This outcome is the result of cooperation between businesses; GroentenFruit Huis and the Dutch Federation Fruit Vegetable Organisations, the NVWA (Netherlands Food and Consumer Product Safety Authority) and the Ministry of Economic Affairs.
The first trial shipments are to provide a good reflection of what the Netherlands have to offer regarding bell peppers: a large variety of colours and shapes, perfect quality and a premium look. Jan Opschoor, project leader FVO: “We take this opportunity to present the Netherlands in a certain way. With a unique presentation, under the working title Dutch Peppers, packaged in orange boxes and provided with a luxury leaflet, we took a first step in the direction of the Holland brand, which we, as FVO, strive for. We also conduct further market research, with the GroentenFruit Huis. I am proud of all we achieved together.” The shipments were inspected on phytosanitary regulations by Chinese auditors in the Netherlands. Kun Han, ambassador for China at GroentenFruit Huis, played a good part as an intermediary between the Dutch representatives of the government and the Chinese auditors. By now, the boxes of bell peppers have been received in China.
The trial shipments come from three exporters and five cultivators and took place over the past two weeks. The bell peppers were centrally shipped from Levarht in De Kwakel, the Netherlands. Johan Hoek Spaans, responsible for the organisation of the logistical stream and inspections: “Organisational adjustments were required to function as a central distribution point for multiple exporters, we are pleased about the positive, critical attitude of the Chinese auditors, and especially with the result.”
It will become known in the coming months whether the market will permanently open for Dutch bell peppers in 2017. “After obtaining market access for pears, two years ago, we hope that market access for bell peppers will be realised relatively quickly. We are happy with the cooperation between all parties in the chain. This shows that you are stronger together, as exporters and growers’ associations,” says Wim Rodenburg. Together with Inge Ribbens, responsible for market access with GroentenFruit Huis, he gave substance to the realisation of cultivation protocols and trial shipments of the bell peppers. “GroentenFruit Huis worked closely with the Ministry of Economic Affairs and the NVWA to reach good phytosanitary agreements with the Chinese authorities, prerequisite for market access. With the permanent opening of the Chinese market, we can potentially supply 1.2 billion consumers with fresh bell peppers within five days after harvesting.”
Expectations
Suzette Moerman is the founder of Caracter Company China. She keeps a close eye on the new market. On her blog she writes about selling the bell peppers to Chinese consumers. “Green has always been familiar and important. Yellow and red bell peppers have been there for a few years already, but are not very big yet. Question is how the Dutch are going to sell this new, yet old, product.” It is important to look at the Unique Selling Points for this. “Those are different in China than in the Netherlands, and can be about food safety, flavour, origins and consistency of quality,” Moerman summarises. The opportunities exist: the Chinese are very curious about new products. “Especially for European products, and they are willing to pay for quality.”
