Bel Orta spots gap in market for peeled white asparagus

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Nina Pullman

BY NINA PULLMAN

@nina_pullman

Bel Orta spots gap in market for peeled white asparagus

Producer organisation says new peeled and fresh asparagus is a first for Belgian market and will appeal to foodservice sector

Bel Orta spots gap in market for peeled white asparagus

Bel Orta unveiled its new peeled asparagus in Berlin last week

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Belgian producer organisation Bel Orta has launched peeled fresh white asparagus to help cut preparation time and labour for chefs and foodservice operators.

Unveiled at Fruit Logistica last week, the launch was part of Bel Orta’s new 'Wall of Innovation', which showcased a range of new concepts and products from the company.

Marketing manager Sofie Lambrecht told FPJ that the peeled asparagus launch is a unique opportunity. “Asparagus is the national product of Belgium, and now we have launched fresh peeled asparagus to make it more convenient,” she said.

“We create innovation through three categories: new products, exisiting products in new packaging concepts, and through being aware of what’s happening and where the opportunities are. We launched peeled asparagus as we saw this as a new opportunity in Belgium.”

Lambrecht said the new peeled concept will appeal to the Belgian market in particular, but stressed that Bel Orta works with exporters from any country.

Also featured on the Wall of Innovation was a new packaging concept that uses cartoon animals to appeal to younger consumers, as well as last year’s FLIA runner up - the Lemoncherry yellow tomato.

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