Gedera, Israel
January 29, 2008
Zeraim Gedera, a leading vegetable
breeding Company, launched last year its new campaign focusing
on consumer needs.
To express the emotional and sensual experience of taste, the
Company has chosen a unique way to convey its message at this
year’s Fruit Logistica by through the services of one of
Israel's leading chefs, Eyal Shani. Eyal will cook and serve his
marvelously delicious dishes, providing topnotch culinary
experience, using Zeraim Gedera's wide range of tomato and
pepper varieties.
For further information, Zeraim Gedera invites you to visit our
booth at Fruit Logistica Hall 21, Stand C- 05, where you can
enjoy an outstanding cooking show and see our new products.
The
elongated tomato– An inseparable part of the culinary experience
by Zeraim Gedera
Zeraim Gedera, one of the world’s
leading seed Companies, unfolds its Elongated Tomato Program,
the exclusive development of a new type of tomato recognized by
its distinctive shape.
These elongated varieties developed by Amit Shiftan, a dedicated
breeder at Zeraim Gedera, adapt well to different climatic
conditions and are ideal for cooking as well as for fresh
consumption. Our elongated tomatoes have many attributes that
play an important role in the cuisine of specific regions.
Firmness, high dry matter and a deep red color, are just
examples, making them particularly suitable for cooked dishes
and filling sandwiches.
Shai Leviatov, the head of the tomato breeding team at Zeraim
Gedera says: "This new, superb program began in response to
significant consumer demand for a tomato that remains firm and
does not crush after cooking or slicing. It represents the
Company’s vision of contributing to the health, nutritional
quality and joy of consumers".
Who is
Chef Eyal Shani? |
Almost
20 years ago, Eyal Shani established his Ocean
restaurant in Jerusalem which quickly became the
innovative Israeli kitchen.
There, for the first time, pita bread was replaced
by focaccia bread served with sage and olive oil.
There, he introduced baladi eggplant from Jericho
seared on an open grill and tehini from Nablus.
There, wild herbs growing naturally in the Jerusalem
hills were stuffed into fresh sea grouper and
grilled over coals and vine leaf tendrils. There,
tomato gazpacho was first introduced. Since then,
these dishes and many others have been reproduced in
hundreds of variations throughout Israel.
Ocean Jerusalem fell
on hard times during the Intifada years and sometime
during the 1990s Eyal Shani tried to reestablish his
restaurant in the city of Herzlia. One of the
pioneers in an area which was to become the most
trendy restaurant locale, this move was somewhat
premature.
Today, Eyal Shani is restaurant-less, but remains an
experienced artist still devoted to reinventing
vibrant cuisine with his deep commitment to the best
local produce and his great love of humankind as
well as tomatoes. |
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