The Belgian importer believes Softripe technology is the natural way to combat waste, increase satisfaction and grow sales in the avocado category

Softripe ripening technology is the most natural way to reduce waste, boost consumer satisfaction and increase sales in the avocado sector, according to Belgian importer Special Fruit.

Thanks to the technology, consumers buy the product more frequently, the company said, with taste scores averaging 25 per cent higher than for conventional avocados, mainly due to the stronger nutty taste.

“Also internal appearance and external appearance score at least 8 per cent better and shelf-life is extended by seven days,” the company revealed. “In addition, research bureau FreshInsight conducted a consumer needs analysis and this fitted in well with what we are achieving with Softripe.”


In addition to the nutty taste, the most important quality aspects for consumers are reportedly smoothness, homogeneity and colour. 

Shoppers also prefer ripe fruit, Special Fruit stated, with the biggest frustrations being brown spots on the flesh, ready-to-eat fruit that doesn’t fulfil that promise and plastic packaging material, with cardboard preferred instead.  

“We also presented the consumer panel with some newer technologies, such as coating to extend shelf-life,” the company said. “Coating comes across as unhealthy and unnecessary. The preference is for a ripening process that ripens from within the fruit, without additives. In short, Softripe is the natural way to reduce food waste and increase consumer satisfaction, so shoppers will buy more often and the category will perform better.”