date:Aug 21, 2013
While Asian fruit is cheaper and has a longer shelf life, it doesn't have the Israeli fruit's red color, distinctive flavor and sweet taste. As a result, Israeli pitaya is handled as a specialty fruit and sold mostly in specialty shops in Europe, though it does have higher penetration in supermarkets in the UK Because of its niche status, Niva believes educating consumers about the fruit is important, and Israeli exporters have made efforts to teach consumers about the fruit and how to use it.