Shaping New Vegetable Markets: From genetics to market value through co-creation in Emerging Markets
This Rijk Zwaan session explores how new vegetable markets can be developed through co-creation across the value chain. Using Southeast Asia as a case, Rijk Zwaan presents three pathways: introducing new crops, developing differentiated segments, and upgrading existing categories. By aligning genetics, market intelligence and fit-for-purpose cultivation systems, growers and partners can de-risk innovation and create scalable, high-value market growth. Four expert will be on stage to demonstrate how connections are used to develop opportunities together.
Speakers
Friso Klok is Chain Manager South & East Asia at Rijk Zwaan, where he focuses on strengthening strategic partnerships and value chain development across the rapidly evolving horticultural markets of South and East Asia. In his role, he works closely with growers, retailers, processors and supply chain partners to align market demand with innovative vegetable concepts and genetics.
With a strong focus on collaboration throughout the fresh produce chain, Friso supports the introduction and expansion of high-value vegetable categories, helping connect consumer trends, retail strategies and production opportunities across diverse international markets. His work contributes to the development of sustainable, market-driven horticultural solutions that create long-term value for both growers and commercial partners.
Damion Schwarzkachel is Global Client Manager Horticultural Projects at Rijk Zwaan, where he focuses on strategic customer engagement and international business development for high-tech horticultural projects and controlled environment agriculture (CEA). With a background in architecture, greenhouse technology and international project development, he works closely with growers, investors and technology partners to develop future-proof greenhouse and hydroponic production concepts worldwide.
Before joining Rijk Zwaan, Damion held international commercial and project development roles within the greenhouse technology industry, supporting the realization of turnkey greenhouse and indoor farming projects across Europe, the Middle East, North America and Asia. His expertise combines genetics, greenhouse technology, market intelligence and value-chain development to help partners build scalable, data-driven and commercially viable horticultural operations.
Hung has R&D background in crop physiology and vegetable seed industry. Currently, Hung works at Rijk Zwaan Viet Nam as a PDS focusing on the North. Hung promotes the choice of Rijk Zwaan varieties and helps growers achieve the best possible results. This includes various activities through vegetable value chain.
In his free time Hung enjoys running and hanging around with family.
Mr. Tam is an agronomist with 17 years of experience in soil and indoor crop production. Currently, he works with over 300 indoor growers with total over 150 ha helping them grow cucumber and melon for the best result. He advises and supplies input materials for indoor production (seed, fertilizer, cocopeat substrate). He successfully created an earning model for indoor production and brought mutual benefits to small growers.
In his free time Tam enjoys working and working!
Henry Gordon-Smith is the Founder and CEO of Agritecture, a global consulting, planning, and software firm specializing in climate-smart agriculture and controlled environment agriculture (CEA). Since founding Agritecture in 2014, Henry has led 350+ projects across six continents, helping developers, entrepreneurs, and governments design resilient, profitable agricultural systems. His expertise spans CEA, regenerative farming, ag-tech integration, and food systems strategy.
Known professionally as "The Agritect," Henry writes The Agritect Chronicles on LinkedIn and produces the annual Global CEA Census, the industry's leading longitudinal study of farm technology and economics. Through Agritecture Designer — his AI-enabled farm planning platform launched in 2020 — he supports 5,000+ practitioners across 75 countries.
A recognized thought leader, Henry frequently speaks at global events, including the UN Food Systems Summit, World Green Economy Summit, and GreenTech Americas. He serves as Adjunct Lecturer at Columbia University's School of Professional Studies, where he teaches Climate-Smart Agriculture, and is co-developing a new graduate elective on AI & Sustainability. His work has been featured in The New York Times, AgFunder, and more.
Henry holds a Master's in Sustainability Management from Columbia University and a BA in Political Science from the University of British Columbia. A Czech, British, and Canadian citizen living as a digital nomad, he brings a multicultural, forward-thinking lens to agriculture.
Through Agritecture, Henry is building the world's most accessible and data-driven platform for farm planning, with a mission to make agriculture more resilient, transparent, and equitable through smart design, innovative policy, and responsible technology.