In the past, European avocado and mango producers and distributors were used to harvesting, packing and transporting their fruit as fast as possible in order to achieve a longer trading window. But this changed dramatically with new consumer segments demanding higher quality and more flavour.
The development of new techniques to control postharvest ripening led to the emergence of a new category which has revolutionised the subtropical fruit market, under the ready-to-eat banner. Today, the fruit is pre-ripened to reach the point of sale in optimum conditions for eating, giving it greater added value and longer shelf life.
The companies presented here apply pre-ripening in line with a totally new concept; they have created their own brands that recall what eating ‘freshly picked’ fruit used to taste like. In other words, simply delicious fruit, in its maximum expression of aromas and optimum flavours.
Using powerful marketing tools and applying high technology, these companies are able to produce and commercialise a product which previously was only sold in small local markets.
Under the aegis of a premium quality brand, they achieve end product uniformity at point of sale, greater acceptance from customers and consequently better sale prices. The commercial boom generated by the ready-to-eat segment is unquestionably one of the greatest successes in fresh fruit sector innovation.
Read the rest of this article for free on page 86 of edition 135 of Eurofresh Distribution magazine.