Hazera Introduces new packaging design as part of Its rebranding journey
Posted on Apr 08, 2025
Same seed quality, fresh new look!
Hazera, a global leader in the vegetable seed business, is excited to introduce a refreshed packaging design, delivering the same high-quality seeds with a modern, sustainable twist.
Over the past year, Hazera has undergone a comprehensive rebranding process, updating its visual identity with a contemporary graphic language that better reflects the brand’s core values. This transformation is now extending to our packaging.
As part of this change, Hazera is taking steps towards greater sustainability by transitioning to more environmentally friendly packaging by eliminating the use of cans.
What’s New?
A redesigned logo, updated colors, and a fresh graphic look
Improved sustainability—transitioning away from metal cans
What Remains the Same?
The same seed quality you trust
Our unique security hologram for guaranteed authenticity
Familiar package sizes
Same packaging materials
This transition will occur gradually. If you still receive the previous design, rest assured that the new packaging will be available in your future orders.
For more information, please contact: www.hazera.com / or check our social channels
HAZERA: Growing Together Hazera Seeds is a global company that develops, produces, and commercialize seed varieties and is a global leader in the seed industry. Hazera has headquarters in both the Netherlands and Israel and operates subsidiaries in 11 countries, together with a distribution network serving over 130 markets.
Hazera is part of the Limagrain Group, an international farmers’ cooperative based in France. Limagrain has grown into the largest seed company in Europe, specializing in vegetables, field crops and cereals. The vegetable seed division at Limagrain is the largest in the industry
Hazera’s Long Cucumber breeding program, initiated around ten years ago, is still relatively new. This makes it even more impressive that at such an early stage of the program, our team was able to breed ZiMMan, a variety that responds exceptionally well to new environmental stress factors like climate change, water salinization, and new plant viruses.
In the ever-evolving field of agriculture, with increased environmental challenges, Hazera needs to produce versatile varieties. ZiMMan is the first variety developed with this in mind. It is a notable addition to the Hazera cucumber portfolio, designed to tackle these challenges, with a main focus on fighting against the new plant viruses, especially CGMMV.
ZiMMan was launched in Spain, a key market for Long Cucumbers. But its adaptability to thrive under hot conditions, high yield, and comprehensive set of resistances (CYSDV, CVYV, CGMMV, Px) make ZiMMan a resilient and reliable choice for growers worldwide.
“The team started to develop ZiMMan around four years ago and within its first commercial year, ZiMMan achieved a 10% market share of the Spanish market in seed quantity. I’m impressed and proud of the team that they were able to achieve this level of success in such a short time with our cucumber breeding.” – Federico Puyo, Product Manager for Long Cucumber.
Moreover, ZiMMan showcases Hazera’s commitment to innovation and excellence, offering several key characteristics that ensure its adaptability to diverse growing conditions and environmental stresses: Strong Root System: Ensures the plant’s resilience and ability to withstand stress. Dark Fruit Colour: Indicates a healthy and visually appealing crop. Plant Structure: Promotes optimal growth and productivity.
With investing the expertise of its team, Hazera is on a journey towards cultivating stronger and more resilient cucumber varieties.
Would you like to learn more about ZiMMan or our cucumber breeding program? Feel free to contact us.
From wraps to kimchi Sauerkraut may be on the decline, but its consumption has been stable for years.
The way we eat sauerkraut is changing: from stew to an oven dish, as a side dish, or in a salad. “A new, young target group has discovered the health benefits of fermented products. That gives cabbage a boost.
Large part of cabbage for industry
The majority of red cabbage goes to the processing industry. They end up cut into vegetable packets or pre-cooked in jars. About 70% of white cabbage goes to processing plants and other processors. This is preferably done as soon as possible after harvest, according to Maarten Danenberg, product manager of Hazera. The remaining 30% of the white cabbage in the Netherlands ends up on the shelf in its entirety. That proportion is higher with pointed cabbage, says Danenberg: “Pointed cabbage is easier to cut in your own kitchen. And we’re seeing more and more recipes with half or a quarter of pointed cabbage, pan-fried or grilled on the barbecue.”
Hazera’s pointed cabbages Regency & Dutchman
Pointed cabbage is one of the head cabbages that is clearly growing in volume, Danenberg observes: “Not spectacular; a few percent per year. But that increase has been going on for about twenty years.” The development is coming from the United Kingdom, especially to the Netherlands and Germany.” Popular varieties at Hazera are Regency and Dutchman (for summer cultivation) and Marshal (storage). We also see growth in our flat cabbage varieties like Callaway & Catelya for Central Europe, the Balkans and Turkey.
Brassica breeding is part of Hazera’s heritage
It originated with development of varieties for Western Europe, but today we are a global player with a wide assortment of purpose specific varieties. Our Research and Breeding teams are closely connected to our global network of subsidiaries and distributors, through whom we are in touch with the latest industry trends and preferred requirements within the various Brassica crops.
Staay Food Group and Hazera Seeds present new watermelon
Exceed mini watermelon nominated for Fruit Logistica Innovation Award 2024
The Exceed mini watermelon has been nominated for the 2024 Fruit Logistica Innovation Award, marking a proud moment in the long-standing partnership between Staay Food Group and Hazera. The winner will be announced at Fruit Logistica in Berlin (7-9 February), where Staay will be present to premier the Exceed watermelon.
Mark Loojenga, Marketing Manager at Staay Food Group, and Michal Taraska, Global Value Chain Lead at Hazera, discuss the product, the partnership and what to expect at the Food Logistica.
Exceeding expectations
According to Mark and Michal, the Exceed watermelon has earned its nomination through a unique combination of qualities that benefits growers, retailers and consumers. “The Exceed watermelon is a durable and eco-friendly variety, with strong resistance to diseases like powdery mildew and has plants that provide multiple harvests. Not only does this make life easier for the grower, but it also requires less fungicides and significantly less water than the production of traditional watermelons”, Mark says. Michal adds that this also helps reduce food waste: “Exceed makes it possible to reduce losses in production and during transport.”
“And due to the variety’s extended shelf-life of over 5-10 days longer than traditional watermelons, this variety displays a long-lasting freshness in both supermarkets and consumer’s homes”, he continues. With its compact, uniform size the Exceed watermelon answers a strongly growing call in the (Northern) European and American markets for smaller watermelons. “The size is suitable for ever smaller households and easy to keep in the fridge. And they’re seedless, which is both a major convenience for consumers and a waste-saver.” Mark adds. “But it’s the taste and color they come back for.” Michal: “The Exceed mini watermelon has a really sweet and crispy taste, as is shown by its above average Brix level.”
Team effort
The Exceed mini watermelon is the latest success in a long-standing collaboration between Staay Food Group and Hazera. “Staay is a strong and dynamic partner, which is key for successfully introducing a new product to the market”, Michal says. He underlines the importance of such a partnership for Hazera. “We can provide the best Formula One car, but we still need a top-class driver to win the race. In Staay Food Group, we’ve found that driver.”
An analogy Mark wholeheartedly agrees with. “Hazera provides top-quality seeds that are perfectly suited for our fields in Costa Rica. And with this newly developed variety, we perfectly reflect the demands of the market; we’re able to grow the right products. The Exceed mini watermelon is another step in our close and fruitful cooperation.”
Premier release at Fruit Logistica Berlin
The premier release of the Exceed mini watermelon for the European market will take place at Fruit Logistica, where Staay Food Group will be present at stand B45 in hall 3.2. “Here, we will also display a selection of other products we grow and offer ourselves,” Mark elaborates. “For the first time we can show our three club varieties of colored pears together: The Red Conference, Early Desire and Dazzling Gold are all exclusively available through Staay Food Group. Secondly, we show our hydroponic lettuces, and finally our wide range of available vine tomatoes. In addition, we will bring special attention to our branch in Venlo, which focusses on the food service industry. This location provides a quite unique service for the German market, where customers can buy products per box instead of per pallet and can combine different products on one pallet. This is ideal for restaurants, who usually don’t need entire pallets of one product.”
The prize-giving ceremony for the innovation award will take place on 9 February 2024, 2.30 p.m. at the FLIA Technology special exhibition area between Halls 1.1 and 2.1. Mark and Michal agree this nomination “shows we are on the right track in our team effort to successfully align the development, cultivation, sales and marketing of excellent and innovative products.”
Staay Food Group is an international cultivation, sales and marketing organization in fresh fruit and vegetables with a global network; The World is our Garden. Staay Food Group is a family business, founded in 1946. It delivers tailor-made products to customers in retail, wholesale, foodservice and processing.
HAZERA: Growing Together
Hazera’s headquarters are situated in Israel and The Netherlands, with subsidiaries in twelve countries and an extensive distribution network providing services in over 100 additional markets. This worldwide presence enables us to be close to our customers.
Hazera is part of the Limagrain Group, an international agri-business based in France. Being a farmers’ cooperative, the Limagrain Group understands the needs of its customers and has grown to become the largest seed company in Europe, specialising in vegetables, field crops and cereal products. Limagrain’s vegetable seed division is the second largest company in the industry.
Introducing the new Global Value Fresh Chain Lead of Hazera: Michal Taraska
Posted on Jun 16, 2023
Growing up on his family farm in Poland, Michal Taraska developed two main interests: agriculture, coming from the family business, and the commercial aspect, stemming from his grandfather who owned the bank in their village. Now, he combines those two passions in his role as Global Fresh Chain Lead for Hazera. In this article, Michal introduces himself and shares his insights on the Global Tomato Congress (GTC) he recently attended in the Netherlands.
“What I like about working in the seeds business is that you are involved right from the beginning of the process. These early stages are crucial for producing quality products,” Michal says. And when it comes to growing fresh produce, he knows what he is talking about. Having grown up surrounded by crops like onions, sugar beans, and wheat grown for seeds, Michal pursued an Agriculture Course at the University of Science and Technology in Bydgoszcz, followed by a series of jobs with leading seed production companies. For the past 8 years, Michal has been further developing his expertise with the Limagrain group, spending the first five years as the Sales and Development Manager in HM. Clause, and the past three years as a Project Manager responsible for partnerships with retailers.
From local to global impact
“One of our main projects there was to promote our Rosamunda Tomato variety in the fresh chain market,” Michal says. “It was a significant challenge since the Fresh Market was considered saturated and standardized. However, thanks to a strong team effort and a lot of hard work, we managed to introduce our innovative variety on the shelves of many major supermarkets and retailers. It’s an achievement that I’m very proud of.” His successful leadership role in this project led Michal to the conclusion: “If we can achieve this in Poland, can we also do it in other markets and on a global scale? It’s a great challenge with a lot of responsibility, but I’m ready to embrace it.”
Professional goals
As the Global Value Fresh Chain Lead of Hazera, Michal wants to continue getting Hazera’s products on the shelves of major retailers worldwide. “We have fantastic products and innovations that I want to introduce to the world. Another important goal of mine is to develop strong relationships with the people within our company and sister companies because achieving our goals will always be a team effort and lead to team victories. My new position combines the three things I love most about our field of work: the inspiring people, a healthy product that can have a positive impact on people’s lives, and the challenging projects we undertake.”
Inspiration all around
To find solutions for the challenges that come his way, Michal draws inspiration from two main sources; other people and the world at large. “I believe that listening to others, especially those with different perspectives, is an essential resource for generating new ideas on how we approach our business. But inspiration also comes from the world around you. I draw a lot from my hobby, kitesurfing. The interaction with wind and water allows me to recharge my batteries and enter a creative state of mind where my best ideas emerge.”
Global Tomato Conference
“My first attendance at the GTC left a strong impression on me,” Michal says. “It was inspiring to meet numerous experts from the seed industry and affiliated businesses all in one place. However, I was somewhat surprised by the relatively low number of growers and retailers in attendance. I believe events like this play a crucial role in knowledge sharing and collaboration, ultimately contributing to our collective goal of helping growers address the challenges they face. But I see opportunities to enhance the value of a conference like this by expanding its scope and involving more retailers and growers.”
“I was impressed by the consistent quality of Hazera’s products on display and the positive reception they received,” Michal continues. “The combination of firmness, extended shelf life, visually appealing characteristics, and delightful taste make Hazera’s tomato varieties a compelling choice for both retailers and consumers.” Michal concludes with a final lesson learned from the GTC and advice for growers: “Striking a right balance between providing resistance to viruses and maintaining delicious taste will enhance the overall desirability and marketability of the tomatoes produced, benefiting both producers and consumers.”
Do you want to stay connected with our Hazera people?
Follow us our social media channels to stay connected with our Hazera people! If you have any questions left, don’t hesitate to ask them via our contact page!
In Hazera, we tend to put the spotlight on our successful products, yet their success starts with the People of Hazera: the truly committed and passionate experts who make it all happen on a daily basis. Meet Netta Doitch (43), our Global Lead Tomato Breeding from Mefalsim, a small Kibbutz in the southern part of Israel. It seems as though it was meant to be- the daughter of a flower and strawberry farmer, Netta (meaning “a young plant” in Hebrew), was destined for a life in agriculture.
Figure 1- Netta Doitch, Global Lead Tomato Breeding Hazera
When she was young, she gladly helped her dad around the farm and without knowing it performed “cuttings” from a very young age, removing a small part of the plant’s stem, and replanting it together with a “rooting hormone”, to receive a genetically identical plant. “I always enjoyed agronomy and loved visiting agricultural events. When I was in high school, I recall reading in the newspaper about a successful “breeding” of red and blue bananas and decided, even though I did not know what “breeding” was, that this is what I wanted to do for a living. Netta went on to get her Bachelor of Science in Agriculture with specialization in Genetic Breeding and Biotechnology and later fulfilled her dream to become a breeder, doing so with a true feeling of love and chosen destiny.
Netta has been with Hazera since 2009, when she started out as Tomato Breeder Assistant. Two years later she became an Associate breeder and led the determinate heat set tomatoes and indeterminate round open field tomato projects. Approximately 12 years later, she is now, the Global Lead Tomato Breeding; and amongst her many projects she also leads the breeding projects of the Indeterminate Round Open Field (IROF) tomatoes.
“What is a common myth or preconception about your job or field of expertise?”
“It seems as though everybody believes that breeding ruins the taste in vegetables”. Nowadays she just explains to whoever asks that she works in Tomato Genetics without transgenic interference.
Figure 2- Simply working in “Tomato Genetics”
“In your opinion, what is the most important personality trait/strength someone would need to work in your industry/be successful in your job?”
According to Netta, being a good breeder requires super focus on the goal, you have to ‘breathe’ breeding every day, the plant dictates your work and not vice versa. Netta also highlights the constant change of environments in a breeder’s life: “You can say that I wear two hats: “In winter, you can find me all neat and dressed up in office clothing, whereas in summer you could hardly recognize me, as I’m all covered in plant parts, soil, and remains of tomatoes.” In other words, you have to be highly adaptable and “passionate” about your field of work.
Figure 3- A day in the life of a breeder
“Tell us about a project you’re really proud of and why”
“I’m really proud of our Giga tomato, part of the IROF project in Brazil. When examining where we started and where we are at today, it is truly amazing!”. In the beginning of the project, we started out with zero resistance but very strong and vegetative plant genetics. The genetic change and adding the required disease we achieved was truly significant. The variety Giga in Brazil has excellent firmness, size, and unique array of resistances.
Figure 4- Project start: totally burned plants in Brazil
We went from totally “burned” plants, changed the selection method and started doing selections in the region, which was a major change in the way we work.
Figure 5- One of many hybrid evaluation field trials. Brazil 2012
For more than ten years, together with Arno Van Staden, Tomato Regional Product manager in Marketing, we studied the Brazilian market and trends ,we built a breeding platform in Brazil from scratch which gave us the boost for high level of Xct-resistant plant without compromising all other quality traits.
Figure 6- Climbing each and every obstacle together. With Arno Van Staden
This success story of Giga is a remarkable example of great cooperation between R&D and Marketing”, Netta goes on to say: “We walked it hand in hand, with top synchronization that greatly contributed to the success of the project”. On top of everything, we have succeeded in creating excellent genetic material for other markets as well.
Figure 7- GIGA variety “Has Quality” launch 2022
“Tell us something about you that most people don’t know”
I like to cook but I don’t like fresh tomatoes- I prefer cucumbers. Also, I recently got my kibbutz’s “annual entrepreneur for the community” award for the farm work I do at my home village/
Figure 8- Volunteer work farming for her community with the next generation
This short glimpse into Netta’s life and daily work truly showcase that breeding does run in one’s DNA.
Want to know more about our people?
Follow us on our social media channels to stay connected with our Hazera people! If you have any questions left, don’t hesitate to ask them via our contact page!
Hazera center-stage at MOP Arava Israel 2023 annual expo
Posted on Feb 13, 2023
Want to be the first to see the next generation of the Israeli tomato and be impressed by the new variety portfolio of Hazera? Join us for a unique opportunity and meet our team for a deeper understanding of the quality, performance and potential of Hazera’s new varieties.
The exhibition in the Arava is the perfect opportunity to get a glimpse of the future of the Israeli tomato with “Rubicon”/ “Doria” – a new Saladette tomato variety that is suitable for picking in a cluster. The tomato is delicious, firm, has a long shelf life and excellent preservation on the plant, as well as a bright red and attractive fruit.
Rubicon (“Doria”): from the grower to our plate. Photograph: Ofer Hajub
In addition to “Rubicon”, Hazera- a world pioneer in the seed industry, will launch the “Yellow Whitney” – the heart tomato that made Israelis fall in love and is now available in red and yellow. The Yellow Whitney is the first yellow Midi Plum tomato of its kind – it is extremely tasty, has impressive yellow fruit, is very firm and crunchy and has a strong plant and a high yield.
Yellow Whitney. Photograph: Ofer Hajub
Come see and taste! Still young at heart, the queen of flavor, The “Maggie” tomato, is ringing in its first decade with a party! Maggie is known as a high-quality Israeli tomato, with a juicy green gel, which gives it a fine taste and rich aroma. Maggie is grown throughout the year nationwide in Israel among selected farmers only and packaged in a closed and marked package – and now with a new branding in honor of its 10-year celebration.
Maggie “the Taste” Tomato. Photograph: Ofer Hajub
At the exhibition, Hazera will launch new varieties of radishes: “Whitella” in white and “Purpella” in purple: round radishes for growing in open and closed areas, with impressive and strong colors, suitable for growing all year round with a high yield and excellent internal quality.
New radish varieties. Photograph: Hazera
Come and get an impression of a red, curly romaine lettuce: “Purple Heart“. Beyond the nutritional benefits of romaine lettuce, which is 5 times richer in vitamins than other types of lettuce, the variety “Purple Heart” is characterized as crunchy and extremely tasty and has a bright red color that penetrates deep into the leaf.
“Purple Heart”. Photograph: Hazera
Come and meet the team of Hazera at the Araba expo taking place on February 15 and 16 in Ein Hatzeva, Israel and join “Rubicon” /”Doria” on her fresh produce journey from the field, to the retailers, and straight to her kitchen!
Hazera Türkiye’s new Research and Development Station
Posted on Oct 22, 2024
We are delighted to be one of the most established seed brands in Turkey, leading the sector.
With our new Research & Development station, we will continue to find high value-added seed varieties that make Turkish farmers smile. In our new facility, which is equipped with the latest technology on a total area of 30 acres, we will continue to conduct trials in many different segments and species, and we will continue to bring seed varieties suitable for Turkey’s market and climate conditions to the sector with the combination of our specialized agricultural engineers and Hazera’s breeding methods acquired over the years.
