PopFest
Fresh ideas
Wind and weather meet energy and innovation at this year’s KWS PopFest in Andijk. With this event, KWS Vegetables is forging ahead with the strategic alignment of our vegetable division.
Step inside the world’s largest spinach field: As every year, PopFest transformed our vegetables into an experience.
In the midst of spinach, beans, red beet and Swiss chard, our colleagues at KWS Vegetables open their doors in Andijk every year. The PopFest is the place to meet for all stakeholders throughout the vegetable value chain, a platform for presenting our latest and freshest solutions. The enthusiasm there can be felt right away: The PopFest is more than just an event – it’s a piece of the puzzle in the orientation of our vegetable division.
Whether a table tennis station or the world’s largest spinach field: The PopFest’s goal is to present vegetables to touch and feel – and it strengthens our position as an expert and reliable partner for spinach, beans and red beet. In the spirit of a true “Freshplorer” who always has a backpack full of solutions and ideas, this year saw the premiere of the “Inspiration Station” in Andijk.
In addition to the large greenhouse, which is transformed into an event location every year, interested participants were able to attend exciting short talks. KWS Vegetables invited decision-makers to discuss current challenges in the vegetable value chain. At the Inspiration Station, questions such as “Can new eating habits fuel spinach growth?”, “What is the secret to a longer shelf life for green beans?” and “Will future-proof soil future-proof your business?” were answered.
There were exciting short talks in the greenhouse.
Up to 500 visitors attend the PopFest every year.
Striking up partnerships
Whether during a game of ping-pong together or outside in the field, the PopFest helps initiate dialogue and enable future partnerships. Up to 500 visitors attend the PopFest every year. KWS Vegetables is visually omnipresent – whether with flags and standees or a special “Popfest edition” sweater for all visitors.
This year, the demonstration did not focus on specific varieties, but on the weeks of the year which are important for the harvest. With the its Spinach 365 variety program (see “Spinach every day”) KWS shows that it’s possible to ensure a stable year-round supply of spinach.
New to the assortment is KWS Power Cruz, a rhizomania-resistant red beet variety with a high Brix value. This variety is suitable for processing thanks to its round shape, which contributes to a more efficient cutting and peeling process. The high Brix value also provides natural sweetness, meaning no additional sugar needs to be added during vacuum packaging or juice production – an increasingly important factor. These characteristics improves the product’s storability so that it can be supplied for longer.
Our PopFest has long since become an important pillar for KWS Vegetables – which is a good reason to use this successful concept beyond the Netherlands. Further events will pop up and are being planned for Spain at the beginning of 2026. |
© KWS SAAT SE & Co. KGaA 2025
