Many studies have revealed a decline in peach consumption in recent years. "This is due to the multiple varieties found in the market, all with different organoleptic qualities, and harvested adhering to different quality criteria. When a fruit is harvested without it having reached its right point of ripeness, and on top of that, retailers demand a product with a firm flesh, the result is that the consumer is very far from the taste of a good peach," explains Javier Provedo, manager of Provedo, a Spanish stone fruit breeder.
"These reasons have motivated Greek producers in Velvendos to look for new peach varieties. These should have a great flavor which would be maintained throughout the entire summer fruit campaign. After searching for several years, the solution has been found in Spain, with us," says Javier Provedo. This company, with its research center in the Extremadura region, has developed a number of peaches and nectarines which can cover the entire summer season while guaranteeing great consumer satisfaction.
During the latest edition of the Fruit Attraction fair, held in Madrid, Asepop Velvendos and Provedo signed an exclusive license for Greece, which will allow the cooperative to grow and market the best varieties of Provedo's Extreme series.
The agreement signed includes 4 peach and 6 nectarine varieties with similar flavor characteristics. The first variety becomes ripe in late June and the last one in mid-September. The plantings will start to be carried out this year. "This winter, we will plant more than 10,000 trees, and by 2023, we will have more than 100,000 trees planted," said Mr. Koutliampas, president of Velvendos. "With this agreement we'll be able to provide consumers with an extra taste of our peach and nectarine fruit. The fruit will be marketed under the Velvita Plus brand. We believe that these varieties are going to become popular among consumers, because they will taste like traditional peaches again."
The company GRINN is Provedo's representative in Greece and has the exclusive right to multiply the varieties of the Extreme range for Asepop Velvendos.
For more information:
Javier Provedo
PROVEDO
T: +34 924811746
jprovedo@provedo.com
www.provedo.com