Pop Vriend Seeds is a vegetable seed company with specializations in, among others, spinach and beans. In 2015, Innova Connect critically examined Pop Vriend Seeds’ innovation strategy. The emphasis was on better utilization of knowledge that is developed outside the company. In a number of follow-up sessions, opportunities to renew the most important products in the portfolio were discussed in more detail. In addition, contacts were established with researchers from various knowledge institutions. These contacts have led to various research projects, which are very valuable to the company.