THE man behind the company that grows natural watercress varieties that taste like chilli, give the sensation of nine volt batteries, and the creaminess of oysters says Australia's horticulture industry needs a big shake-up.
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Rob Baan, chief executive of Netherlands company Koppert Cress, which produces micro-herbs, micro-vegetables and edible flowers, flew in to Australia this week for today's 2014 Produce Innovation Seminar in Cairns, Queensland.
Mr Baan (pictured) said Australia's horticulture industry was lagging far behind western Europe's, both in terms of innovation and quality.
"I haven't been too impressed with the quality of the vegetables I've seen in the supermarkets since I've been here," he said.
"Australia is far behind in its energy consciousness, modern techniques, pest management and infrastructure.
"There are a few expensive greenhouses that I've seen here, but most are made from cheap plastic.
"In Holland, I'm not spraying chemicals at all - I'm using insects to kill other insects."
Back home, Mr Baan manages more than 10 hectares of high-tech greenhouses that use computer-operated LED lighting to provide plants with ultraviolet energy, and antibacterial structures to ensure his produce is clean and safe.
He said what Australia's horticulture industry needed was a marketing boost.
"We need to innovate the industry by promoting people to eat more vegetables," he said.
"Wholesalers and distributors aren't able to talk to the customers like growers can, they don't have the same emotional investment that growers do.
"I always say growers talk more to their plants than to their customers. They need to get out and talk to them themselves, and make them crazy about their product."
Mr Baan said the future of the industry depended on its ability to market itself to the next generation.
He said to make the horticulture industry in Australia "sexy" and draw young people to it, it must invest in sustainable technology.
"In five years from now gas will be really expensive, and so now is the time to become creative."
