"We meticulously control the supply chain, starting with the chefs (B2B) and creating demand back to the distributor in Toulouse and to the wholesaler in Rungis. Then, we got the exporter to Rungis covered, and the product delivery to the exporter. Over time, we have perfected this chain with a year-round consistent price, are creating demand among chefs, and attend over 200 fairs with our teams on the ground," says Rob Baan, Owner of Koppert Cress, the world's largest cress grower.
Rob Baan pictured inbetween Chiso
Not many of you might know that the origin story of Koppert Cress dates back to a malfunctioning radish seed-sowing machine. The machine scattered too many seeds, creating a pile of excess seeds that eventually started to grow. An employee gave it a try and remarked that it tasted like radish. This 'mishap,' combined with the early radish sprouting practices in Japan, planted the seeds for what Koppert Cress would become.
Radish sprouts were already known in Japan and cress in the Netherlands. However, Rob's history spans 20 years in the global vegetable seed industry, with a passion for cooking and tasty food. "This combination always lingered in my mind. I utilized my extensive knowledge of the supply chain and marketing to structure the company effectively after buying Koppert Cress in 2002," Rob shares.
Koppert's multi-layer system back in 2007
Greenhouses over vertical farms
Growing cress in a greenhouse was a necessity, Rob explains, as vertical farming was not an option back then. The crops are simply just plants that require regular cultivation, but at a much more intense level, to ensure year-round production. "We early on adopted lighting to make sure we were able to grow year-round, expanding until spatial constraints led us to explore multi-layered farming in 2007." After developing a multi-layer construction based on a rolling table system, it showed its worth, but wasn't efficient at all, as Rob claims.
"When we needed to expand, we built a new 7m greenhouse, allowing us to grow cress in a 5-layer rolling table system. Plants are initially germinated in the dark and then exposed to sunlight at the top layer. This method, inspired by an old system from Schulten and Lestrade (1960s), proved costly and unsafe, prompting us to focus on more efficient, multi-layered cooling setups."
Focus on chefs rather than consumers
As Rob points out, vertical farming is even more expensive in other countries. However, "if labor costs are negligible, it might work, but using highly skilled Dutch personnel and ensuring food safety makes it very costly."
Cress cultivation, with its high per-square-meter yield, remains complex. Assessing the crop accurately is crucial, and skilled judgment is more important than mere efficiency. For instance, multi-layer lettuce farming competes with outdoor cultivation. In places like Dubai, where land is scarce, greenhouse farming still outcompetes vertical farms. "The philosophical drive behind vertical farming doesn't always translate to practical efficiency."
Producing over 80 products supplied to top chefs across Europe, direct consumer sales have been challenging, Rob points out, as "consumer interest didn't translate to sales." Therefore, Koppert Cress' B2B model, especially with chefs, works very well for them. When adopting vertical farming for consumers, it's a complex story, Rob says, as they are relying on consistent demand, even in winter.
"Logistics, an integral part of our supply chain, is not our primary concern," Rob affirms. However, vertical farms in cities must manage the entire supply chain, a daunting task leading to increased urban traffic and frustration. "In regions like Singapore, despite significant investments in vertical farming, traditional greenhouses often outperform."
For more information:
Koppert Cress
Rob Baan, Owner
+31174 242 819
[email protected]
www.koppertcress.com