New ready to eat pineapple Diamantè
Managing director Hugo Vermeulen says that his company’s quest for BonSweet to satisfy every niche in the global pineapple market has resulted in the creation of what his team calls ‘the haute couture of pineapples’. "Because of the fact that our client base covers some very discerning segments such as top restaurants, during 2014 it became clear that we needed to also be able to supply a pineapple which is perfect in all aspects. The challenge was to grow a pineapple which is at exactly the right sugar/acidity ratio, allowing it to be used in complex as well as simple recipes. Other crucial characteristics needed to be a well-balanced and subtle fragrance, as well as an appealing internal structure and a healthy external appearance. Achieving this required much effort, but we believe that we have nailed the challenge!"
Vermeulen says that at the basis of this argument is the fact that the Diamantè concept was developed with a specific type of consumer in mind, and not on the basis of geographical parameters. “When we started developing Diamantè in 2014, we had already achieved solid successes with BonSweet Select (our ready to eat product line) in numerous countries. Consequently we decided that with BonSweet Diamantè we would take the concept of ‘top taste’ up a notch. We strongly believe that this product line will increase our market share in the countries where the BonSweet name is already synonymous with quality and taste”.
Vermeulen says that the initial response from Cool Fresh International’s client base is that Diamantè will create its own niche in most countries where there is (a) an exclusive segment in the fresh produce category; and (b) where taste, appearance and fragrance are more important than price. “Ultimately, we believe that Diamantè will have a special appeal to customers in the specialty segment, such as high street greengrocers, top-end retailers and suppliers to restaurants. And of course any discerning foodie who wants to taste the real Costa Rica in a pineapple!”.
Mario de Goede, Cool Fresh International’s pineapple specialist says that in order to supply the new product in an optimal condition to clients, the decision has been taken to utilise airfreight logistics. “We harvest this pineapple in an optimum condition, and then need to get it to our customers in the shortest possible time. That being said, as a company we have a very high CSR rating (all BonSweet pineapples are Rainforest Alliance certified) and if possible we avoid transport options which place too much strain on the environment. After discussing this with our CSR team, we concluded that our Group’s environmental footprint is of such a nature that the effect of this ‘limited edition’ product is minimal and therefore defendable."
Cool Fresh International’s design team had to go back to the drawing board a number of times before they were happy with the design aspects of the packaging. The team drew inspiration from the world of haute couture, and designed a carton which winks at Gucci and Versace. Marketing director Nic Jooste: “We believe that the elegance of the packaging will do justice to the extreme quality of the product. Being part of this multi-disciplined project team was a great experience, and we are sure that the market will embrace BonSweet Diamantè in a big way."
Cool Fresh will be present with its BonSweet range at Fruit Logistica 2015: Hall 23, Stand E5.
For more information please contact:
Hugo Vermeulen/Mario de Goede
Cool Fresh International
Tel: + 31 88 3 777 111
hugo@coolfresh.nl / mario@coolfresh.nl