"Jan-Wilem Kaslander: "Children often get forgotten"

Total Produce develops a kids concept around melons

When he took office at the beginning of the year, Total Produce Rotterdam's Commercial Director, Jan-Willem Kaslander, indicated he wanted to introduce more innovations in the market. At the Amsterdam Produce Show this fruit importer from Rotterdam presented a kids concept around melons for the first time. This is to stimulate fruit consumption among children. "This will be introduced in the first quarter of 2018. The retailers we have spoken to, are very interested. We see a place for this in the market."

Jan-Willem Kaslander, Sakia Polak and Judith Lansbergen

"We are focusing on children between the ages of four and twelve with this concept. Studies and, for instance, CBS figures, have repeatedly shown that these primary school students eat far too little fruit. A combination of quality fruit, fun, convenience, and it being a healthy sweet offer many opportunities to boost this consumption. Fruit is tasty, healthy, and essential. Until now, children have often been overlooked and no-one is focusing specifically on them. Yet, there are an incredible number of opportunities to reach this group - on the go, as well as at school, the sport club and at home", says Jan-Willem, enthusiastically.

Total Produce will start the concept off with four 'characters', named Draki, Kroko, Slissi and Dino. These will be linked to different melon varieties, such as watermelon, Galia, Cantaloupe and Dino melons. These will be presented, pre-cut, in a cup. "Melons, just like bananas, are easily accessible, favourites among children. Bananas have always been easy to take along. This has not been the case with melons. We are going to change this", he says.

"Supermarket buyers are, already, exceptionally interested, but the food service industry, and the out-of-home market is also finding this concept very appealing. We are, initially, focusing on our customers in the Benelux and Nordic regions", says Jan-Willem. The processing and packaging of the fruit will be done by the company's specialised partners. "Our location at CoolPort enables us to find more added value for our products. This kids concept is the first example of this, but more innovations are sure to follow!"

For more information:
Jan-Willem Kaslander
Total Produce
Port City I
21 Waalhaven Zuidzijde
3089 JH Rotterdam

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