A Journey of paving new ways.
Imagine this: two pioneers, separated by a century but united by the same entrepreneurial spirit. In 1856, Matthias Christian Rabbethge founded KWS in Germany and delved into the world of sugarbeet breeding. One hundred years later, Dutch entrepreneur Popke Vriend set off on a similar journey with beans. Though they never met, their stories are woven together by a shared mindset: start small, think big, and never settle for the status quo. It is their curiosity and their ongoing hunger for fresh that made both companies big.
KWS expanded into corn, sunflowers, and cereals, while Pop Vriend Seeds added Spinach, Swiss Chard, and Red Beet to its portfolio. In 2019, their paths finally crossed as the next generations saw the power of joining forces. This was not just a merger. Both companies were built on a foundation of ongoing exploration and innovation, and this collaboration was a unique opportunity to build on that same spirit to create even better and more sustainable solutions for generations to come.
Follow the Fresh Trail
KWS’s bold leap into the vegetable business wasn’t just about economic potential; it was about extending the pioneering spirit of our founders into new territory. The ambition that drives KWS – sustaining farms, food, and the planet – found a natural extension in vegetables. With the breeding and research know-how we’ve built over the last 165+ years, we can truly make a difference. Today, KWS Vegetables set its sights on creating high-quality, locally adapted vegetable varieties across nine strategic crops: Spinach, Beans, Red Beet, Swiss Chard, Tomato, Pepper, Melon, Watermelon, and Cucumber.
We have a big ambition that raises some vital questions. And to get it answered, we need to think in fresh ways. Together with others who follow their instincts and have a hunger for fresh. Those who are not afraid to take bold steps and to try things they’ve never done before. Only then we can make a powerful impact in the Vegetables business.
From Ikea furniture to breeding stations
In the years following 2019, we expanded our operations across the globe. From Turkey via Italy to Spain and from Brazil to Mexico, breeding stations were established to support our growing ambitions. From the beginning, the team has shown huge dedication by taking bold steps. Even small ones. How cool that we can say we bought our own furniture from Ikea to set up our own workspace which wasn’t there yet?
Overcoming challenges
Of course, pioneering isn’t without its challenges. Bureaucratic delays, logistical hurdles, and the constant pressure to deliver could have slowed us down. But we persevered, just as Matthias Christian Rabbethge and Popke Vriend did in their time. We have built breeding stations across several core countries, often working in containers to prioritize our breeding programs over fancy design offices. Our hard work paid off so far: although we started with nothing in 2019, we already launched our first commercial Watermelon variety while we initially expected the first commercial variety to be ready in 2028/2029. This Watermelon variety receives significant interest already, especially in Brazil. That’s something to be really proud of.
Looking ahead, we want to strengthen our position as a leading vegetable company. With an ambitious target of 300M in our nine strategic vegetable crops, our goal is to break into the top 10 global vegetable breeders by 2039. We pursue this ambition with an independent and long-term perspective.
Pushing boundaries
Our commitment to innovation remains rock-solid, meaning we’ll embrace bold, risk-taking approaches, leveraging advanced technologies, and foresight to stay ahead of the curve. We continue to push the boundaries of advanced breeding and research technologies, double haploid development, marker technology, genomic selection and speed breeding.
The journey is far from over. KWS Vegetables will continue to explore new paths, guided by the pioneering spirit of its founders and the collective expertise of its global teams. The future is bright, and the next chapter in the history of KWS Vegetables is just beginning. Together, we will create a healthier, more sustainable world through innovative vegetable breeding. Will you follow the fresh trail with us?
My personal journey
My own journey at KWS kicked off in 2019 – not with vegetables, but with corn. In 2023, I had the privilege to start leading the Business Unit Vegetables – an incredible opportunity to become a pioneer myself. This role was a perfect fit for me because I could make a tangible difference, breaking new ground, and flipping organizational paradigms. It’s amazing to think that an idea, which started merely five years ago, has come to life and continues to flourish – and I’m proud to be part of it.
