EU: Hillfresh markets innovative melon variety

"Hill Fresh International is looking for, and have been since its inception, for new tasty melon varieties. The company is closely involved with all parties in the chain from seed breeders to end users. This intensive collaboration provides a lot of useful information. Information needed to be innovative. Therefore Hillfresh sees itself as a knowledge centre as well as a trading company. "

Galia with the X-factor

"Hillfresh constantly test worldwide, in collaboration with seed breeders, new melon varieties. So it was in 2008 on the trail of a new generation of Galia melons, the Kirene came to be. In 2009 Hillfresh in cooperation with Nuhnems and Gregal, the market leaders in the field of melons, cultivated and marketed a test area. The variety took off. Until then it was difficult to assess the maturity of a galia. Along the road of the classical cross-breeding of galias, Nuhnems succeeded in getting the yellow exactly when the fruit was ripe. Yellow = Ripe. Easy for the grower to determine the cutting time and good for consumers to avoid a bad buy. In addition to the flavor and sugar content of a traditional melon Kirene has the durability for a long shelflife. The flesh is firmer making a fantastic melon is for the processing industry as well as for retail. Kirene with all his attributes clearly has the X-factor. "

"This is also evident from the figures. Kirene, discovered in 2008, still then unnamed, has evolved in 2012 into a melon with a market share of over 50% in the Dutch supermarkets in July and August. The variety has everything needed to grow into an even bigger blockbuster. Because what happens in The Netherlands can also happen in other countries. This summer Hillfresh will sell the Kirene under the Gregal brand in Germany, Belgium, Luxembourg, Scandinavia, the Baltics and countries in Eastern Europe."

The source is yours

"The close collaboration with the quality growers Gregal, the brand exclusively marketed in by Hillfresh in the Benelux markets, means that the source yourself. Hillfresh brings the producer and the customer together at the table. This transparent way of working ensures that each customer receives products based on its own specifications. To ensure that the process goes smoothly, has Hillfresh its own staff in Spain. Fully integrated, but independently, they follow the production process and orders are inspected based on customer specifications. This ensures there will be no surprises on arrival, even when it comes to direct deliveries. From week 23 the Kirene will be available at Hill Fresh International exclusively under the brand Gregal."

For more information:
Hillfresh International BV
Kees van den Heuvel
0031 180 – 898 070
[email protected]
www.hillfresh.eu