Speakers and growers take part in the 2026 Annual Meeting of Aviko's Potato Growers Committee (ATC), where participants reviewed the 2025 season, discussed market developments, and explored the future of potato cultivation and the potato value chain.
Aviko Growers Review 2025 Season and Discuss Outlook for the 2026 Potato Crop
Aviko held its annual Potato Growers Committee (ATC) meeting this week, bringing together growers to review the 2025 harvest season, announce the pool prices, and discuss developments affecting potato cultivation and the market ahead of the 2026 harvest.
The meeting reviewed a season in which an abundant potato supply combined with weaker demand created challenging market conditions. Participants discussed the impact of these developments on the potato value chain and the outlook for the 2026 crop.
Panel discussion focuses on the future of the potato sector
Looking ahead was a key theme of the meeting. During the panel discussion, "The Future of the Potato: How Do We Build a Strong Revenue Model Together?", Derck Hulshoff, potato grower and ATC member, Dick Zelhorst of Aviko Agro & Supply Chain, Laurens Hokke of Aviko Rixona, and Willem Fijten of Aviko Innovation shared their perspectives on developments in the potato sector and the decisions needed to build a future-proof potato value chain. The discussion was moderated by André Hoogendijk of BO Akkerbouw.
The panel emphasized the importance of collaboration throughout the value chain to respond to changing market conditions and support the long-term development of the potato sector.
Aviko presents MasterCrunch
The meeting concluded with an opportunity for participants to network and learn about Aviko MasterCrunch, the company's latest innovation. Aviko thanked the participating growers and colleagues from Aviko and Royal Cosun for attending the event.
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