"Consumer behavior is changing drastically"

For years, the Ramiro variety has been the main variety for SweetPoint. This season SweetPoint has opted for other varieties. Partly due to this development and the fact that many Dutch households still do not buy sweet pointed peppers, SweetPoint decided that it was time for a different approach. That is why SweetPoint, at the beginning of the Dutch season, introduces CuliQueen, a new brand of sweet pointed peppers, in combination with a new market approach.

"Consumer behavior is changing significantly. They shop more and more online, are less bound to specific stores and actively use various channels. Moreover they attach more value on convenient, healthy and special products than before," according to SweetPoint.

In the Netherlands, a number of retail formulas are already working smartly and focus on offering ease of cooking. On the fresh produce shelves this might be applied by directing more focus on vegetables that have already been prepared or that are simple to prepare. This way, valuable time from the consumer could be saved with contribution to a healthy lifestyle at the same time. According to GfK, in the future there are great opportunities in the area of out-of-home consumption of vegetables.

Sweetpoint: "CuliQueen offers an innovative way of communication and inspiration on the shop floor and beyond. As an example, CuliQueen offers a striking packaging, product concepts but also point of sale materials, information and inspiration online and offline in order to entice the consumer to change from an unaware consumer to a purchasing consumer."

CuliQueen is 100% PlanetProof. PlanetProof (formerly Milieukeur) is a quality mark for more sustainably cultivated vegetables. PlanetProof focuses on five main areas of the Sustainable Development Goals of the United Nations: soil, landscape & biodiversity, water, energy, production & consumption and climate.