In the fruit and vegetable section of the Leclerc store in Drumettaz (Auvergne-Rhône-Alpes), run by Benjamin Genovese, the latest addition to the citrus family, the Banzzai mandarin, stands proudly on display, joining the now well-known Newhall orange and Sicilian red mandarin. About the size of an orange, the Banzzai is the result of multiple crosses between a satsuma, a pomelo, and an orange. Created in Japan in the 1970s, it was developed and produced in the Valencia region by the Spanish group AM Fresh (Genesis Innovation). Due to arrive on the European market in 2020, it is still largely unknown to consumers.
© E.Leclerc Drumettaz
"A visually appealing product with an excellent taste"
The Banzzai mandarin has been on the shelves since the beginning of January. "This is the first year we are offering it," explains Benjamin Genovese, a passionate professional who is constantly on the lookout for new products to bring his fruit and vegetable department to life. "A lot of stores are still classic in their choice of citrus fruit, but I am always on the lookout for unusual products. With the Banzzai mandarin, we have a product that is both visually appealing and excellent in taste." While some citrus fruits can disappoint over the course of the season "due to a lack of consistency in quality," the Banzzai seems to be an exception. "With its high sugar content and juiciness - also ideal for juicing - and ease of peeling, the Banzzai is a hit with consumers. In fact, in 2020, the citrus fruit won a Superior Taste Award from the International Taste Institute (iTQi) for its superior taste. "We have received only great feedback. Our clients are delighted to discover a new product that attracts so much attention and tastes like clementine, mandarin, and an orange at the same time. The more people try it, the more it sells! I am convinced that it will quickly become a staple on the shelves."
© E.Leclerc Drumettaz
Consumers are ready to pay for novelty
In this inflationary context where prices have become the number 1 purchase criterion, some products are nevertheless doing well. "Consumers are certainly looking for the right price, but when it comes to new, high-quality products, the price criterion takes second place. This summer, for example, we offered strawberry grapes and candyfloss grapes, and despite the relatively high prices, sales were very brisk. Consumers buy because they want to treat themselves and because they want something for their taste buds." For the festive season, Benjamin Genovese played the rare exotic card with Salak (a fruit from a small palm tree widespread in Southeast Asia and recognizable by its 'snake scales') and Longan (dragon's eye), also at very high prices, "and here again, sales were brisk. The Banzzai mandarin's price positioning makes it a very good compromise, as it is relatively affordable. I am currently selling it for €3.95/kg [4.15 USD/kg], which is more expensive than the Portuguese leaf clementine and the Clemenvilla, but at the same price as the blood and Orri mandarins."
Salak, Longan and bottled pineapple / © E.Leclerc Drumettaz
"Our job is to innovate"
"Every season, I try to find exceptional products, because our job is also to invent, innovate and take risks," explains Benjamin Genovese. "I want to find products that are out of the ordinary and that appeal to consumers. It is easy to sell fruit and vegetables every day in a supermarket. My challenge is to attract people who do not eat fruit and vegetables, or not very often. In order to convince the most hesitant, Benjamin relies on displays and tastings. "I highlight each new product, either by giving it more shelf space or by placing it at the top of the shelf. I want consumers to enter my aisle out of curiosity. For new products, tastings are decisive, because when the quality of the product is good, consumers will come back."
© E.Leclerc Drumettaz
For more information:
E.Leclerc Drumettaz
214, Chemin De La Boisiere
73420 Drumettaz
Phone: +33(0)4 79 35 75 75
