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BelOrta expands range with Fred® pear

Thursday 21 January 2021

BelOrta, the fruit and vegetable auction, launches a new pear named Fred®. It’s a yellow-green pear with a red blush. "Where the whole of Europe is now focusing on new apple varieties, we are taking a firm step with our Fred® pear," says Kris Jans, Manager of the Fruit Division at BelOrta. "Our growers were able to bring in a great first harvest and the consumer was able to enjoy the newest member of our range."

Something is happening on the pear market. After the apple market was almost completely renewed by the club varieties, it is now the pear market's turn. At BelOrta they are already on board with the trend. "The brand new Fred® pear is the result of more than 18 years of testing and perfecting. The pear is distinguished by its unique taste, striking looks and 100 per cent local origin."
The new pear is not BelOrta's first test. Diversification and renewal of the range are therefore an important pillar in BelOrta's fruit policy. In the past, the Belgian plum BelOplum and the Belgian melon BelOmelon were also successfully introduced. The Belgian apple Kanzi® has recorded good results for growers for the third year in a row.

"The brand new Fred® pear is the result of more than 18 years of testing and perfecting."

Now it is time for a new showpiece. "After extensive research at the Test Centre for Fruit Growing in Sint-Truiden, the first plantings by our growers have produced a fine harvest of Fred® pears," says Kris Jans, Manager of the Fruit Division at BelOrta. "Consumers have also been able to enjoy this delicious yellow-green pear with a red blush for the first time."

BelOrta is also introducing a new blackberry. Although the blackberries had a more difficult track record. "Our new Sweet Royalla has a sweeter taste. This blackberry from Limburg was first produced by grower Jan Royakkers in Kinrooi in 2018. In the meantime the first berries have successfully been marketed by BelOrta in 2020.

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