A “new” old variety of pear will be gracing the shelves of selected Asda stores from next week.
The retailer and its dedicated produce supplier International Produce (IPL) are launching Belle du Jumet, a rediscovered variety grown in New Zealand, in the chain’s Yorkshire stores on Monday.
Imported from Paramount Exports and Opey Marketing, Belle du Jumet is sourced from a band of committed pear growers, which includes Paul Vogelaar and the Crasborn group.
The variety, which is thought to have been bred first in Belgium or France in the late 19th century, was rediscovered in the 1990s in Hawkes Bay. This season sees the first limited volumes appearing on UK supermarket shelves and an ambitious planting programme will double commercial volumes year on year for at least the next three seasons.
Known as Sugar Pear in the New Zealand domestic market, the main point of difference for Belle du Jumet is its eating quality, IPL’s technical and development manager Jim Jefcoate told FPJ. “Although the fruit is crisp, it is still surprisingly sweet and juicy. The pears are ready to eat straight from the tree and the home-life is also excellent.
“Asda and IPL have recognised that in the past they have fallen behind the competition in product development, as they concentrated more on low cost than new varieties. The launching of new varieties such as Belle du Jumet is testament to the leap forward that Asda has made in the area of new product development,” Jefcoate said.
Belle du Jumet pears will sell at £1.98 a punnet.
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