See, feel and taste the difference

Transcription

1 LIFE IS SWEET

2 See, feel and taste the difference UNIQUE It has taken many years of breeding, but the result was worth waiting for: Sweet Palermo. This unique pointed pepper puts all other peppers in the shade. This unique fruit was initially produced in just a handful of locations, but this tasty treat is now within everyone s reach thanks to the formation of the Palermo Originals Group, an exclusive network of growers who are all specially qualified to produce the Sweet Palermo. Each grower guarantees a consistent quality and availability, meaning that you too can now enjoy the tastiest pepper ever produced. GOOD In 2012 the Sweet Palermo was chosen both by an expert panel of judges and by the public as the Best Dutch Pepper. Culinary journalist Felix Wilbrink (De Telegraaf) did not try to hide his enthusiasm: As well as being sweet, this red pointed pepper also had many other flavours waiting to be discovered. The sweetness was not overpowering. We immediately wanted another piece! He also said he had...never tasted such high quality. Dutch consumers have been missing out on something! But they no longer have to miss out : the Sweet Palermo is now available to everyone.

3 Different to look at Sweet Palermo is recognizable by its typical twisted neck Different when cutting it has a softer skin and very few seeds inside A different taste the Sweet Palermo has as the name suggests a deliciously subtle sweetness The Sweet Palermo really is different from a regular pointed pepper or blocky pepper. A panel of experts from the Wageningen University & Research Centre have also established that Sweet Palermo has a unique flavour. All of these characteristics make the Sweet Palermo a fruit which you can enjoy on many more occasions and in many different ways than a regular pepper, whether as a raw snack or as a meal ingredient TOUGH SKIN AROMA BLOCKY RED SWEET PALERMO KAPYA RED FRUITY SWEETNESS BITTERNESS

4 Surprisingly sweet and rich flavour Isn t it great to know that something that is so tasty, easy and versatile in the kitchen is also of outstanding nutritional value? The pepper s richness in nutrients makes it more of a super food than a fast food. Regular peppers are already a valuable source of vitamins, but the Sweet Palermo goes a step further it is high in vitamin C, which is more than twice the amount of an orange. Furthermore, the Sweet Palermo contains vitamin E, folic acid and magnesium, as well as beta-carotene and potassium.

5 SWEET After one bite of the Sweet Palermo, you ll be hooked and there s nothing you can do about it. There is an explanation for it though, based on hard science. The reason lies in what are called the brix values : the numbers expressing the natural sugar content of a foodstuff. Whereas the sweetest regular blocky pepper has a maximum brix value of 7, the Sweet Palermo achieves a brix of 9. As a result of this, combined with its rich aroma of fruits and fresh herbs, the Sweet Palermo is scored highly in taste tests even by children! The importance of eating fruit and vegetables is becoming increasingly widely accepted, and the Sweet Palermo can help even the fussiest eaters to enjoy a more varied diet fit for a true gastronome. EASY The Sweet Palermo is aligned with the convenience trend. Many people nowadays are opting for quick meals during the week and slow cooking at the weekend, so the Sweet Palermo is a handy ingredient in your kitchen seven days a week. It is quick and easy to prepare and use in cooking, and is a tasty stand-alone treat or snack too. Thanks to its skin being thinner than a regular pointed or blocky pepper, it has a softer bite, plus there are hardly any seeds inside. In other words, it s not necessary to roast, steam or fry this pepper although of course you still can if you wish. Moreover, it s ready in no time: you can have a delicious pepper-based meal on the table within just 10 minutes. Then you simply sit back and bask in the compliments! VERSATILE In food magazines, cookery books and cooking programmes, vegetables are increasingly being presented as the preferred main ingredient or focal point of a meal, without any need to compromise on taste. The Sweet Palermo is an excellent fit with this new approach. It adds flavour to a wide variety of hot and cold dishes. It can be cooked, stir-fried, grilled, steamed, roasted and barbecued. You can chop or slice it into cubes, strips or rings to add a surprisingly sweet accent to salads as a raw ingredient, or it can be served as an appetiser. How about stuffed pepper to accompany drinks, for instance? Or why not use it in a sandwich? Such a long pointed pepper is great for filling evenly, using minced meat and feta for example. An authentic bolognese sauce doesn t include pepper, but the Sweet Palermo adds body and sweetness and is healthier too. And, perhaps equally importantly, kids love it.

6 Salad of roasted Sweet Palermo, prawns and celery 4 yellow Sweet Palermo s 20 large prawns, peeled 4 sticks of celery, diced leaves of 1 head of romaine lettuce, washed 1 shallot, chopped 1/2 sprig of flat parsley leaves, chopped 8 dessert spoons of extra virgin olive oil 1 lemon 1/2 red pepper, seeds removed, chopped olive oil for frying Rub the chopped tomato, garlic and olive oil onto the bread and toast it in the oven until golden brown. Chop the peppers coarsely and fry them briefly at a high temperature until dark patches develop on the skin. Then add the prawns and fry them briefly until they turn pink. Remove from the pan and allow to cool. Arrange some romaine lettuce on each plate; use the innermost leaves since these are the tastiest. Mix the prawns, pointed pepper, celery, parsley, red pepper and shallot in a dish and season to taste with salt and pepper. Arrange this on the plates and drizzle with a little extra virgin olive oil and lemon juice. Serve with the aioli and tomato bruschetta. Extra service and sales support For the Palermo Originals Group we are developing a dedicated website ( where customers can select packaging options and can download or request promotional material. For consumers, there will be a website providing inspiring recipes, taste tests, etc. Consumers can also submit their own recipes, ask questions and interact with one another. Furthermore, the website will provide information about the various growers, which will underline the personal and authentic nature of the product. The Sweet Palermo will also play a prominent role on the community website, LoveMySalad.com. New colours all year round Following on from the success of the Sweet Palermo, Rijk Zwaan is now working to develop this pointed pepper in other colours. A yellow version is already available, and an orange version will be introduced in the near future. Needless to say, these new versions will have the same exceptional characteristics as the red Sweet Palermo: a soft skin, an excellent shelf life and a deliciously rich, subtly sweet taste.

7 PALERMO ORIGINALS GROUP With the Sweet Palermo we are responding to the increasing trend towards fruit and vegetables with a naturally sweet taste. This demand has already been addressed successfully by product innovations such as snack tomatoes and children s apples. The sweeter, richer flavour makes this pointed pepper ideal for many more occasions and than the other long red pointed pepper - the Kapya type, oftenly confused with the real Sweet Palermo - including as a healthy snack, and its soft skin and fewer seeds open up even more opportunities. This makes the Sweet Palermo a premium product that the market is ready for, and which can command a higher price. By working together on the success of Sweet Palermo as chain partners, we can combine our competitive strengths and secure a preferred position. The exclusive Palermo Originals Group ensures continuity in terms of both quality and availability of this unique product. For premium retail presentation and for foodservice, we are designing a packaging concept which includes a red, an orange and a yellow Sweet Palermo. The Sweet Palermo brand, a strong image! Surprisingly valuable in every dish The Sweet Palermo brand stands for a consistently high quality, thus setting itself apart from other pointed peppers. It is therefore of the utmost importance that the Sweet Palermo logo is visible on the product and the packaging. To create a recognisable on-shelf identity for the Sweet Palermo, a complete packaging line has been developed for all market segments. The packaging offers consumers a whole new product experience and contributes to the exclusive image of this unique product. The Palermo Originals Group has developed several packaging lines aimed at three distinct market segments: standard, premium and local for local, which is intended for the locally grown Sweet Palermo. The packaging lines support the different brand promises per market segment. Needless to say, all the packaging lines communicate the exclusive flavour of the product. In addition to these three packaging lines, on request we can also develop other packaging concepts to support co-branding or to communicate a retailer s own brand. The targeted use of specific packaging lines for selected target groups will contribute to the successful and effective inclusion of the Sweet Palermo in the fresh produce range.

8 Contact your local RZ chain manager for more information about sourcing opportunities and terms & conditions. Iberica (Spain, Morocco, Portugal) Alberto Cuadrado Germany, Scandinavia, Central & East Europe, Middle East Jörg Werner Benelux Maarten van der Leeden UK Vincent Dupre v.dupre@rijkzwaan.co.uk France Romain Harrault rharrault@rijkzwaan.fr Turkey Bilge Sezer b.sezer@rijkzwaan.com.tr Italy Paride Zamagna p.zamagna@rijkzwaan.it Other countries and general information Florent Rezeau (Marketing Specialist, Pepper) f.rezeau@rijkzwaan.nl