Consumer-driven Breeding & Market of Seedless Pepper Varieties

Specialty vegetable development company Breedx has introduced a new series of varieties focused on seedless sweet peppers and taste tomatoes. These include smaller-sized seedless peppers in three colours, developed to better meet diverse consumer preferences and retail specifications. “This year, we are launching our new varieties with a smaller size,” says Ziva Razon, Marketing and Sales Manager for Europe at Breedx. “It’s a size that fits many market requirements, and we’re seeing growing interest in that segment.” The new offerings reflect the company’s continued focus on flavor, visual appeal, and convenience, particularly in its seedless pepper portfolio.

Consumer-driven breeding and market collaboration
Breedx has built its breeding strategy around consumer preferences, working exclusively with two crops: tomatoes and peppers. The company focuses on flavor, visual appeal, and convenience, particularly in the case of seedless peppers, which continue to be a central part of its development pipeline.

“Our main focus is the consumer,” says Lior Carmeli, CEO of Breedx. “We’re not aiming to compete in the commodity space. We’re focused on improving taste, appearance, and convenience — creating a better experience for consumers and added value for retailers.”

He notes that while growers play a critical role in successful adoption, the primary market driver is the retailer, and ultimately, the end consumer. “We’re already working with retailers and growers under exclusivity models,” he says. “This kind of cooperation works well when both parties are aligned on bringing something different to the shelf.”

Early adopters among growers
When it comes to working with growers, Lior emphasizes the importance of identifying early adopters who are open to trying new varieties and developing new segments.

“It’s not about farm size,” he says. “It’s about character. We look for growers who are searching for innovation and who have strong relationships with retailers. These partnerships are key to bringing specialties to market.”

Breedx is currently collaborating with several growers across Europe, including those in Spain and the Benelux region. According to Lior, many of these partners are already oriented toward non-commodity production and are seeking new ways to stand out in competitive markets.

Technical considerations for greenhouse production
For greenhouse growers considering new specialty varieties, Breedx notes that growing seedless peppers is largely comparable to standard pepper cultivation, with some important adjustments.

“If a grower knows how to grow blocky or snack-sized peppers, they will know how to grow our seedless varieties. However, they need to be grown in isolation from seeded varieties to avoid pollination. Fine-tuning like planting dates, fertilisation, and irrigation schedules may be required depending on the specific variety.”

The same applies to tomatoes, where existing commercial growing practices remain applicable, but certain growers may achieve enhanced flavor or quality by adjusting key inputs such as water and fertiliser.

“Good growers can actually bring out even more from a variety than what we designed through breeding,” Lior notes. “With the right cultivation approach, there’s still room for improvement in yield, taste, and uniformity over time.”

Addressing challenges through breeding
In terms of breeding priorities, he says that the genetic foundation for seedless peppers is still relatively young and undergoing continual refinement. The company has made significant progress in recent seasons in improving yield, resistance, and fruit quality, but acknowledges that further R&D is essential.

“We’ve increased our R&D investment in seedless peppers significantly. The resistance package is already solid, covering powdery mildew, TSWV, and TM, but we’re continuing to work on traits like nematode resistance and further improving yield.”

Breedx sees this as part of the long-term nature of breeding. According to Ziva, even with strong consumer appeal, market penetration remains a challenge, as specialty items typically require time to gain acceptance.

“There’s a learning curve,” she says. “Consumers are used to traditional pepper formats, so it takes time to introduce something new. But we’re seeing growth.”

Fruit Attraction, Madrid, 2025
Breedx will present these latest developments at this year’s Fruit Attraction trade fair in Madrid, exhibiting in the InnovaTech area, Booth no. 5B13 in Hall 5. The company’s full team, including Lior, Ziva, the CTO- Dr. Moshe Bar, and board members, will be on-site to connect with growers, retailers, and industry partners.

“Events like Fruit Attraction are a great opportunity to meet the market face-to-face and share our long-term breeding strategy,” Lior adds. Visitors will be able to explore and taste the latest seedless sweet peppers, Breedx taste tomato varieties, and sample fresh produce at the booth. The event also marks the launch of the company’s newly rebuilt website, designed to better reflect Breedx’s current portfolio and strategic breeding focus.