Ever since Chiquita started a joint venture with the Chinese Haitong Food Group, the trading company has been fully active in the Chinese market. One of its first campaigns was the introduction of Salanova . Following earlier, positive experiences in other parts of the world, China s turn has now come.
Traditionally, lettuce is seldom eaten in China as a fresh salad. Iceberg lettuce and cos lettuce are widely used, though, in hot-pots or stir-fries. These products are grown and processed throughout China and distributed all over the country, to retail companies but also to food service channels. Especially iceberg lettuce is big, having approx. 80% of the lettuce market. So with Salanova we are able to distinguish ourselves, Dennis Foo, manager of Chiquita China, says. The product has a unique flavour and structure, and the freshness we can offer is unparalleled. As a new player in the Chinese retail market, this is the perfect product to give us a foothold.
Serving all channels
Salanova is not a new product for Chiquita. In North America we have been working with this type for yearsand reactions there are very positive, Dennis says. Consumer research proves, therefore, time and time again that the convenience of Salanova is appreciated enormously. In the Chinese market this convenience product is now also going to play a leading part. End 2009 we started selling the product as
a wrapped lettuce, fresh from the field. We don t just sell to hypermarkets but also to specialist retailers, food-service companies and wholesalers. That s why we regard Salanova as a means to reach our goal: a leading position in the top segment of the lettuce market; in whole-head, but in the future also in various forms of pre-packed product and as an ingredient in complete, fresh meals. Ultimately, we want to serve all channels!
Marketing support
In order to realise its ambitions, Chiquita is investing a lot of effort in marketing, one of the company s strong points for many years. Starting point is that we must be able to continue distinguishing ourselves. In the first place by means of good
varieties, high quality standards and a reliable production chain, but also via communications. We are thinking here of, for instance, introducing brands, attractive packaging and organising events. It is important to teach consumers that Salanova can be eaten as a fresh salad. We do this, for example, by organising cookery workshops and in-store promotions. Rijk Zwaan can play an important part
in this, Dennis concludes. Besides developing new varieties, we also see this company as an important link in exchanging information. Thanks to Rijk Zwaan we can learn from the experiences of others.
For more information: www.rijkzwaan.com
Traditionally, lettuce is seldom eaten in China as a fresh salad. Iceberg lettuce and cos lettuce are widely used, though, in hot-pots or stir-fries. These products are grown and processed throughout China and distributed all over the country, to retail companies but also to food service channels. Especially iceberg lettuce is big, having approx. 80% of the lettuce market. So with Salanova we are able to distinguish ourselves, Dennis Foo, manager of Chiquita China, says. The product has a unique flavour and structure, and the freshness we can offer is unparalleled. As a new player in the Chinese retail market, this is the perfect product to give us a foothold.
Serving all channels
Salanova is not a new product for Chiquita. In North America we have been working with this type for yearsand reactions there are very positive, Dennis says. Consumer research proves, therefore, time and time again that the convenience of Salanova is appreciated enormously. In the Chinese market this convenience product is now also going to play a leading part. End 2009 we started selling the product as
a wrapped lettuce, fresh from the field. We don t just sell to hypermarkets but also to specialist retailers, food-service companies and wholesalers. That s why we regard Salanova as a means to reach our goal: a leading position in the top segment of the lettuce market; in whole-head, but in the future also in various forms of pre-packed product and as an ingredient in complete, fresh meals. Ultimately, we want to serve all channels!
Marketing support
In order to realise its ambitions, Chiquita is investing a lot of effort in marketing, one of the company s strong points for many years. Starting point is that we must be able to continue distinguishing ourselves. In the first place by means of good
varieties, high quality standards and a reliable production chain, but also via communications. We are thinking here of, for instance, introducing brands, attractive packaging and organising events. It is important to teach consumers that Salanova can be eaten as a fresh salad. We do this, for example, by organising cookery workshops and in-store promotions. Rijk Zwaan can play an important part
in this, Dennis concludes. Besides developing new varieties, we also see this company as an important link in exchanging information. Thanks to Rijk Zwaan we can learn from the experiences of others.
For more information: www.rijkzwaan.com
