At Fruit Logistica 2015 in Berlin, Rijk Zwaan introduced Sweet Palermo. The marketing machine was running at full speed, and hasn't stopped running yet. Rijk Zwaan developed the Sweet Palermo brand as a service to partners in the chain: they can use it to strengthen their market position.
Rijk Zwaan now also has a toolbox ready for this purpose. With it, partners are aided in selling this sweet pointed pepper. Everything has been thought of: boxes, bags, labels and brochures.
Florent Rezeau: "Positioning in the vegetable department becomes increasingly important. Just as has happened with the tomato, we believe the bell pepper range will develop further. Sweet Palermo has a number of distinguishing features, and it's important that they're recognizable in the store as well."
The introduction of the Sweet Palermo is going well. Rijk Zwaan was able to find various partners quickly: BelOrta (supplies to stores including Carrefour Belgium), Zuidgeest (supplies to Lidl in Denmark and other stores), ApoFruit in Italy, BiJo in the Netherlands for the organic market, and the large Spanish cooperatives and growers. Shortly after the market introduction of Sweet Palermo in Spain at the end of March, the growers' cooperatives signed up to grow the variety and support the marketing concept. From October onwards, the Sweet Palermo will be available year-round. In Spain, Palermo is grown on around 250-300 ha. The quality is maintained through an external auditor hired by Rijk Zwaan. Only A-quality Palermo are allowed to be sold under the Sweet Palermo label.
Florent Rezeau: "This variety can be grown in both a high-tech and a low-tech greenhouse. That doesn't affect shelf life, quality or flavour." Sweet Palermo has been tested by an expert taste panel on its unique combination of aroma, sweetness and juiciness.
There has been interest in the Sweet Palermo concept from beyond Europe as well.
For more information:
Rijk Zwaan
Burg. Crezéelaan 40
DE LIER
+31(0)174 53 23 00
sweetpalermo.com/en/home
f.rezeau@rijkzwaan.nl