An update from vegetable breeder Enza Zaden focuses on how adding two departments — marketing and project management — to its North and Central American operations in the past three years has helped bolster its ability to capture data-driven insights.
“Marketing and product management are supporting our global vision in a way that will help us achieve objectives amid changing market dynamics, new technologies, regulatory changes, and economic shifts,” Rodolfo Leyva, Enza Zaden’s regional sales director for North and Central America, said in a news release.
Enza Zaden says it originally integrated its Central American operations into its North American business in response to changes in Central America’s competitive landscape. The company says the move followed years of strategic planning, and helped it better connect with its customers through collaboration and partner-style relationships.
The company says the new departments — marketing, led by Hermann Castro, and the project management team, led by Miguel Salinas — positions it to better adapt to a changing market.
“Our approach goes beyond regional boundaries. We are constantly traveling to enrich partnerships with all stakeholders, to understand the product challenges of distinct growing regions and to provide innovative and timely product solutions that reflect the insight of our local and global resources,” Salinas said in the release.
Castro said the company’s use of data analytics helps it better adapt to the future and see commonalities.
“Through extensive use of data analytics in an environment that’s evolving quickly, we are fostering synergies within and among global regions,” he said in the release.
