Perfection Fresh has just commercially launched a new variety of cauliflower that it hopes will excite and attract interest from a whole new range of consumers.
The Fioretto® Cauli Blossom is bred by a Japanese seed company and CEO Michael Simonetta says it is a cross of various cauliflower varieties possessing different attributes.
"It forms longer, light green stems and that differentiates from a normal cauliflower," he said. "It likes to be exposed to the sun, which allows the floret to take on their individual forms and develop a bright green stem. Traditional cauliflower doesn't like that exposure to the sun so much, and if it does the florets tend to become open and soft."
Photo: Perfection Fresh Instagram
This winter, three growers in different parts of Australia will grow the Fioretto® Cauli Blossom, and the plan is for it to be seasonal, rather than a 12-month supply.
"One of the things we have learnt through the trialling process is that we will initially restrict it to autumn and winter," Mr Simonetta said. "We started harvesting mid-April and we will finish at the end of August or early September. We are growing in three different regions and volumes will only be moderate in this first season. Early indications are that it is selling really well and I am confident it will be a successful product.
While it has only just hit the market commercially, it has been trialled for the past three years and Mr Simonetta says the growing techniques are different to traditional varieties.
"We've had to learn how to do this, so we grow it at the right times, in the right places and that's been a little challenging," he said. "That's why it has taken us so long to get to this commercial launch. But during these three years we have been selling some of the product that we have been trialling - and in most cases giving it away as samples to food outlets and retailers, just to test it."
For the most part he says people are excited about its attributes: sweetness, colour texture and versatility to be used in a number of dishes.
"It has a point of differentiation in the store because they are crisp, fresh, and sweet," he said. It has been really well received. It is beautiful simply dressed with oil and salt or it can be used as a colourful side to all sorts of dishes, whether it be fish, beef or chicken. It can even be used in stir-fry or soups. It's really versatile and adaptable to a range of dishes."
Mr Simonetta adds that it is important that new products are introduced to help increase the level consumption of fresh fruit and vegetables.
"I think fruit and vegetable consumption will continue to increase and it is going to be driven by bringing new and exciting products to market and adding products that are more versatile easier to prepare and easier to eat," he said. "This product fits that criteria."
The Fioretto® Cauli Blossom will be available exclusively at Woolworths stores across Queensland, New South Wales and Victoria.
For more information
Michael Simonetta
Perfection Fresh
Phone: +61 2 9763 1877
[email protected]
www.perfection.com.au