News - 05-07-2026
Tatayoyo hits organic stores
Since early June, Tatayoyo has been available at Ekoplaza, a 100%-organic supermarket chain in the Netherlands. “This orange pepper is aromatic, slightly larger than a snack pepper and very versatile. It’s a great way to surprise our customers with something new. They also like the story behind it: broad, local collaboration,” says Loes Hageman, Fresh Produce Category Manager at organic wholesaler Udea.
Tatayoyo on the barbecue
Rijk Zwaan, organic grower Gert van Brakel, Udea and Ekoplaza have been working together as partners for many years. “In June 2025, Rijk Zwaan organised a barbecue for organic chain partners with vegetables in the starring role, including Tatayoyo. It made such a great impression that Ekoplaza became interested in listing it,” explains Loes.
A unique pepper
The 3,000 visitors to Udea’s Ekotown festival in the following August had the chance to taste Tatayoyo and they were very positive about the new pepper, she says. “I personally love it too. It has a good bite and is fruity, tropical and aromatic. It really is a unique pepper, and that’s why it’s so ideal for the organic category. We will certainly feature Tatayoyo again at this year’s edition of Ekotown on 30 August. The story behind this pepper appeals to our customers: a local, organic product that we’re offering in collaboration with a breeder and grower from the Netherlands.”
Picture: Gert van Brakel
Like a liqueur
Grower Gert van Brakel from the Dutch village of Sint-Annaland is part of that story. His company is the first to cultivate Tatayoyo organically in the Netherlands, albeit still on a small scale. “We have 300 square metres of production. The season is going quite well; the crop is growing fast,” Gert explains. He is particularly impressed by the flavour, which he describes as a bit like a liqueur. “It’s slightly sweeter than the snack peppers I supply to Udea. It also stands out in terms of colour, size and shape.”
Highlighting versatility
As a result, organic Tatayoyos grown by Gert have been available at most Ekoplaza stores since June this year. Loes is confident about the future. “We’re talking to Rijk Zwaan about how we can learn from the tomato category to highlight Tatayoyo’s versatility and better emphasise how it differs from snack peppers. I definitely believe there’s growth potential. We’re enthusiastic about this great value-chain partnership and fully support the product.”
Discover the assortment
Want to know more about Rijk Zwaan’s varieties for organic cultivation?
Click here to request our new leaflets and explore our range of organic and non-chemically treated seeds.
Our seeds are sold through over 30 local subsidiaries. For the local seeds assortment in your country and availability of organic varieties, please visit your local Rijk Zwaan website.
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