Innovation is a top priority for grass seed producer Barenbrug. Through its Connected Innovation programme, the Nijmegen-based company ensures a constant flow of new ideas. How do they do that? Josephine van Gelder, Marketing Manager at Barenbrug, explains to The Economic Board: “A grass seed yields more than just grass. It provides feed, a sporting experience or the joy of gardening!”
Anyone looking around Barenbrug 's website will quickly see that innovation is one of the company's spearheads. The grass seed producer, which was named Pearl of the Region a few years ago, is constantly developing new products for its global customers. These end customers have very diverse requirements.
Van Gelder gives another example: “John is a groundsman at Arsenal (an English football club, ed.). He simply says that he needs the pitch to be in perfect condition for the next match within 24 hours – regardless of what happens during the match. That is a question we need to work together to find an answer to. And for that, you need a system that helps with it.”
The social character of the platform strikes a chord, according to Van Gelder: "That's why people like doing it. It goes far beyond 'please help us with an idea'. The questions from the platform just help to get your thoughts in order. Plus, it gives immediate answers to important questions. Is our customer really waiting for this? Can we earn from it? Can we produce it? So whether it's useful to go ahead with it or not. And at the same time, you are also capturing information. So it is also a way of safeguarding the knowledge that is in people's heads within the company."
Nevertheless, Van Gelder already sees considerable potential in some of the ideas featured on the Home of Innovation: “I can really picture this becoming an innovation machine. Every now and then, we unearth new gems here. And that’s ultimately what it’s all about.”
Interactive platform Home of Innovation
Anyone looking around Barenbrug 's website will quickly see that innovation is one of the company's spearheads. The grass seed producer, which was named Pearl of the Region a few years ago, is constantly developing new products for its global customers. These end customers have very diverse requirements.
Divergent questions from end customers
Whereas a dairy farmer would prefer plenty of protein-rich grass, the Johan Cruijff ArenA, on the other hand, requires slower-growing grass that can withstand foot traffic. Through a wide range of end customers and distributors , Barenbrug’s staff discover exactly what all the requirements are. This generates many ideas, which, according to Van Gelder, must not be lost. In fact, she argues that it is important for Barenbrug’s other branches around the world to be able to contribute their thoughts on these matters too. A farmer in South Africa, for example, may face exactly the same problems as someone in the United States. Or a solution to a challenge on one continent may already exist somewhere else. The company wants to bring this knowledge even closer together.
Van Gelder gives another example: “John is a groundsman at Arsenal (an English football club, ed.). He simply says that he needs the pitch to be in perfect condition for the next match within 24 hours – regardless of what happens during the match. That is a question we need to work together to find an answer to. And for that, you need a system that helps with it.”
Home of Innovation
That is why Barenbrug developed the interactive platform ‘Home of Innovation’, which combines elements of gamification and a social network with the generation of serious ideas for new services and products. The users are Barenbrug employees from all over the world. They evaluate each other’s ideas, provide feedback and ensure that every idea is thoroughly considered. In this way, the company pools knowledge and expertise on specific topics.The social character of the platform strikes a chord, according to Van Gelder: "That's why people like doing it. It goes far beyond 'please help us with an idea'. The questions from the platform just help to get your thoughts in order. Plus, it gives immediate answers to important questions. Is our customer really waiting for this? Can we earn from it? Can we produce it? So whether it's useful to go ahead with it or not. And at the same time, you are also capturing information. So it is also a way of safeguarding the knowledge that is in people's heads within the company."
Innovation machine
Barenbrug launched its Home of Innovation in early 2021, and more and more ideas are appearing on the platform. Several of these have already progressed to the next stages of the innovation process, such as experimentation or development. These products are not yet on the shelves. According to Van Gelder, this is not yet possible, given that grass seed is a seasonal product. With innovations, practical trials must first be carried out to prove that the new products actually deliver on their promises. And by then, at least a year has already passed.Nevertheless, Van Gelder already sees considerable potential in some of the ideas featured on the Home of Innovation: “I can really picture this becoming an innovation machine. Every now and then, we unearth new gems here. And that’s ultimately what it’s all about.”
Interactive platform Home of Innovation
