Not content to rest on the laurels of its ‘superfruit’ moniker, the GEM® avocado has been introduced in the UK by multinational Westfalia Fruit to deliver even greater eating pleasure to avocado lovers.
Those shopping at select Tesco stores from today can, for a limited period only, get their hands on this premium, perfectly-ripened ‘gourmet’ avocado – easily recognised for its characteristic yellow lenticels or speckles on the dark skin of the ripe fruit.
Independent tasting panels have confirmed that British consumers love the smooth flesh of the GEM® with its creamy, melt-in-the-mouth texture, and they enjoy its slightly sweet taste and subtle nutty aroma. Other great features include GEM®’s thicker skin, which allows the flesh to be easily scooped out with a spoon.
Destined to become the darling of chefs, domestic goddesses and foodie fanatics, the GEM® avocado delivers an outstanding eating experience while its versatility makes it ideal for use in recipes ranging from the ubiquitous avocado toast to exotic entrées, magnificent mains and the most delectable of creamy desserts.
GEM® is currently farmed by an elite group of licensed growers throughout the world. The fruit is hand-picked to ensure it remains in optimal condition.
Head of Corporate Communications for Westfalia, Julia Tew, said:
“We’re extremely excited to be able to offer UK consumers this premium avocado, which will be on Tesco shelves for a limited period this month. We’re convinced that GEM® is going to become a household name for discerning avocado lovers and look forward to being able to deliver more of this gourmet fruit in the coming seasons.”
The GEM® packs are available from today until stocks run out.
Greencell is part of Westfalia Fruit Group which in turn is part of Hans Merensky Holdings which is governed by the Hans Merensky Trust.
Three locations for Greencell: Kings Hill, Spalding and Paddock Wood
Greencell operates from three sites in the UK; Kings Hill, Spalding and Paddock Wood. The ripening, packing and supply of avocados to major high street retailers and the wholesale markets is the predominate business.
Westfalia Fruit is recognised as being one of the largest growers of avocados world-wide with the reputation for supplying superior, organic, FairTrade & conventional quality fruit year round. Westfalia Fruit is a truly vertically integrated company operating oil and fruit processing plants producing avocado oils, guacamole and dried fruit. In addition to Greencell Westfalia Fruit also owns similar businesses in Europe; Comexa in France and Westfalia B.V. in Holland.
Hans Merensky Holdings is part of the Hans Merensky Trust; originally founded by Dr Hans Merensky a highly regarded geologist, scientist, conservationist and philanthropist; South Africa’s most famous prospector and geologist. In 1929 he established Westfalia Estates (Westfalia Fruit as it is today). His principles ensured that sustainability, humanitarian and ecological impact were key elements of the business. In 1949, prior to his death, The Hans Merensky Trust was created. This has ensured that the business corporate philosophy and culture today is a continuation of the humanitarian and personal beliefs of Dr Hans Merensky.
The strategic vision of the group is to be recognised as the leader in profitably growing, processing and marketing a range of products of excellence. These products are to be produced under sustainable and environmentally sound conditions through the application of research and development and to be acknowledged as a company of the highest integrity in all dealings and being socially responsible.
Greencell is an advanced member of the Ethical Trade Initiative (ETI), a member of the Association of Labour Providers and sources its own labour from GLA registered labour providers.
Greencell’s vision is for workers to be fairly treated and rewarded in working conditions that are safe and secure with the freedom to develop and grow their careers. Greencell aim to achieve this by working in close collaboration with its own growing operations and long term partner growers; clearly communicating the ETI base code requirements in a targeted fashion in line with the company’s short, medium and long term ethical objectives as described in Greencell’s ethical strategy.
Greencell’s ethical strategy has been developed following a thorough risk assessment of its supply base using a number of criteria to include Maplecroft and SEDEX risk assessment scores to produce an overall ethical RAG rating which informs what actions need to be taken for the benefit of the employees whether temporary or permanent within the agricultural sector.
Greencell produce an annual ethical report describing its progress against the objectives detailed in the ethical strategy for the Hans Merensky Executive Committee and for review by the ETI.
Greencell has been working with our supply partners to achieve LEAF in all supply countries.
LEAF has promoted environmentally responsible farming since 1991. It helps farmers to produce high quality food with care and to high environmental standards. Wildlife areas are managed to provide natural habitat and food for wildlife. This, together with recycling, energy use, conservation and water efficiency are all priorities for LEAF. Pesticides and fertiliser applications are done in an integrated farm approach to limit use to when absolutely necessary.
This was restricted to growers in the UK until Waitrose became involved in implementing the scheme with their global supply base, this ensures Waitrose global suppliers are all working to the same standards. Westfalia in SOUTH AFRICA became the first farm outside of the UK to gain LEAF accreditation over 5 years ago. This year more of our international suppliers have followed their example with our supply partners in Chile, Israel and Peru having growers certified for Avocados. Our Italian Kiwi fruit has Leaf for 2010 and Chile should be certified for 2011.
We continue to work with our supplier to deliver high quality fruit sustainably and will continue to add growers to the LEAF marque to ensure they are all working to the highest environmental standards. More information on LEAF is available from www. leafuk.org.