Category: news-items

At Hazera, we are proud of our dedicated team, which works passionately to provide our growers with the best products. While we tend to put our seed varieties in the headlines, it is the Hazera team who are the true foundation of our success. Let’s shine the spotlight on Barry Younkin, our Western U.S. Sales Manager, who has been an integral part of our community for over two decades. 

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Barry Younkin grew up far off the beaten path in the remote wilderness of Northern California, living on isolated ranger stations. This unique upbringing taught him the value of creativity, resilience, and deep connection. After his family relocated to the Tahoe National Forest, Barry discovered his own passion for agriculture through 4-H programs. “I got into the gardening end of it, raising my own vegetables,” he shares. “I was good at making things grow, and it fascinated me.” 

Following his studies at Fresno State, Barry built a robust career in the agricultural sector, joining the Hazera family 22 years ago. He initially managed a hybrid cotton program before transitioning to the vegetable side of our business. Now based in Sanger, California—the agricultural heartland of the state—Barry has spent over two decades working closely with our growers, walking alongside them to provide consistent crop performance and reliable sales guidance. 

Outside of work, Barry puts family and nature first. A proud father and grandfather, he feels most at home in the wilderness, shaped by his mountain upbringing. In his spare time, you can find him backpacking, hiking through wilderness areas, or enjoying an afternoon of fishing, always connected to the land we are all inspired by.

If you had to explain your job to a 5-year-old, how would you do it? 

Barry laughs, noting that he actually had this exact conversation with his son many years ago. “I held some watermelon seeds in my hand and said to him: ‘You see these seeds? I give them to farmers. They put them in the ground, and they grow up to make the watermelon fruit that you eat. When I bring home the ones you really love, I tell the farmers these are the best tasting watermelons. So they make more. Then we go to the store, you eat them, and you know you helped pick the watermelons that are in the store right now.'” 

It is a simple, playful explanation, but it beautifully captures the collaborative spirit of our work. We walk alongside our partners to find the varieties that bring quality and consistent yield to communities everywhere. 

What’s something you’ve learned during your career at Hazera from working with colleagues or partners from different cultures? 

“Hazera is an incredibly diverse, international company, and seeing the different cultures is absolutely amazing,” Barry says. However, one universal truth stands above the rest: reliability. 

“Your word is who you are. What you say and do matters. You must always keep your promises. In a tight-knit community like the seed business, your reputation and the respect you earn are priceless. If you say you are going to be there on a Saturday to support a grower, you be there.” 

Barry also shares a piece of wisdom he passes down to his own team, inspired by a former manager. “He told me, ‘Mistakes will be made if you’re working. If you’re doing your job, mistakes happen.’ I try to keep that mindset. Do not worry about the little things. Just do your job, keep your honesty. And use your head, not your back. Think about things before you do them, and tackle them the smart way.” 

What’s the most unusual or memorable thing that’s ever happened to you in your career? 

Barry’s proudest achievement is the creation of the Open Days in Woodland, California. “About 10 years ago, I thought, we have these fields—why not invite people in?” Working closely with his colleague Limor Golan, Barry built the event from the ground up. “People told me it would be too hard, but when Limor gets her teeth into something, it works. Now, we call it America’s Open Days. We have over 300 growers and distributors showing up to see our crops in action. To watch it rise from just an idea to this massive, successful gathering where we connect directly with our partners is incredibly rewarding.”

Barry emphasizes that this success stems from the company’s culture. “It feels like family here. Instead of a massive corporate machine, there is a closeness. We take care of each other. That is what drew me in, and that is what has kept me here for 22 years.” 

If you could look ahead 10 years, what change in your job field would excite you most? 

Barry’s focus is rooted firmly in the earth and the immediate environmental challenges our growers face. “I come from the West, and we do not have a lot of water. We are seeing severe droughts out here. For me, seeing our crops become truly drought-tolerant would excite me the most. Our water supply is at a critical point. Having varieties that can perform reliably and deliver consistent yields under drought conditions would be a massive game-changer for agriculture.” 

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At Hazera, we celebrate our dedicated team, who work passionately alongside our growers to nurture the best products. While we spotlight our innovations, it’s our Hazera family who drives our shared success. Today, we’re thrilled to shine the spotlight on Ruaan Lerm, National Sales Manager for South Africa.

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Ruaan Lerm is born and bred in South Africa, where agriculture flourishes deep in the community’s roots. “In South Africa, agriculture is in our blood,” he explains. However, his journey to our seed industry was anything but conventional.

Before joining our Hazera family, Ruaan spent ten years as a professional rugby player. It was during the global COVID-19 lockdown, while working on a farm and away from rugby, that Ruaan truly discovered his passion for agriculture. “It put a lot of things in perspective for me regarding my passion,” he recalls. “I realised I wanted to be in agriculture. I wasn’t sure how yet, but I knew that was where I belonged.” Not long after, he decided to leave professional rugby when he learned his wife was expecting their first child.

While working as a professional hunter, Ruaan was made aware of a position at Hazera. Ruaan joined Hazera nearly five years ago as a Product Development Manager, focusing specifically on carrots—a crop that, at the time, faced challenging prospects in the region. “When I started, I inherited a portfolio where the outlook wasn’t bright. People said we didn’t have new products.” Through unwavering dedication, that narrative has transformed completely. “Today, carrots are our top crop in South Africa,” he shares proudly.

Recently promoted to National Sales Manager, Ruaan now leads our entire South African sales team while nurturing close partnerships with key customers. He credits his background in high-performance sport for his collaborative approach to leadership: “Rugby taught me discipline, teamwork, and how to handle pressure. I still need these skills in my job today.”

If you had to explain your job to a 5-year-old, how would you do it?

Ruaan laughs, admitting this is a challenge he faces at home with his own daughters, aged two and four. “My four-year-old still believes I am a farmer,” he smiles. “I tell her: ‘Daddy is not the farmer. Daddy helps to select the best genetics.'”

He uses a relatable analogy to break it down: “I try to explain it by looking at family. Like sisters—they have similar genetics, they come from the same parents, but they are not exactly the same. One might be taller, one shorter. We select the specific one that’s best for the farm. That’s how we ensure our vegetables grow strong and healthy.”

What’s something you’ve learned during your career at Hazera from working with colleagues or partners from different cultures?

“For me, the most important lesson has been to listen,” Ruaan says. He notes that while agricultural challenges like climate change are universal, our solutions are often culturally distinct.

“Everybody has the same problems, but everyone has a different response or way of dealing with them,” he explains. “I’ve learned to listen to the situation first. Sometimes, someone from a different culture offers that one missing puzzle piece. A perspective you hadn’t thought of, that makes finding our solution much easier.”

What’s the most unusual or memorable thing that’s ever happened to you in your career?

For Ruaan, the most memorable parts of his career are rooted in the people he’s worked with and the potential they’ve unlocked together. He is thankful for the guidance and support of three key mentors who shaped his journey at Hazera.

Corniel Louwies, General Manager, taught him the vital importance of business acumen. Johann Pretorius, National PD Manager, sharpened his focus on the intricate details of product development. Meanwhile, Anton van der Merwe, then National Sales Manager, showed him how to walk side-by-side with Hazera’s partners.

One notable success story for Ruaan is tied to a carrot variety that was initially set to be discontinued. “I asked if I could at least take the available samples and start working with them in trials.” Through careful observation and perseverance, he uncovered its potential. “That specific carrot is now our fifth-largest contributor to sales in Hazera South Africa. It went from being written off to being a top performer and I take pride in that.”

If you could look ahead 10 years, what change in your job field would excite you most?

Ruaan envisions a future driven by data and seamless integration. “The biggest innovation I look forward to is the technology integration between challenging situations and communication,” he says.

He sees a shift toward real-time partnership, where growers have immediate data on what their crop needs, be it irrigation or fertilisation, unified in one system. “I’d love to see programmes that help with forecasting where a grower can input data on a crop failure or success, and it feeds directly into our systems. Bridging that gap with technology excites me.”

What makes you proud to work at Hazera and Limagrain?

Reflecting on his role, Ruaan shares a sentiment he once heard from a mentor in our industry: “We sell hope.” When asked if he ever misses rugby, Ruaan admits, “Yes, I do miss the physical contact sometimes—you can get your frustration out quite easily.” However, he is quick to highlight what he enjoys most about his current work: “I still work with people. I’m not tied down to an office. There’s a lot of interaction with people and that’s what I really enjoy.” Building relationships, collaborating with diverse teams, and the daily variety keep his work both meaningful and fulfilling.

“The work that we do doesn’t destroy anything,” Ruaan concludes passionately. “Everything we do is about creating life and nourishing populations. It’s a truly meaningful business, and our mission is to enhance the earth. That is what sets our seed industry apart, and it is a big honour for me to be part of Limagrain. Inclusiveness is at the heart of what makes Hazera and Limagrain special. Everyone plays a vital role in our shared success, and it’s this spirit of collaboration that I truly enjoy.”

As a Trial Officer in the Benelux, I spend a lot of my time in the field, collaborating with our team and partners to develop reliable crop solutions that deliver consistent yields and high quality. Each week brings new challenges and opportunities to support our growers. Here’s a look at a recent week in my field operations.

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Tuesday – Monitoring leek trials

My colleague Rick and I began the day inspecting our leek planting trials. The growing season has been mild so far, and the crop emergence looks very promising. We monitor trial plants across multiple locations and sowing dates, alongside commercial crops, to identify the varieties that provide the uniformity and resilience our growers need. We’re looking forward to evaluating and eventually harvesting these crops to share the proven results.

Later in the day, I headed home, where I often work remotely. I’m a bit of a gaming nerd and even built my own PC, complete with an oversized screen. While I love gaming, the setup is also great for work. I use it to create trial plans, result overviews, and presentations, making it easy to switch between tasks.

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Wednesday – Exploring a production location

Today, I visited one of our production sites with my colleague Frans to learn more about the processes behind our operations. It was a fascinating and educational experience, reminding me of my university days spent conducting crop pollinations. Interestingly, we are now experimenting with using flies instead of bees for pollination. This method, which my old professor also tested, has shown great results so far. Flies are proving to be more resilient and have lower mortality rates in controlled environments.

Afterward, I delivered boxes of sweet corn seeds for a trial featuring two different sowing dates. This trip was special for me, as the delivery was in Prinsenbeek-Haagse Beemden, the area where I grew up and spent my childhood exploring the outdoors.

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Thursday – Evaluating plant material & leek podcast

The day started with a visit to check the plant material of our trials. It is important to do checks on the seedlings, irregularities during this stage can explain odd results at evaluation. These visits also allow me to engage directly with plant raisers to discuss market-dominant varieties. Their feedback helps us select the best comparators for our trials, ensuring our seeds meet market demands and perform in real-world conditions.

In the afternoon, I headed to our headquarters in Made to record the first episode of our new podcast. The Marketing Communications department reached out to me for the role as host of the podcast. I had never done anything like that before. As a prisoner of the highway, I am frequently part of a podcast as audience, so it seemed interesting to mix things up. I can be quite a talker, so it seemed like a good fit. However, it is not as easy as it looks, I do enjoy the progress we make with every recording.

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Friday – Flexibility in the field

I wrapped up the week by traveling to Germany to plant a new broccoli trial at a customer’s field. It was a long drive, but the weather was perfect, and everything went smoothly. While I had a meeting scheduled that day, agriculture doesn’t always follow a fixed schedule. Weather and soil conditions often dictate planting times, and trial plants need to get into the ground as quickly as possible for optimal performance. Flexibility is key in providing effective field support.

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Monday – Fennel trial & chicory podcast

Rick and I set off to East Brabant at 7:00 AM to plant a fennel trial. Fennel requires precision and care, as young plants are especially vulnerable to strong winds, which can twist their stems and block sap flow. We ensured the plants were secure to give them the best start possible.

 

Later, I returned to Made for another podcast recording. This recording was for the second episode and we introduced new guests. The topic was Witloof (Chicory) and it was a great discussion about the crop, I am still learning a lot about our products thanks to my skilled colleagues. I am already looking forward to the next recording!

At Hazera, we are proud of our dedicated team, which works passionately to provide our growers with the best products. While we tend to put our products in the headlines, it is the Hazera team who are behind our success. Let’s shine the spotlight on Denis Tsilibin, Product Development Manager for Central Asia.

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Denis Tsilibin grew up in Tashkent, Uzbekistan, where he discovered his love for gardening on his family’s 40-square-metre vegetable patch. He fondly recalls spending springs and summers with his grandfather, growing fruit trees, flowers, and vegetables. Family has always been central to Denis’s life, with his parents, brother, wife, and two children supporting him throughout his journey.

His path to the seed industry came about through a chance encounter. After college, while holidaying in the mountains, Denis met an agronomist working for a seed company. “He told me about his job, working conditions, and so on. I was very interested in listening to him and immediately remembered my childhood,” Denis says. Just a week later, he interviewed for a sales manager position, launching a career in the seed business that began in 2008. While he officially joined the Hazera team as Product Development Manager for Central Asia in April 2024, he spent the previous nine years developing Hazera’s assortment as part of the distribution team in Uzbekistan. Outside of work, Denis stays active with sports and fishing, which he believes build the discipline, focus, and endurance needed for his fieldwork and travels.

 If you had to explain your job to a 5-year-old, how would you do it?

Denis views his role through a lens of service and utility. “My job is to help people—farmers, nurseries, and all our customers—and do useful things,” he explains. “Every day I learn something new, make decisions, and try to do everything well so that the result is useful to others.”

What’s something you’ve learned during your career at Hazera from working with colleagues or partners from different cultures?

Working at Hazera has taught Denis the value of flexibility and listening. “I learned to better understand people from different cultures—their approach to work, communication, and decision-making,” he says.

He summarises his philosophy on cross-cultural collaboration with a simple equation: “Respect + curiosity + patience = success.” For Denis, differences are not obstacles but sources of growth. “Be open, listen more than you speak, and don’t be afraid to ask simple questions. Show respect for your colleagues’ traditions. Differences are a source of new ideas.”

What’s the most unusual or memorable thing that’s ever happened to you in your career?

Over the past eight years, Denis has helped significantly expand the commercial range of tomatoes and cucumbers. “We have established trials in all seasons throughout Central Asia,” he notes, highlighting how distributors have now started purchasing seeds based on these successful introductions.

Denis also points to his early days at Hazera as a unique stage where he could fully utilise his skills to change regional operations. He recalls a time when conventional marketing wasn’t working for a new tomato variety launch. “I decided to take a creative approach—I organised a colourful promotional campaign and personally participated in the product presentation, even dressing up as a tomato!” he laughs. “This immediately attracted customers’ attention, created an emotional connection, and helped to quickly increase interest.”

If you could look ahead 10 years, what change in your job field would excite you most?

Looking to the future, Denis sees his field becoming a powerful tool for transformation. “I imagine that technology and new approaches will allow us to not only work more efficiently, but also to create truly innovative solutions that change the lives of customers and partners,” he says.

He is inspired by the prospect of shaping new industry standards. “Most importantly, it is the feeling that my work has a long-term effect, brings real benefits, and leaves a noticeable mark that I can be proud of.” For Denis, the future is one where professional growth and innovation go hand in hand, filling his career with energy and meaning.

At Hazera, building strong connections across the fresh produce chain is key to bringing great varieties from seed to shelf. As Market Development Manager – Fresh Chain at Hazera UK, I work closely with growers, importers, and retailers to ensure Hazera varieties deliver the quality, taste, and reliability that today’s market demands.

This particular week took me to Fruit Logistica in Berlin, one of the world’s most important fresh produce trade events. The event is unique because it brings retailers, growers, importers, and seed companies together in one place, creating opportunities for conversations that shape the future of the supply chain.

With the UK market spending £14.2 billion annually on fresh produce, and tomatoes ranking as the second most important category after apples, it’s a key opportunity to engage with partners and strengthen Hazera’s Fresh Chain projects. My main focus during the event was to connect key customers in the tomato and watermelon supply chains with members of Hazera’s international team, from colleagues supporting production regions to our global Fresh Chain experts.

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Wednesday – Meetings, tastings and industry connections

My first full day at Fruit Logistica started early, preparing the Hazera meeting room with a selection of tomatoes and mini watermelons ready for customer discussions and tasting sessions.

The first meeting of the morning was with a major fruit importer supplying a leading UK retailer, ASDA. Together we evaluated Excelsior, a mini watermelon variety imported from Brazil. By cutting the fruit open during the meeting, we were able to assess the taste, sweetness (Brix), and internal quality together.

The feedback was extremely positive.

These meetings are very practical. We taste the fruit together, evaluate the quality, and discuss what retailers are looking for in the coming seasons.

Later meetings focused on high-tech tomato production and mini plum varieties, bringing together our UK customer, Thanet Earth and Hazera colleagues involved in tomato breeding and production programmes. Again, tastings and Brix testing were key to evaluating varieties for the UK market.

One of the most important meetings of the day was with representatives from Tesco, the UK’s largest retailer with around 30% market share. Their feedback is incredibly valuable when it comes to shaping future fresh produce offerings.

By the end of the day, I had participated in seven back-to-back business meetings, covering everything from tomato production to Fresh Chain projects and future variety introductions.

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Thursday – Fresh Chain collaboration

The second day began with discussions with a major fresh food processor, Bakkavor who supply ready-to-eat salads and fresh-cut fruit to retailers.

We focused on mini plum tomatoes and watermelon varieties suitable for fresh-cut applications, where firmness, colour, and taste are critical to maintaining product quality.

Another important meeting brought together a premium UK retailer Marks & Spencer and one of its major tomato suppliers. Together with our colleagues from HM Clause, we evaluated several tomato varieties, including a promising red mini plum variety currently in development.

Being able to sit down together, taste the fruit, and discuss the breeding programme behind it really helps move projects forward.

Later that day we turned our attention to watermelon production projects in new growing regions, including Egypt and Serbia. Together with Hazera’s global watermelon product expertise, we discussed technical aspects such as planting density, pollination strategies, and crop management.

The goal is to develop new production regions closer to European markets, reducing transport distances and delivering fresher produce with a lower carbon footprint.

The day finished with meetings with one of the UK’s largest tomato producers, where we explored new varieties including yellow cherry tomatoes and mini plum types for future retail programmes.

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Friday – An unexpected journey home

The final day didn’t go quite as planned.

Heavy winter weather caused major disruption at Berlin Airport, which eventually had to close. With flights cancelled and thousands of visitors stranded, we had to improvise.

In the end, the solution was a six-hour drive across Germany to Cologne, where I was eventually able to catch a flight back to the UK.

It definitely made the trip memorable.

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A successful week for fresh chain

Despite the travel challenges, this was probably the most successful Fruit Logistica I’ve attended.

We held numerous meetings with retailers, growers, and importers, strengthening relationships and advancing several Fresh Chain projects.

One of the biggest milestones was meeting directly with major retailers—something that isn’t always easy to arrange at such a large international event.

For me, it shows that Hazera’s Fresh Chain approach is gaining real momentum. Retailers and producers increasingly want to work closely with seed companies to develop varieties that perform well across the entire supply chain.

With new partnerships forming and promising varieties under evaluation, the week highlighted how collaboration across the fresh produce industry helps deliver better quality, better taste, and better solutions for growers and consumers alike.

At Hazera, we are proud of our dedicated team, which works passionately to provide our growers with the best products. While we tend to put our products in the headlines, it is the Hazera team that drives our success. We believe it’s important to reflect on the contributions of women who are planting the seeds for a brighter future. So in honour of International Women’s Day, we are interviewing Milena Vulcheva, Deputy CEO of Hazera. We sat down with Milena to discuss her journey and her hopes for a world where women lead with confidence as the norm, not the exception. 

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Milena grew up in Bulgaria, where her love for agriculture began on her grandparents’ farm. With a career spanning over 20 years across diverse roles in the agriculture and food industry, Milena holds a Business Administration degree and an MBA from ESADE Business School. Now Deputy CEO at Hazera, she focuses on enhancing the organisation’s strategic direction and operational excellence. “I really value the team’s passion and commitment. With its agility, strong focus, and investments in vegetable seeds, the company is well positioned for exciting growth ahead.” 

Over the years, Milena’s career has taken her to Spain, Switzerland, Portugal, and Uruguay, and now she resides in the Netherlands with her husband and daughter. While the weather can be gloomy at times, they enjoy living there because of the welcoming people. When she’s not working, Milena enjoys skiing, biking, and exploring new cultures with her family. She is also an avid reader of various genres.  

If you could explain why your work matters in a way that inspires the next generation of girls, what would you say? 

“My work matters because every day I help shape an organization that feeds communities and gives people access to healthy, tasty vegetables. But the deeper meaning of my work goes back to my childhood, standing in my grandparents’ farm,” she explains. “My grandpa used to tell me, ‘If you take good care of planting the seeds, they will grow into something that nourishes others.’ Only later did I realize how important this is in leadership.” 

She now applies that lesson by helping ideas, people, and teams grow. “In the vegetable seeds industry,” she notes, “the decisions made today directly influence future food security and livelihoods.” Milena’s role as Deputy CEO allows her to empower talent and convert potential into tangible outcomes.  

When speaking to the next generation, Milena’s message is clear and direct: “Your voice matters. Your ideas matter. And leadership begins with the courage to take the first step.” 

What’s the boldest or most defining moment in your career that made you proud? 

For Milena, one of the most defining moments of her career was accepting the role of Deputy CEO at Hazera. “I stepped into the role at a time of transformation, when the organization needed clarity, cross-functional alignment, and renewed confidence. I knew the expectations were very high, and the path ahead would require difficult decisions and courageous conversations.” 

Looking back, she says her pride comes not from the title, but from having the courage to trust her experience, instincts, and ability to unite people around a shared goal. “From day one, I committed to listening deeply, tackling difficult topics with honesty, and empowering teams to bring Hazera to the next level. That reaffirmed something essential,” Milena continues, “leadership isn’t about having all the answers; it’s about facing uncertainty with conviction, inviting others to walk with you, and creating the conditions for people to rise.” 

What advice would you give to young women who want to succeed in your field? 

Milena shares several core principles that have guided her career. She first stresses the importance of self-belief. “In agriculture, seeds grow when they’re nurtured,” she says. “Your ideas work the same way. Speak up with courage.” 

She also advises young women to stay curious and learn the business from end to end. “The field connects science, innovation, farmers, and global markets. The more you understand the full picture, the more confidently you can lead.”  

The value of building a strong network shouldn’t be underestimated either, according to Milena. “Surround yourself with people who lift you higher and learn from everyone. Seek mentors and peers who challenge and support you — and be that person for others as you grow.” 

Milena encourages embracing difficult moments as opportunities for growth. “Courage,” she says, “builds real leadership. But above all, authenticity is key. Be yourself. Your authenticity is your advantage. It will eventually bring you to work in the right place with the right people.”  

In conclusion, Milena encourages young women not to be afraid to take the first step. After all, opportunities open for those who move with purpose. 

Looking ahead 10 years, what change for women in your field would make you most excited? 

What would excite Milena most is seeing women in agriculture leading with confidence as the norm, not the exception. “I envision a future where women’s expertise is recognized and their leadership is integral to shaping strategy and global food security.” 

“Another important change we must see, especially in developing and underdeveloped countries,” Milena continues, “is real access to education and equal pay for women in agriculture. I’ve met women whose determination reminded me why I chose this field, yet their opportunities were limited simply because of where they were born. When women are able to learn, earn, and grow on equal terms, entire communities rise with them. When more women feel free to use their voices, trust their ideas, and step into bold roles without hesitation, it will be one of the most meaningful changes our industry can achieve.”  

As a Marcom Manager at Hazera, I oversee marketing and communication activities across the Benelux region. From content and campaigns to PR and event organization, every week brings new challenges and opportunities. This particular week revolves around one of the larger events in our calendar: the Agro Expo in Roeselare, West Flanders (Belgium). Here’s a behind‑the‑scenes look at my workweek.

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Monday – Setting the stage

We’re pleasantly ahead of schedule with our Agro Expo preparations. Normally, we’d finalize the last details with the sales team today, but since they’re in Poland for a training, we already did that last week and our meeting is cancelled today. The extra breathing room allows me to refine the packing list and review logistics.

Meanwhile, another event is approaching: the Cauliflower–Broccoli Contact Day in Mijnsheerenland (the Netherlands). For both events—and for one in February—I ordered new roll‑up banners to complete our assortment for a number of crops. I unpack them, check the prints, and everything looks spot on.

And there’s more to review: we also received our newly printed, more eco‑friendly leaflets. The team and I are very happy with the quality.

The rest of the day involves updates to the Dutch website, exploring new AI tools, and briefing our advertising agency together with a colleague for another important event later this year: the International Open Days in September.

 

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Tuesday – Content, coordination & creativity

The stand builder starts setting up the booth today. Since the location is more than two hours away, I’m not on-site to supervise, but with our longstanding partnership, I know the job is in good hands.

My own schedule is filled with other communications work. I finalize an article with our customer, TOP The Onion Group, and send it for approval. I update the website and the social media calendar, and we hold our weekly marcom meeting to review all ongoing activities.

Towards the end of the day, I prepare the items I’ll need to take to Roeselare later in the week. It’s quite a lot, despite having already sent several items with colleagues, so I ask a retired colleague whether I may drop off additional materials on Thursday. She happily supports us at events—and we’re very grateful for her help.

I end the day on a creative note: stamping our vegetable display crates with the Hazera logo.

 

And even better news: the stand builder sends photos. The booth is already fully built!

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Thursday – Final preparations in full swing

After a day off on Wednesday, today is all about wrapping up the final details.

In the morning, I pick up the rental coffee machine and, together with a colleague, load several boxes of goodie bags. I deliver them to my retired colleague and once my car is empty again, it’s time to load the rest of the equipment. It takes some puzzling, but everything fits perfectly. And there’s even space left for my suitcase.

Before finishing the day, I run through the packing list once more, check the event script, and note the last action items for Friday. I also prepare the necessary materials for colleagues attending the Cauliflower–Broccoli Contact Day so they’re fully set for their event as well.

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Friday – On the road

In the morning, I collect fresh flower arrangements and clear out my inbox. With the out‑of‑office message switched on, I head to Roeselare, where I meet my colleague.

When we arrive, the high tables and chairs are already in place, so we start setting up the booth right away. It turns out that our table skirts don’t fit perfectly. Fortunately, with some creative thinking—and the tyraps we brought along—my colleague finds a neat solution.

The water connection isn’t yet operational, so some checks have to wait. After the drink delivery arrives, we store everything securely and lock the stand. My colleague heads home, and I drive to the hotel where I’ll stay until Monday.

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Saturday – Opening day

It’s the first official day of the event, something we’ve been preparing for months. We arrive early to vacuum, clean, and set everything up. The water issue is resolved just in time.

My responsibilities throughout the day include creating content, helping colleagues during busy moments behind the bar, and welcoming visitors. Together, we keep close track of stock levels and arrange extra orders when needed.

Unfortunately, we need to send a colleague home due to illness. These things happen, and we reorganize internally while keeping her updated.

Our Commercial Manager BNL visits the event today, and together we tour the exhibition hall to gather inspiration and see how others present their stands. I jot down several ideas and improvements for future editions.

Later in the afternoon, the Flemish Minister of Agriculture, Jo Brouns, also visits our stand, something that both visitors and our team highly appreciate.

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Sunday – A Busy and lively day

The second day is traditionally the busiest, and that certainly proves true. Before the doors officially open, we already welcome visitors who attended a breakfast session at the event. Thankfully, we were well prepared.

The booth is lively and crowded throughout the day. I take plenty of photos and videos and ensure everything behind the scenes runs smoothly. Despite one missing team member, we manage the day seamlessly.

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Monday – Final day & teardown

We expect another strong turnout for the final day. We arrive early once again, and before the event opens, I take a quick walk around the exhibition hall for some last inspiration. Colleagues at the office are eager to hear how things are going, so I keep them updated through Teams.

Around midday, I begin working on the after movie and start drafting this article. I remain available for the team, but everything is running smoothly.

After closing time at 19:00, we begin dismantling. We return unused drinks to the catering service and load the cars.

Before we drive home, we reflect on a successful and inspiring event. It was my first time attending the Agro Expo, and I learned a great deal—both in the run-up and during the event itself.

Next week, we’ll schedule a team evaluation. But for now: time to head home!

 

NAL External Audit at Hazera

The annual NAL external audit is one of the most important milestones in our QA calendar. It’s an intense, detail-oriented week that requires accuracy, teamwork, and readiness across every department.

NAL stands for Naktuinbouw Authorized Laboratory. Its accreditation ensures that seed testing laboratories operate with high reliability and quality standards.

The goal is to guarantee that seeds meet strict quality requirements before commercialization, providing confidence to customers and regulatory bodies. This accreditation reflects compliance with Naktuinbouw conditions and international protocols for seed quality testing.

I approach this week together with Michal Efrat – Quality Assurance Manager IL, whose experience and guidance are essential in ensuring everything runs smoothly. This is how our audit week unfolded.

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Sunday – First preparations & system alignment

As the workweek begins on Sunday, the NAL audit preparations are already underway. Together with Michal, I review the full audit plan and prioritize what needs attention before the auditors connect.

Our focus areas include:

• Ensuring all documentation is updated and easily accessible
• Reviewing corrective actions from previous audits – both internal and external
• Validating training files and operator competencies
• Confirming traceability across the labs and the processing plant

Having conducted remote audits consistently over the past three years, we are well-versed in NAL’s expectations and highly experienced with both the process flows and the technical challenges associated with remote audits. All our remote audit equipment – a clearly time-lined agenda in Teams, phone camera, Jabra speaker, and backup devices – is prepared in advance so we can concentrate fully on content rather than logistics.

Sunday ends with a solid overview and clear direction for the next day.

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Monday – Documentation completion

Monday is dedicated to advancing one of our most important long-term improvements: the transition to our new documentation system, WIN. We focus on organizing existing materials, mapping, and ensuring the new structure fully supports daily operations.

The WIN system brings significant advantages to QA and all operational units:

• Centralized and controlled — documents are stored in one place, easy to find, and always up to date.
• Automated workflows — approvals and updates run smoothly, supporting compliance with ISO, NAL, and corporate standards.
• Multi-language support — improving accessibility for all teams.
• Smart navigation — links between related documents and role-based access ensure users quickly find only what’s relevant to their function.

This marks a meaningful shift toward more efficient, transparent, and aligned documentation management.

In addition, we schedule a focused session with key departments to address Non-Conformities (NC), support their analysis, and ensure follow-up on corrective actions that drive real change. This collaboration strengthens ownership and improves solution effectiveness.

By the end of Monday, we’ve made strong progress: the documentation system is well-structured, and teams are aligned on actions, setting a solid foundation for the upcoming audit and future improvements.

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Tuesday – Audit day 1: Health Lab

The first audit day starts with an unexpected twist: one of the professional auditors is sick and unable to join. Fortunately, a replacement is arranged quickly, and we begin the session without delays.

Using all the tools, the auditors are guided through the Health Lab.
Focus points include:

• Sample reception & labeling
• Equipment qualification
• Method demonstration
• Training files for each Health Lab technician
• Documentation and data integrity

We also make sure to show as many Health Lab methods as possible within the time frame, giving the auditors a complete and realistic view of our routine QC work.

The day ends with positive feedback – a good start.

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Wednesday – Audit day 2: Germination Lab

The second day focuses on the Germination Lab.
We demonstrate:

• Accredited germination methods
• Environmental monitoring
• Scoring and record keeping
• Sample identification
• Training and qualification of germination technicians

We walk the auditors through multiple workflows, ensuring they get a full picture of our capabilities.

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Thursday – Audit day 3: Processing Plant

The final day of the audit focuses on the Processing Plant, with a more targeted and concise scope.

The auditors review two core methods:

• TSW (1000 seed weight)
• The sampling process

We demonstrate both methods clearly through the remote setup. The auditors also place strong emphasis on two essential QA elements:

• Training and competency of plant employees, including qualification for each task
• Equipment calibration and maintenance, ensuring accuracy and reliability over time

The team provides all required documents and explanations, and the session flows smoothly from start to finish. The auditors show strong engagement throughout, and the review concludes on a positive note, reinforcing the solid work and professionalism of the plant team.

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Looking back

This NAL audit week was intense but deeply rewarding.
Working closely with all the operational teams from QC and the processing plant showed once again how much preparation, communication, and teamwork matter.

The effort was truly cross-functional, connecting QA with every part of the business to ensure compliance, efficiency, and customer trust.

Despite the limitations of remote auditing, we provided a complete, transparent, and confident demonstration of our work. We can proudly say:
It was a successful audit and a valuable learning experience – The observations shared by the auditors will help us further improve our processes to ensure the highest quality of operations and products before delivering seeds to our customers.

Healthy onion sets that growers can rely on

For more than thirty years, TOP The Onion Group has been a leading player in the production of first-year onion sets and the export of onions for consumption. What sets the company apart? A strong focus on quality and healthy starting material.

“We do everything we can to grow our onion sets as healthy as possible,” says International Sales Manager Erwin Groen. “That’s why TOP is the only company working on virgin land in northern France. This results in healthy products that growers can truly rely on.”

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A shared ambition for quality and sustainable breeding

Over the years, the focus on quality at both Hazera and TOP The Onion Group evolved into a broader ambition. After years of working together in practice, it became clear that more could be achieved through closer collaboration. That shared conviction brought both parties together in an exclusive partnership.

“Hazera is one of the few companies truly involved in breeding varieties specifically for onion sets,” Erwin explains. Rather than adapting existing varieties, Hazera focuses on targeted breeding. According to Erwin, this is exactly where Hazera’s strength lies. “Many players try to tailor varieties to the market without a solid breeding program behind them. These varieties often originate from countries such as Australia or Japan. A variety that performs well there may struggle under Dutch conditions. We want varieties that are reliable, perform when it matters, and fit local growing conditions. That’s why it’s so important to develop varieties in the same environment where they are ultimately grown.”

The partnership therefore goes far beyond seed alone. “We are in close contact and share everything,” Erwin explains. “From market developments to feedback from growers. Together, we look years ahead and proactively address challenges such as disease resistance, drought tolerance, and fusarium.”

For Erwin, it’s clear: “Together, you are stronger. This collaboration enables us not only to offer better varieties, but also to safeguard quality and reliability for growers.”

Top performance within the onion set portfolio: Crusado and Akado

Within the current onion set portfolio, several varieties clearly stand out among TOP customers, including Crusado and Akado. “Crusado is, in our view, one of the best varieties in the early segment today. It is clear that breeding has focused on achieving the optimal combination of early harvest, high yield, good storability, and strong root development. Thanks to its powerful root system, Crusado is also better able to cope with drier conditions,” Erwin explains. “Crusado has meanwhile become a real favorite among many onion growers: the variety delivers high returns and, thanks to its excellent quality, is also very suitable for export to overseas destinations.”

Akado is a true standout in the red segment, mainly because this variety does not require heat treatment. “Akado is the only red variety currently available on the market for which this treatment is not necessary. Normally, red varieties are prepared through a treatment with high temperature and humidity to prevent the onions from forming seed stalks,” Erwin explains. “Although this preparation is effective in preventing bolting, it has the drawback of increasing the risk of bacterial rot. As a result, many growers have stopped producing second-year red onions. We believe these bacterial issues are largely linked to the preparation process. With Akado, we have found a clear solution. In addition, Akado is also a very early variety, which makes it even more attractive for growers.”

Varieties such as Crusado and Akado illustrate what TOP The Onion Group stands for: reliability, quality, and solutions that work in practice. Combined with the intensive collaboration with Hazera, this forms a solid foundation for continuing to develop onion sets in the future that are tailored to Northern European conditions and the needs of growers.

At Hazera, we are proud of our dedicated team, which works passionately to provide our growers with the best products. While we tend to put our products in the headlines, it is the Hazera team who are behind our success. Let’s shine the spotlight on Ignacio Lopez, Sales Manager for Latin America.  

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Ignacio Lopez grew up in Chilecito, a small town in Argentina, where agriculture was part of his everyday life. His roots in farming go back to childhood, helping his father in a water drilling company. “I could see the farmers’ work and how they started growing a little plant that then ended up being the food of somebody. I really loved that,” he recalls. 

After studying Agronomic Engineering and completing an MBA, Ignacio joined Hazera. “I thought: if I know the technical part, it’ll be easier for me to go deeper on the business side,” he explains. Based in Buenos Aires, he has led Hazera’s commercial activities in South America and the Caribbean for over three years. Since January 2026, he has taken on a new role as Sales Manager for Latin America, now also overseeing Central America, including Guatemala, Costa Rica, Honduras and Panama. “It allows me to explore an unfamiliar market, understand its dynamics, and deliver the results we need,” he says. “My goal is to elevate our Latin America region to a higher level of market positioning.” 

Outside work, family comes first. Ignacio is the proud father of a one-year-old daughter, whom he calls his Princess. He enjoys travelling with his partner, discovering new food, and sports. “I’m a BBQ enthusiast and a sports lover. I enjoy running, which I can do when I’m travelling,” he adds. 

If you had to explain your job to a 5-year-old, how would you do it? 

Ignacio smiles before answering: “I really love this question because maybe I even have to explain it in a couple of years to my little girl.” His answer is simple and playful: “I help farmers to choose the best seeds. If I’d have to compare it, I would say it’s like picking the right shoes to run fast. If you choose the right shoes, you will run fast, and you could win competitions. Helping farmers choose the right seeds means their vegetables grow strong, tasty and healthy.” 

What’s something you’ve learned during your career at Hazera from working with colleagues or partners from different cultures? 

“It’s always challenging. But it’s also nice to do and this is something that I’m really passionate about,” Ignacio says. His biggest lesson? “Listen first and then adapt.” Latin America is wonderfully diverse with different communication styles and decision-making approaches. “All that can change from one valley to another,” Ignacio explains. Sometimes that means a detailed presentation, other times hands-on in the field, or even a quick WhatsApp voice note. For Ignacio, building trust and respecting local expertise is key: “And celebrate wins together, whenever you can.”  

What’s the most unusual or memorable thing that’s ever happened to you in your career? 

Ignacio doesn’t hesitate: “We did an event in the last week of October in Peru which we called the Hazera Onion Experience,” Ignacio recalls. The three-day event brought together growers, dealers, buyers and technical experts from across the globe. “Seeing every actor in one place meeting, sharing insights, building new connections… I realised we are on the right track. Collaboration accelerates and multiplies for sure.” The event took over a year to plan and involved 150 participants. “I didn’t do it by myself; I just had a great team that did it. Now we are analysing how to shape this concept for the future – maybe biannually or with other crops like tomatoes.” 

One of the reasons Ignacio feels at home at Hazera is the company culture. “When you have an entrepreneurial mindset, Hazera is the right place. You don’t hit walls here, you find bridges instead. That makes it easier to innovate and create impact,” he says. 

If you could look ahead 10 years, what change in your job field would excite you most? 

“Climate-change is going to be a real challenge in a couple of years. We’re already seeing that now with dry seasons and heat,” Ignacio explains. He also sees technology playing a bigger role: “We have to pair that with digital tools for farmers to predict planting windows, disease pressure, labour needs and even market timing.” AI-supported demand forecasting and data-driven practices will help reduce risk, waste, and cost while improving yield, flavour and shelf life. Helping farmers adapt step by step is something Ignacio enjoys: “I like to show where you can be and why it should be done.” 

Which colleague would you like us to interview next? 

“I was thinking about Santiago Oliva. He’s the Portfolio Marketing Director of Cucurbits and Peppers,” Ignacio suggests. “He’s really young for the position and has worked in different countries and sectors. It would be interesting to see how he did it.” 

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At Hazera, we value the people who have helped shape our company over the years. In this Heritage Edition, we reconnect with colleagues who have either moved on from Hazera or have been part of our team for many years. Today, we speak with Arthur Zuidweg, Supply Chain Planning Expert. For more than 40 years, Arthur has been an integral part of Hazera’s story.

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Arthur began as an assistant bean breeder, coming from a background in garden architecture. Introduced to the seed business by his father-in-law, this step proved life-changing — bringing him not only a lifelong career but also a lifelong marriage. Arthur’s current role is Planning expert within the Supply Chain department.

From beans to supply chain, Arthur has seen it all. “Back in the day, we even did the quality checks ourselves. NAKTuinbouw trained me for this,” he recalls. Beyond work, Arthur treasures his family, with whom he shares many proud memories and joys, including his grandchildren.

What is a common myth about your job or field of expertise?

“There’s a common myth that Supply Chain ‘knows’ everything or can fix every problem. In reality, while we do play a central role — acting as the spider in the web between production, processing, demand planning, and sales — our real strength lies in connecting the dots.” Arthur explains that it’s Supply Chain’s responsibility to bring the right people and processes together. “But it’s important to stress that solving every issue requires collaboration across the organization. It’s never a one-team effort.”

In your opinion, what is the most important personality trait someone should have to work in your industry?

“In Supply Chain, you need to work well under pressure and show resilience. It’s about maintaining a helicopter view while staying calm and collected — especially during the high season, when stress levels can be intense,” explains Arthur.

Tell us about a project you’re proud of and why?

“I’ve been a Supply Chain Manager and Team Lead for more than 12.5 years. Beyond the business responsibilities, I truly enjoyed leading a team — it was a rewarding experience, and I’m proud of the team I had the opportunity to build. The personal connections mean a great deal to me.”

Arthur also benefited from the support of his wife, who managed a large team herself. “Exchanging experiences and learning from each other was inspiring, and she often offered me an invaluable ‘outside-in’ perspective.”

What does “Hazera – Growing Together” mean to you?

“Literally growing together. With a sense of unity and solidarity, we do this as a team — taking care of each other, listening to one another, and showing respect, even in our differences.” Arthur is convinced that that’s very important nowadays.

Tell us something interesting/funny about you most people don’t know.

“In my spare time, I enjoy woodworking with my son. Together, we design and create wooden tables with epoxy. Woodcraft is my hobby, and it’s even more special because I get to share it with him.”

What lessons have you learned in 40 years that you would pass on to younger colleagues?

“Over the years, I’ve witnessed the company’s growth, marked by rising sales and an expanding crop portfolio,” Arthur says. “But beyond the business achievements, the most valuable lesson I’ve learned in four decades is the importance of truly listening. When we listen to each other, we gain deeper understanding. And that’s how we find the best solutions together.”

What do you hope the company will achieve in the years ahead?
Arthur doesn’t beat around the bush: “We strive to be the market leader in onions.”

If we opened a time capsule from your first year here, what would we find inside?
“A forklift would be in the time capsule because it symbolises those early years of hard, hands-on work. And,” Arthur continues, “it reflects the practical side of my role, the dedication to keeping everything moving, and the way we all helped lay the foundation for what the company has become today. It’s more than just a machine, it represents reliability, effort, and the essential contribution we made from day one.”

 

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At Hazera, we value the people who have helped shape our company over the years. In this Heritage Edition, we’re reconnecting with colleagues who may have left the workplace, but whose contributions are still part of our story. Today, we speak with Wim van der Heijden, retired breeder and product development specialist from Kaatsheuvel (NL). Wim played a key role in the development of important crops and helped build the foundation that still supports our work today, a great example of what it means to grow together.

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Wim, father of two daughters and grandfather of four grandchildren, worked at Hazera for nearly 40 years before retiring in 2019. After studying at the Higher Agricultural College, he started in 1981 as an assistant breeder in Stompwijk. There, he worked on bush beans, parsley, and other legumes. After about five years, he was transferred to the Tuitjenhorn location, where he spent another five years working as a breeder for radish, and later also for red beet and carrots.

“You can hardly imagine it now,” Wim says, “but back then there was no marketing department. Breeding and sales worked together, which sometimes led to large stocks of seeds that couldn’t be sold.” To improve this, a marketing department was set up. Wim became part of this team as Product Development Specialist for the root and bulb crops, which at that time included nearly all vegetable crops Hazera was active in.

Around 2000, Wim became Product Manager for onions, radish, leek, and red beet, and served as backup for carrots. Until his retirement, Wim remained active as Product Manager. In the last eight years, his focus was mainly on onions and radish. He led colleagues in various countries and worked on defining and developing the traits varieties needed to have.

What is a common myth in your field of expertise?
Wim laughs as he recalls a story that used to circulate: “A colleague once said courgette seeds germinate better if you put them under your pillow at night and sow them the next day. Whether it’s true? No idea, but it was a funny theory!”

In your opinion, what is the most important strength someone needs to be successful in your job?
Wim doesn’t have to think long. Good collaboration with colleagues and perseverance are, in his view, essential. “With onions, for example, a biennial crop, it takes about six years to go from A to B. It requires a lot of patience and endurance.” He also believes you shouldn’t be too theoretical. “I need to hold a product in my hands to judge whether it has potential. You can’t be afraid to get your hands and feet dirty,” he jokes.

Tell us about a project you’re proud of and why.
After a career spanning nearly 40 years, there are of course many projects to look back on. Wim is especially proud of the development of firmness in Hazera onions. He explains that Hazera was one of the first companies to purchase a firmness tester. “Every onion from every line was manually pressed to determine firmness and select the best. That project took about 15 years, but we really hit the mark with it. The Centro and Dormo varieties resulted from it.” Hazera still offers these varieties. And according to Wim, that’s likely to continue due to their unique characteristics. “Also worth mentioning,” Wim adds, “is that Hazera was one of the first to develop downy mildew resistance in onions. That was quite a breakthrough in onion breeding.” Wim has plenty more to say about onions. He enthusiastically talks about Hazera’s growth: “In the Benelux, we started with a 2 to 3% market share in onions. Thanks to the right varieties in terms of yield, firmness, sprouting tolerance and storability, we grew to almost 30%. We completely turned the market upside down.”

What does “Hazera – Growing Together” mean to you?
During the interview, Wim repeatedly emphasizes how Hazera grows as a team.
“Of course you’re never alone. We do everything together with the breeding team, the sales team, etc. We started with a 2 to 3% market share in onions. That’s nothing, right? Farmers didn’t even know us. And to turn that into almost 30%, we achieved that together.” Wim is also proud of what Hazera achieved in radish by working with the same breeders. “Stability is very important, and that’s how you achieve the best results. I had the great privilege of choosing my own people. That’s a big plus, because you always choose people who suit you and have the right background. They were truly committed. That kind of motivation really makes a difference.”Tell us something about yourself that most people do not know.
“What most of my former colleagues probably don’t know,” Wim explains, “is that I always wanted to be a farmer. That never really came up at work.” Since he didn’t come from a farming background, he worked on a farm during school to gain hands-on experience. Wim continues: “That’s where I learned the tricks of the trade. Looking back, it really laid the foundation for my role as a breeder.” Things could’ve turned out very differently though. Originally, Wim planned to go into livestock. But after a crop farming internship, he changed direction. “Yes, I loved it,” he says with a smile. “And believe it or not: I only wrote one job application, and that was to Hazera!” Except for one short detour, Wim stayed until he retired. A career to be proud of!

 

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At Hazera, we are proud of our dedicated team, which works passionately to provide our growers with the best products. While we tend to put our products in the headlines, it is the Hazera team who are behind our success. Let’s shine the spotlight on Maria Martinez, Marketing Communications Manager from Almería, Spain.

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Maria Martinez is 30 years old and has been with Hazera for almost nine years. She started in finance at Hazera and gradually began combining both finance and marketing communications. “When I started, the Marcom department didn’t exist at all. We only had a Facebook page but we didn’t use Instagram or other platforms,” Maria explains. “So I created the Marcom department. Then we began to professionalise our marketing actions more and more.” While she also handles finance responsibilities—sometimes stepping in for the finance manager during maternity or sick leaves—her passion lies in marketing. “While finance is all about clear numbers and predictability, marketing allows me to think outside the box, be creative, and work on something different every day.”

Maria’s connection to agriculture runs deep through her family. “My family has a greenhouse, and they have been working in agriculture for years. My grandfather also had a open fields where he used to grow all the fruit and vegetables that they ate in the house. I remember when I was a child, I used to go to the open field with my cousins and grandparents in the afternoon to pick up apples, lemons, and potatoes. So, I’ve been in contact with agriculture since I was a child.”

What is a common myth about your field of expertise?

“I think that in these last two years, people have been thinking of Hazera Spain as a company that innovates a lot and is always doing different things,” Maria shares. She recounted how their innovative approach has become their signature:

“Last year we did 3D billboards which we placed along the highway, and one girl saw the billboard, only seeing a flash of the Hazera logo. But she immediately asked me, ‘Is that 3D billboard from Hazera?’ When I said yes, she replied, ‘I knew it had to be from Hazera because it’s something very different, very innovative, and this is something only Hazera does.'”

Maria continues, “People always say we’re the only company doing very different activities. When we go to fairs, everybody likes to visit our stands because they know they’ll see something totally different compared with the rest of the companies. Marketing is very important, because it often is the first glimpse you get from the company.”

In your opinion, what is the most important personality trait someone should have to work in your industry?

Maria emphasises that “the secret of Hazera Spain is the team. When you enter the company, the feeling is that everybody is working, but if someone laughs, another laughs also. We try to have a very good environment.” She stresses the importance of connection in marketing work: “For social media, for different events, you need to have a good connection with people. Because even though we sell products, we’re a company that works for people. It’s very important to have a good positive attitude. Never say this is impossible. Especially in marketing, flexibility is crucial. If you can’t do something today, tomorrow you can.”

Tell us about a project you’re proud of and why.

“This year I’m very proud of the cinema campaign, and I am not only proud because of the result, but also because of the process,” Maria says enthusiastically. The ambitious project began when General Manager Manolo mentioned being at the cinema with his daughters and suggested doing something cinema-related. “We thought about this campaign in July of last year. We couldn’t tell anyone anything because if another company did something similar with cinema, the campaign would have been a total disaster.” The comprehensive campaign included a 15-minute film about the Heredero tomato variety, cinema advertisements for other varieties like ZiMMan, Nemeton, Pendragon, and Windsor, billboards designed like movie clapperboards, a Women’s Day cinema team-building event, and a premiere complete with red carpet. Despite challenges, including unexpected rain during filming in typically dry Almería, the campaign was a tremendous success. “This was Heredero’s first commercial year, and we sold all the seeds. Our marketing campaign had a result.”

What does “Hazera- Growing Together” mean to you?

For Maria, Growing Together represents collaboration at every level. “I do a lot of collaborations with influencers, and with other companies. I think the right way to grow is to collaborate because we can learn together. Also, Growing Together is reflected in our commitment to the clients— for example, this year we celebrated family days and invited people to the cinema to see our film. We don’t want to only involve the clients with Hazera, but like to involve their families as well. Because if the family is involved, they’ll have a good vision of Hazera and they are going to talk to other people about Hazera.”

Tell us something about yourself that most people do not know.

“The majority of people, external and sometimes internal, think that I studied marketing because I do everything related with marketing. But the reality is I studied finance and accounting,” Maria reveals with a smile. “Everything I learned was by myself. I did a lot of online courses, learning how to edit videos, how to create good social media planning. When I started in marketing it was like an obsession for me. I started following marketing companies, reading marketing books, and listening to marketing podcasts. While finance taught me precision, it’s marketing that allowed me to think beyond limits and write the story I’ve always wanted to tell.”

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At Hazera, we are proud of our dedicated team, which works passionately to provide our growers with the best products. While we tend to put our products in the headlines, it is the Hazera team who are behind our success. Let’s shine the spotlight on Juan Montes, Product Development Specialist Tomato from Almería, Spain.

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Juan Montes, father of two, was born in a coastal town in Almería, Spain. “Fortunately, I grew up surrounded by beaches and greenhouses, and since my father is a farmer, my connection with the crops was inevitable. So, I studied agricultural engineering at the University of Almería and started working as a crop advisor in 2004. After a little more than two years, I changed sectors and began working as an engineer in the technical department of a public works company. However, my love for crops led me back to technical advising for seven years at a large export company. Finally, I joined Hazera in 2014 as the development manager for tomato cultivation, where I remain to this day.”

What is a common myth about your field of expertise?
“In the agricultural sector, seed companies and the people who work for them are well received because they always bring new developments. However, we are rarely fully trusted, and it is often thought that our goal is only to sell at all costs.” Juan shook his head and said, “but nothing could be further from the truth. It is true that we aim to sell and repeat the sale year after year, but what we really seek is a partner who evolves and works with us, and we strive to build long-term partnerships, where both parties benefit and is built on trust.”

In your opinion, what is the most important strength someone needs to be successful in your job?
Juan said that “listening and understanding are the most essential traits.” He continued saying that “many times, we are eager to explain our materials, varieties, and their advantages, but perhaps we do not fully understand the focus, which leads to frustrations. Properly listening to and understanding the needs of the growers, the supply chain, and the consumers are the keys to success in our business.”

Tell us about a project you’re proud of and why.
“Over my ten years at Hazera, I’ve been part of many projects, but I’m especially proud of my growing involvement in Fresh Chain. This initiative allows me to deepen my knowledge of cultivation and markets while gaining a broader, global perspective on the business. It also gives me the opportunity to collaborate with colleagues from diverse countries and cultures,” Juan shared enthusiastically then he added, “It’s not just exciting—it’s also a significant challenge. A great example is our exceptional Roma tomato, Heredero. I have the privilege of showcasing it to customers in various countries, including Mexico, Morocco, and Spain, where it has been performing well. Heredero embodies everything we strive for: outstanding quality, firmness, ideal shape and size, high production, and most importantly, resistances, especially against ToBRFV.”

What does “Hazera- Growing Together” mean to you?
Juan said that for him Grower Together means “on one hand, growing myself as a professional, thanks to the development opportunities provided by Hazera and the chance to meet incredible people and professionals from other countries, whom I also see evolving. On the other hand, seeing how the growers, who work with us, grow thanks to our varieties and recommendations.”

Tell us something about yourself that most people do not know.
“Although everyone sees a logical progression in my career—being the son of a farmer, growing up surrounded by greenhouses—it’s normal to be linked to this job/sector. But the truth is, for me as a child going to the greenhouse when we misbehaved was a punishment by my father. When I got to university and told him I wanted to be an agricultural engineer, he was perplexed and when I started my studies, I discovered a new world and began to see plants differently. Fortunately.” Smiled Juan.

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