FLIA nomination for Bellaverde broccoli

The international marketing magazine for fresh produce buyers in Europe
Carl Collen

BY CARL COLLEN

FLIA nomination for Bellaverde broccoli

Monsanto Vegetable Seeds' Bellaverde broccoli variety has been nominated for the Fruit Logistica Innovation Award 2010

FLIA nomination for Bellaverde broccoli

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The European arm of Vegetable Seed specialist Monsanto has announced that its Bellaverde broccoli product has been chosen as one of the 10 nominees for the 2010 Fruit Logistica Innovation Award (FLIA).

Bellaverde, a long-stemmed broccoli variety with a "unique, sweet taste", was launched in July this year across the UK in cooperation with Marshalls/Produce World, and is now available in over 500 Sainsbury's and Waitrose stores across the country.

Spring 2010 will see the introduction of Bellaverde broccoli to markets in the Netherlands, Germany, Scandinavia, Spain and Italy, according to Monsanto. 

The FLIA is presented every year at Fruit Logistica in recognition of outstanding innovation in the fresh produce sector and its service industries. This year's event takes place at the Berlin Exhibition Grounds in Berlin, Germany, on 3-5 February 2010.

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