EU Fresh Info Forum Delegates Handbook

DELEGATES HANDBOOK
EUFRESHFORUM.COM
Event Partners

3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
H. van Luijk
CEO Van Nature Growers & Chairman Frug I Com
#INTERNATIONAL #STANDARDS
Technology changed the production of our greenhouse
vegetables dramatically. We went from consumer to
producer of energy and we moved from small-scale,
low-tech companies to large high-tech growers.
The next generation of disruptive technology is now
reaching our customers and markets. This will have an
enormous impact, from point-of-sale to greenhouse. It
is therefore essential that we organise our information
exchange and standards in an international context.
This is not only big data but also a big challenge.
L.Hermans
ChairmanTopsector Tuinbouw & Uitgangsmaterialen
#TALENTGAP
I agree with the statement of Gardner that “Digital business incompetence” will cause a
quarter of businesses to lose competitive ranking. Perhaps this rings even more true for
the high-tech Horticulture & Propagation Starting Materials sector. Digitally competent
staff is essential for our industry. It is our challenge to find frontrunners on the edge of
both the world of horticulture and ICT.
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TABLE OF CONTENTS
page
ORGANISERS . . . . . . . . . . . . . . . . . . . . . . . . . . .4
EVENT PARTNERS & GOLD SPONSORS. . . . . . . . . . . 5
EVENT PARTNERS
GOLD SPONSORS
NETWORK PARTNERS . . . . . . . . . . . . . . . . . . . . . .6
COLLABORATION NETWORK PARTNERS
CHAIRMAN’S INTRODUCTION. . . . . . . . . . . . . . . . 11
TECHNOLOGY TOUR . . . . . . . . . . . . . . . . . . . . . . .12 - 13
PROGRAM
COMPANIES
PROGRAM: . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
30TH OF NOVEMBER
BREAKOUT SESSIONS . . . . . . . . . . . . . . . . . . . . . .20 - 21
THE CHANGE OF THE GAME
PLENARY SESSIONS . . . . . . . . . . . . . . . . . . . . . . .22
GAME OVER?
PLENARY SPEAKERS . . . . . . . . . . . . . . . . . . . . . . .24 - 25
SPEAKERS BREAKOUT SESSIONS . . . . . . . . . . . . . . .26 - 28
VENUE MAP . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
CONTACT INFORMATION . . . . . . . . . . . . . . . . . . . .34
AIM BENELUX AUTO ID DEMO AREA . . . . . . . . . . . . .15
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
ORGANISERS
Frug I Com
Frug I Com is the organiser of the 3rd
EU Fresh Info Forum. It is a unique
framework of cooperation in the Dutch
Fresh Produce chain that aspires to increase
the use of electronic information in the
chain, based on a demand-driven and
upstream approach.
GS1 in Europe
GS1 in Europe is the Regional platform of
GS1. The platform drives the implementation
of harmonised standards throughout the
European region, which comprises of
47 national Members Organisations.
Fresh Produce Centre
The Fresh Produce Centre is the organisation
that speaks with one voice on behalf of the
Dutch fruit and vegetable sector and that
efficiently organises activities in this domain.
IFPS
The International Federation for Produce
Standards (IFPS) is composed of national
produce associations from around the
globe. The federation aims to improve the
supply chain efficiency of the fresh produce
industry through developing, implementing
and managing harmonized international
standards.
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EVENT PARTNERS & GOLD SPONSORS
EVENT PARTNERS GOLD SPONSORS MEDIA PARTNER
MEDIA SPONSORS
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
NETWORK PARTNERS
COLLABORATION NETWORK PARTNERS
Growers, traders and technology companies have to work together for a disruptive approach towards technology & ICT in Fresh
Produce. Our networkpartners invite you to participate, share knowledge and make it happen.
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CHAIRMAN’S INTRODUCTION
Ladies and gentlemen, welcome to the 3rd edition of the EU FRESH INFO Forum & Roundtables
at the SS Rotterdam. It is my pleasure to be your host in this conference on how information
management and disruptive information technology is CHANGING THE GAME in fresh
produce, supply and cultivation.
The world is changing rapidly due to the impact that the Fourth Industrial Revolution has on all sectors
of the economic arena ; including fresh produce. We have taxi companies without cabs (Uber), hotel
chains without hotels (AirBNB), restaurants without kitchens (Thuisbezorgd) and more and more retailers
without a store (Ocada, PicNic). But also warehouses without people (robots), employees without
feet (drones) and customer cards (bigdata) that can predict pregnancy (Target). We are right in the
middle of a changing game in which we can identify four major issues for our industry:
Information Management & Technology in the boardroom
The first issue, in my opinion, is that information(technology) should be on the table of the boardrooms
of the fresh produce industry. The principle of UNAWARE-UNKNOWN results in many important ICT
developments not being on the strategic agenda of many companies.
The right staff with the right skills
The second issue is that we need a new type of staff with completely different skills to manage the
change that is needed and to get the best out of the new technologies for our industry.
Delivering detailed data for an efficient and effective supply chain
For the supply chain, more and more product data is needed, including the information needed for
the online consumer, . Here, data must always be right: 98% accuracy is not good enough anymore
because for a robot, this means 100% wrong.
Managing crop data
For the sake of food safety, food security, phytosanitary issues, durable concepts, tracking & tracing
etc., our products need to become a combination of a physical product and data that belong to it on
where the product is grown, which chemicals and minerals were used, etc. We need to organise this
information flow from the source through the supply chain to the consumer.
globe in improving standardisation of data and directly connecting them to our industry leaders. On
the other hand, we focus on a program where participants can learn and take home their learnings, or
at least to become AWARE----AND KNOW LITTLE BIT MORE….
On behalf of Frug I Com, the Dutch foundation platform chain information of the Fresh Produce Centre,
and our partners GS1 in Europe and International Federation for Produce Standards, IFPS, I wish
you an informative and inspiring event. Up to the next level in Fresh Produce.
Harrij Schmeitz
Programme manager, Frug I Com
BIOGRAPHY
Harrij Schmeitz studied Horticulture and started his work
in ICT in Agro in 1986. For 13 years, Harrij has been
working for Frug I Com, the platform for fresh produce
chain information. This is a framework for cooperation that
consists of growers, traders and retailers in the Dutch fresh
chain (fresh fruits and vegetables).
Every year, Frug I Com organises the EU FRESH INFO FORUM & Roundtables: the leading
event on information management in Fresh Produce. Harrij is managing director for the Fresh
Informationmanagement Center, the Dutch knowledge centre on fresh ICT. He is also managing
team member of Greenport Digital, the Dutch Digital Greenport Community and vice-chair of the
International Federation for Produce Standards, IFPS, which is working globally on standards for
food safety, product identification and chain information management.
In this 3rd EU FRESH INFO Forum & Roundtables, we strived to set up a high-level program with a
special focus on the need for international networking, bringing together all the initiatives around the
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
TECHNOLOGY TOUR PROGRAM
29 NOVEMBER
VISIT DUTCH HORTICULTURE LIVE
On the 29th of November 2016, an exclusive technology tour will be organised in which we will show you the latest
developments in (ICT) technology in Dutch horticulture. We will start the day with the trading company Hillfresh, followed by the Urban
Farm in the Hague. We will have lunch at the Urban Farm. After lunch, we will head for the state-of-the-art grower Ter Laak Orchids.
7.30
8.00
10.30
12.00
13.30
16.00
DEPARTURE
VISIT 1
VISIT 2
LUNCH
VISIT 3
RETURN
START @ SS ROTTERDAM
HILLFRESH
URBAN FARM
NETWORK LUNCH
TER LAAK ORCHIDS
BACK @ SS ROTTERDAM
HILLFRESH.EU
URBANFARMERS.NL
ORCHIDEE.NL
powered by
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TECHNOLOGY TOUR COMPANIES
HILLFRESH URBAN FARM TER LAAK ORCHIDS
HillFresh International is one of the big trading
companies in vegetables, fruits, and exotics.
With around 35 employees at the office, and
50 in the storage, HillFresh is able to supply all
supermarkets in the Netherlands and other European
countries with fresh products from all over the world.
They believe that flavour is in many things; in texture,
succulence, in fragrance and colour. Join us to find
out what that what they mean by that.
At the top of an empty 1950s office block in
the Hague that once belonged to the Dutch
telecommunications powerhouse Philips we find
Europe’s largest urban farm.
Tomatoes, vegetables and microgreens are sprouting
in a sprawling 1,200 sq m rooftop greenhouse, with a
huge fish farm below. This is a must see for all.
We will also visit the state-of-the-art Ter Laak
Orchids in Wateringen.
At Ter Laak Orchids, every orchid has its own RFID
chip. Their fresh orchids are cultivated by skilled
specialists using sustainable methods, guaranteeing
the quality of every aspect of their business
operations. The result is a wide range of Phalaenopsis,
a progressive production location, a healthy company
and satisfied customers.
GET INSPIRED AND JOIN US ON THE TECHNOLOGY TOUR
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
14

AIM BENELUX AUTO ID DEMO AREA
DEMO SCHEDULE:
Solution
Mieloo & Alexander delivers UHF RFID
solutions for a Track & Trace system that not
only registers RTI’s but also, by connecting it to
barcodes, the products on the RTI’s.
Solution
Babbler is an IoT smart seal for supply chains.
It consists of a small battery powered device
that is easily fixed to the inside of shipping
containers or trucks. The device connects to a
user friendly mobile app and online dashboard
costs and paperwork by sharing an online
dashboard.
Solution
Using a Zebra mobile device scan package to
be shipped and associated sensor tag. Once
pairing occurs, sensor data and shipment
information are updated in Zebra EAI cloud
and begin monitoring. Sensor reports readings
in real-time and updates information in Zebra
EAI cloud. Application also publishes historic
data for analysis and feedback.
Solution
Indicium offers solutions for mobile data
processing, usually based on automatic
identification (AIDC) such as barcode, RFID
and Voice. This concept saves a lot of time
and improves the quality of logistic processes.
During the EU Fresh Info Forum, Indicium will
show you the possibilities for Printing, Labels &
Supplies for the fresh produce sector.
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
Sharing of compliance data in fresh chains made easy
Handling compliance data in the international chains of fresh
produce can be a cumbersome challenge, with a lot of paper
work or at best repeated data entry. By designing and testing a
platform for sharing compliance data the FarmDigital project
has shown that these problems can be solved.
Entrepreneurs active in the agricultural sector spend more and
more of their time registering and publishing all kinds of data.
The government, certification bodies, banks, clients, retail
sector and consumers all want to have more insight in how
safe and sustainable their food is. The majority of this data is
still paper-based, spread over different systems and difficult to
exchange between the people who want to access it.
FarmDigital is an action research programme which works
towards a situation in which compliance data only needs to
be entered once and can be shared easily. The focus is on
standardising data and the development and implementation of
an independent, digital platform.
See farmdigital.nl for all deliverables of the project
VISIT THE SPECIAL
FARM DIGITAL BREAKOUT
30 NOV. 13.00 HRS LA FONTAINE
Partners
Agrico | Vereniging AgroConnect | Frug I Com | Stichting People 4 Earth | J.M. Levarht & Zonen | ISACert NAK
AGRO | Control Union Certifications | GLOBALG.A.P./ FoodPLUS GmbH | SKAL | Countus Accountants + Adviseurs
| Bionext | CROP-R | Veldleeuwerik | Rabobank Foundation | Gourmet | ICCO Cooperation | Jumbo Supermarkten
Holding | NSF International | Staay Food Group | Organic Trade Company Holland | N&S del Trópico S.A. |
Wageningen University & Research | GS1 Nederland
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
2% incorrect = 100% wrong
GS1 Netherlands Interview: Kees de Kat (Royal Fruitmasters) on data quality: ‘ 2% incorrect means 100% wrong’
Delivering correct product information presents a number of significant challenges for the fresh produce sector
such as high circulation speed, a wide variety of products and the large number of mutations in product
information. Nevertheless, it is this very sector that has become aware of the importance of data quality. Kees
de Kat, CEO of Royal Fruitmasters: “We cannot afford to make any mistakes”.
Kees de Kat is CEO at Royal Fruitmasters, a cooperation
that processes and markets 200 million kilo of Dutch fruit
- both in and outside of the Netherlands. In his previous
role, he was responsible for buying and merchandising
at retailer Super de Boer, so he knows his way around in
the world of retail. “Product information leads to maximum
efficiency in the entire chain. Or to put it differently:
incorrect information leads to unnecessary costs of failure.
In addition, product information is of crucial importance for
realizing maximum relevant transparency. In a digitalizing
world, accurate information is needed for people to trust
the product.”
In the fresh produce industry, product information requires
extra care. “We deliver a natural product, not a standard
factory product. For the latter, product specifications are
relatively easy to determine, but this is not the case with
fresh produce. Nature decides the quality of a product and
also the grower’s assessment plays an important role. Our
challenge lies in turning these variables into relevant data.”
Relevant for the entire chain
As De Kat indicated, exchange of product information
is relevant for the entire chain. The importance for those
links at the end of the chain is irrefutable. “In retail,
efficiency plays a crucial role. When you have 20.000
products within your product range, you have to think of
clever ways to limit human error. Imagine a retailer and a
brewer launching a discount campaign together. One tiny
deviation in crate measurements could lead to the need for
several extra trucks.”
In the fresh produce sector, product information plays an
important part at the beginning of the chain. For instance,
the developments in precision farming allow us to determine
how many and which nutrients to use for each cauliflower.
With visual techniques, fruit growers can determine which
appels should be picked and which ones should continue
to ripen. “When the impact of technology increases, so
does the importance of data. Mind you, I am referring to
relevant data: data that leads to increased efficiency or
more value for all links in the chain.”
Not a Dutch affair
De Kat underlines the statement that data quality is just as
important as product quality. “Just look at the importance
of information on nutritional value or allergies. We cannot
afford to make mistakes towards consumers in that area.”
Furthermore, the international character of the fresh
produce sector plays an crucial part. More than eighty
per cent of all Dutch fresh produce is used for export.
“Standardisation regarding product information is
important, but not just on a Dutch level. Worldwide
standards are imperative for our sector. Therefore, the
Dutch fresh produce sector has created its own platform
(Frug I Com) to safeguard international standards and
they work in close collaboration with GS1 Nederland.
Standardisation is not a solely Dutch affair any more but as
a nation we can still take on a leading role”.
Take further steps
As Frug I Com Board Member and member of GS1
Nederland’s Business Council Food, Kees de Kat has
been closely involved with the development of standards
in the fresh produce sector. “Naturally, at Fruitmasters,
we try to connect to the available standards as much as
possible. We are also working on the implementation of
a new ERP-system, which we can use to take further steps
regarding data quality. For instance, the workflow can be
restructured, allowing for an automatic request to be sent
to one department to check product details, right after they
were entered in another department.”
At Fruitmasters, data management falls under the
responsibility of supply chain management. “After I started
working at Fruitmasters in 2011, I immediately set up a
department for supply chain management. This discipline
not only works together with other departments in an
integrated way, but also carries out the task to encourage
cooperation within the supply chain. The exchange of
product information is part of this.”
One hundred per cent wrong
De Kat is a strong proponent of DatakwaliTijd 2.0, the
program launched by GS1 to improve data quality.
“Having the right product information is very important.
Even two per cent incorrect information means one
hundred per cent wrong. Naturally, data quality remains
high on the agenda at Fruitmasters. It makes no difference
whether it is data from one of our own brands, such as
the Kanzi apple or the Migo pear, or one of the products
made under private label by Fruitmasters: data should
always be correct. “Of course, some customers are more
demanding than others, but we always try to live up to the
highest standards.”
Seize the opportunities!
Kees de Kat: “It is our challenge as an industry to translate
future developments into concrete actions for modern-day
practice. Now is a good time to start working on that. There
are plenty of opportunities in this area. Seize them!”
VISIT THE SPECIAL
DATA QUALITY BREAKOUT
30 NOV. 13.00 HRS THEATRE
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PROGRAM 30TH OF NOVEMBER
08.00 Registration & Refreshments
Chair: H. Schmeitz
09.00 - 12.15 Plenary Sessions
New technologies and even the “new ways to use” technologies are changing the Fresh Produce Industry and Supply Chain. Here, information is the driver for almost every
innovation. This is based on Internet-of Veggies, BIGdata, augmented reality, robots & drones, sensoring, etc.
09.00 - 09.15 Welcome & Opening Interview: Is There a Change of the Game?
H. van Luijk, Chairman Frug I Com & CEO of Van Nature Growers, The Netherlands
P. Maarleveld, CEO GS1 Nederland, Netherlands
E. Treacy, Chairman IFPS and VP Supply Chain PMA, USA
9.15 - 10.15 10.15-10.45 10.45 - 12.00
SELECT GAME SELECT MODE SELECT GAME
Impact of Masterdata on fresh supply;
a retail perspective
Coffee & Networking
Data based brand creation in Fruits &
Vegetables
N. Röhl, Department leader Master Data, EDEKA Germany C. Waltert, Man. Business Excellence, SanLucar Spain &
J. Obels, Industry Lead Agriculture & Commodity Trading, Capgemini
Barcoding; a next level example by Iper
E. Casalini, Barcode specialist, GS1 Italy Impact of Information(Technology) on supply
chain & customers in Fresh Produce
S. Martina, CEO, The Greenery, The Netherlands
12.00 - 12.15 Panel Discussion
12.15 - 13.00 Networking lunch
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
BREAKOUT SESSIONS THE CHANGE OF THE GAME
LEVEL UP +1 - Breakout in three paralell-sessions with focus on the supply chain and/or the use of disruptive technology.
13:00-14:30 GAME-CHANGER -1- GAME-CHANGER -2- GAME-CHANGER -3-
DATA QUALITY TECHNOVATION FARM DATA
GS1 DatakwaliTijd 2.0: wat betekent dit voor u?
THEATRE *Dutch spoken ODYSSEE LA FONTAINE
Kickoff of the Dutch Dataquality Program GS1 Netherlands /
Frug I com for Fresh Produce.
"De kwaliteit van de productinformatie in GS1 Data Source (GS1 DAS) moet
naar een hoger niveau. En dus ook voor AGF. Want als productinformatie niet
klopt krijgt de (online) consument niet de juiste informatie en worden logistieke
processen verstoord. Tijdens deze interactieve sessie krijgt u uitleg over wat
het nieuwe GS1 programma DatakwaliTijd 2.0 voor AGF-bedrijven concreet
betekent en wanneer u aan de slag moet gaan.
Technology is developing fast. An overview of technological
developments and applications in cultivation and supply chain.
In this session, an overview will be given of technological developments and
application in cultivation and supply chains. Four different innovative themes
will be discussed: blockchain as a new datatech for use in fresh supply chain,
swarm robotics for fresh produce, 3d category management and the future of
sensoring.
Chair: H. Schmeitz, Fresh Informationmanagement Centre Chair: E. Treacy, IFPS Chair: K. Poppe, Wageningen UR
Information exchange from farm to fork is becoming more and
more essential. This session is focused on cultivation data.
In 2015 and 2016, the action research program FarmDigital was launched
in the Netherlands. FarmDigital is currently working towards a situation in
which compliance data only needs to be entered once and can be shared
easily. It aims to achieve this goal by standardising data and developing
and implementing an independent, digital platform for people to use. In
this session, the outcomes of this research program will be presented and
discussed.
13:00-13:20 The Dutch Data Quality Program in Fresh
Produce
B. de Gruijter, Industry manager Food, Health & Beauty, GS1
Nederland, Netherlands
Opportunities for Blockchain in Agri
Farm Data in Practice
P. A. Genet, MSc, Wageningen UR/ Capgemini, Netherlands M. Topper, Farmer, Zonneheerdt, Netherlands
#GS1, #DataAlignment, #ProductInformation #Blockchain, #Trackingtracing, #Foodsafety #Farmdata
13:20-13:40 Data quality in Fresh; a Retail & Foodservice
Vision
Swarm robotics for Agricultural Applications
T. Vermeer, Data Architect, Sligro Food Group, Netherlands J. IJsselmuiden, Phd. Farm Technology, Wageningen UR,
Netherlands
#Retail, #Foodservice, #online #Drones, #Robots, #IOT #Farmdata
From Farm Data Re-use to Additionally
N. Broersen, CEO, AgriPlace, Netherlands
13:40-14:00 Data in the Supply Chain of the Future 3D Category Management Create and Capture Value from Farm Data
T. Bouwman, Supply Chain Manager, Harvest House, Netherlands E. Egberts, Founder & CEO, BloomyPro, Netherlands L. Ge, Senior Researcher, Wageningen UR, Netherlands
#ICT, #GDSN, #Problemowner #Visualisation, #3D, #Imaging, #Categorymanagement #valuedata, #Farmdata
14:00-14:20 Panel discussion data quality in Fresh Sensoring 4.0 Information Architecture
Powered by
R. van Schaijk, R&D Manager, Holst-Center / IMEC, Netherlands J.W. Kruize, Researcher, Wageningen UR, Netherlands
#Sensor, #Bigdata, #Measure
#ICT #GDSN #problemowner
Powered by
14:30-15:00h
REFRESHMENT & NETWORKING
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BREAKOUT SESSIONS THE CHANGE OF THE GAME
LEVEL UP +2 - Breakout in three paralell-sessions with a focus on the supply chain and/or the use of disruptive technology.
15:00-16:15h GAME-CHANGER -4- GAME-CHANGER -5- GAME-CHANGER -6-
LOGISTICS IMPACT OF CHANGE FACT DRIVEN
THEATER ODYSSEE LA FONTAINE
Logistics is one of the key processes in the fresh trade. Technology
is changing the game in logistics.
Logistics is essential in Fresh Produce but the game is changing. In this session
you will get an update on how smart logistics is developing.
New technology is more than just hardware and software: it is
often a complete change of the way we work.
In this session, a focus on the impact of the use of new technology on the fresh
produce company and its employees.
How Big Data changes decision making processes.
Big Data is changeing the industry into a decision-making model based
industry. In this session, three examples of how Big Data offers new ways to
make decisions.
Chair: D. Vache, IFPS Chair: J. Proctor, IFPS Chair: W. van den Berg, Fresh Produce Centre
15:00-15:25h
Get your Logistics Ready for 2020: Think Big,
Start Small and Scale Fast
J. van den Berg, CEO, Jeroen van den Berg Consulting BV. & Author
of “Highly Competitive Warehouse Management”, Netherlands
ERP - a Technology or Business Opportunity(or
a Problem)?
Data driven innovation; Facts from the Social
Web
T. Quets, CIO, Capespan Fruit, Belgium M. ten Thij, Researcher, Big T&U & PhD candidate, Vrije Universiteit
Amsterdam, Netherlands
#agility, #disruptive #ERP #implementation #changemanagent #DataAnalytics, #datascience, #socialmedia
15:25-15:50h Uber for Fresh Produce? IT can do it Impact of Omni-Channel on Fresh Brands &
Companies
Data for Durable Cultivation; the Gallo Winery
Case
A. Trabelsi, CEO, QUICARGO, Netherlands/Israel B. van der Veen, CEO, Arctic Solutions, China A. Lambrecht, Cloud sales executive, IBM, Belgium
#retail #foodservice #online #online, #multichannel, #brand #sensoring #disruptivetechnology #bigdata
15:50-16:15h Smart Return Logistics Adoption of Digitalisation Data driven Sell More en Less waste
R. Reiche, Proj. Manager ICT, Euro Pool System, Germany L. Andriessen , Senior Researcher, KPN ,Netherlands K. van Donselaar & R. Broekmeulen, Ass. Professors
TU Eindhoven, Netherlands
#RTI #durable #returnables #talentgap, #digitaltransformation #bigdata #durable #ECR
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
PLENARY SESSIONS GAME OVER?
16.15 Plenary Sessions
GAME OVER?
16.15 - 17.15 TrendZ! On to 2030 and the Impact on the Fresh Game...
R. van Hooijdonk Trendwatcher & Lecturer Nyenrode & Erasmus
University Netherlands New technologies are bringing major
changes our way: robots, drones, internet of things. Big data will
change the way we look at society, create new business models
and cause even more disruptive innovations. In ‘Trendz! On to
2030 the impact on the fresh game...’ renowned speaker Richard
van Hooijdonk provides you with the unique opportunity to catch
a glimpse into future trends and the impact on fruit & vegetables.
17.15 - 17.30 WRAP UP of the Day
H. Schmeitz Man. Director Fresh Informationmanagement Center, Netherlands &
chairman of the EU Fresh Info Forum & Roundtables
17.30 Closing Drinks
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
PLENARY SPEAKERS
N. Röhl
E. Casalini
S. Martina
BIOGRAPHY
Since 2011, Norbert Röhl has been responsible for master data collection
and maintenance within the core product group of the EDEKA Group. He
has been responsible for the national maintenance of the product master
data for fresh fruit and vegetables. He earned his assortment competency
in fruit and vegetables at various fruit cultivators in Kehl and Offenburg. He
gained considerable experience in EDI and standards at the Seeburger AG,
where he played a major role in the introduction of EANCOM in German
trading. He is a member of various national and international GS1 specialist
groups.
SUMMARY
More and more retail-logistics is automated and driven by product data. On
the other hand, more and more data is needed for the online market. N. Röhl
gives you his vision on how the role of masterdata is expanding in the relation
between retail and supplier.
BIOGRAPHY
Emanuela works for GS1 Italy, with the role of Barcode Specialist. She
has worked for GS1 Italy since 2010, after the graduation in management
and production engineering. Emanuela deals with all the issues related to
identification and barcoding, in particular for the fast moving consumer goods
sector. She follows all the activities of the GS1 working groups about AIDC,
fresh food and unique Identification, and supports the Italian companies in the
adoption the GS1 Standards, with consulting and training.
Emanuela participated to the Italian working groups related to traceability
of meat and fish products and to the adoption of Regulation 1169, moreover
she has coordinated the Italian working group for the introduction of GS1
DataBar in Italy.
SUMMARY
Iper, one of the major players in the Italian retailing sector, started to use
GTIN and GS1 DataBar symbology to identify and to scan variable weight
products sold at POS. During this session you will find out what are the reasons
of this adoption, the activities that the retailer had to organize to implement this
project and the benefits of using GS1 Standards for variable weight products
in the fresh food sector.
BIOGRAPHY
Steven Martina, CEO The Greenery, wants to contribute to a healthy world
by making fruits and vegetables affordable and accessible for everyone. The
Greenery and its 500 growers are constantly working the chain to make it
more sustainable, optimize cultivation processes and inspiring consumers by
responding to their needs. Technology is an important facilitator to achieve
these goals.
SUMMARY
The world is rapidly changing. In each industry we see disruption, also
in horticulture. Many technological changes are no longer linear, but
exponential. Baby boomers turn into millennials, shops in pick up points and
shopping baskets into meal boxes. Online retailing is growing rapidly and
chains are becoming more transparent. Through social media, consumers
pro-actively interfere with a product or service and affects the success.
With an increasing world population it will be a big challenge to provide
sufficient, safe, healthy, affordable and sustainable produced food. Food
security and food safety are important factors.
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PLENARY SPEAKERS
C. Waltert
J. Obels
R. van Hooijdonk
BIOGRAPHY
Christoph Waltert was born in Germany in 1982 and studied Business
Administration, with a special focus on Marketing &Trading as well as
Business Informatics, at the University of Passau.He initiated his professional
career as intern within the German company Loyalty Partner GmbH, where
he has soon held important positions as Project Controller or Business Unit
Controller.
Due to his strong international vocation, Waltert moved to Mexico City in
2011 to join the professional team of PAYBACK México as Product Manager
and authorized Representative.
And nowadays he holds in Spain the position of Business Excellence Manager
in SanLucar Group, multinational specialized in the fruit and vegetable sector;
and premium brand present in more than 23 countries. Within his position he is
in charge of the effective optimization of business processes and responsible
for introducing new technologies.
BIOGRAPHY
Jacko Obels is Industrylead Agriculture & Commodity trading at Capgemini.
As trained agronomist/horticulturist/farmer he is focusing on the application
of technologies in agribusiness. He is the global thought leader developing
new platforms and applying the latest technologies. He has strong global
knowledge of the upstream ( farmers) , origination and traders in as well
fruit and vegetables and commodities like grains etc. He supports as well de
ABCD as firms like Sanlucar in transforming their landscape in to the new
digitized world with the use of best in breed as well new start up technologies.
SUMMARY
Jacko Obels will be presenting together with Christoph Waltert on data
based brand creation in Fruits & Vegetables.
BIOGRAPHY
Richard van Hooijdonk started his career as marketing director at banks,
publishing companies and technology companies where he held strategic
advisory positions, was part of management teams and sat on various
boards of directors. Since 2007, he has been an Inspirational speaker on
various topics for companies and organizations such as NATO, European
Commission and Google. More than 200,000 people have attended his
sessions within and outside the Netherlands.
SUMMARY
Thanks to new techniques and the possibility to combine any number of
options, we are sitting on the forefront of great changes. Changes that will take
place in the fields of economy, work, society, technology, media, marketing,
entrepreneurship and science. “Singularity” ensures that all our problems will
melt away. Not to mention, Internet of Things, Sensors, Big Data, Google
Glass and cognitive computer chips that think like we think, foresee what we
need. Can you handle it? Because it’s coming! Major trends are coming your
way. After this session, you will be ready for 2030!
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
SPEAKERS BREAKOUT SESSIONS
M. Topper
N. Broersen
L. Ge
J.W. Kruize
BIOGRAPHY
As a third-generation owner, Martin Topper grows
vegetables at his company in Dronten, the Netherlands.
His agricultural company can be found on seabed clay,
the most fertile soil of the Netherlands. He wants people
to taste the real taste of vegetables, to enjoy delicious
Flevoland-grown fruit and to allow agriculture to provide
a beneficial contribution to the health of our society.
BIOGRAPHY
Nico Broersen grew up as the son of a vegetable and
tulip farmer, so the agricultural market is familiar to him and
he is motivated to help farmers become more sustainable.
People 4 Earth is a facilitating organisation where all
stakeholders are invited to work together to create precompetitive
solutions that are simple to use and have
impact. Nico’s passion is to bring people together to
make this become a reality.
BIOGRAPHY
Lan Ge is a Senior Scientist at Wageningen University
& Research. She was trained as an environmental
biologist in China but became captivated by the charm
of social sciences. Her research is focused on economic
analysis and modelling of key issues in agri-food chains,
in particular, risk and uncertainty, resilience, and ITmediated
governance and business models.
BIOGRAPHY
Jan Willem Kruize is a scientific researcher at
Wageningen University & Research. His research is
focused on information management in agri-food chains.
His purpose is to improve data exchange within chains
and to support sustainability and transparency. Jan
Willem comes from the northernmost tip of Groningen,
which made him come into contact with agriculture from
a very early age.
P.A. Genet
J. IJsselmuiden
E. Egberts
R. van Schaijk
BIOGRAPHY
Paul-Adrien Genet studies MSc Food Quality &
Operation Research at the University of Wageningen
UR. He is currently taking an internship at CapGenini
alongside additional trainings in Data Sciences. Having
lived and worked in Asia he decided in 2014 to study
food sciences in The Netherlands as one of the world best
tech hubs to address the compelling need to feed two
billion more mouths by mid-century.
BIOGRAPHY
Joris IJsselmuiden received his MSc degree in AI in
Groningen. He went on to become a researcher at
Fraunhofer IOSB in Karlsruhe. During this time, Joris
focused on computer vision and reasoning methods for
intelligent user interfaces. In 2014, he received his PhD in
Informatics. Currently, he fills a leading research position
at the Farm Technology Group of Wageningen University,
engaging in agricultural robotics and computer vision.
BIOGRAPHY
Eric Egberts is an experienced Tech- entrepreneur in the
agricultural sector and has worked for several companies.
In 2013, he started Bloomy Floral Creations: the only
online flower shop where you can create your bouquet
per stem in 3D. In 2015 he founded BloomyPro, where
they develop software solutions for the agricultural sector
such as 3D retail shelves, shop floors and E commerce
platforms.
BIOGRAPHY
Rob van Schaijk obtained a master degree in applied
physics from the technical university of Eindhoven and a
PhD from the University of Amsterdam in semiconductor
physics. Since 2007 he is working for IMEC in the Holst
Centre, as principal researcher and program manager
with a focus on the development of energy harvesters
for use in wireless sensor nodes. From 2011 on he is R&D
manager of the gas & ion sensor group.
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SPEAKERS BREAKOUT SESSIONS
B. de Gruijter
T. Vermeer
T. Bouwman
J. van den Berg
BIOGRAPHY
Birgitta de Gruijter is the industry manager Food, Health
and Beauty at GS1 Netherlands. She is responsible
for the GS1 datapool and dataquality program in The
Netherlands. Dedicated to the implementation of GS1
standards and solutions to improve the efficiency and
visibility of supply and demand chains, Birgitta is a fervent
advocate of improving data quality.
BIOGRAPHY
Theo Vermeer is a data architect at Sligro Food Group,
primarily focussing on the fulfilment of current and future
information needs of Sligro Food Group, its customers
and business partners. In both his current and previous
positions, Theo has acquired years of experience in the
exchange of information within the supply chain. At GS1,
Theo functions as co-chairman of the GDSN maintenance
group.
BIOGRAPHY
Tom Bouwman is Supply Chain Manager at Harvest
House in Maasdijk. Harvest House is one of the
Netherlands’ largest growers associations specializing in
fruit vegetable. During his studies in Business Administration,
Bouwman specialized in Supply Chain Management and
Logistics. He is responsible for organizing and improving
cooperation between companies, aiming for an efficient
and digital supply chain that is ready for the future.
BIOGRAPHY
Jeroen van den Berg is consultant on the cutting edge
of supply chain and commerce. He has a special interest
in e-commerce, omnichannel, business transformation
and IT. He is author of the book “Highly competitive
warehouse management” in which he develops an
action plan to best-in-class performance through process
redesign, change management, modern IT and business
transformation.
A. Trabelsi
R. Reiche
T.Quets
B. van der Veen
BIOGRAPHY
Avishai Trabelsi has extensive experience and knowledge
in logistics and the land freight transportation industry as
the former CEO of his family’s trucking company. He was
highly involved in the export and production stages of
agricultural produce and road transportation. As the CEO
of Quicargo, his main goals are to improve efficiency and
increase overall profit in the road freight industry, while
helping to reduce carbon emissions and traffic congestion.
BIOGRAPHY
Robert Reiche obtained a degree in Food Technology at
the University of Bonn in 2008. Followed by a PhD made
at the Institute for Business Management, Organisation
and Information Management at the University of Bonn.
Since 2011 Robert is working for Euro Pool System as
international ICT Project Manager and as ICT Innovation
Coach. The Smart Return Logistics Project was his first big
project at Euro Pool System.
BIOGRAPHY
Tom Quets (MSc, MBA) joined Capespan in 2003 as
IT manager for the European entity. In 2012 he took a
more global role in this group as Chief Information Officer
for Capespan’s fruit division. Tom previously worked at
Oracle Corporation as a senior business consultant and
was project manager at various international companies
BIOGRAPHY
After studying Marketing Management, Bjorn moved
to Shanghai. Having E-commerce Experience in large
multinationals and small businesses in Europe and
China allows for Bjorn to have unique knowledge on
the Chinese Cross Border E-Commerce Industry. He
specializes in Digital Marketing, E-Commerce and Brand
Management.
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3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
SPEAKERS BREAKOUT SESSIONS
L. Andriessen
A. Lambrecht
R. Broekmeulen
BIOGRAPHY
As a Communications Graduate at the University of
Groningen, Linda started her career in marketing and
communications. As Senior Consultant at KPN Consulting,
she focusses on change programs with an IT component
in them. She offers help to companies that need to engage
their employees in their changing daily workplace by
emphasizing the need to adapt the work processes and
company values as a major IT solution is introduced.
BIOGRAPHY
Ann Lambrecht owns a degree in Civil Engineering,
with 30 years experience in IT of which 4 in a startup,
10 as ICT Manager, 16 at IBM, in international and
Belgian context. She moved from system Development
to Infrastructure & Service Management to Contract
& Relationship management to Consultative Selling for
Innovation Initiatives.
BIOGRAPHY
Rob Broekmeulen is an Assistant Professor of Retail
Operations at TU Eindhoven. Together with K. van
Donselaar, he specializes in Retail Operations with a
special focus on Automated Replenishment Systems for
perishable and non-perishable products, store managers’
ordering behavior, handling efficiency in retail supply
chains and management, reduction of out-of-stocks,
reduction of outdating and planogram optimization.
M. ten Thij
BIOGRAPHY
Marijn ten Thij is a PhD-candidate in Mathematics at the
Business Analytics group at Vrije Universiteit Amsterdam.
He studied Applied Mathematics at University of Twente,
where he graduated at the Stochastic Operations
Research group. In 2014, he was a participant of the
Dutch National ThinkTank, where he investigated the
opportunities that Big Data offer to the Dutch society.
K. van Donselaar
BIOGRAPHY
Karel van Donselaar is an Assistant Professor of
Retail Operations at TU Eindhoven. Together with R.
Broekmeulen, he specializes in Retail Operations with a
special focus on Automated Replenishment Systems for
perishable and non-perishable products, store managers’
ordering behavior, handling efficiency in retail supply
chains and management, reduction of out-of-stocks,
reduction of outdating and planogram optimization.
CHAIRMEN
K. Poppe, Wageningen UR, the Netherlands
E. Treacy, PMA/ IFPS, USA
J. Proctor, CPMA/ IFPS, Canada
H. Schmeitz, Fresh Informationmanagement Centre, the Netherlands
D. Vache, UFPA/ IFPS, USA
W. van den Berg, Fresh Produce Centre, the Netherlands
28

3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
New additional guidelines 2016
30

What is Frug I Com?
Frug I Com is a unique collaboration of the Dutch Potatoes,
Vegetables and Fruit chain, further referred to as AGF chain.
The ultimate goal is to establish electronic exchange of
information between the participants in AGF by means of
uniform labelling using electronic messages. This standard
allows companies within the AGF to make optimum use of the
information available in the AGF chain and to apply it to order
processing, tracing of products, optimising logistics and quality
improvement. The result? A faster and more efficient AGF chain
which is less error-prone.
Mission
Frug I Com works hard on making and keeping available standards
for electronic messaging, coding and the like for the AGF chain.
This is absolutely essential to take information usage within the
sector to a higher level.
Vision
It is our vision that both the sector as a whole and the individual
companies may benefit from better use of information, from
information becoming available more quickly and from sharing
information more freely between the companies in the industrial
column. When all these opportunities are acted upon, the sector
as a whole will become stronger and more efficient and the
number of potential markets will increase at minimum costs.
What does Frug I Com do?
Offering guidance and support to chains
For companies, making the change to new standards is a complex
process. Frug I Com offers guidance and support to entrepreneurs
making this change. During the process it is essential that
Frug I Com offers assistance in making the benefits visible and
quantifiable at company level. The emphasis lies on doing this
within a limited number of practical situations in which the whole
chain is involved. This will result in practical solutions which may
serve as test cases for the sector as a whole. Throughout, we
are concerned with products that find their way from grower to
retailer.
Representation of interests and networking
It is in the best interest of the AGF chain that standards are
implemented optimally. Frug I Com represents the interests of
the chain, both in the Netherlands and abroad. To this end, the
company needs to have access to active networks throughout the
chain.
Promotion
We also promote standards for the chain and its companies. We
do this not only for individual entrepreneurs but also for sector
organisations, governments, audit agencies and the like.
Monitoring, analysis and gathering knowledge
We closely monitor how the chain, market and standards develop
– then we analyse the effects this has on the sector. Because
knowledge plays a crucial role when implementing standards this
procedure directs the activities of Frug I Com. Frug I Com gathers
knowledge in co-operation with several knowledge institutes.
Subsequently, knowledge is recorded and safely stored. Finally,
knowledge is made available to the entrepreneurs in the chain.
Information
For more information, please contact Frug I Com.
Website: www.frugicom.nl
or send an e-mail to info@frugicom.nl.
31

FRESH INFORMATION MANAGEMENT CENTER
Scan your
possibilities
here
Fresh Informationmanagement Center is the knowlegdge center of Fresh Produce Centre, (Dutch Produce Association / Frugi Venta) and is commited to enforce the Fresh
Produce Chain by using lasting information technology. Our core activity is to unite, translate and advise on innovative ICT developments specifically for both cultivation,
producer organisations and trade.
Thought leadership & Innovation Management in Fresh Technology
32

VENUE MAP
33

3RD EU FRESH INFO - FORUM & ROUNDTABLES, 2016
CONTACT INFORMATION
DELEGATE HELPDESK
Kim van Luijk (vanluijk@frugicom.nl)
0031(0)6 57 43 53 85
TEAM FRUG I COM
LOCATIONS
Forum, Solutions market, Roundtables and Post-Event meetings
SS Rotterdam
3e Katendrechtse Hoofd 25
3072 AM ROTTERDAM
Route to SS Rotterdam: ssrotterdam.com/discover-the-ship/route
Wifi: username: welkomssrotterdam
password: Internet
Johan den Engelse
Senior Consultant
- Standardization -
Marca Verdel
Senior Consultant
- Project management
& Support desk -
Bob Oudenaarden
Consultant
- IT project management -
Taxi:
Rotterdam Taxi Central +31 10 462 6060
Kim van Luijk
Office Manager
- Event Management &
Communication-
Harrij Schmietz
Managing Director
- Program Management -
Lalita Bosma
Office Administration
- Finance-
Organiser
Graphic design
34

St. Martina
Greenery International, CEO
#NEXTGENERATIONCUSTOMERS
The next generation customers, Millennials and foodies, have
completely different demands on what product they want to buy,
but also were and when. Hereby, it is essential to support them with
relevant information about our products (recipes, how to use info,
etc.). Our industry faces the challenge to adapt to this change and to
transform towards this new omnichannel supply chain.
G.Scheringa
Euro Pool System, CEO
#STRATEGIC
Our reusable trays are connecting
products, suppliers, services and
retailers along the dynamic fresh
supply chain. By combining this with
GS1 Standards and a new cloudbased
system we are now able to
offer smart services for supply chain
control from producer to retailer.
Fr. Wammes
Capgemini, CTO Application Services Continental Europe
#DISRUPTIVE
Rotterdam FoodCluster
#KEYDRIVER
“The transition of food and horticulture is
characterized by cooperating in chains,
networks and clusters and is accelerated by
the 3rd industrial revolution, which we call the
Next Economy. In this transition, information
management & technology are the key drivers
also for companies active in the largest fresh
port of Europe.”
Pace of developments in technology is accelerating
everyday. This could lead to disruption within the
industry from outside players, but also the opportunity
to disrupt yourself. It is not the company most creative
that will win the in the industry, but the one that has
aligned it’s organisation to deal with this Pace. Is your
organisation already geared up?
35

EUFRESHFORUM.COM
Frug I Com is an initiative
of the Fresh Produce Centre.
Gold Sponsors: