Freshmax Group is hoping to capitalise on growing consumer demand for so-called ‘superfoods’ after securing the New Zealand distribution rights to a value-added beetroot range.
Love Beets, developed and distributed in Australia by leading fresh produce firm OneHarvest, has already hit supermarket and greengrocer shelves across New Zealand, as retailers enjoy a reinvigoration in the beetroot category.
“Beetroot is one of the latest emerging food trends with chefs and sportspeople embracing the delicious flavour and health benefits,” said Alistair Petrie, general manager of Freshmax New Zealand. “The Love Beets range makes beetroot much more convenient than the raw product which requires more preparation.”
The Love Beets range contains no added sugar, salt or additives. The beetroot is simply peeled, cooked and vacuum packed. Freshmax New Zealand’s marketing manager Sarah McRae said Love Beets’ six-month shelf life and year-round availability offered flexibility to both retailers and consumers.
“Freshmax has been following the success of Australian retailers, and running trials in Auckland,” McRae explained. “They clearly demonstrate stores which merchandise in ambient main displays and positions next to summer salad items are experiencing sales anything from 3-15 times the volume compared to merchandising in the refrigerated units.”