Citing a growing trend where consumersgravitate toward novel, exotic fruit, Top Eden Fruits hopes the pitaya willgain in popularity. A similar fruit is currently grown in Vietnam, but Top Edenpredicts their variety will distinguish itself in the global market.
The pitaya is similar to the dragon fruitgrown in Vietnam, but there are important differences between the two,according to Yossi Zaphrir of Top Eden Fruits.
Bilu variety and Venus variety
“The difference in taste between the twovarieties is like night and day,” says Zaphrir. Top Eden has worked extensivelyto breed a sweeter variety that has red flesh instead of the white flesh of thedragon fruit. This difference in taste and color, along with a longer shelflife for fruit sold in Europe, is a big reason Zaphrir thinks the pitaya willbe successful.
Desert King
“We believe the pitaya, much like theavocado and mango was previously, has a lot of potential to be big,” he says.“I remember that mangos were sort of unknown in the early 1980's” he notes,“and although there were some beautiful varieties, the taste wasn't there. Sothat's why I think the most important thing is to show that the pitaya fromIsrael has the best taste.” If consumers are convinced the pitaya has anexceptional taste, he reasons, the fruit is bound to catch on.
He says they've already had some success inthe UK, both in winning over consumers and educating them about the differencesbetween their produce and dragon fruit coming from Asia. That, along withconsumer trends that favor exotic fruit, is encouraging to Zaphrir.
“People like getting into new exotics,” hesays, “and they're changing, they're looking for healthy foods withanti-oxidants and vitamins, and the pitaya is like that.” And because exoticfruit buyers tend to be more well-off, he believes their target demographicwon't fluctuate as much with the economic times.
“There is a niche for exotics,” he adds,“and we hope to fill it.”
Top Eden Fruits also grows passion fruit.
For more information:
Yossi Zaphrir
Top Eden Fruits
Tel: +972 8 9357228
Mob: +972 52 2509406
Fax: +972 8 9351407
benyosi@012.net.il
www.fruits-exotic.com