International seed developer, Seminis, has launched a new range of branded produce destined for European retail shelves.
The range includes: Bambolino, a personal-sized seedless watermelon, Ramiro, a sweet pepper and two types of mini sweet pepper, Dolcelino and Pepolino.
Branded with brightly coloured packaging, category development manager Stuart Nelson said the range was designed to ensure down-stream value capture - adding more value to the supply chain.
“The future of good supply chains in the fresh produce industry is to link all elements of the supply chain,” Nelson said. “We have to tick three boxes: taste, convenience and health.”
The company is currently looking for new partners to help launch the products in Europe and is talking to some UK retailers through third parties. Nelson said the company’s aim is to have the product available in the UK market in April.
Despite the UK retailers’ notorious reluctance to accommodate fresh produce brands in its aisles, Nelson said the interest it had received was very encouraging.
“People want exclusive rights to the products, we are getting so much interest,” he said.
“Fruit Logistica is an ideal place to launch it as it stands. It’s a great chance to increase the profile of the company and demonstrate that we have got a new concept.”
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