LEAMINGTON, ON - The roots of intriguing and unique flavor profiles—pun intended—are impacting the level of differentiation that retailers are looking for in the fresh produce industry. One of the ways in which growers are making that leap from good to great, fresh produce varieties is through strong partnerships. Pure Flavor® vegetable seed partner Enza Zaden recently won the prestigious International Taste Institute Award for the company’s Tribelli® seed, which produces Pure Flavor®’s Aurora Bites Mini Sweet Peppers.

“After years of research and development with Enza Zaden, the Tribelli seed has proven to be a key item for our mini pepper program,” Pure Flavor President Jamie Moracci said.

Tribelli presents in a variety of colors with an exceptional taste profile; consistent flavor, size, and quality; and very low seed count, regardless of the season. This seed is packed under Pure Flavor’s Aurora Mini Sweet Peppers brand.

“Our partnership with Enza Zaden on this variety is an important one, we have worked very hard on building this brand of mini sweet peppers to meet the needs of retailers expanding their snacking category of items. As a vertically integrated grower, it is a true honor for Enza Zaden to receive the International Taste Institute Award for the Tribelli variety of mini sweet peppers," Moracci added.

According to a press release, the International Taste Institute ensures that all products are analyzed, judged, and scored following a strict and objective methodology through a blind tasting panel. Certified products are awarded the Superior Taste Award with one, two, or three stars, somewhat similar to Michelin stars.

And the Tribelli variety was awarded the Superior Taste Award with two stars.

“Tribelli has earned praise from the most sophisticated palates, proving that it is more than just a pepper. Tribelli is the concentration of an intense flavor, where taste is always what makes the difference in customers’ experience,” commented Jean-Francois Thomin, Marketing Manager for Enza Zaden North America.

So, what does the partnership entail? Enza Zaden partners with Pure Flavor to develop the product in high-tech greenhouses all throughout North America. Pure Flavor has grown the Tribelli seed that produces the multiple colors of Aurora Sweet Mini Sweet Peppers for the last five years.

“I believe Enza Zaden is cracking the code to more vegetable consumption worldwide by developing seed varieties that are flavor forward and building a portfolio of cutting-edge innovations like Tribelli,” Thomin continued.

It all comes down to listening to the consumer, as Pure Flavor shares.

“As a brand, we take great pride in marketing the exceptional characteristics of the strategic varieties that we grow. Consumers let us know all the time how much they enjoy the product and how easy it is use, no matter the application,” commented Matt Mastronardi, Executive Vice-President of Pure Flavor.

The company has developed an extensive variety of recipe ideas for consumers to create their own dishes from and, while we are trade news writers, we are also consumers, so we will be trying some of those very soon.

Pure Flavor Enza Zaden