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Criteria for Dutch and Belgian Supermarket Chains for Potato

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Criteria for Dutch and Belgian Supermarket Chains for Potato Table potatoes in Dutch and Belgian supermarkets Criteria for potato varieties in the Dutch and Belgian supermarket chains. Piet-Hein Briët International Agribusiness &Trade June 2011 1 Table of Contents Glossary ............................................................................................................................................................... 4 Context ................................................................................................................................................................. 5 1.0 Background ................................................................................................................................................. 5 2.0 Objective ...................................................................................................................................................... 7 3.0 Methodology ............................................................................................................................................... 8 4.0 Chain analysis............................................................................................................................................. 9 4.1 Role chain actors. ................................................................................................................................................. 10 Purchase organizations in the Netherlands .................................................................................. 15 Purchasing organizations in Belgium ............................................................................................. 17 4.5 Conclusion Dutch and Belgian potato chain .............................................................................................. 19 5.0 Table potato market in the Netherlands ....................................................................................... 20 5.2 Distribution channels ......................................................................................................................................... 21 5.3 Consumption.......................................................................................................................................................... 22 5.4 Cooking types ........................................................................................................................................................ 22 5.5 Varieties .................................................................................................................................................................. 23 5.6 Prices ........................................................................................................................................................................ 24 5.7 Conclusion Dutch table potato market ........................................................................................................ 25 6.0 table potato market in Belgium ........................................................................................................ 26 6.2 Distribution channels ......................................................................................................................................... 26 6.3 Consumption.......................................................................................................................................................... 26 6.4 Cooking types ........................................................................................................................................................ 27 6.5 Varieties .................................................................................................................................................................. 27 6.6 Prices ........................................................................................................................................................................ 28 6.7 Conclusion Belgian table potato market ..................................................................................................... 28 7.0 Selection criteria in the potato chain ............................................................................................. 30 7.1 Netherlands ............................................................................................................................................................ 30 Packers........................................................................................................................................... 30 Purchase organization/supermarkets chains ................................................................................ 30 Supermarkets (shop level) ............................................................................................................. 31 Consumers ..................................................................................................................................... 32 Conclusion criteria in Dutch table potato chain ............................................................................ 32 7.2 Belgium .................................................................................................................................................................... 33 Packers........................................................................................................................................... 33 Purchase organization/supermarkets chains ................................................................................ 33 2 Supermarkets (shop level) ............................................................................................................. 34 Consumers ..................................................................................................................................... 34 Conclusion criteria in Belgium table potato chain ........................................................................ 35 8.0 Decision making in the potato chain for potato varieties ....................................................... 36 9.0 Role of a breeding company in varieties introduction ............................................................. 38 10.0 Conclusion .............................................................................................................................................. 39 Netherlands ................................................................................................................................................................... 39 Belgium ........................................................................................................................................................................... 39 11.0 Recommendation ................................................................................................................................ 40 12.0 Annex ....................................................................................................................................................... 42 Annex 1 Questionnaires ........................................................................................................................................... 42 Annex 2 Elaboration of interviews ....................................................................................................................... 46 Annex 3 Interviewed parties .................................................................................................................................. 49 Netherlands ................................................................................................................................... 49 Belgium .......................................................................................................................................... 49 Contact information of people of interest .................................................................................... 50 Annex 4 Table potato varieties in Dutch and Belgian supermarkets ...................................................... 51 3 Glossary AGF Dutch abbreviation for “Aardapplen Groenten en Fruit”; segment of fresh potatoes, vegetables and fruit. Category Manager (CM) Individual responsible for the purchase of a product assortment (category). Chain actor Actor in a chain. Commercial variety Variety that meets the requirements for commercial use. Common variety products Varieties that because of the familiarity among consumers have become a product by itself, for instance Nicola or Charlotte. Consumption potato grower Farmer who produces consumption potatoes. Cooking type products Products (table potato) that can be distinguished only by the cooking type for instance firm or mealy. Discounter A shop with a small range of successful products with relatively low service and prices. Formula (shop formula) The overall approach of a retailer to attract and bind a certain type of customer. Free variety Variety that can be used freely without having to pay royalties to breeder/owner of the variety. Monopoly variety Variety that can only be used, traded or multiplied by or with permission the owner of the variety. Niche products Products purchased by a specific target group. Packer Packer of table potatoes for the retail. Potato breeder Someone who deliberately and systematically is trying to acquire new and better potato varieties. Preferred supplier This is a supplier with which the supermarket wants to develop a medium/long term relationship, is seen as the main source of designated goods and services. Product
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