Wholesum launches new line of Italian sweet peppers

Wholesum, a Fair Trade-certified grower-shipper of organic farm-fresh vegetables, has introduced a new line of Italian sweet peppers marketed under the Dolci Belles name.

This new offering is part of Wholesum’s strategy to focus on innovative organic greenhouse-grown varieties that bring an upgraded, flavorful experience to the consumer.  

Italian sweet peppers are characterized by their distinctive long, conical shape, crisp texture and sweet flavor. Where traditional peppers have a Brix range between five and seven, Italian sweet peppers range from eight to 9.5, delivering differentiated sweetness.

These peppers have firm but thin walls with few seeds that concentrate at the top rather than down the center of the pepper, making them convenient and ideal for stuffing, roasting, sautés and enjoying raw on salads and veggie trays.

With the launch of Dolci Belles, Wholesum sees an opportunity 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, chief commercial officer at Wholesum, which is based in Amado, AZ.

Crisantes added that current trends in produce point toward 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,” he said.

Wholesum’s Dolci Belles bring an elevated experience as well as new usage opportunities due to their versatility, appealing to audience segments like culinary enthusiasts, adventure seekers as well as premium and brand shoppers.

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 most importantly, flavor.

Wholesum’s Dolci Belles are available in three-count bags consisting of mixed red and yellow peppers. The bag bears an eye-catching, 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, and each purchase brings additional funds to the farming communities where they are grown.