b'PARTNER CONTENTWere Catering to Americas Taste forAsian Veggies and FruitsConsumers are finding out about the difficult realities of post-pandemic travel.The seed industry is bringing a world of fresh produce right to their dinner plate.A ccording to a recent article from Pennsyl-vania University Extension, consumers are trying to find ways to experience tastes from other countries outside their homes and gravitating toward foods from foreign lands, as a way to deal with not being able to conveniently travel abroad.In South Korea and Asia at large, we enjoy a wide range of western fruits and vegetables. I was always surprised that westerners didnt have access to much Asian produce, other than the standard fare often featured in westernized Asian cuisine. In 2004, when we started Asia Seed, we wanted to bring Asian produce to the West. Our goal was to Kyoung-Ou Ryu (CEO) provide nutritious, affordable and practical food. It Asia Seed Co.was an exciting challenge.Consumers will increase their intake of healthy food if that food is tasty and exciting to them.People in North America have a taste for food that comes from other continents; according toThe U.S. imports millions of pounds of bok choy each Technomics Ethnic Food & Beverage Consumeryear, mainly from Mexico, but bok choy can be grown Trend Report, among the 87% of consumers whoin many southern states.A HISTORY OFever order ethnic fare or food with ethnic flavors:POPULARIZING ASIAN PRODUCE32% would be willing to pay extra for authenticThe United States Department of Agriculture ethnic fare notes that watermelon has long been Americas 2004 44% always prefer completely authentic fare,favorite melon. As U.S. consumption has steadily Asia Seed Co. established while 23% say their preference changes basedincreased over time, imports have also increased to 2010 on the cuisine fulfill year-round consumer demand, the USDA says Conversion to a36% like to explore regional varieties of main- in a recent article. In the United States, more than corporation fromstream ethnic cuisines to try new foods and$500 million worth of watermelon commercially private company flavors every year, with Georgia growing the most, the Uni-2013 Colorful ingredients like pakchoi (also known asversity of Missouri notes.Best Field Researchbok choy), tatsoi (a kind of Asian spinach), and dif- Asia Seed is developing many types of water-Award from Korean National Institute offerent brassica leaves are an eye-catcher in the su- melon and other melon with special and unique Agricultural Science permarket bagged salad section. American growerscharacteristics. We are working to breed various 2016 need good seed varieties to produce these colourfulresistance traits into them; in 2017, we had the All-Americagreens, which we work tirelessly to provide. honor of being an All-America Selections winner in Selections winnerTatsoi is considered the new spinach and isthe watermelon category.(spinach, radish)proving popular in bagged salad green mixtures.Having commercialized over 900 varieties 2017 Its closely related to bok choy, of which the Unitedover the past two decades, working with partners All-America Selections winnerStates is a major consumer. The U.S. imports mil- around the world to bring new vegetable and fruit (watermelon) lions of pounds of bok choy each year, mainly fromvarieties to consumers tables is our passion.2022 Mexico, but bok choy can be grown in most areasPeople like the experts on our team at Asia Seed Asia Seed marksof south Florida year-round. In north Florida, it canare helping provide the seed needed to grow these 900 varietieshave two or three growing seasons per year, theexotic plant varieties and helping usher in a new commercialized globally University of Florida notes. Other American grow- era of exotic Asian food in America and around the ing areas are California, Texas and Arizona. globe.SEPTEMBER 2022SEEDWORLD.COM /59'