DATA CONNECTS FOOD WITH CONSUMERS

The use of data and new technologies is opening up plenty of opportunities for tomatoes in all areas from greenhouse to retail display. From making strides in production and cultivation planning to choosing a sales strategy, data is already a factor in the everyday decisions affecting our business operations. Take crop data, for instance, or climate control, labour records and energy management. These developments may still be in the early stages, but the ways for using data to obtain valuable insights are increasing and becoming more accessible.

For one thing, data is playing an important role in the development and introduction of new tomato varieties. The selection of a variety depends on meeting a series of criteria important for cultivation processes, marketing success and consumer satisfaction. This is why Prominent analyses factors such as flavour, keeping quality and presentation. These analyses provide the breeder, grower and customer with the right information for deciding whether or not to introduce a certain new variety.

THE CONNECTING FACTOR

Data connects the various links in the supply chain. We're joining hands to achieve the best possible results and keep the consumer happy. Also crucial, however, is the use of improved technologies to obtain the data we need. These could include smart sensors and measuring devices that enable us to collect reliable data on a large scale and to optimise processes such as cultivation procedures, quality control, flavour measurements and the analysis of nutritional values.

MEETING SHOPPERS' DEMANDS

The collection and use of data has become a permanent fixture in retail too. In addition, the support that retailers can offer the shopper depends not only on their product range but also on how appropriate information and inspiration are provided. Now that more and more products are available on demand, retailers have to follow suit. Armed with services like 24/7 online shopping, smart suggestions on social media and apps for product information and nutritional values, retailers can now individualise their approach to shoppers. It's a win-win situation: shoppers receive personalised information to help them decide what to buy, and retailers get valuable data in return.

I-FOOD

The food sector is on the brink of being confronted with a tidal wave of artificial intelligence, big data and robotics. Equipping automated restaurants with facial recognition, offering customised food suggestions based on previously collected data, and having a digital dietician on your smartphone: where will I-Food, as the Foodinspirations platform calls it, lead? Are you ready for all this?

DOOR Partners / Prominent keeps inspiring retailers and shoppers. Curious to know how? We are keen to tell you more. Do not hesitate to get in touch with Wim van den Berg of DOOR Partners / Prominent: w.vandenberg@doorpartners.nl or +31 (0)6 5756 4346.

The sales, marketing and quality control of Prominent tomatoes are handled by Door Partners B.V. This sales subsidiary forms part of the Grower Cooperative DOOR U.A.