Rijk Zwaan quality label demonstrates Melissimo’s authenticity
The Piel de Sapo melon type has been immensely popular in Spain for many years but it is too big for consumers’ needs in Northern Europe. In response to this, Rijk Zwaan embarked on a specific breeding programme, resulting in Ricura RZ which is marketed under the ‘Melissimo’ name. After a successful launch, future performance relies on the authenticity of the brand.
“The small, sweet melon is becoming increasingly popular among Northern European consumers,” says Vincent van Wolferen from Rijk Zwaan. “So popular, in fact, that attempts are regularly made to pass off other varieties under the Melissimo name. These are often from the third fruitset (the last fruits of the plant). They are indeed small, but they don’t meet our high quality standards: they have a poor flavour – not nearly sweet enough – and a limited shelf life. Ricura RZ is the only variety that produces naturally small melons. It weighs between 1,200 grams and 2 kilos as standard, and this naturally small size delivers a much better quality.”
Quality label
“In order to make this unique concept more easily recognisable within the chain the Melissimo growers have introduced a quality label on the box, which is only awarded after an external audit. By underlining the reliability and consistently high quality of Ricura RZ, the label really adds value for our growers. This represents yet another important step in the small Northern European market for melons!”
For more information:
Sabrina van Kester
Rijk Zwaan
T: +31 (0)174 532 300
Email: [email protected]
www.rijkzwaan.com
