What is the strategy for Enza Zaden and Ahern’s protected culture varieties in this region?

We focus our development and promotion of the product according to the market knowledge and consumers or clients we have. We also have an execution plan with the new commercial varieties.

What are the most outstanding varieties for 2015?

In our selection of cucumbers:

Slicer: Primavera, Paraíso and Alcázar which are already well known and a new variety Tirano (E23S.15995), which will be introduced to the market in 2015 and 2016. These varieties are used for the national market as well as the export market and depending on the production season and systems in the recommendation. With these varieties we can work with annual production programs.

European: depending on the production region and the kind of system used we have 3 varieties with excellent results: Kalunga, Roxynante and Espada.

Persian: We are focused on Katrina and Camello: Depending on the region and production season, we make the recommendations.

These varieties are what sell in the market but the sales depend on the area, grower and market.

The organic market is also developing; this is why we also count with the same varieties in an organic version.

In regards to our protected culture tomato varieties, we have both roma or saladette and round, or beef. 98% of our roma tomato sales are from Pai Pai. We sell in all areas mainly in the Bajas, Torreon , Bajio, Zacatecas, San Luis Potosí, Hidalgo, Puebla, etc. With Ahern’s help, we promote Pai Pai seeds throughout the country. Of our beef tomatoes, Lezaforta, a tomato of low to medium technology which is sold most in Sinaloa, Torreon and Puebla, mainly for exportation. Forenza has 4 years in the market and is a variety with good expectations; it is for export with good yields and is grown in medium technology for long production cycles in soil and hydroponics systems. It is an excellent variety for high quality exportation markets.

What vision do you have for this area in the future?

Continue to work and participate with the growers focusing in the export markets and the national market where varieties of high quality and productivity are searched for, especially in protected culture. We need to develop varieties according to the needs and market tendencies, as well as offer solutions to our clients. We need to focus our development in searching for adaptability for each region or area of the country.

In all of the country there is no doubt that in some areas outside of Sinaloa, some areas have consolidated to both export and national market with products of high quality and productivity. Each grower has different needs and we need to focus in solving their demands to obtain the best benefits of our varieties.

The needs for central Mexico in regards to production systems and resistances to diseases are very different than those that are present in the northern and western regions of Mexico or northeast Mexico. We need to develop in a multi-local way to offer better alternatives.

Each area depends on and has different requirements. We conduct different and specific evaluations for each area needs in a professional way.

In Sinaloa: Focusing on export, it is a very competitive market with specific conditions for the winter production. It is one of the most important markets which is why we are focused in continuing to satisfy the demands of the final producer, and developing products to maintain the lead.

How has Ahern helped you in terms of team and products?

We have a lot of support from the Ahern team to introduce new varieties to the market and in converting our development varieties into commercial ones in different areas of the country. For our cucumbers and tomatoes, Ahern has a lot of experience and a broad communication with producers that continues to grow. Together, we elaborate market strategies to keep the presence that we have.

I have no doubt that Ahern is one of the most sophisticated teams in customer service in both commercial service, as well as variety development. The support has been essential to maintain and introduce varieties. They are one of the few teams with people on the fields, warehouses and service to the farmer around the main production areas.

Ahern’s presence at a national level is very high and specialized and for Enza it is a platform to the Mexican market. There is very good interaction and communication between the technicians and sales personnel. It is very satisfying to count on that support and to be able to grow together.

Describe Enza Zaden’s global marketing strategy?

We work with partners within the supply chain who can add value for Enza Zaden and the customer. In some markets, Enza sells directly to the end user but in most markets we have strategic alliances with local distributors.

What is your experience with Ahern Seeds?

I met Kevin in May of 1992 when I was General Manager of Rio Colorado Seeds. At that time, Kevin had a vision to focus as a seed distributor in Mexico long before anyone in the United States. Later I worked with Kevin as crop sales manager for onions with Nunhems, Bayer, where we continued to work together with onions, and now in Enza Zaden where I have been at for 7 years and have continued to grow in my relationship and level of trust with Kevin and the Ahern team.

What is your vision of where the vegetable seed business will be in five years?

The relationships between the seed company, the distributer and grower will be much closer.

The key to success will be product development, speed to market, and innovation in specialties for the consumers.

I see a very good future for the vegetable seed business because of the value of genetics and what it can do for the food supplier as well as its health benefits. The value of genetics will become more and more obvious and people will be more aware of the importance.

How will Enza and Ahern participate in this future?

I am convinced that there will always be a need for dealers, since they add a lot of value. We will develop better evaluation processes, logistics and more services to the customer. We will focus together in areas that provide value for the customer.

Can you give examples of Ahern’s role in developing and commercializing new products for Enza?

The best, most recent example I can give is the success of our Roma Tomato Pai Pai. When it came to the market it did not have all the resistances, but because of the good job Ahern has done in testing the variety in all different conditions they found out where it works best. Our cucumber Katrina is another example; it is a leading variety in the market due to Ahern’s efforts. Another success story is our tomato Lezaforta which at first, didn’t show much promise in the market but has become a leading variety. Finally, our onion Cal 214 is an old variety that Ahern is doing a good job in keeping in the market. Through a joint effort with our R&D, and production department of improving the quality, it continues to be a successful variety.

Please tell us about exciting new products for 2015?

The most important and exciting varieties are our new range of Slicer cucumbers that we have been working closely with Ahern to develop. These cucumbers are important for us to maintain our market share.

“We both have strong personalities but through honesty and integrity we have learned to respect each other and work very well together.”

What is the strategy you have in Central America?

Always together with Ahern. We work especially with companies that are exporting to the US, our biggest species being sweet peppers and cucumbers. Ahern sells our products in Honduras, Guatemala and El Salvador. In local markets, we are currently looking into introducing some new products like onions and lettuce.

In what ways do you see the relationship changing and growing between Ahern and Enza Zaden?

We have a good relationship and work together with Kevin, Paulo, and Carlos in Honduras. They have the right attitude and we are moving towards local marketing.

Could you give me any examples of the value that Ahern has in the success of sales and marketing for Enza Zaden?

We have always done it together. Ahern is working more in marketing in Central America, especially on the export varieties to the US; Ahern is leading in Red peppers like Triple 5 and more on cucumbers like Liberne and Corinto.

What are some promising products for 2015?

Some are our onions, including Andromeda and lettuces.

Founded in 1938 by Jacob Mazereeuw, Enza Zaden is a world class vegetable seed breeding company and leader in many varieties. Their breeding programs include tomato, cucumber, onion, sweet pepper and leafy vegetables. "Due to our expertise, our varieties are to meet the diverse demands of growers around the world; whether it is geographical, climatic, or market demands," says Rodolfo Leyva, General Manager, Enza Zaden Mexico. Mexico is a place where Enza Zaden’s genetics largely benefit the growers and ultimately the consumers. In 1989, Enza Zaden’s first seed trials in Sinaloa, Mexico were conducted starting with their beef tomatoes and sweet peppers. "Our varieties quickly became well- known due to their excellent adaptability which proved to be a competitive option to the grower," says Rene Baldenebro, Sales Manager- Northern Mexico, Enza Zaden Mexico. Kevin Ahern, CEO of Ahern Agribusiness, Inc., remembers the first trials of Enza Zaden peppers and tomatoes in the early 1990s. Growers in Baja California had never seen the quality and yields Enza Zaden genetics produced. “One of the first successes we enjoyed was with Tomato, Gironda. The fruit set, size, short internodes, firmness, glossy shine and smoothness were outstanding. The market on indeterminate round tomatoes changed immediately. It is interesting to note that Gironda continues to be a successful commercial variety. Another variety that has shown outstanding performance in several key growing regions is our exclusive saladette tomato, Pai Pai. Pai Pai produces great fruit quality and size. The variety is now a leader in many markets. So the quality of Enza Zaden’s breeding can be summed up in two words: continuous improvement," says Ahern. Enza Zaden’s parthenocarpic American slicer cucumbers revolutionized cucumber cultivation in Mexico under protected culture. Enza Zaden’s cucumber program is world class. It includes leading varieties such as: Alcazar, Paraiso, Primavera, (American Slicer) Katrina (Persian) and Kalunga (European). "The new generation genetics will combine smooth fruit and vigorous long cycle plants. All with enhanced disease resistance. Growers can’t wait," says Ahern. Ahern and Enza Zaden have worked together in support of each other’s efforts since the first trials in Mexico. At Ahern Agribusiness we are proud to call Enza Zaden our partners, just as they are. “We are very happy to be aligned with Ahern and expect to keep growing with them in the years to come,” says Gonzalo Tovar, Sales Manager- Central and Southern Mexico, Enza Zaden.

Enza Zaden and Ahern sign a cooperation and development agreement on slicer cucumbers

San Diego, California, USA. May 18, 2015 Today in the headquarters on Ahern Agribusiness, Inc. both teams got together for the signage of a trade and development agreement for the slicer cucumber seeds to be developed and promoted in Mexico in years to come. The Ahern team was presented by Mr. Kevin Ahern as CEO and President of Ahern International along with sales manager Paulo Garcia and other sales and product development colleagues, by Enza Zaden Mr. Ton van der Velden as CEO and President for Enza Zaden USA and Rodolfo Leyva as General Manager for Mexico were present among other sales managers and colleagues.

What is the agreement about?

Starting June 1 2015, Ahern will be the only authorized seed distributor in Mexico to represent Enza Zaden slicer cucumber genetics, both current and to be developed. This is the result of several years working together with Ahern as a strategic partner in a notion wide scale, in every region where cucumbers are grown, both Enza Zaden and Ahern teams have been there to support the growers. Commented Rodolfo Leyva by Enza Zaden We are greatly committed with this new agreement, Ahern has been working very hard in the past years and will continue in the future to present to the growers the best available genetics and we are certain that Enza Zaden has provided them and will continue to do so. All of our sales and product development team are up to the task we have ourselves ahead.

New genetic resources

We at Enza Zaden have been working very closely with Ahern and the growers in several areas, that´s the best way to get to know the varieties and the opportunities they have in the market. We both agreed that Tirano, the new slicer variety will become a market leader In the coming seasons, it it´s widely adapted to climate and growing conditions and holds a great reference to size and diameter, commented Pablo Garcia from Ahern.