HLB Specialties doesn’t claim to be the biggest provider of tropical fruits, but it does make a case for offering some of the finest and most unique items in the category, which has seen a surge in popularity the past three years.
“In May we celebrated our 25th anniversary in business in the U.S.,” said Melissa Hartmann de Barros, director of communications for the Fort Lauderdale, FL-based importer. “But the company was founded in Germany in 1989, so we’re actually celebrating the 35th anniversary next year.”
Hartmann de Barros said the early days saw HLB handling mainly papayas, and it developed a dedicated customer base owing to its expertise about that item. Today, she said the company offers close to 20 specialty items in total.
“We are a niche company and very good at what we do,” said Hartmann de Barros. “We are tropical experts, and we are very proud of this 25th year milestone of serving the U.S. market.”
At the IFPA Global Produce & Floral Show in Anaheim, CA, Hartmann de Barros said HLB would be featuring a number of their items, with several in particular playing a starring role.
Samba papaya
In perhaps a nod to its origin, HLB will feature Samba papayas, which are sourced from Brazil. HLB trademarked the name “Samba Papaya” name early on before starting distribution, with the confidence that it would gain the popularity it deserves, according to Hartmann de Barros. She added that “Samba” is a famous Brazilian dance that is meant to reflect the fun quality of the fruit.
“We’ve been bringing in Samba for a few years now, but it was mostly below the radar,” said Hartmann de Barros. “It is now growing in popularity due to its flavor and high Brix level. Our slogan for Samba is ‘Let the Flavor Dance,’ and it’s like a party in your mouth.”
She said HLB has multiple retail programs with the Samba Papaya, and things are going extremely well. As a result, the company is looking to boost the profile of the fruit with plans for additional retail penetration.
Samba is currently offered in a 10-pound box, and HLB is testing different pack options to suit customer needs. Hartmann de Barros said this is a true specialty papaya that should be merchandised on its own and not grouped with other papaya varieties.
“Samba Papaya is an improved variety and much different than the large papayas that many people are familiar with,” she said. “As consumer preferences have changed, we are looking to offer more options to meet their needs.”
Yellow dragonfruit
Hartmann de Barros said Yellow dragonfruit has become one of HLB’s most popular offerings. The season will peak in mid-October and go strong into December, when it will take a break for a couple of weeks before picking back up in January and running into the spring.
The fruit, which is yellow on the outside with a white flesh inside and small black edible seeds, is the sweetest variety of dragonfruit available in the United States, said Hartmann de Barros. It also has powerful and unique health properties and is high in fiber.
“Yellow dragonfruit had a viral moment on social media recently, and that really helped raise awareness — and sales — of the fruit,” she said.
Rambutan
Another of HLB’s popular items, Hartmann de Barros said rambutan also was a darling of social media a few years ago, which vaulted it into the consumer spotlight.
“During the pandemic, people were spending a lot of time at home and online, and they were looking for new things to try, like tropical fruits,” she said. “Consumption remains high today because they liked it when they tried it and they are still eating it.”
Hartmann de Barros added that while rambutan’s popularity is relatively recent, HLB has been supplying retail packs of the fruit for nine years now.
“We actually introduced the rambutan retail pack to the retail landscape,” she said. “In the beginning it was sold in bulk, but that is not the best way to merchandise it because it affects shelf life due to dehydration. We first offered it in a five-count pack, and then we launched a 12-ounce clamshell and it really took off. We now also offer a 1.5-pound pack for club stores.”
Hartmann de Barros said rambutan lends itself well to Halloween-themed promotions due to the unusual appearance, with a spiky outer layer and bright red color. “We’ll have Halloween-themed clamshells available through October,” she said. “It helps raise awareness and gets people to try something they might not be familiar with.”
Guava
Finally, HLB will be featuring guava, a relatively new item to its line of tropicals.
“This has become an important item for us,” said Hartmann de Barros. “For retail, we are offering a display-ready clamshell that includes usage instructions. It has great flavor and is an easy and healthy snack. Education about this item is key, since people might not be familiar with how to eat it or the fact that it has a seed.”
She said the fruit, which is grown in Mexico, will be in tight supply as the year comes to a close, as the Mexican market uses much of the available supply for a special drink during the holidays. But availability and volume will pick up in January.
New digs, same commitment
Hartmann de Barros added one final notable development at HLB, and that is the new headquarters for the company.
“We just purchased a beautiful new space in Fort Lauderdale, close to our former office,” she said. “This location is more comfortable and has an open concept, and it is conveniently located near major highways, making the drive easy for our Florida team.”
She added that while HLB has grown remarkably during the last quarter of a century, it is still a small and nimble company that puts customer service at the top of the list.
“By supplying our customers from distribution centers in Florida, Texas and California, we can cater to our clients’ needs and work with them to solve any problems that may arise along the way,” she said. “And we are looking forward to continuing to grow in our new location for the next 25 years — and beyond.”
Source: The Produce News
https://theproducenews.com/headlines/hlb-specialties-celebrating-25-years-finest-tropical-produce
