Developed from the ground up: Programs for melons, watermelons, cucumbers, tomatoes and peppers
KWS Vegetables
Joining forces
With the acquisition of Pop Vriend Seeds in 2019, KWS entered the vegetable sector. Simon Walter, our Head of BU Vegetables, explains the strategic background of the acquisition, transition and now the rebranding of Pop Vriend to KWS Vegetables.
The decision to acquire the Dutch vegetable seed company Pop Vriend Seeds in 2019 wasn’t taken lightly. We recognized that combining KWS’ long-standing strengths with the expertise of Pop Vriend Seeds, a leader in spinach and beans, was an opportunity to innovate and make a difference in vegetables. To us, this wasn’t just a business takeover. It was a statement to the market that we were serious about our vegetable ambitions. The acquisition gave experienced professionals the confidence to jump on board because they saw that we were building something substantial, and by merging two rich legacies committed to challenging the status quo together.
Our vision for KWS Vegetables came from a combination of our Bolivia plan (the name of our strategic plan to enter the vegetable sector) and the acquisition of Pop Vriend Seeds. This established the foundation for organic growth, meaning we developed our own breeding programs from scratch for tomatoes, peppers, melons, watermelons, and cucumbers, alongside strategic acquisitions (see the timeline for our vegetable business) and licensing of commercial varieties.
Pop Vriend, known for its agility and customer-centric approach, infused KWS with a fresh outlook, helping the new venture to expand rapidly. Together, we set our sights on creating high-quality, locally adapted vegetable varieties in nine strategic crops. By leveraging the expertise from both KWS and Pop Vriend, we began to shape a global presence, focusing on delivering the best possible products in a market that is highly segmented and where focus in product development is crucial to success.
Building a global network
In the years following 2019, we expanded our operations across the globe. From Türkiye to Italy, from Spain to Brazil and Mexico – our breeding stations were established across strategically important vegetable production regions to support our ambition. These stations, often created from scratch, were testaments to the team’s pioneering mindset. Sometimes, the workspaces were set up self-made with Ikea furniture, emphasizing the hands-on, entrepreneurial spirit of the team.
As we’ve grown, so has our focus. We’re now sharpening our product development, operations and sales processes to ensure we thrive in this highly segmented market. By 2024, we’ve expanded to over 300 employees across twelve countries, with breeding and research stations in Brazil, Mexico, Spain, the Netherlands, Italy, and Türkiye. Together, we’re becoming more and more connected.
One of the first big successes of our strategy was Tropikalia, a new watermelon variety we launched in Brazil from our own breeding program. Tropikalia represents more than just a product; it’s a symbol of what’s possible when we combine KWS’ R&D capabilities and the market expertise of our local team in Brazil, a tangible outcome of the fresh trail KWS Vegetables is blazing.
Now, as KWS Vegetables continues to grow, we’re ready to take things to the next level. It’s time for us to unify under the strong, globally recognized KWS brand. But this is more than just a logo change. Our goal is to retain the freshness and innovative spirit that Pop Vriend brought while embracing the bold, iconic orange of KWS. The essence of what made Pop Vriend successful – its agility, dedication, and customer focus – will remain at the heart of everything we do. The PV community won’t lose its spirit; rather, it will be woven into the DNA of KWS Vegetables, ensuring that the passion and drive that got us here continues to propel us forward.
Two years after construction began, Simon Walter (center) and Peter Hofmann (right) opened the breeding station in Culiacán (Mexico). The location is a cornerstone of our vegetable strategy.
Striving for innovation
Becoming ONE Vegetable Squad is about pushing boundaries together, bringing innovation to the next level, and preparing ourselves for the next exciting phase in our vegetables journey.
Looking ahead, we are excited about what the future holds. Our ambition is bold: to become a top 10 global vegetable breeder, with a target of reaching over €300 million annually by 2039. Our commitment to innovation remains rock-solid, with a focus on advanced breeding technologies like doubled haploid development, marker technology, genomic selection, and speed breeding.
KWS Vegetables will continue to explore new paths of growth as our history is just beginning, guided by the same pioneering spirit that has brought us this far. Together, we will continue to push our boundaries to create a healthier, more sustainable world through innovative vegetable breeding. Follow the fresh trail with us.
This article is from insideKWS, the employee magazine of KWS. If you are an employee of our company, you have access to all other articles and previous issues. |
Dieser Artikel stammt aus der KWSintern, dem Mitarbeitermagazin der KWS. Wenn Sie Mitarbeiterin oder Mitarbeiter unseres Unternehmens sind, haben Sie Zugriff auf alle weiteren Artikel und auf frühere Ausgaben. |
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