Successful partnership brings organic Tatayoyo to Austria all year round

New experience in the pepper category

Thanks to its fuller flavour, more intense sweetness and higher aromatic content, Tatayoyo creates a truly new taste experience in the pepper category. The winner of the Fruit Logistica Innovation Award 2023 also caught the attention of Rijk Zwaan’s chain partners in Austria, which is a leading country when it comes to the popularity of organic products. “Domestically grown, organically grown and flavour are key sales drivers in the Austrian market. By combining all three, Tatayoyo is a truly premium product,” comments Gregor.

Trials with Veganis

Rijk Zwaan conducted joint trials with Veganis, an Austrian production and trading company for high-quality organic fruit and vegetables. “During the first year of trials, we confirmed that the Mitayo RZ variety – the first cultivar in the Tatayoyo range – has enormous growth potential and resilience. Eastern Austria is the best place to grow an innovative pepper like this, both climate-wise and market-wise,” he adds.

Mitayo RZ

Winter production in Spain and Greece

In the summer of 2024, Tatayoyo was trialled in the retailer’s flagships stores. “After this smooth rollout, we were asked to offer this unique pepper all year round. We connected with our Spanish and Greek colleagues to help Veganis organise the winter 2024/2025 production. BIO Alagorrobo supplied Tatayoyo from Spain, while BIO Kapos – who was already a good partner of Veganis – was the supplier from Greece. By working closely together, we have learned a lot – such as that Tatayoyo needs enough sunlight to develop its unique flavour,” explains Gregor.

A new state-of-the-art greenhouse

This spring, Veganis will take over the production again. Tatayoyo will be cultivated in the company’s new, state-of-the-art 3.5-hectare greenhouse, where it also grows Rijk Zwaan’s sweet pointed pepper Sweet Palermo organically. “Mitayo RZ was planted in February. We are very excited that Tatayoyo will be available in Austrian stores from May onwards,” Gregor says.

Current greenhouse Veganis

Proud of the collaboration behind Tatayoyo

Organically grown Tatayoyo has secured a strong position in the premium organic category in a short space of time. That is primarily thanks to the close collaboration between the retailer, the growers and Rijk Zwaan Welver.

Gregor will keep an eye on Tatayoyo’s success from a distance from now on, since he has moved into a new role outside of Rijk Zwaan. “I look back on eight great years, during which I had lots of opportunities to express my creativity and collaborate closely – such as on the introduction of BlueLeaf cucumbers in several countries, finding the trait for Cucurbit Aphid-Borne Yellow Virus (CABYV) resistance, and the introduction of the Reddery RZ and Hyrule RZ tomatoes, which were also in the organic sector. What we have achieved with Tatayoyo allows me to end my time at Rijk Zwaan on a proud note,” he concludes.