12 July 2017
We could argue that the answer to the above question is yes. Owning and having rights to Intellectual Property in Horticulture is crucial. And yes, for a whole number or reasons. The counter arguments could be too many eggs in one basket, backing the wrong horse, taking your eye off the competition and what they have could damage your business.
This brings the whole argument back into balance, suggesting that having exclusivity or a preferential position with a single variety might not be the silver bullet to revolutionise your business on its own. But wait... When we look at leading produce companies the world over, especially in the fruit sector then those at the forefront, those that are leaders as opposed to followers, those that continue to gain market share, those that have their own brand values, are almost all without exception, in pursuit of the finest genetics.
Why? Well, having the best varieties associated with your company will springboard your business at all levels. It will help secure the best growers, to offer your customers an improved point of difference and ultimately, the purchasers of your brand a better value proposition. I guess no wonder I make the comment above about industry leaders chasing the finest genetics so authoritatively then.
The other important elements to this of course come down to providing expert technical support to make the intricacies of each variety work in the specific growing regions. This is in addition to the usual professional growing, shipping and marketing. Now interestingly, the customer expects their produce to arrive picked to a standard, shipped to a specification and presented to their customer in a certain way, not for one minute overlooking the social, ethical and food safety responsibilities that are passed on to the shipper. But, if you are in that supply chain and the above is a prerequisite of your direct customer, the only real place you can add a point of difference and value in the supply chain is by offering a better purchasing experience of the product ... Not confusing this with the service.
So, in short I would suggest that yes, a variety can grow your business. After all, we can see great examples of this from our industry leaders.
