Minor, Weir and Willis (MWW), the UK’s leading importer of specialist fruit and vegetables, has announced it has become the exclusive importer of the Aurora-Papaya. This completely new variety is already being dubbed “The Queen of Papayas” as word spreads in its home market, Israel.
Named by the Daily Telegraph as one of the 1,000 companies to lead the UK out of recession, MWW is introducing this new tropical fruit to supermarket shelves over the coming months and it will eventually be available nationwide as production expands.
Sant Mehta, Chairman of MWW, explained: “This collaboration is part of our strategy to develop partnerships world-wide, sourcing innovative, new products to bring to the UK market.
“Similar projects we’ve carried out recently include introducing Mexican Lychees, Sweet Green Figs from Israel and the exclusive, French Figues de Sollies.“
He continued: “The Aurora fruit has been specially cultivated to be almost seedless, while maintaining the well-known nutritional properties of Papaya and a distinctive, great taste.“
Chris Abram, Commercial Manager, picked up the story: “The fruit has been developed for taste and ease of preparation. Shelf-life is good and the fruit so much easier to prepare than conventional Papaya.“
The new strain of Papaya has been developed over 10 years by Israeli agriculturist Assaf Avizohar. Following his family heritage, Assaf studied agriculture at the Hebrew University and set out to develop and cultivate a unique variety of delicious papaya, eventually arriving at the Aurora-Papaya.
At present, his farm comprises 4 acres of papaya plants, producing two tonnes per week, and he has been exporting since October.
The farm is located in the northern coastal area of Israel where the Carmel Mountain meets the Mediterranean Sea; the ideal climate for propagating Aurora-Papaya.
Based in Perry Barr, Birmingham, MWW is a major UK produce company with a presence in all European markets, and Group Companies in Holland, Spain and Germany.
With an annual Group turnover of £240m, the Company is well-known for specialist produce, yet is equally committed to farming more than 2,200 acres in the UK every year.