Dutch Gilad launches own brand: Chili Festival

By launching their own brand Chili Festival and renewing their house style, Gilad Produce wants to make the pepper market more distinctive. “We see customers returning to brand products.”

The pepper market is doing well. There are more and more different varieties to be found, there’s more demand, and more attention is paid to them. The pepper is becoming more popular every year according to Arjen Bouma, who is in charge of Gilad Produce with Frank Mosterd. “The product is becoming more and more well-known, which also means there’s more interest in it. People are now also discovering hot pepper varieties as well. These are selling well especially in this season. And because the product is becoming better-known, there’s also more demand for it from retail. And that is reflected in the diversity in packaging and colours.”

Gilad Produce has been providing a complete fresh produce assortment for 12 years now. Peppers, bell peppers and sweet pointed peppers are their speciality. The entire range comes from their own growers, and the area grows each year. “Because we operate independently, we can build good relationships with various customers. This allows us to get the most profit from the market,” Arjen says.

By now it has come to the point that the peppers deserve their own brand, according to Gilad. “We have noticed the product is appreciated, and that customers are glad to buy it again. We can be more distinctive with our own brand,” Arjen explains. The people from Gilad saw the same thing after the introduction of the Black Bullet, the dark jalapeño pepper that was introduced in 2014. “The product is liked, customers recognise the brand, and they return for that product specifically. And that’s what we’ll now also do with the peppers.”

They have chosen a cheerful and playful look under the name Chili Festival. At the same time, Gilad Produce’s house style as a whole has been refreshed, and the bell pepper boxes can also soon expect an update. “Because we get everything form our own growers, we naturally want our product to be recognisable,” Arjen says. “And it’s also important for our customers, of course, because it’s easier for them to sell our product when it looks good. The first boxes have already been sent, and responses from customers are great. With our outstanding team, consisting of Jan Mosterd and Joey Leeuwenburgh, we are more than ready for the future. Take a look at our new website, and let us surprise you with our Chili Festival!”

For more information:

Arjen Bouma
Gilad Produce BV
Tel: +31 174 518 530
Fax: +31 174 528 502
Mobile: +31 6 159 560 03
e-mail: bouma@giladproduce.nl
website: www.giladproduce.nl