Amado, Arizona-based Wholesum has introduced new Italian sweet peppers, Dolci Belles.
Italian sweet peppers are characterized by its distinctive long, conical shape, texture and flavor. These peppers have firm, thin walls with few seeds that concentrate at the top rather than down the center of the pepper. With the launch of Dolci Belles, Wholesum hopes to reinvigorate the organic pepper category through novelty and flavor innovation.
“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,” said Ricardo Crisantes, Wholesum’s chief commercial officer.
“Current trends in produce point towards a growing consumer preference for flavor and convenience. 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.”
Wholesum’s approach to bringing Italian sweet peppers to market has consisted of multiple stages of production trials, paired with market insights to determine product viability both agronomically and commercially. Through these trials, the team selected the top varieties that offer consistent sizing, flavor, shelf life, aesthetic qualities and flavor.
Wholesum’s Dolci Belles are available in three-count bags, consisting of mixed red and yellow peppers. The bag has a colorful design, with messaging about flavor expectations and the line “sweet no heat” to differentiate this offering from spicy pepper varieties, as well as a QR code with recipe ideas for inspiration. Wholesum’s Dolci Belles are organic and Fair Trade Certified; each purchase bringing additional funds to the farming communities where they are grown.
With more than 90 years of farming experience, Wholesum is a grower and shipper of 100 percent organic, Fair Trade Certified fresh produce. The third-generation family farming operation is based in Amado, Arizona, with family farms in the U.S. and Mexico. Through industry knowledge, Wholesum brings to market healthy, flavorful, and high-quality vegetables year-round.