In order to distinguish the quality of sweet peppers grown in Israel’s Arava region from those produced in other parts of the country, five Israeli companies have cooperated to introduce the new regional trademark, “Produce Origin-Arava Valley”.
ARETZ, MGD, Sunnydan, Shoval and Pilpel Faran have teamed up in response to the vast increase in peppers grown elsewhere in Israel – peppers which the companies regard as of inferior quality.
Jud Shahar, owner of Pilpel Faran, told Fruitnet.com: “The trademark is only for producers that grow solely in Arava. It will make it easier for our customers to find peppers from our region. We need to distinguish the quality of Arava compared with other regions – Arava is free from pests, therefore fewer chemicals are required, and the shelf-life of our peppers is better.”
Mr Shahar stated that the new label is primarily of use for the Russian market, where consumers are faced with a variety of peppers, including those from California. “The journey from Arava to Moscow takes only 14 days, so consumers tend to prefer our peppers,” he said. “We also hope that the new label will help the European market to appreciate the difference in quality.”
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