Mercado – a portfolio and product life cycle management tool implemented by Anthura. Recently Anthura started using Mercado, a newly designed solution for product management developed by Agri Information Partners (AIP). Mercado is a central database solution in which all market and product data come together in one dashboard. A full service solution developed by expert consultants, which facilitates product managers in their daily job.
Mercado is specially designed in line with the key responsibilities of a product manager. It empowers him to interact with team members in order to make the right decisions on breeding objectives, gather observations, phase-in and phase-out scenarios and distribution policies.
Commercial director of Anthura Marco van Herk comments: “Our proposition to growers is to offer them ample opportunities to stand out by offering excellent genetics and marketing support. Mercado enables us to provide accurate up to date and extensive information about Anthura varieties. Our product managers will be able to further streamline the introduction of new varieties and facilitate the exchange of high quality data with supply chain partners.”
Working closely together with our Mercado users enables them to optimize their internal processes. It is often not just about software but also the people and procedures that influence results. We at Mercado help product managers make a difference by working with experienced consultants that have in depth knowledge of both product marketing and IT.
About Agri Information Partners
Based in Wageningen, AIP has teamed up with Gygga Innoventures to develop Mercado. With their background as developers of E-Brida, the industry’s standard breeding tool, AIP combines in depth expertise in breeding with the experience of Gygga, the specialists in product management and business analysis for the benefit of breeding companies.
For more information; contact Evert Keuken through +31 6450 38124 or e.keuken@agripartner.nl.
