Throughout the twenties and thirties, export expanded. Production grew significantly by three strategies: by contracting producers, by re-designation of existing agricultural acreage for grass seeds, and by buying related businesses. The acquisition of the company that used to employ my grandfather, illustrates the family's success.

World War II, a tragedy for each and everyone involved, might have slowed down an important innovation in the industry. By that time, my father had taken over, and deemed the time ripe for the application of scientific research in conjunction with the vast experience of the company. The first agricultural engineer to graduate at the nearby Agricultural University Wageningen was hired and he set out to establish certification of specified varieties. The entire city of Arnhem, however, was evacuated in 1944. All businesses and production acreage were shut down. Still, the family and, thank God, most of the employees managed, scattered around the country as they were. The entrepreneurial drive and know-how proved to be great assets: by 1948 Barenbrug was one of the first companies in the industry to introduce the result of the in-house breeding of a specified variety: Barenza, English Rye grass, meadow type. The variety became an international success and for several decades it ranked number 1 on several lists of recommended varieties in Europe. Many more varieties were to follow.