Thursday, October 19, 2017

The Nunhems® brand triumphs at Fruit Attraction with “Imagine it: we bring it to fruition”, its strategy for seducing consumers

Vegetable Seeds consolidates its leadership in the development of new consumer trends with Minigustos® and Tinkwino F1*.
Top quality, a long shelf life, an attractive appearance, resistance to disease and high performance are just some of the parameters that the experts at Vegetable Seeds have been incorporating for years in the new horticultural varieties that have made them the benchmark for the market, but there are still even more variables to take into account to achieve true market leadership.
At this year’s edition of Fruit Attraction, Bayer’s vegetable seeds division revealed its leadership strategy based on the slogan “Imagine it: we bring it to fruition”, an operating methodology with which the Nunhems® brand has managed to seduce consumers thanks to the commitment of all the company’s departments to a common goal: working ceaselessly to identify the true needs of the food chain and determining the optimum way of meeting those needs.

Minigustos® vegetable snacks
One of this year’s novelties on the Bayer stand was Minigustos®, the new premium brand of appealing and delicious vegetable snacks that was showcased at Fruit Attraction with the mini cucumber. With Minigustos®, Bayer is targeting Generation X and millennials, two consumer profiles that are characterized by their interest in getting fitter, eating better and smoking less. Moreover, they are willing to spend their money on food brands that convince them not only by their quality and flavour but also by their healthy values.
The first Minigustos® cucumber snacks are selling well in the most exclusive supermarkets in northern Europe, and Bayer has already received orders from Canada, Australia and China, so expectations could not be better.

The Minigustos® range is a faithful reflection of Bayer’s new criteria for improving the cucumber variety, as for the first time the food chain is being offered new selling points based on the taste experience. In addition to flavor, Bayer’s research and improvement programmes have added a crispy texture to French and Spanish cucumbers in consonance with current consumer trends which put a very high premium on this particular attribute.

These innovations in flavour and texture are also reaching the market in the form of the Q.verde range, the top quality Spanish cucumber from the Nunhems® brand. Following the unprecedented success of the Alpita F1, the first variety from the Q.verde stable, the range has been joined by Nibali F1 and Contador F1. The three varieties of Spanish cucumber complement each other in terms of seasonality and for the first time allow a full range in this market segment to be produced all year round and in any part of Spain, provided the cultivation is protected.

Q.verde is the premium brand that identifies the new varieties of Spanish cucumber that will be appearing with the common denominator of added colour, quality and productivity. This quality stamp, unique in its category in the market, is the result of significant investments in R&D by Bayer for this type of cucumber. At present, Q.verde is the undisputed leader of the cucumber segment of the Spanish market.

Tinkwino F1* pink tomato
Among the innovations from Nunhems® to diversify its tomato offering is the Tinkwino F1, a pink tomato ideally suited to long cycles with very uniform fruit with a deep color and flavor. Tinkwino F1 does not split and its fruits are firm and solid.
This is a very productive variety throughout the growing cycle, with a low percentage of fruits in the second category; a highly uniform variety with firm fruit in the G and GG calibre.
Joaquin F1, the onion with no outgrades
In the long-day yellow onion variety, the Nunhems® brand is presenting the Joaquin F1 variety which features a uniformly high performance and excellent quality across the entire production.

Its main characteristic is the absence of outgrades, a feature that clearly differentiates it from other varieties on the market and addresses producers’ demands.

With its successful strategy, Vegetable Seeds has laid the foundations of a working methodology that is unique in the world. “Smart management of knowledge from the field through to experts in vegetable improvement, including constant analysis of market trends, has enabled Nunhems® to market new varieties that in many cases anticipate consumer tastes and set the trends,” explains Francisco Solera, Crop Sales Manager for Europe and the Middle East.

The results of this successful working methodology are the stars of Bayer’s stand (9D12) at Fruit Attraction, which from the first day of the fair has become as essential meeting place for representatives from the entire food chain, who are keen to find out about these new varieties. “We are very pleased with the interest that the Nunhems® brand has aroused at this edition of the fair; as far as we are concerned, this is an endorsement of the efforts we have made in providing the utmost commercial quality and food safety in our production,” adds Francisco Solera. Bayer’s stand is attracting high visitor numbers during this very special edition of Fruit Attraction, which is notable for the increase in the number of exhibitors – up to 1,500 companies from 33 countries – and in the net exhibition space, which has grown to 45,000 square meters.

Bayer: Science For A Better Life
Bayer is a global enterprise with core competencies in the Life Science fields of health care and agriculture. Its products and services are designed to benefit people and improve their quality of life. At the same time, the Group aims to create value through innovation, growth and high earning power. Bayer is committed to the principles of sustainable development and to its social and ethical responsibilities as a corporate citizen. In fiscal 2016, the Group employed around 115,200 people and had sales of EUR 46.8 billion. Capital expenditures amounted to EUR 2.6 billion, R&D expenses to EUR 4.7 billion. These figures include those for the high-tech polymers business, which was floated on the stock market as an independent company named Covestro on October 6, 2015. For more information, go to

Forward-Looking Statements
This news release may contain forward-looking statements based on current assumptions and forecasts made by Bayer management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in Bayer’s public reports which are available on the Bayer website at The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments.

* under application for inclusion in the EC Common Catalogue of Vegetable Varieties
Country Sites

Country Sites


(PDF in Spanish)