Sweetgreen very popular at Fruit Logistica

Monday, 8 February 2010

Enza Zaden has enjoyed a very positive conclusion to the Fruit Logistica trade fair. The main crowd-pleasers were Sweetgreen, Timing Taste and Eazyleaf.

Sweetgreen on the shelves in all C1000 supermarkets

Enza Zaden has developed a comprehensive concept for the market launch of Sweetgreen, the sweet green pepper. C1000 is the first Dutch retailer to make use of the concept. At the end of March, the Sweetgreen pepper will be on sale in all 372 C1000 stores. Visitors to the stand who were interested in the concept were given a sneak preview of the approach, the presentation and the marketing activities surrounding this very tasty product.

Research results for Timing Taste

 

 

There was also an important message for the chain at Fruit Logistica in the tomato campaign Timing Taste: Know your product! Amongst other things, the first research results were published regarding the relationship between colour at harvest and shelf life. Annemieke Beemster, Marketing Manager at Enza Zaden: ”After five years of research by a Spanish university in collaboration with Enza Zaden, it has emerged that the colour at harvest in combination with the shelf life is dependent on the variety. Some varieties can be harvested in a further stage of ripening without detriment to the shelf life of the product. In this way, the consumer can count on a very attractive looking tomato that is also very tasty. Enza Zaden has much more variety information at its disposal that can raise the quality level of products in the chain”.

Longer shelf life of lettuce varieties

At the Fresh Conex business Forum during Fruit Logistica, Enza Zaden published the research results from a three-year shelf life study for the processing industry regarding lettuce varieties. On the basis of the research results presented, Enza Zaden expects to be able to produce varieties with longer shelf lives in Cos lettuce, butterhead lettuce and iceberg lettuce.
Eazyleaf is one of the lettuce product groups with which Enza Zaden is already responding to the desire of the vegetable processing industry to develop varieties with better shelf lives. This type of lettuce is bred specifically for a very compact cross-section, to keep oxidation to a minimum.

Supporting with expertise

In addition, Enza Zaden gave its visitors ideas relating to new modern marketing technologies, such as the 2D barcode concept, originating in Japan. With this concept, consumers can take a photograph of a special barcode with their mobile phone, and they will be linked directly to the relevant website. Enza Zaden demonstrated this with its Sweetgreen pepper, for example. The consumer is linked straight through to a number of Sweetgreen recipes. The consumer has an increasing need for background information, and Enza Zaden can provide support in this with all its expertise and years of experience.

For further information, please contact:

Annemieke Beemster, Marketing Manager +31 (0)6 25 06 64 29
Chris Groot, Marketing Project Manager +31 (0)6 21 53 63 73