Supermarkets boosted organic vegetable sales

On an ever-larger scale

When Heidema joined Rijk Zwaan as an open-field crop consultant in 1993, most organic farms were small. “They grew several different crops on one hectare: small-scale operations with local sales. Nevertheless, Rijk Zwaan believed that the market had potential. Initially, we focused mainly on Germany, the Netherlands and Scandinavia.”

The first big step towards scaling up occurred around the year 2000, he says. “That’s when the Dutch government offered subsidies to make it easier for growers to switch from conventional farming to organic approaches. A number of large arable farms with 60 to 100 hectares made the transition, particularly in the Flevopolder region. Organic makes up 13% of the total production area there nowadays.”

Growth of protected cultivation in Europe

Maarten van Geest, who provides advice to growers with greenhouses, sees the same scaling-up trend in protected cultivation. “Between 10 and 15 large organic companies are now operating in the Netherlands. They have acquired small growers, especially since the pandemic. In Europe, protected cultivation of organic crops is not only rapidly scaling up, but the total production area is growing too. Big companies in Spain, Germany, Switzerland and Austria, for example, are specialising in growing organic produce to supply to supermarkets.”

Increasingly important role of retailers

The role of supermarkets in selling organic produce has become increasingly important over the past 30 years, Van Geest explains. “Food retailers expect year-round availability, including for their organic range. Growers have responded to this by scaling up.”

According to Heidema, it has become more common for growers’ associations to reach relevant agreements directly with retail customers. “In Dutch supermarkets, for example, vacuum-packed beetroots are only available as organic variants, all year round. Agreements like that can boost organic farming.”

Consumers chose organic during the pandemic

Conscious consumers can also help to boost the sector. Van Geest recalls that demand for organic products rose sharply during the COVID-19 pandemic. “Consumers worldwide chose healthier food and organic vegetables. But as a result of high inflation after the pandemic, people kept a closer eye on their spending. Demand fluctuates.”

Nevertheless, both crop specialists are confident that the sector will continue to grow, not least because the European Union is stimulating organic production and consumption; the target is a share of 25%. For example, in June 2024 the Dutch government launched a multi-year campaign aimed at driving the consumption of organic food.

First variety with resistance to currant lettuce aphid

To meet the rising demand from consumers, retailers and growers, Rijk Zwaan has steadily expanded the number of crops and varieties for organic cultivation over the past three decades, Heidema explains. “Lettuce was the first crop we focused on, both for open-field and greenhouse production. We soon added carrots, cauliflower, spinach, cabbage and beetroot for open-field cultivation. In lettuce and spinach, we’re particularly good at varieties with mildew resistance. Moreover, in 1997, we were the first vegetable breeding company to introduce iceberg lettuce with Nr:0 resistance to the currant lettuce aphid, making it possible to grow that crop organically as well.”

In illustration, Heidema mentions several varieties that have long been popular with organic growers, such as the beetroot variety Monty RZ. “It’s often the case that what performs well in conventional cultivation also catches on in the organic sector,” he admits. “Some examples include spinach varieties Boa RZ and Puma RZ for processing, cauliflower varieties Prudentia RZ and Jonsson RZ, and iceberg lettuce Diamantinas RZ. Resistance, high production and good quality are important factors for all growers.”

Standout varieties

According to Van Geest, Rijk Zwaan also has an increasingly comprehensive range of varieties for organic cultivation in greenhouses. He names a few varieties that stand out for this market: “Our organic sweet pointed peppers under the Sweet Palermo® label excel in terms of flavour and versatility. The red pepper Alzamora RZ is interesting because of its good fruit quality and Tm:0-3 resistance. Cucumber Bonsagan RZ offers organic growers resistance against both mildew and cucumber mosaic virus. Our tomato specialties are appealing thanks to their sublime taste and appearance, plus the ToBRFV resistance of tomato varieties Prospano RZ and Rexoso RZ is a big advantage.”

Another important factor is that growers can also opt for organically grown seed of some varieties, Van Geest adds. “That is sometimes mandatory, but the rules vary from country to country – and are constantly changing. Even so, we are investing in this.”

High-quality varieties, knowledge and partnerships

Besides high-quality varieties, Rijk Zwaan offers the organic sector even more, namely technical knowledge, market knowledge and partnerships. Heidema: “Our colleague Heleen Bos, Marketing Specialist Organics, has contributed to a strong increase in the focus on the organic sector worldwide, both inside and outside our company, by sharing knowledge, connecting people in the sector and highlighting good examples. Organic growers and partners can continue to depend on our commitment to expanding the organic market together in the next 30 years.”

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