"Biggest innovation in bell peppers of the last 30 years"

The first red and yellow striped peppers from Enza Zaden's Enjoya variety are on the shelves of the British retailer Asda. Its teh result of Dutch trader Bas Tramper of International Procurement & Logistics Lys (IPL) good relationship with the the bell pepper growers at 4Evergreen "There has been no innovation in peppers for the last thirty years. When I saw this pepper at the greenhouses of 4evergreen I immediately said: it's ours!"

At the start of the new bell pepper season the Enjoya is aavailable at 450 out of 570 Asda stores for a price of £1. "We have the exclusive sales in England. Internally we have spent a lot of care and attention on the Enjoya, we have people from 4Evergreen and TNI Holland come over to promote the pepper in Asda's lobby. This was well received and means the introduction in carried more widely on the shop floor," says Bas.

He calls the Enjoya pepper a success from the start. "There is a lot of attention for this innovation in the press and TV Chef Jamie Oliver's attention also stimulated it. The complete picture of the pepper is right. The colours are exceptional and are retained during cooking. They are around twice the size of a standard yellow, red or green pepper. The flavour is also good and the Enjoya has a higher dose of Vitamin C than an orange."

Bas looks toward the season with optimism. "The cultivation surface with Enjoya has increased again, so we can foresee even more customers of this unique pepper. But the pepper sales in the United Kingdom depend on the weather, even more so than in the Netherlands. The sales can triple during a barbecue weekend in England!"

For more information:
Bas Tramper
International Procurement & Logistics Ltd (IPL)
bas.tramper@ipl-ltd.com
Mob: 0031 (0) 654327569