With over 40 years of experience, the company from Italy, ISI Sementi, which has belonged to the holding company Mitsui & Co for the past 3 years, is facing up to a new milestone: the launch of a pepper line that is attracting a great deal of attention.
Under the slogan ‘Pepper Effect’, Dellisi and Benchi, two varieties of Sweet Point Pepper or sweet Italian peppers, they have doubled the sales in their second year on the market and they already have 5 million seeds in the fields. An achievement that has been possible “thanks to starting at the bottom – the farmers – and then moving on to the supermarkets. And not the other way round.”
This success story has 5 key points, according to Rubén Martín, Country Manager of ISI Sementi Ibérica:
365 all-year-round
“If you ask me when the campaign finished, the answer is that it hasn’t.” All the farms that were planted in the winter (November-December) have guaranteed a quality production in the summer, mainly in high altitude regions, which has improved the overlaps with the earliest transplanting in the summer, allowing marketers to offer the produce 365 days a year. If we add the fact that they do not suffer from any production decreases in the colder months, when there is less light, it becomes one of the most valuable characteristics regarding marketing and programme management.
“The yield is more homogeneous than others and this has made it very popular.” A highly interesting advantage for marketing, which seeks to supply the supermarket shelves 12 months of the year with top-quality produce for bagged produce. “The demand for this typology is on the rise. It is a pepper that gives the farmers security, with a good economic yield. And it is sweet and versatile. When consumers try it they no longer purchase California.” It also has an excellent lifespan after cutting, allowing it to travel safely to the furthest destinations in Europe.
A complete pack of resistances
“Dellisi is, along with Benchi, the only variety of sweet Italian peppers that includes the complete pack of resistances: to powdery mildew, spotted and L4.” This is the reason why over 50% of the segment is grown as ecological crops. “In our case, we have grown a great deal alongside the bio segment.” As they have opted for partners, but not exclusivity, they are extending their range of clients and they are reaching both large companies and small farmers, attracted by the profitability.
A higher percentage of I Cat.
The high percentage of straight fruit is “much greater” than others. “If they are twisted they are not suitable for bagging and profitability is lost.” The apical dominance of Dellisi even allows taping or banding work – instead of having to use more expensive supporting systems, and even so, it is showing a higher percentage of straight fruit.
A great post-harvest
The rounded shape of the point gives it a longer shelf life, extending its post-harvest. “They are being marketed in Germany, Norway, Denmark… and they remain in perfect condition, during and after long journeys. The supermarkets emphasise the greater post-harvest of these varieties.
Flavour, in capital letters
As it should, the flavour is one of the foundations of the success of the ‘Pepper Effect’. “When measured, our materials have higher Brix than those of our competitors. Above all, in the red fruit harvests of Dellisi.” This is the reason it is more “elitist” and is first and foremost marketed in red for bagged produce, and the heavier Benchi, is more suitable for harvesting green for the markets.
This campaign they have sold 4 million seeds of Dellisi and 1 of Benchi. And there is no stopping them. “The purchase by Mitsui & Co has given us a great boost. We are researching a yellow variety with all the resistances, others with short internodes and for shorter cycles, and we will announce our new products in the very near future.”
