Rijk Zwaan is showcasing the quintessential Asian flavor of cucumber to the European palette with Wokcue, a hybrid cultivar cucumber ideal for stir-frying. The Dutch vegetable breeding company has developed this new cucumber variety, which stays firm and crunchy after cooking without the core having to be removed.

The novel fruit launch is positioned to open up a whole new taste sensation for Western consumers who traditionally see it as a salad ingredient and snack, the company affirms. 

The launch of Wokcue is in line with a green food color trend that has also been gaining momentum. Greens, such as cabbage, spinach and sprouts, have become popular among UK consumers amid an upward trend toward plant-based and vegan eating.

Research conducted by Rijk Zwaan shows that few Western consumers use traditional cucumbers in their stir-fry dishes, mainly due to the high moisture content, lack of firmness and loss of flavor during cooking. 

Some consumers and Asian chefs in Europe have attempted to address this issue by removing the core of traditional cucumbers, but the results are mediocre at best.In Western cuisine, cucumbers are mainly enjoyed raw.

Out-of-the-garden thinking with greens
Before introducing the new Wokcue variety, Rijk Zwaan conducted extensive consumer research to test the product.

In one of the taste tests, approximately 100 consumers were asked to rate stir-fry dishes containing Wokcue and stir-fry dishes containing traditional cucumbers. 

Wokcue was selected as the preferred variety in these dishes and achieved the highest scores for firmness, juiciness and crunchiness.

Going green takes on new meaning
In general, European consumers have not acquired the taste for cooked cucumber, while in modern Asian cuisine, cucumbers are popular in stir-frying. In Western cuisine, cucumbers are mainly enjoyed raw.

The misconception about the uses of cucumber arises due to the high moisture content in traditional cucumbers. As a result, the cucumbers are perceived as unsuitable for stir-fries by Western consumers.  

Wokcue also allows retailers to innovate the “cucumber category” as it has a distinct appearance. It can be cultivated conventionally but is also suitable for organic production.