Fruits – India’s leading table grape supplier to Europe and the country’s most accredited fresh produce exporter.
For over 25 years, Nitin has been the face of India’s table grape export business; with links to over 250 progressive, GlobalGAP-certified growers in the Nasik/Sangli regions of Maharashtra, and solid connections with table grape producers, exporters, importers and buyers in South Africa, Chile, USA, Egypt, Australia and Greece, among others.
Nitin has in-depth knowledge of global best practices on post-harvest management, having completed a course on Post Harvest Biology and Technology of Horticultural Perishables at the University of California, Davis, in the USA.
In 1993, Nitin established the first state-of-the-art produce packhouse in India, which in 2017 he claims was rated as one of the best in the world by the European supermarkets, USAID and USDA officials and Indian government agencies.
Nitin is an active member of India Netherlands Business Association (INBA), which promotes and strengthens the co-operation between Indian and Dutch businesses. He has a Bachelor of (Production) Engineering from Vizag, India.
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