Experts suggest how to enjoy fruit at the right time

Ms. Hyangran Jo - the first fruit sommelier in Korea advises users to eat 90-100% ripe fruit to ensure sweetness and nutrition.

Fruit sommelier Hyangran Jo first fell in love with fresh fruit while working at Takano, a premium fruit brand with 130 years of history in Japan. She said that by enjoying many flavors, she gradually changed her concept of eating fruit "at the right time".

Ms. Hyangran Jo - the first fruit sommelier in Korea. Photo: Klever Fruit — Ms. Hyangran Jo - the first fruit sommelier in Korea. Photo: *Klever Fruit*

Accordingly, instead of supplying the market with green fruits or fruits that are only 50-60% ripe to maintain their appearance and ease of preservation, reducing damage during long-distance transportation, Japanese gardeners focus on enjoying 90-100% ripe fruits. These fruits are larger in size, have a sweet taste and are rich in nutrients. The transportation and preservation process is also more difficult and complicated, but Japanese fruit suppliers are not afraid of difficulties, determined to bring the perfect fruit flavor to consumers.

Returning to her hometown, Hyangran Jo created the All Fresh brand, which distributes only naturally seasonal fruits with the "right" ripeness. Her philosophy is to bring 100% of the flavor and nutrition of strawberries to customers. To select the best products, the expert visits every garden across Korea, using her 23 years of experience with fruits to test the soil, monitor the crops with farmers, and meticulously screen for quality.

Therefore, All Fresh fruits are limited in quantity but always loved by users. As the first person to export Korean strawberries that are 90-100% ripe, Ms. Hyangran Jo has gradually succeeded in conquering the most demanding customers both at home and abroad.

"As income levels increase, fruit is certainly a healthy food group that many people prefer, thereby creating a need for more delicious and beautiful fruit. The Vietnamese market is similar to Korea - it is transitioning to this stage," said Ms. Jo.

Ms. Hyangran Jo shares and guides how to prepare desserts from premium fruits. Photo: Klever Fruit — Ms. Hyangran Jo shares and guides how to prepare desserts from premium fruits. Photo: *Klever Fruit*

The information was given by Ms. Jo at the event "Meet Korean Fruit Sommelier - Chat with Korean Fruit Sommelier", jointly organized by Klever Fruit and the ASEAN Agricultural and Food Products Distribution Corporation (aT Korea) on the afternoon of January 6. Fruit sommelier Hyangran Jo came to the event in Hanoi this time to exchange, share brand stories and prepare desserts from premium fruits.

The meeting between Klever Fruit and All Fresh in Vietnam opened up many new directions for both sides. "Richer" fruit is what Klever Fruit aspires to achieve. Klever Fruit's expert team conducted surveys at prestigious Korean gardens and launched a line of premium fruit products with different ripeness scores to Vietnamese consumers.

"Having seen with our own eyes the gardens where strawberries are grown just to be picked, and the entire logistics chain that All Fresh has built over many years, we were truly convinced. Tree-ripened strawberries always bring a full sweetness, along with the most complete minerals and vitamins," said Mr. Nguyen Xuan Hai, General Director of Klever Fruit.

Mr. Nguyen Xuan Hai also added that over the past 15 years, Klever Fruit has successfully fulfilled its commitment to ensuring products of correct origin and source according to Government regulations. In the coming time, the company will strive to continue to bring the most complete and ripe products to consumers.

Premium Korean strawberries were introduced by Klever Fruit at the event. Photo: Klever Fruit — Premium Korean strawberries were introduced by Klever Fruit at the event. Photo: *Klever Fruit*

Inspired by Jo, the Klever Fruit team will begin making their first shipment by the end of 2023, with the goal of getting the product from the garden to consumers in just 24 hours. The process of preserving ripe strawberries is also more complicated than other products, only lasting 3-5 days.

Also at the event, Ms. Hyangran Jo personally prepared desserts such as rolled dumplings, ice cream sandwiches made from Kuemsil strawberries and Shine Muscat grapes from Korea for guests to enjoy. These desserts were combined with afternoon tea, and on stage was a K-Pop cover performance.

Klever Fruit was established in 2009 and is one of the leading imported fruit retail brands in Vietnam today. After 15 years of development, the brand owns a chain of 55 stores, including 43 stores in the center of Hanoi and 12 in Ho Chi Minh City. The company has built a system of reputable and high-quality growers and exporters. Klever Fruit also owns a cold storage chain from picking to customers, committed to fruits of clear origin, complying with food hygiene and safety regulations.

Thanh Thu

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