Development of new varieties in Holland is being influenced more and more by consumer choice, prompting the sector to consider trends like health and convenience more carefully. Innovation is nothing new in the fresh produce industry, but Holland's vegetable producers are old hands at nurturing fresh ideas and encouraging them to grow. Only last year, producer association Rainbow Growers Group picked up the Fruit Logistica innovation award for its Vitaminis, a range of cherry tomatoes, small cucumbers and mini peppers sold in snack packs, while a year earlier another Dutch company, vegetable breeder Rijk Zwaan, won the same award for Salanova, a range of salads with easy-to-remove bases.
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