Lizzy's Nieuwe Oogst, a specialty store for fruits and vegetables, announces the launch of the new Sweet Lizzy apple. The first full harvest of this newly developed apple variety, distributed exclusively by Postuma AGF, has already taken place. "We see it as an alternative to the Pink Lady. The Sweet Lizzy is harvested at its peak ripeness, making it both local and sustainable. I even dare say it's tastier," says Annemie van Eepoel of the specialty store in Westerlo.
The origin of this new apple variety traces back to Wageningen University, as the entrepreneur explains. "Researchers there have been working for years on developing a local alternative to the Pink Lady. The Pink Lady is known for its constant availability year-round, made possible by global cultivation and distribution. However, because these apples aren't harvested in their natural season and often have to travel long distances, their freshness and flavor can be compromised. After years of research and testing, the researchers finally developed this new apple."
Commercial cultivation of this was started by Nicolas Goffin, a grower from Haspengouw affiliated with the university. "He specializes in special varieties and had the first crop last year. This was still in very small quantities, but the potential became clear right away." Nicolas: "This is a niche product, exceptional, and something completely different from the classic apples you find everywhere. We put a lot of care and attention into growing this apple to guarantee a unique taste experience."
A personal name
The variety quickly caught the attention of Postuma AGF, who secured the exclusive rights for its sale and distribution. "That's how they came to me," Annemie says. "We've had a great relationship with them for years, and they said to me: 'You've been recognized as the most creative fruit and vegetable shop in the Benelux, so could you come up with a name for this apple?' Of course, we were honored, and we soon landed on Sweet Lizzy, due to its sweet character. It's now available under that brand everywhere, and the logo on the sticker was designed by my daughter, who studies graphic design."
"Last year, we were the first to exclusively offer it to our customers, and we received overwhelmingly positive feedback," she continues. "I would describe it as a very natural apple, which stays crisp and juicy in the fruit bowl for a long time. Aside from its sweet flavor, that was our top priority—and they've succeeded. It's truly an alternative to the Pink Lady, which we no longer sell. It might not appeal as much to fans of the slightly more tart Jonagold or Elstar, but customers who try it always come back for more."
Available until February
The second harvest season has now wrapped up, and cultivation has significantly expanded. "This is the first full harvest," Annemie laughs. "The new crop has been in the store since this week, and to celebrate, we're organizing special tastings during the first week, where customers can try the Sweet Lizzy apple and learn more about its unique qualities. Over the weekend, as part of 'Customer Appreciation Day,' we gave every customer a Sweet Lizzy apple to take home. We're also running a contest this week, where customers can win a basket filled with delicious local products. We expect to have Sweet Lizzy available through Postuma until February."
For more information:
Annemie Van Eepoel
Lizzy's Nieuwe Oogst
De Merodedreef 151-153
2260 Westerlo - Belgium
Tel: +32 (0)14 54 53 44
[email protected]
www.lizzysnieuweoogst.be