News - 22-11-2024
Tatayoyo Wins Best Product Award in Romania
During the Modern Buyer RO-Fruit and Vegetables show on the 21th of November Tatayoyo once again secured an award, this time the notable Best Product Award. This achievement follows its earlier triumph at the Fruit Logistica Innovation Award in 2023 and its maximum three stars rating at the International Taste Quality Institute Award (ITQI) in both participating years 2021 and 2024, further cementing Tatayoyo's reputation for excellence.
The Journey of Tatayoyo in Romania
The story began in 2023 when a passionate team from Romanian retailer Mega Image, along with the management of Holland Farming Agro srl., visited the Rijk Zwaan stand at Fruit Logistica. Their interest in bringing Tatayoyo to Romanian consumers coincided with Tatayoyo winning the Fruit Logistica Innovation Award, marking a significant milestone.
A Solid Preparation Period for a Successful Introduction
Soon after the initial interest, discussions about the introduction of Tatayoyo intensified. Throughout 2023, numerous meetings, feedback sessions, and market research were conducted to ensure that taste-related consumer habits and local quality requirements in Romania were thoroughly considered. This meticulous preparation spanned the entire year, down to the last detail. The final kick-off meeting took place in December, bringing together all parties involved: Mega Image RO, the Romanian producer Holland Farming Agro LTD., and the teams from Rijk Zwaan Berlin and Budapest. As a result of these collective efforts, every detail was finalized, including quantities, timeframe, and availability. Packaging, design, and joint promotional activities, particularly on social media, were also discussed and later managed by the Rijk Zwaan Holland marketing department team. The atmosphere was euphoric, and the Tatayoyo campaign was ready to begin.
Successful Market Introduction
In May 2024, Tatayoyo made its debut in Romania, focusing on Bucharest and Mega Image's flagship stores. The product's launch was a resounding success, bolstered by targeted social media campaigns on LoveMySalad, Mega Image's media channels, and local sites. This latest award, recognizing Tatayoyo as the tastiest innovation, is a testament to its quality and appeal, validated by numerous retail buyers.
Looking Ahead to 2025
The project will continue to thrive in 2025 with increased quantities and strategic steps. The success of Tatayoyo is a result of the dedication and belief of all parties involved, ensuring its continued growth and popularity in the Romanian market.
Related Articles
Rijk Zwaan’s Sweet Pepper brands receive high recognition at ITQI
Last week, Rijk Zwaan’s Tatayoyo and Sweet Palermo received high recognition from the International Taste Institute (ITQI). The esteemed ITQI jury, consisting of multiple renowned chefs, awarded high marks to Rijk Zwaan’s products. Tatayoyo achieved the highest rating of three stars for its exceptional, appearance, olfaction, bursting flavour and texture. Sweet Palermo also received excellent scores, with the yellow sweet pointed pepper earning three stars as well. This recognition perfectly aligns with Rijk Zwaan's strategy to support these products with a brand that allows the company to explain their benefits throughout the supply chain.
Snack pepper Tatayoyo nominated for the Fruit Logistica Award 2023
Rijk Zwaan is very honoured to announce that pepper product brand Tatayoyo® has been nominated for the Fruit Logistica Innovation Award 2023. Heleen van Rijn-Wassenaar, Specialist Marketing Pepper of the vegetable breeding company, comments: “For us, this nomination crowns ten years of research and breeding work. With its unique taste, this ready-to-eat snack pepper is one way in which we hope to help our chain partners to move ‘freshly forward’, in line with our theme for Fruit Logistica this year. We invite all visitors to explore Tatayoyo, and we hope they will vote for it in the Innovation passage between Halls 20 and 21.”
For more information, please contact:
