New UK Berry expects green light from the EU to start "existing"
Haskap promises to be very healthy - rich in antioxidants and iron - to position itself in markets with an emphasis on healthy foods. One of its obstacles to obtaining the certificate depends on European countries or, otherwise, on the entry into operation of Brexit.
A new berry rich in antioxidants and many nutritious ingredients from the UK and Poland is what promises haskap, which is still an unrecognized species within the European Union. The fruit has been generated by AG Thames, a subsidiary of CPM Retail.
"In the UK it is being treated as a new food, as a berry that does not exist", said Rachel Montague-Ebbs, director of the supply division of CPM Retail, at Asia Fruit Logistica in Hong Kong.
According to the executive, this haskap berry is native to Japan and far eastern Russia. They have already sold it in Canada, but want to open up to other markets. Without the EU certificate it will be difficult for other countries to see this fruit that looks like an elongated blueberry, with a flavor between raspberry and elderflower.
"It has twice the antioxidants of wild blueberries and three times more iron, so it is very popular in countries where there is health awareness."He said, adding that in Japan it is also considered beneficial for the eyes, a country where they are making attempts to enter their market.
Recognition by the European Union could take between 18 to 24 months. However, Brexit could be another uncertain subject to try to get recognition. "It has to be signed by each member state of the EU. But if Britain leaves the EU, we are not sure if we still have to do it ", explains Montague-Ebbs.
Once with the certificate approving the existence of the haskap berry, the company welcomes the possibility of other markets. "We know that the volume is really going to rise in the next few years - we are going to have 500 metric tons by 2020, so we want to be selling to markets outside the EU".
“It's seen as the great new superfood. I think it will be interesting powder. People already have their goji and acai berry powders that they put in their cereals and yogurt, and haskap would be a very good option for that kind of thing. "The executive concluded, also adding that the season for this fresh fruit was very short, so part of the harvest could be sold as frozen or dry products.
Source: Fruit Portal
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