Zeraim Gedera seed company joined Syngenta last year. We took the opportunity to ask Amnon Eshet, Head of Zeraim Gedera, about the recent past, the present and the future.What is Zeraim Gedera bringing to Syngenta?
I would personally put it this way: Fantastic employees, professional and passionate, as well as accelerated, double-digit annual growth. Our sales come primarily from Spain, Israel, Turkey, China, NAFTA, Morocco, Egypt and Brazil. We developed close relationships with growers, plant breeders, category managers and shippers in those countries. We are quick and flexible, with a dynamic, fast-moving and personalized approach to customers.
Our genetic material will strengthen the Syngenta market position in tomato and pepper, and bring complementary products in cucurbits. In the Intellectual Property area, Zeraim Gedera has access to patents in taste and health, and pending new patents. Zeraim Gedera provides a fantastic gateway to renowned Israeli research institutes which will enable Syngenta an immediate opportunity to expand its research capabilities. .
What has happened since the regulatory approvals for the acquisition came through last August?Since September 1 2007, Syngenta and Zeraim Gedera have been getting to know one another from all possible points of view. We have learned about each other’s activities in R&D, Marketing & Sales and Seed Supply, as well as each other's processes and terminology. To facilitate this, workshops have taken place both in and outside Israel.
What were the main outcomes of those workshops?We analyzed activities, role and responsibilities, and processes. Managers from both organizations met and exchanged information and views. The result is an agreement on the go-to-market strategy and priorities. This strategy is now in the implementation phase.
How do you see the future of Zeraim Gedera as part of Syngenta?
I foresee a great future for the Zeraim Gedera brand within Syngenta. Existing infrastructure and capabilities will enable further benefit from Zeraim’s added value. I am convinced that we will continue growing as part of Syngenta. I am optimistic because we have already agreed on the go-to-market strategy and its implementation in key markets.
One thing is sure: Zeraim Gedera will take advantage of this integration and upgrade many processes and functions in activities such as basic research, technology, IP, HR, Finance and IS management. I also believe that Syngenta will have the opportunity to revisit some processes based on Zeraim experience. I’m very grateful for the commitment of everybody involved so far in the integration process, which gives us confidence in a successful process.
People from the industry consider Zeraim Gedera well known for its innovative spirit. Which results of that spirit make you especially proud?
Three things in particular come to mind. One is our ability to transform research into effective products and bring them to the market, efficiently and quickly. Then there is the superior quality of our seed supply division, which is delivering excellent results - from seed yield and quality to short delivery times and customer satisfaction. And the third is that we have made our mark on the vegetable seed industry with a focused marketing and sales strategy.
The company's motto is "A sense of taste". What direction will Zeraim Gedera be taking in its search for better taste over the next few years?
"A Sense of Taste" is the slogan we use to express the enjoyment of eating vegetables. We invest in basic research and breeding of better-tasting varieties of tomato, pepper, melon and watermelon. Our marketing communication material refers to this enjoyment and supports Zeraim's vision, which is "to contribute to the improvement of people’s health and enjoyment, and the quality of their diet by breeding and marketing superior quality vegetable varieties". I believe this slogan also fits the Syngenta's vision and we agreed that it can go together with Zeraim Gedera's brand in the future.
How far has international research progressed in other key Zeraim Gedera's areas, better shelf life and disease resistance?
Shelf life and disease resistance are both important factors in our breeding requirements. Shelf life is well embedded in all our breeding programs, side by side with taste and aroma. Disease resistance will be improved and breeding will be accelerated, thanks to advanced Syngenta marker assistance breeding technology.
How have distributors reacted to the deal?
At the beginning, some felt insecure. But we managed to overcome this apprehension by communicating our intention to keep the Zeraim Gedera brand and foster its growth. Only one distributor stopped working with us. I think that we managed to clarify the new go-to-market strategy and this strategy will certainly help Zeraim Gedera to strengthen its market position. We met with all major distributors and agreed on future steps.
How do you see the global vegetable market developing?
Market research shows that the vegetable market will continue to grow because people are aware that vegetables are healthy and low in calories. Innovation in taste, convenience, health attributes and food safety of vegetables will continue to drive our industry’s efforts. The value of the seed industry is expected to grow further, thanks to the increasing use of hybrids in emerging markets, the continuous growth of passive greenhouse segments and innovations in the mature markets.
A lot of people probably think of Israel as a hot, dry country with numerous political challenges. What is it like running a vegetable seed business in that environment?
It is no different from running a seed company anywhere else in the world! Each country has its own specifics. We are lucky to have, in our little country, a large number of different climatic conditions that allow us to breed for other markets, combined with very highly skilled people. Water shortage, which has now become a global concern, led to drip irrigation innovations that Israel introduced to the world. The size of the country forces us to export, develop multi-cultural skills, and learn new languages, and that drives innovative and creative approaches!
Zeraim Gedera recently concluded a three day professional seminar in Israel (6th -8th July). How would you sum up the event?
It was one of the most successful events we have had since I am part of Zeraim Gedera. The entire team was involved in this event, which contributed a lot to the company's spirit (of which we are all very proud) and their personal pride of being part of the company. The level of professionalism and the demonstration plots were just outstanding. It provided us with the opportunity to further develop the high level of engagement we have with our customers as well as with many other relevant stake holders. The feedback we got from many participants was excellent, best ever and so on. I am very happy to say that this is the result of the great team work and total commitment to excellent results that guided the organizing team. I would like to thank each member of the organizing team for their immense contribution and the entire Zeraim Gedera staff for their participation and contribution.
With the beginning of the new Jewish year, what do you wish our customers?
We used to say that when the New Year starts, it holds an opportunity for new hopes and new beginnings. I wish all of us a prosperous and successful year. As we all know – all crops start from the small seed we plant in the ground. I wish all our customers continuous growth, success in their crops and promise that we are fully committed to support you and provide all services to make this happen.
I wish all of us great success, health and happiness.
Happy new year!