Fresh-cut lettuce is an emerging product in the Asian market. The Dutch vegetable breeding company Rijk Zwaan has developed a breakthrough innovation called KnoxTM that can help the Asian convenience lettuce segment to grow rapidly. Rijk Zwaan will be presenting this new concept at the tenth Asia Fruit Logistica from 7-9 September 2016 in Hong Kong.
New market opportunities
Rijk Zwaan’s latest lettuce innovation called Knox is a natural solution which beats pink discoloration, thus prolonging the shelf life of pre-cut lettuce by at least two days – even if the cold chain is not functioning
optimally, which can sometimes be the case in Asia. “Prepared fresh-cut lettuce is a relatively new product to Asian consumers. Most vegetables are eaten cooked or stir-fried. A fresh-looking lettuce that also lasts
longer is more appealing to consumers. Hence, this longer-lasting lettuce enables restaurants, foodservice companies and retailers to tap into the convenience trend more effectively and increase their sales opportunities in Asia,” explains Jan Doldersum, Manager Marketing & Business Development at Rijk Zwaan.
Optimal benefit
At the Asia Fruit Logistica trade fair, Rijk Zwaan will be advising chain partners on how to gain optimal benefit from the Knox trait. Retailers can improve their inventory situation, for example, while processing companies no longer need to pack the lettuce under low-oxygen conditions, plus they have more options to create blends of several different types. More than ten of Rijk Zwaan’s lettuce varieties already contain this innovative, natural trait and that number is growing rapidly.
Tenth year at Asia Fruit Logistica
Rijk Zwaan has been a participant at Asia Fruit Logistica, Asia's leading annual fresh fruit and vegetable trade show, since the inaugural event, which means that Rijk Zwaan is celebrating its tenth year at the event in 2016. This year, Rijk Zwaan will be revealing its latest breeding innovations for a large number of vegetables and showing various examples of packaging. Rijk Zwaan will be located in AsiaWorld-Expo Hall 3D, stand number Z-01.
Rijk Zwaan will celebrate its tenth year at Asia Fruit Logistica by holding several presentations and seminars:
- A presentation at the Asia Fruit Congress about convenience - A hot trend in Asia (Tuesday, 6 September, 15:15-16:15 hrs).
- A seminar about the fresh melon supply chain (Tuesday, 6 September, 16:30-18:30 hrs, Asia World Expo, Room: MR202, Level 2). A unique opportunity to learn more about the Asian melon market, gain insights from experienced professionals and make contact with key decision-makers.
- A contribution to the Smart Horticulture Conference about the use of new technology for more sustainable and effective cultivation (Thursday, 8 September, 13:15-14:15 hrs).
For more information:
Rijk Zwaan Distribution B.V.
Tel: +31 174 53 23 00
Fax: +31 174 51 21 66