Shipping seeds from production acreages on five continents is one thing. Planning the production in a variety of climatic zones is even more important. Worldwide marketing, according to demand, became our focal point in the nineties. Markets opened rapidly in Eastern Europe and gradually in China. By the turn of the millennium we had established fully owned branches in these regions. On the other continents we sought and realised full ownership of the Barenbrug subsidiaries already in place. Amongst others: Palaversich in Argentina, Heritage Seeds in Australia, Agriseeds in New Zealand, and all North America companies now assembled under Barenbrug USA, managed by Roeland Kapsenberg.

Back in the sixties, ‘marketing’ and ‘branding’ were still considered modernisms.

Not for Cor Alexander, one of the first from outside the family to serve on the management team. To him we owe the slogan Barenbrug, Great in Grass, the strategies based on that, and the widely known corporate identity of the company.