Special Fruit has had turmeric in the assortment since 2009. Emily van Dyck, specialist for Special Fruit, indicates that it is a very small product for the company. “It is really a niche product for us. We started importing it because of customer’s demand, and we noticed there is an interest for it, both from Belgian and Dutch customers.”
The imported turmeric comes from Thailand, and is available year-round. Whether the price is high depends on expectations, according to Van Dyck. “Turmeric is really part of a niche group for us, and that comes with a price. We see a less flighty trend in prices than, for example, for ginger, although both products can be placed in a similar assortment.”
Multiple
“Turmeric is available in multiple kinds. We sell the ‘regular’ orange, which looks like a carrot. This is primarily used as seasoning, as spice. The yellow colour of turmeric is also what is used to give curry powder its characteristic yellow colour. It is less known as a white variant, though that does not make it any less tasty. These are also sold at markets peeled and ready-to-eat.”
Yellow ingredients
It is regularly said that turmeric is a superfood. “And it is: those yellow ingredients in the turmeric root are good for your health. Turmeric is rumoured to be an anti-inflammatory and to have a general detoxifying effect. Turmeric is therefore a great product in the current trend of detoxing and healthy food.”
Superfood
The product is a kind of service item for Special Fruit, so there is no clear indication of consumption. “The product can be found in supermarkets increasingly often. It will definitely be available in Indonesian shops, and regular supermarkets sell it in powder form in any case. I expect demand will definitely increase. When looking at the increasing line of super foods and the urge to eat healthy in general, I think turmeric will become more popular. It can be found as an ingredient in recipes and on social media more and more often, including in hummus. People are becoming more familiar with the various applications of it.”
For more information: