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Koppert Cress, a Dutch horticultural company founded by Rob Baan, specializes in growing and selling micro-vegetables that promote health or prevent disease. It began business under the name Koppert Trading, before its acquisition by Baan in 2002. Baan redesigned the business model, has developed new products, expanded production capacity, invested in the latest technology, enlarged the work force, recruited talented managers, and made Koppert Cress a world-class player in the niche market in the gastronomic world. The company’s business model centres on innovative price-setting. Unlike other Dutch horticultural firms, Koppert Cress is detached from auctions that determine agricultural prices. It works on ‘imaginative’ pricing and sells its products at high premiums based on the unique added value they create for customers. Baan also established Cressperience, ...