GASA GROUP shows world class
The nomination for the green industry’s “Innovation Award 2011” cements GASA GROUP’s cutting-edge position when it comes to product and concept development.
The new product, co-developed with popular British chef Jamie Oliver, enables consumers to grow herbs and vegetables in their own kitchens. With the product, GASA GROUP is right on target in a global trend – and this has not gone unnoticed by the industry.
The European food fair Fruit Logistica, held in Berlin, today announced the list of nominations for the “Innovation Award 2011”, with GASA GROUP among the proud nominees. GASA GROUP is being considered for the prestigious award due to its development of a new, innovative product range called “Grow Your Own”, developed in close collaboration with renowned chef Jamie Oliver.
GASA GROUP is proud to be nominated. “We’re very pleased to be nominated for the Innovation Award 2011. The nomination means that the industry is taking our focused efforts to develop products and concepts seriously and it will automatically help us to attract lots of attention at the Fruit Logistica fair in February 2011,” says Cees Kuypers, CEO of GASA GROUP.
Grow Your Own – a global trend
The “Grow your Own” range is based on a worldwide consumer trend where modern consumers wish to cook their food from scratch and want it to be convenient at the same time. Together with Jamie Oliver, GASA GROUP has considered this very demand by developing the new “Grow Your Own” product range.
”We want to depart from the traditional mindset of product and concept development. Traditionally, we started with a product and directed it at the market. The Jamie Oliver products take the opposite approach, because here we base our efforts on global food and health trends and put consumers first with Jamie’s passion for cooking. This approach benefits consumers, our partners, gardeners and us. As an example, the partnership with Jamie Oliver has brought about a new product range where consumers can fill their kitchens with home-grown herbs and vegetables. You can grow your own mushrooms at home during the winter, for instance,” says Jes Grandt Nielsen, GASA GROUP’s marketing and project manager.
With the development of the ”Grow Your Own” range and the nomination for one of the green industry’s most important awards, the doors to the European market for edible products for the GASA GROUP are wide open. The product range will be available from select distributors in a number of European markets in spring 2011, including the UK, Scandinavia, the Netherlands and a number of German-speaking countries. Australia, the USA and the rest of Europe have also shown great interest in the products.
For further details, please contact Jes Grandt Nielsen, marketing and project manager at GASA GROUP on tel. +45 6010 5301 or by e-mail jgn@gasagroup.com . See also gasagroup.com.
FACTS:
About “Grow Your Own”
Grow Your Own is a new product range developed by GASA GROUP together with British chef Jamie Oliver. The products include herbs, various cress flavours and home-grown mushrooms. There are also a number of fresh herbs and vegetables in pots, such as tomato, chilli, bell peppers, etc.
The products in the Jamie Oliver series are accompanied by an authentic Jamie Oliver recipe or tips and inspiration for your cooking.
Also, each product is labelled with a so-called QR code which enables the consumer to scan the code with their mobile phones at the store or at home – thus linking to www.jamieoliver.com – for further inspiration and information.
About Jamie Oliver
Jamie Oliver is the world’s most famous chef and has authored 14 cookbooks, selling more than 25 million copies. His television shows have aired in more than 130 countries. Jamie Oliver is also known for his “Ministry of Food” based on the philosophy that everyone should be able to cook from scratch in their own kitchens, whether you are a beginner or a seasoned chef. At the same time, as the good flavours should be available to everyone, the price of raw produce must also be acceptable. Read more at jamieoliver.com.
About the Fruit Logistica Innovation Award 2011
The Fruit Logistica Innovation Award is presented to an outstanding innovation within the plant-growing and agriculture industries. GASA GROUP is among ten nominees for the award. In 2011, the award will be presented at the Fruit Logistica fair, which is held 9–11 February 2011 in Berlin and will attract more than 50,000 visitors from all over the world.
About GASA GROUP
Established in 1929, GASA GROUP is a subsidiary of the DLG Group and is currently one of Europe’s leading providers of floral solutions. GASA GROUP consists of three companies outside Denmark, four Danish subsidiaries and a number of divisions. The subsidiaries represent some 400 Danish gardeners who produce potted plants for the European market. GASA GROUP has approx. 330 employees in the group and generated revenues of DKK 1.8 billion in 2009.