Dutch PLUS supermarkets get premium fruit and vegetable range

The Dutch supermarket chain, PLUS, is introducing a new premium range. Under the name 'Smaakselectie' (Flavor Selection), it will offer tasty, seasonal fruit and vegetables. "These special variety products are carefully selected and taste great. And they come from farmers and growers who PLUS has been working with for years," says a PLUS representative.

According to the supermarket, people are increasingly looking for higher, 'tasty quality' products. That is where 'Smaakselectie' comes in. Marijn Hilbrink, the Category Buyer at PLUS, explains. "By introducing our 'Smaakselectie', our customers are certain they have to visit PLUS every day for the tastiest fruit and vegetables. All products in this range are carefully selected. Each season, we choose the best, tastiest products. Only these are eligible to be included in this premium line."

From strawberries to blood oranges
PLUS' 'Smaakselectie' strawberries have been selected for them from farmers in southern Spain. "They are extra-large, juicy, and sun-ripened, so they taste sweet. These Spanish strawberries are available at PLUS until May. After that, shoppers can find Dutch strawberries in the store's fruit aisle. So, everybody can enjoy the best, tastiest strawberries the whole year-round."

"Later this year, the PLUS 'Smaakselectie' will introduce melons. Thanks to special cultivation techniques, these use 25% less water to grow," concludes Marijn. This selection also includes extra-large, sweet mandarins and Ippolito blood oranges. These are sweeter and redder than regular blood oranges.


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