During Asia Fruit Logistica, from 7 to 9 September in Hong Kong, Rijk Zwaan successfully launched consumer website Love My Salad in Asia.

Throughout the entire three days of Asia Fruit Logistica, a leading Malaysian chef was on the Rijk Zwaan stand to prepare delicious and inspiring fresh salads for visitors. He attracted a lot of attention, especially with the Salanova® butterhead lettuce-smoothie, and made the Rijk Zwaan stand crowded for three days long. Visitors were coming not only from all over Asia, but also from the Middle-East and Australia. A part of them also joined Rijk Zwaan’s traditional "Partner in the Chain" dinner on Thursday. During this dinner, two winners of a ‘lucky draw’ made and presented their own salad. This totally fitted the slogan of Love My Salad: Create, Share & Enjoy.

Stimulate vegetable consumption
One of the main aims of Love My Salad is to stimulate the consumption of vegetables in general, and fresh salads in particular – and this ties in especially well with the current challenge of encouraging Asian consumers to eat more raw vegetables. Another objective of Love My Salad is to bring consumers and growers into contact with one another, which is a new step in terms of services offered by Rijk Zwaan.