Rijk Zwaan’s snack-sized pepper, the 2023 FLIA winner, has landed a best product prize in Romania
The Tatayoyo pepper has secured another award, this time the Best Product Award at the Modern Buyer RO-Fruit and Vegetables show in Romania.
It follows the pepper’s earlier triumph at the Fruit Logistica Innovation Award in 2023, and its maximum three-star rating at the International Taste Quality Institute Award (ITQI) in both participating years of 2021 and 2024.
Rijk Zwaan said that Tatayoyo’s Romanian story began in 2023, when a team from Romanian retailer Mega Image, along with the management of Holland Farming Agro, visited its stand at Fruit Logistica.
Their interest in bringing Tatayoyo to Romanian consumers coincided with the product winning the Fruit Logistica Innovation Award.
”Soon after the initial interest, discussions about the introduction of Tatayoyo intensified,” Rijk Zwaan outlined. ”Throughout 2023, numerous meetings, feedback sessions, and market research were conducted to ensure that taste-related consumer habits and local quality requirements in Romania were thoroughly considered.
”This meticulous preparation spanned the entire year, down to the last detail. The final kick-off meeting took place in December, bringing together all parties involved: Mega Image RO, the Romanian producer Holland Farming Agro, and the teams from Rijk Zwaan Berlin and Budapest.
”As a result of these collective efforts, every detail was finalised, including quantities, timeframe, and availability,” the group noted. ”Packaging, design, and joint promotional activities, particularly on social media, were also discussed and later managed by the Rijk Zwaan Holland marketing department team.
”The atmosphere was euphoric, and the Tatayoyo campaign was ready to begin.”
In May 2024, Tatayoyo made its debut in Romania, focusing on Bucharest and Mega Image’s flagship stores.
The project will continue in 2025 with increased quantities and strategic steps, Rijk Zwaan outlined.
”The success of Tatayoyo is a result of the dedication and belief of all parties involved, ensuring its continued growth and popularity in the Romanian market,” it added.
