ASTA Vegetable & Flower Seed Conference 2025

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ASTA Vegetable & Flower Seed Conference 2025

January 2025

The 64ste ASTA Vegetable & Flower Seed Conference in Orlando – we will be there.

The 64th ASTA Vegetable & Flower Seed Conference will take place in Orlando from January 31 to February 4, 2025. This annual event brings global players from the seed industry together to share insights, discuss challenges, and explore opportunities in the breeding and seed cultivation of vegetables and flowers. We will also be present and look forward to participating in the discussions and innovations within the industry.

Schedule a meeting and discover the latest developments.

Are you attending the ASTA Vegetable & Flower Seed Conference in Orlando? This event offers the opportunity to explore how E-Brida and Mercado can drive your breeding and sales processes. On behalf of AIP, Jan Willem Kruize and Wouter van der Veeken will be present to discuss the latest developments. They are eager to meet with you during the event to discuss the details at Trading Table 31.

Book a meeting at ASTA

The latest developments in E-Brida

E-Brida helps breeders by supporting their processes and managing complex data, improving efficiency and leading to better outcomes.

Our latest version includes advanced improvements in seed functionality, further streamlining and enhancing the breeding process. More innovations are developed and will be introduces in 2025.

Both large and small companies worldwide rely on E-Brida to optimize the efficiency and effectiveness of their processes.

Time savings through efficient processes and automation.
User-friendly app for collecting field data.
Data and photos securely stored, always accessible

The latest developments of Mercado

Mercado is designed to support variety portfolio management and (pre)-commercial variety trials ensuring reliable data for successful market introductions.

The Variety Trials App in Mercado has received significant updates, offering enhanced tools to streamline and optimize trial processes, supporting product management teams in making more informed decisions.

Mercado promotes collaboration within teams and with external partners by seamlessly sharing information.

Up-to-date and reliable information always accessible.
Easily create catalogs for both online display and PDF/print.
User-friendly app for collecting uniform trial data.

We look forward to meeting you in Orlando!

Our business consultants, Jan Willem Kruize and Wouter van der Veeken, are eager to meet with you for an appointment. At trading table 31, they will be happy to update you on the latest developments and assist you with your challenges and questions related to information management and process optimization.

Jan Willem Kruize

Business consultancy, Management

Jan Willem Kruize

Jan Willem Kruize studied at Wageningen University and obtained his Ph.D. in Information Technology in Agriculture. He worked as a Scientific Researcher in Information Management at Wageningen Economic Research and later as a Team Leader in Information Management Research & Development at Rijk Zwaan.

Since 2023, he has been working as a senior business consultant at Agri Information Partners and has been part of the management team as commercial manager. In 2025, Jan Willem also became a shareholder in the company.

Wouter van der Veeken

Business consultancy, Sales & marketing

Wouter van der Veeken

Wouter van der Veeken earned his Master’s degree in Agronomy from Wageningen University. Since 2008, he has been working at Agri Information Partners, where he has developed extensive expertise with our products and built a global network.

With his years of experience, he has gained a deep understanding of how businesses operate and where bottlenecks and areas for improvement lie. He is part of the commercial team and is responsible for the global sales of E-Brida.