Colourful debut at Fruit Logistica

The newest star is Erasmus, the world’s first 100 percent male*, purple asparagus. Suitable for growing in cold and intermediate areas, the Erasmus variety is sweet enough to be eaten uncooked. Primarily marketed for raw use in salads, it is also excellent when sautéed, stir-fried or barbecued. Erasmus has a very different market position from Europe’s familiar white and green asparagus, which is usually eaten boiled or steamed. Bejo will profile the new vegetable through flavourful, fast recipes that will appeal to young consumers with a healthy lifestyle.

Along with purple asparagus, company will feature white, green, and green anthocyanin-free varieties with the theme ‘Colourful tasting Asparagus’, also aimed at promoting asparagus to younger consumers.  Bejo invites all those interested to attend the pitch ‘We Colour up Your Asparagus Sales’ on Wednesday, February 6, at 15:00 and Thursday, February 7, at 14:00.

Where exactly does flavour come from? How much influence do we have over flavour in open field vegetables? What makes consumers choose healthier vegetables and what role does taste play in that decision? Christine Jong, Area Business Manager Western Europe, will give an enlightening presentation on the subject during ‘Future Lab’ on Wednesday, 6 February at 14:00 in Hall 26