The premium citrus variety is one of only two citrus varieties ever to earn the highest three-star rating
The Alizza Fruit, the premium citrus variety developed by Genesis Fresh and commercialised globally through AMFresh, has once again earned the highest three-star Superior Taste Award from the International Taste Institute in Brussels.
The fruit, which was first awarded the Institute’s highest distinction in 2023, joins as select group within the global citrus category. To date, only one other variety, Orri, has earned the coveted three-star distinction.
Judged blind by a panel of internationally renowned chefs and sommeliers, the Superior Taste Awards are among the food industry’s most respected sensory evaluations.
The Alizza Fruit combines the sweetness of a mandarin with the size and juiciness of a pomelo. “It is 100 per cent seedless, exceptionally juicy, easy to peel, and naturally suited to both fresh consumption and juicing, offering a distinctive combination of convenience, versatility, and premium eating quality that continues to resonate with consumers worldwide,” AMFresh said.
“Its unique sensory profile has helped retailers create meaningful differentiation within the citrus aisle while offering shoppers something genuinely new within a mature category. At a time when citrus categories are seeking growth through differentiation and premiumisation, the Alizza Fruit demonstrates how varietal innovation can create new reasons to purchase, engage, and return to the category.”
AMFresh notes that the tasting took place in Belgium during early May, well beyond the variety’s traditional commercial window and following a challenging citrus campaign marked by complex quality conditions.
“This distinction provides independent validation of what we aim to achieve through varietal innovation: products that consistently deliver superior consumer experiences while creating value throughout the supply chain,” said David Alba, CEO of Genesis Fresh. “Achieving the highest three stars Superior Taste Award for a second time, particularly following a challenging season and months after harvest, demonstrates the robustness of the Alizza Fruit and the strength of the genetics behind it.
“For growers, retailers, and consumers alike, consistency matters. This result demonstrates the ability of the Alizza Fruit to deliver exceptional quality across seasons, geographies, and market conditions.”
The award comes at an important moment as the variety enters a new Southern Hemisphere season. Despite a challenging start to the citrus campaign, AMFresh South Africa and a growing network of local producers said they are preparing to deliver another season of “exceptional quality and consumer satisfaction”. With plantings expanding across South Africa, the Alizza Fruit is well on its way to becoming a year-round presence on supermarket shelves.
“The Alizza Fruit demonstrates what happens when innovation creates something consumers genuinely cannot find elsewhere,” said Patricia Sagarminaga, global director of marketing & communications at AMFresh.
“Retailers are constantly looking for products that create differentiation and drive engagement. The Alizza Fruit continues to demonstrate that when fresh produce offers something genuinely distinctive, consumers respond. This latest achievement further strengthens its position as one of the most compelling citrus propositions available in the market today and reinforces the opportunity to bring new excitement, value, and growth to the category.”
