How jackfruit hit the jackpot in the plant-based space

The average Malaysian is used to eating jackfruit in its sweet, ripe form. — TOWFIQU BARBHUIYA/Unsplash

While jackfruit is ubiquitous in the South-East Asian region, the pungent fruit was relatively unknown in the Western part of the world until a few years ago. Then suddenly, it hit the jackpot when it was welcomed into the lucrative plant-based space, where it was heralded as a “superfood”.

Over the past few years, this humble fruit’s status has been elevated in so many ways. In 2016, jackfruit was awarded a “rising star” status by a Google report on the most searched for food items of the year, while in 2017, Pinterest declared it the top food trend of the year. Celebrated chef Garima Arora of the Michelin-starred Gaa, even said she thinks jackfruit will be the fruit to rule 2021.