Leading U.K. vegetable breeding company Tozer Seeds has announced an exclusive agreement with six U.S. producers to grow and market its kale and Brussels sprouts hybrid known as 'Kalettes', and believes it will 'take off quickly' with consumers. 

The six companies are 4Earth Farms, Classic Salads, Mann Packing, Ocean Mist Farms, Southern Specialties and WP Rawl. As part of the deal, Johnny's Select Seeds will also sell the seeds to small farmers and home growers.

Tozer Seeds is said to have chosen the specific growers in order to create a consistent name and brand identity for the vegetable, with the hope of consumers easily recognizing the product.

A representative of Tozer Seeds' U.S.-based marketer Golden Sun Marketing told www.freshfruitportal.com the vegetable hybrid offered a distinctive taste and texture.

"Kalettes has a milder version of the nutty Brussels sprouts flavor and the leaves are more tender than kale, which combines the best of both vegetables. They can be eaten cooked or raw," marketing director Lisa Friedrich said.

The vegetable hybrids are not genetically modified and were developed by cross-pollinating Brussels sprouts with kale through traditional methods.

Friedrich explained the product's origins stretched back to 1995 when Dr. Jamie Claxton started mixing various vegetables of the Brassica genus, which includes cabbage, broccoli and cauliflower.

"He mashed up kale and Brussels sprouts and the resulting vegetable, which had kale-like leaves on a Brussels-like stalk, was interesting enough that Tozer decided to put some research behind it," she said.

"They were interested in a new kale type vegetable that was more versatile than traditional kale but still packed a health punch."

Tozer Seeds now plans to launch the Kalettes in the retail and food service channels in the U.S. and Canada and build a 'strong awareness' amongst consumers.

Friedrich said she was very pleased with the interest the product had already been able to achieve and she was confident it would be a success.

"From the interest and demand we have already received for Kalettes we believe it will take off quickly. It's new, people are really excited about it and it's versatile to prepare," she said.

"We have received numerous inquiries from growers, retailers, media, consumers and chefs."

Kalette availability is current very limited, but distribution is expected to increase throughout the fall and winter along with production.

Photo: Kalettes Facebook page

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