3 1a Van kooten

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Supplying Your Market by Controlling the Chain Chances and Pitfalls for World Trade of South American Horticulture Prof. Olaf van Kooten Wageningen University, HPC Marijkeweg 22 6708 BD Wageningen the Netherlands olaf.vankooten@HPC.DPW.wag-ur.nl Horticultural Production Chains

The Present Situation in the USA and Europe: 

The Present Situation in the USA and Europe Change from a pull to a push market, the consumer becomes powerfull Large scale retailers dominate the sales outlet market (in 2006 it is expected that Europe will have less than 10 major retailers left) Retailers make on average a profit of 1% on their turnover, which makes them extremely vulnurable to consumer whims Growing consumer alertness on food safety, environmental protection and social acceptability of production Certification systems are being developed to ensure food safety and quality on a global scale As the liability for mishaps is pushed back further in the chain, tracing and tracking of produce becomes obligatory In order to cater to the sometimes erratic demands of the retailers the wholesaler needs extreme flexibility in what he buys, while he also needs to be assured of top quality produce, a threat or an opportunity?

How do we control quality?: 

How do we control quality? Homogenous propagation material Certified growing techniques Proper grading and sorting Intelligent packaging climate control speed good communication and cooperation with the wholesalers cut down on overhead having the right certifications for your production proces Knowing the market you produce for Getting feedback from your final customers (POS information) Giving all relevant information about your product to the next part of the chain, I.e. your direct customer

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Vase life (days) Day number Chrysanthemums from auction

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Vase life (days) Day number Chrysanthemums from auction

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Rose flowers

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Rose flowers Vase life results Vase life terminated because of.. Senescence Botrytis Bent-neck Lose of flower turgidity Lose of leaf turgidity 90% 4% 19% 33% 70% 15% 1% 5% 1% 0.5% 5% 5% 46% 12% 23%

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Human food production: Hazard Analysis & Critical Control Points analyse possible dangers identify critical control points measures to ensure threshold levels will not be passed procedures to ensure the measures are taken what to do when levels are not within threshold levels procedures to control the functioning of the system documentation of the system

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Rose flowers Botrytis AFTER TRANSPORT 53% 31% 13% 26% 23% 47% Problems mainly after transport Large differences between flowers from different growers Grower 1 Grower 3 Grower 2 Grower 4 Grower 5 Grower 6

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Quality management by chain approach Information flow Logistics Complete cooled post harvest chain Tracing and tracking

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The quality of my TV sets is OK, because I transport them by trucks with air suspension. Manufacturer of TV sets

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Scarce:

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Critical Points?

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Botrytis In which stage of the infection process is the progression of infection restricted in resistant rose genotypes (germination, penetration, tissue invasion)? Timing of fungal fungal factors contributing to the infection process (cuticle degrading enzymes, cell wall degr. enz., protease, catalase?) Genetic analysis of partial resistance in rose (Identifying genetic markers; marker assisted breeding) Genetic variation in susceptibility of rose cultivars

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(How) do culture conditions effect the number of necrotic lesions during post harvest phase? Effects on conidia of the fungus? Susceptibility of flower petals? In which way? Pre- and post-harvest treatments Biological control Natural compounds with anti-fungal activity Modified atmosphere / smart packaging Induction of resistance by signal molecules

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Integration of various components a model that quantifies the effect of external conditions on the possibility of an outbreak of infections.

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Chrysanthemum: cutting height above root/shoot junction batches cultivars stem thickness dry period (when after harvest, how long) temperature vase water minerals in water height water in vase all interact

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Functioning system Water transport system Genotype Growth conditions Handling

Quality of Rose Cuttings: 

Quality of Rose Cuttings Combined effect of leaf removal or leaf covering with auxin application on black rot incidence

Quality of Rose Cuttings: 

Quality of Rose Cuttings Combined effect of leaf removal or leaf covering with auxin application on rooting

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The Whole Chain Approach Every part of the chain has its own risks and tricks of the trade The consumer is the determinating factor, his wishes are catered to The retailer knows how to lure the consumer inside and enroll him into spending more money than he intended to The wholesaler is capable of getting the right produce at the right place in the right time The transporter is capable of mustering the logistics and speed necessary for global networking The grower is capable of producing high quality produce The consumer demands a transparant chain which allows him to see how safe and fair the production chain is that allows him to buy the produce This can only be achieved through intense cooperation

New techniques to determine Quality: 

New techniques to determine Quality Modulated Chlorophyll Fluorescence is a technique capable of determining the photosynthetic electron transport rate in chloroplast containing tissue The technique is based on light and can be performed within 1 second and at a distance of the object At present this technique is being developed as a kind of stethoscope for plant vitality

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Chlorophyll Fluorescence Imaging