Wholesum introduces organic Italian sweet peppers for shoppers seeking a 'premium' option

Fair Trade Certified grower and shipper of organic vegetables Wholesum has introduced Italian sweet peppers called Dolci Belles.

The new offering is part of Wholesum’s strategy lead with innovative, organic greenhouse-grown varieties that bring a premium experience to the consumer, according to a news release. 

Italian sweet peppers are known for their distinctive long conical shape, crisp texture and surprisingly sweet flavor. The pepper’s sweetness is measured by brix value; traditional peppers have a brix range between 5 and 7, but Italian sweet peppers’ sweetness ranges from 8 to 9.5, according to a news release.

The Dolci Belles peppers have firm but thin walls with few seeds at the top, making them convenient and ideal for stuffing, roasting and sautéing or enjoying raw on salads and vegetable trays.

“The pepper category has remained relatively unchanged for many years, especially in organics where the assortment is limited to few options including traditional bell peppers, mini peppers and a small range of spicy peppers,” Ricardo Crisantes, Wholesum’s chief commercial officer, said in the release.

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Produce trends point to consumers seeking vegetables that are flavorful and convenient, Crisantes continued.

“With consumers making the switch to products that provide a better experience, not having an upgrade option available in the pepper category is a miss,” he said in the release.

Wholesum anticipates that its Dolci Belles will appeal to consumers such as culinary enthusiasts and adventure seekers, as well as premium and brand shoppers. 

To develop the pepper launch, Wholesum staged multiple production trials along with market insight reviews to determine product viability both agronomically and commercially, according to the release. Through these trials, the company selected the top varieties that offer consistent sizing, flavor, shelf life, aesthetic qualities and, most importantly, flavor.

Wholesum’s Dolci Belles are available in three-count bags consisting of mixed red and yellow peppers. The bag bears a colorful design with messaging about flavor expectations and the line “sweet no heat” to differentiate this offering from spicy pepper varieties. The packaging also features a QR code with recipe ideas for inspiration.