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‘Reverse’ strawberries & nootropic kale: How brands are adding value to fresh produce

UK supermarket M&S has launched ‘reverse’ White Pearl strawberries while Singapore vertical farm Sustenir is growing kale that contains GABA, a nootropic that promotes calmness and mental wellbeing.

New product development and innovative launches are usually associated with packaged food and drink products. However, two recent product launches demonstrate how innovation can happen in the fresh produce aisle too.

UK retailer Marks & Spencer (M&S) launched White Pearl strawberries in January. The berries have a white base colour even when ripe but are sweet like red strawberries with flavour notes of pineapple and vanilla. They look like “typical strawberries in reverse”, said M&S on its Instagram account.

Tom Pedley, M&S strawberry buyer said: “We love to be first to market and introduce products that no one else can. Our customers get really excited when we introduce new flavour produce or hybrids.

The private label retailer’s fresh produce range also includes small kiwi berries, candyfloss grapes, and limelon, a variety of melon that has lime flavour notes.

Calming kale: A leafy green high in a natural nootropic

Meanwhile, Singapore vertical farm Sustenir launched a version of its Toscano kale that has high levels of healthy gamma-aminobutryic acid (GABA), a neuro-transmitting compound that inhibits certain brain signals and promotes feelings of calm.

Nootropics such as L-theanine and GABA are linked to enhanced brain power, focus and alertness.

One 28-gram serving of its Toscano GABA kale contains three times more vitamin B9 (folate) than a serving of peanuts, it says.

Sustenir grows its produce in indoor, controlled environments without the use of pesticides and, according to the company, its products use 95% less water and generate 92% fewer carbon emissions than produce imported to Singapore.

According to Sustenir’s CEO, Jack Moy, the company is playing its role in addressing high levels of stress among Singaporeans.

“...we [...] certainly do our role in the city by growing superfoods,” he said in an online post. “We are just scratching the surface, and there is amazing potential [for] controlled environment agriculture in improving healthspans and promoting wellness. For starters, our role in the city also extends to inspire consumers to eat healthier by having more greens on their plates.”

High interest in novel varieties and functional attributes

In 2022, US fresh produce trade association, the Southeast Produce Council (SEPC), commissioned an online survey that questioned 1,500 US consumers about their preferences and perceptions of fresh produce.

It found that consumers were particularly interested in novel varieties and sizes, such as one-portion cauliflowers or mini avocados. Almost half (46%) were interested in fresh fruits and vegetables that have added functional benefits, such as extra levels of vitamin C, longer shelf life, or tear-free onions.

David Sherrod, president and CEO of SEPC, said such products resonated more with younger generations. “Boomers are much more likely to think this is a little too sci-fi but 54% of Gen Z who grew up in a world of package claims and call-outs like the idea.”

Nearly half of consumers want longer lasting fruit and veg

The SEPC survey also found that 46% US consumers were interested in solutions to extend shelf-life and reduce household waste.

Industry innovators are developing such solutions for both fresh produce packers and consumers. Bio2Coat, for instance, is a Portuguese startup that produces edible natural coatings to extend the shelf-life of fruit and vegetables. Its solution, for which it won a prize in the Fi Global 2022 Startup Innovation Challenge, can also be used to produce edible, sustainable packaging.

On the consumer-facing side, Naturpod is a Spanish company producing ethylene-absorbing envelopes that, when placed in the fridge, absorb the ethylene emitted by fruit and vegetables – the enzyme that causes the ripening process - and extends the shelf life. The envelopes last for around one month and are made from sustainable, eco-friendly materials that are 100% compostable and can be safely disposed of after use.