The versatile Tatayoyo pepper is benefiting from a collaborative approach between seed company Rijk Zwaan, Spanish producer organisation Unica and discount giant Lidl
Innovation and collaboration are just a couple of reasons for the enthusiasm surrounding the groundbreaking Tatayoyo pepper from Dutch vegetable breeder Rijk Zwaan.
Since last year, the award-winning pepper has been sold at Lidl. “We highly value the close cooperation with Rijk Zwaan and Unica to bring this to our shelves,” said Boyd Muijs, Lidl’s vice president of fresh purchasing international.
“Tatayoyo is not just a pepper,” stated Andrea Alvarez, responsible for business development at Spanish producer organisation Unica, which is made up of 17 cooperatives. “It’s a versatile innovative ingredient that can transform dishes.”
According to Alvarez, the pepper’s flavour was instantly recognised for its versatility and potential use in a wide range of dishes.
“When we tasted Tatayoyo, we immediately saw it as a new concept,” she explained. “It has flavour notes of a tropical fruit, such as papaya, making it perfect to play around with in a wide range of dishes, whether in salads or as a stuffed vegetable. Plus I personally love the fact that it has very few seeds. Tatayoyo can be a great substitute for almost any type of pepper.”
Following small trials two seasons ago, Unica has now increased its production of Tatayoyo tenfold compared with last year, as demand has rapidly grown.
“It is positioned in a very similar way by all retail customers in Germany, Austria and Switzerland, which includes Lidl,” Rijk Zwaan revealed.
“We were truly impressed by the stronger flavour, more intense sweetness and the richer aroma profile of Tatayoyo,” added Muijs. “It offers a completely new experience in the pepper category for our customers.”
For the eighth year in a row, Lidl has been ranked as Germany’s number one retailer in the ‘Discounter’ category for fresh produce.
Its successful introduction of Tatayoyo in Europe has been the result of good collaborative relationships, according to Muijs.
“We highly value the close cooperation with Rijk Zwaan and the dedicated growers of Unica and Sherpenhuizen who make it possible to bring this unique pepper to our shelves,” he said. “It is a true partnership. Innovation is what drives us, inspiring our customers and helping us remain the number one retailer in this key category across our stores.”
Alvarez believes Tatayoyo is a good fit in terms of Lidl’s aim to offer its customers something new that is both reliable and exciting.
“They present it as a versatile innovative ingredient, with a unique flavour and aroma,” she said. “This year, the packaging features a clearer selling proposition, complete with a QR code that directs shoppers to a website with detailed product information.”
Embodying their shared dedication to Tatayoyo’s sustained success, Rijk Zwaan and Unica are reportedly collaborating with Lidl on joint marketing activities.
“To continue educating consumers, we’re working together on a marketing campaign featuring recipe leaflets, advertising and the use of social media ambassadors,” revealed Alvarez. “We’re pleased that Rijk Zwaan consistently recognises Unica as a leader in product innovation. We have an open-book partnership, as part of which we share information to ensure our projects – including our partnership with Lidl – reach their full potential.”
