Peppers and everything the retail chain needs to know about peppers.
This website aims to strengthen the good image of the sweet pepper. The terms healthy, convenient, tasty, clean, safe, quality and versatile take central stage in our ambition. The object of the campaign? To increase demand for sweet peppers grown in greenhouses.
Colourfultaste.co.uk for consumers and the retail chain
Colourfultaste.co.uk was created for consumers as well as for retailers. This website offers both information and transparency. Peppers rank among those products whose quality and safety can be fully guaranteed towards consumers. By placing the Colourfultaste logo on packaged peppers, retailers offer consumers the chance to acquaint themselves with the message pepper cultivators want them to hear.
Have a pepper!: a message that matters
Peppers grown in greenhouses are grown clean, responsibly and safely. Dutch pepper cultivators are known throughout the world for their dedication, skill and eye for sustainability.
Peppers are very healthy; they have high nutritional values and contain high concentrations of vitamins. They come in various colours, shapes and flavours, which is why you can do so much with them. And they are very easy to prepare.
Many consumers with a busy life style are unaware of these aspects. At the same time, many people look for healthy recipes for the whole family to enjoy.
Peppers are so healthy and versatile that its almost impossible not to give the same answer to every question asked about them: Pick a pepper! Feel like a healthy bite? Pick a pepper! Combine health and taste? Pick a pepper! Extra vitamin C? Pick a pepper! The campaign is designed to always lead consumers to peppers. The website doesn’t only contain information about peppers, it also provides healthy recipes, interesting facts about how peppers are grown and information about their nutritional values.
The answer in all cases: Pick a pepper! A message that inspires action, which in turn leads to increased sales and therefore a higher turnover rate of peppers.
Colourfultaste co-operates with many organisations, including the pepper suppliers listed below. Are you interested in co-operating with Colourtaste? Then contact us!
Market information: pepper production in Northwest Europe
During the summer season, the Netherlands produces more peppers than any other country in Northwest Europe. Each year approximately 370,000 tons of peppers are produced in this country by 300 cultivators. The entire production takes place in greenhouses, in which peppers thrive. Other major pepper producers include Italy and Spain. In Italy, approximately 235,000 tons of peppers are harvested each year. In Spain almost 900,000 tons of peppers are harvested each year, mainly in the winter season. Unlike the Netherlands, peppers in Spain are not grown in greenhouses.
Market information: pepper consumption
In 2012, the average Dutch household consumed approximately 3,3 kilos of peppers. This is an increase of 0.2 kg compared to 2011. Approximately 79% of all households purchased peppers in 2012.
Red peppers are the most sold variety, with a market share of approximately 50%, followed by yellow, green and orange peppers.
Stir-fried peppers are favourite among Dutch consumers. No less than 55% of all peppers are prepared this way in the Netherlands. Figures published by the Dutch Product Board for Horticulture show that approximately 17% of all peppers are eaten fried.
In Spain, 4.3 kilogrammes of peppers are consumed per person per year. This translates into an expenditure of approximately € 8.00 per person per year.
German households on average purchased almost 5 kilogrammes of peppers in 2011. The average consumer price amounted to € 2.56 per kilogramme. More than half of all German households purchased mix-peppers, followed by red peppers with a market share of just over 30%. The percentage of purchasing households is around 84% in 2011.
Pepper consumption per household in the United Kingdom is at a slightly lower level than in the Netherlands. Approximately 70% of all households purchased peppers.