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The power of super fresh produce

Fresh produce; this term is often used by producers and retailers. But what does ‘fresh’ actually mean? Does it imply ‘recently harvested’, ‘unprocessed’ or ‘tasty’? The tomatoes of Prominent can be called all three of these options. But what about other ‘fresh’ products?


Retailers have been promoting ‘fresh’ produce for years

Dutch retailers like Albert Heijn and Jumbo have been focusing on ‘fresh produce’ for many years. In 2018, Albert Heijn introduced its campaign ‘really fresh’ where physical stores reserved more space to promote fresh products. Not only fruit and vegetables are part of this concept, but cheese and (deli) meats too, and freshly baked bread. At Jumbo, ‘fresh really means fresh’ is part of its seven securities, a campaign that guarantees a certain shelf life for fruit and vegetables, as well as flowers.


Are ‘fresh’ products really that fresh?

But what is the definition of ‘fresh’? Do prepacked deli meats and cheese belong to this category? Or bread that has been produced elsewhere, to be baked in store at a later stage? Or ready meals containing fresh ingredients, but also certain (natural) preservatives to improve taste and shelf life?

At Prominent, ‘fresh’ implies recently harvested, unprocessed and tasty. Through specific campaigns and simple recipes, we stimulate consumers to get cooking themselves and use fresh ingredients. After all, fresh tomatoes do not need many extras to create a great tasting dish.

The route from branch to consumer’s kitchen

Which route does a tomato take? The tomatoes of Prominent are harvested when ripe, before being transported to our retailers. Therefore, a tomato that has been picked yesterday, can be presented in the supermarket today to end up on a consumers’ plate for dinner. The efficient supply chain of local production, fast supply and direct sales makes it unnecessary to use preservatives and extra packaging to guarantee optimal freshness.


Fresh produce for optimal taste and nutritional value

At Prominent, fresh produce is no marketing trick. The short supply chain allows our freshly picked tomatoes to be turned into tasteful dishes in no time. Isn’t that what freshness stands for? Tasty produce, full of vitamins? No added preservatives are needed. When producers are working closely together with logistic partners and retailers, optimal freshness can be continuously guaranteed.


Growers United / Prominent has been focussing on great health and taste for many years. Curious to know how we combine these two? Do not hesitate to get in touch with Wim van den Berg of Growers United / Prominent: w.vandenberg@growersunited.nl of +31 (0)6 5756 4346.

Prominent is a brand of Growers United UA. This organisation is responsible for the sales, marketing and quality control of the product.

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