Since 1996, Purple Pride has expanded into the largest aubergine brand in Northwest Europe. Great news, as the aubergine is gaining popularity among consumers. As its high in fibre and low in calories, it fits the trend of eating healthier, making sustainable choices, and supporting a vegetarian or vegan lifestyle. For years, the aubergine brand of Growers United has been inspiring its shoppers with quick and tasty recipes, cooking demonstrations and through influencers on social media.

”In addition, we are developing innovative convenience products, to complement our regular range. As this is what the market is currently looking for: healthy convenience products, made from 100% plant-based ingredients,’ says Rob Mulder, Sales Manager at Purple Pride.

Trend of eating healthier, sustainable choices, and a vegetarian or vegan lifestyle The growing popularity of the aubergine can be easily explained. In the Netherlands, Germany, and the United Kingdom the keyword ‘aubergine’ was entered surprisingly often during the pandemic in 2020. Today too, consumers are looking for recipes in which the aubergine takes centre stage. Our vegetable perfectly fits into the trend of the trend of eating healthier, making sustainable choices, and supporting a vegetarian or vegan lifestyle.’

‘Consumer research in the Netherlands, the United Kingdom, Germany, Poland and Sweden shows that shoppers are interested in the aubergine, but often do not which dish to prepare,’ Rob explains. ‘Our research also shows which recipes are most popular. Therefore, Purple Pride shares simple and tasty dishes in which aubergines can easily be incorporated. Thought this, encourage shoppers in using aubergines more often.’

New: vegan aubergine shawarma for retail and foodservice providers
Purple Pride also inspires its shoppers with cooking demonstrations and through influencers on social media. ‘In addition, Purple Pride develops innovative convenience products, in which the aubergine takes centre stage. Since the previous summer, the Dutch retail and food service has included our vegan aubergine shawarma in its range of vegan convenience products. And today, Purple Pride is discussing this option with several European retailers that are also interested in this unique product.’

‘At the Vegan Taste Lab, tendwatcher Food Inspiration called our 100% plant-based shawarma one of the most inspiring food concepts. With this innovative product, we meet the current market demand: healthy convenience products made from 100% plant-based ingredients,’ says Rob. ‘Our vegan aubergine shawarma is easy to prepare, ready in no-time and super tasty.’

Purple Pride aims for a prominent place on worldwide weekly menu
Though taking these steps these steps, Purple Pride aims to introduce the aubergine to a larger audience. And not just in Europe, but in the United Stated too. This versatile and healthy vegetable deserves a prominent place on the weekly menu. With its extensive range, sustainable growing methods and innovative convenience products, Purple Pride remains an ambitious brand of Growers United.