Rijk Zwaan, the basis for the supermarket of the future

rijk zwaan

Its slogan “Sharing a healthy future” shows its commitment to health and sustainability, two of consumers’ main concerns

Rijk Zwaan returns to the new hybrid setting of Fruit Attraction after over a year of pandemic, in Hall 9 (9D10). And it is doing so with the firm aim of showcasing its slogan “Sharing a healthy future”, putting the spotlight on health and sustainability. These two aspects are becoming increasingly more important for consumers, along with well-being and without any doubt they will play a key role in the future. To emphasise the innovation trends, the Madrid trade fair will have a TECH space, devoted to technology and R&D within the sector, with a display of augmented reality depicting a supermarket of the future, where Sweet Palermo® and MyCubies® will have a prominent presence.

Making a difference

Sweet Palermo® and MyCubies®, along with Lechuga Snack©, will be the important stars of this edition, brands that continue growing to adapt to the new consumer habits and requirements.

Visitors will discover the sweetest, healthiest flavour of one of Rijk Zwaan’s most emblematic products, Sweet Palermo®, through a fun initiative, the TourSweetPalermo.es, a tour around the stands of 16 marketing companies that are taking part in this promotion, where different preparations may be tasted and visitors may take part in a raffle for an electric bicycle, by completing the ‘stages’ of the tour. The extra-sweet, conical pepper Sweet Palermo®, with a thin skin, hardly any seeds, particularly versatile and very rich in vitamin C, has received recognition from consumers with the ‘Sabor del Año’ (Flavour of the Year) Award in 2020 and 2021 and the distinction by the most prestigious chefs with the top score (three stars) for the “Superior Taste Award”, in its yellow version.

With Lechuga Snack®, it continues to mark out trends by offering the market new more, sustainable solutions. This is a new lettuce concept that replaces any plastic packaging as its leaves are used as an ‘edible’ base for any type of topping, either hot or cold. It is worth mentioning that Lechuga Snack® was given the Fruit Attraction Award to Innovation ’18. Visitors may taste it on the marketing companies’ stands: El Dulze, Jimbo Fresh and Fruca.

And with MyCubies®, its crunchy, juicy cucumber snack brand, Rijk Zwaan is winning over younger consumers with a versatile product, for eating at different times, convenient and very healthy, compared to other highly processed snacks.


Beyond these concepts, Rijk Zwaan is back as a great ally for the large retail sector and to do this, it will continue to reveal premium flavoured tomato varieties at the fair, such as Deliquia RZ or Sugarino RZ, a pink salad tomato Tip-Top and Riquiño; and its wide range of melons and watermelons, putting special emphasis on concepts such as Mellissimo (Piel de Sapo) and Readytoeat (Cantaloupe), both available all year long. Greentense will also not be missing, a green bean concept that is characterised by its sweet flavour and lack of strings, in addition to a high nutritional value, great versatility and excellent conservation. And in its fresh cut range, in addition to Knox™ (which delays the oxidation of processed lettuce), an award winner at Fruit Logistica, it has the new Salanova® TeenLeaf line, mid-way between a baby leaf and a mature leaf, which can be transplanted to greater density and harvested mechanically.

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