Reducing climate change

The trick for Barenbrug is to look at the trends and developments for the future and align breeding techniques with these. In doing so, the company wants to contribute to reducing climate change and ensuring there is enough food in the world. Think of grass that does not need to be mowed as often, can withstand drought better or is easier for cows to digest so that less methane gas is emitted.

Jos van der Wielen: "In so-called rainshelters, we are currently investigating which grass species can do with much less water, up to seventy per cent. These species establish themselves more firmly and deeply in the soil, allowing them to extract nutrients better. By administering water in a controlled way, we see at how much water the crop still grows well and contains sufficient nutrients. From that, we make selections."

Growing market

Thanks to its global market, the company can focus entirely on grass. They sell their products to end customers through a network of distributors. About 65 per cent of grass seeds sourced globally end up in the agricultural industry, while the recreational market comprises about 35 per cent. In Europe, this split is 50/50.

As more livestock farmers are using grass as feed, rather than maize or concentrates, the market is continuing to expand. In Russia, for example, large areas of new grass and alfalfa are currently being sown to meet the growing demand for meat and dairy products. The situation is different for golf courses and football pitches. These are reseeded several times a year, particularly when major FIFA and UEFA tournaments are taking place. Barenbrug is often commissioned to supply the grass seed for these purposes.

Dark green or fresh green

Barenbrug is a decentralised organised company. Van der Wielen: "To ensure that the final product meets the customer's requirements, we upgrade and test our grasses and legumes worldwide." 

The climate has a major influence on this. But the agricultural sector and culture also determine which species are bred. "In America, grass has to be dark green, while in Europe they like fresh green," Christiaan Arends notes. To ensure that the company follows the same course, R&D and a number of strategic programmes are managed globally from head office. 

In the Arnhem - Nijmegen - Wageningen region, Barenbrug has three branches; a grass seed processing plant and sales department in Nijmegen, the R&D department in Wolfheze and their own farm where they test grass varieties in Homoet, located between Valburg and Heteren. It also collaborates with Wageningen University & Research, Radboud University and HAN University of Applied Sciences to conduct research and train students.

Data as a starting point

To improve its products, Barenbrug is increasingly researching customer needs. Quite a challenge as they used to be a traditional, product-oriented organisation. Earlier, they mainly relied on their own opinions and looked at how products met the user's needs on that basis. 

Christiaan Arends: "To find out whether our thinking was right, we asked customers what concerns them. We ourselves had made a list of items we thought end-users would find important, such as fast delivery and high yields. It was striking that customers did not name any of our points. They indicated that it was much more important for them to be relieved." This data is now the starting point for both sales, marketing and product development. "It is a lot of work, but now that we know what customers really want, we can focus on new innovations even better and in a more targeted way," says Jos van der Wielen.