‘Solynta - True Potato Seed’: The Company’s New Market-driven Rebranding Strategy

The Dutch firm Solynta, which is focused on creating, manufacturing, and selling hybrid true potato seed, declared recently that it will change its name to ‘Solynta - true potato seed.’ This rebranding is a component of the company's new, market-driven strategy.

The system for hybrid potato breeding, which Solynta invented, will allow farmers to successfully cultivate potatoes with desired qualities from real seeds. When it comes to seed tubers, this innovation has a lot of benefits over conventional growing, transporting, and storage methods. It also makes it possible to create new hybrid potato varieties with improved resistance to disease.

The company is leading the way in hybrid potato breeding, holding patents globally. Over the past 14 months, Solynta has added CEO Peter Poortinga, who was previously the CEO of the EUR3bn international Plukon Food Group, and Chief Commercial Officer Joost van Regteren, who was previously the Vice President and Head of Market Development for Bayer Vegetable Seeds and Head of Market Development EMEA/APAC.

In their tenure, Solynta has greatly increased the scope of its partnerships and field testing. The company works with farmers, distributors, and large processing companies to make hybrid potatoes and the true potato seeds they are grown from more accessible to farmers and consumers. The company is active in 40 countries, including Kenya, Central Europe, Egypt, Namibia, Ireland, Ethiopia (with Pepsico), and South Africa.

“Building on years of research by our world-class R&D department in the Netherlands, our rigorous field-testing across five continents with major partners has shown us with certainty that there’s a huge demand for more reliable, economical, and secure starting material for potato farmers anywhere in the world. We are long-known as a research leader in hybrid potato breeding. Our efforts in breeding new non-GMO hybrid potato varieties will certainly continue. But in the meantime, we have been intensifying the downstream activities of our company. We are working closely with farmers, distributors, and world-renowned corporates, and continuously testing our latest varieties in the fields, with very positive results. Our new varieties are based on the requirements of the markets that we aim to serve. As a result, we are more customer-focused than ever. Being the frontrunner in hybrid true potato seed development and production, we want to be recognized as the number one true potato seed company in the world. With this shift from a breeding company to a market-driven seed company, we also feel it’s the right time to show the world by adapting our logo to the current situation,” Joost van Regteren, CCO of Solynta, mentioned.

In the meantime, Solynta’s mission remains solid.

“We are still dedicated to making a positive contribution to potato growers and world food security. With our new robust hybrid potato varieties, we will help create a more sustainable potato value chain. These varieties can naturally withstand diseases, pests, and the consequences of climate change. Delivering these varieties in the form of true potato seeds, we provide clean and disease-free sustainable starting material for potato growers around the world,” van Regteren concluded.