Domenico De Lucia

The yellow beetroot, a ready-to-eat novelty in the fruit and vegetable sector

"The project started three years ago, with the first sowings and the refinement of cultivation techniques, made possible by research in and investments for the ready-to-eat yellow beetroot, a novelty that will enrich the refrigerated counters of the fruit and vegetable department," said Pino Colonna and Igino Cecchetti, co-managing directors of the commercial sector of De Lucia.

"We have obtained this achievement in November 2020 with this niche product, which we will be launched as a steamed, vacuum-packed format. The product is extremely appealing and tasty and we are the leading producer in Italy."

In photo, Pino Colonna.

Domenico De Lucia, after years of research and experimentation, is going to launch the production and commercialization of yellow beetroots to those who appreciate not only red beetroots, but also those who like a delicate and sweeter taste than red beetroots. The yellow beetroots will be produced in the Altopiano del Fucino, in Abruzzo, where De Lucia has successfully worked for decades with local companies both for the production of potatoes and carrots.

In photo, Igino Cecchetti.

Domenico De Lucia is an agro-industrial company located in the province of Caserta, with a history dating back to the beginning of the last century, linked to the processing of the most renowned typical agricultural products of Campania. Very active in the sector of dried fruit and potatoes, since 2004 it has expanded its offer with ready-to-eat products, from sliced artichokes, to quinoa, oats, flavored sweet  lupins, legume-based snacks, roasted chestnuts with the peel, shelled chestnuts and, last among the novelties, yellow beetroots.

"The main difference between red and yellow beetroot is the more delicate and less bitter taste of the yellow beetroot. It is suitable for those delicate palates and it can be used in many ways. Also the aspect influences the purchasing decision. A bright yellow color stimulates consumption. In addition, the juice released by the yellow beetroot does not stain like the one of the red beetroot". With this product, De Lucia wants to widen the segment of red beetroot consumers, intriguing them with a more friendly reference.

De Lucia is currently introducing the product on the market, under private labels of the large-scale retail trade, while working on a  strategy to launch the product under its own brand.

The product is vacuum and steam cooked, in order to protect the food and preserve all its properties, through a gentle transformation process. It is available in the classic 500 gram format, in transparent packaging.

"Among other projects, the research of new products to ensure quality and freshness to the final consumer is one of De Lucia's priorities. We will also be extending the opportunity to customize private label requests, by providing tailor-made solutions based on market needs and trends".

Domenico De Lucia S.p.A.
Via Maddaloni, 3
81027 San Felice a Cancello (CE)
Phone: +39 0823 802511
Fax:  +39 0823 802515

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