Building a Product Portfolio
Hazera’s leading product is the tomato seed, which accounts for more than 50% of total sales. The company markets about 100 tomato varieties, emphasizing attributes like vine ripening, firmness, and shelf-life that contribute to production efficiency, ease of transport, and customer appeal. These varieties include broad variations in size, shape, and color, from individual fruits to cluster vines, as well as standard cherry and grape tomato varieties, red, orange, yellow, and green tomatoes, varieties optimized for growth under controlled greenhouse conditions or in outdoor fields, and tomatoes bred specifically for qualities advantageous for processing into sauce and other products.
In the vegetable seeds sector, which was 87% of the company’s revenue in 2004, Hazera also markets hybrid seeds for cucumbers, eggplants, lettuce, melons, onions, peppers, squash, watermelons, beets, celery, parsnips, turnips, and radishes.
Hazera’s other big source of revenue is its field crop seeds business, which includes wheat, cotton, chickpea, groundnut, sweet corn, oat, vetch, clover, alfalfa, and sunflower.
Hybrid cotton represents a major focus area for the company, with market penetration expanding into the U.S., South America, Greece, and Turkey. Rami Dor, CEO of Hazera, describes the company’s ongoing effort to establish a new hybrid cotton product as an ambitious project.
The goal of the cotton project is to achieve a cross between an extra-long fiber variety, such as a Pima cotton that offers the advantage of high quality but low yield, with a lower quality but higher yielding variety, such as Acala. The resulting hybrid would combine the advantages of each and produce a crop plant that needs less irrigation and can thrive in soils with higher salt content. As with any new crop product, the benefits it offers farmers must outweigh the increased cost of hybrid seeds.
For the foods market, Hazera developed strains of sunflower seeds, designed especially for eating rather than for use in sunflower oil production. Ornamental flower seeds represent a relatively small component of the company’s overall business, with its offerings including seeds for flowering plants, such as ranunculus, hibiscus, and ornamental peppers.