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merchandising review tomatoes
“Our No. 1 SKU year-round is a 2-pound bagged roma tomato, which represents 30 percent of category sales,” says Olson. “Grape tomatoes come second with 20 percent of sales, and we carry several different packs and labels at the same time. All others (on-the- vine, yellow, heirlooms, etc.) combined are tied for the No. 2 spot at 20 percent. This is a significant category for us and is where the excitement in this category comes from, since this segment is always changing. Our buyer, Daniel Bell, spends time every week looking for exciting new flavor profiles at a value. Regular rounds are No. 3 at 15 percent. We typically will source a 5x6-size 2-layer. However, we always look to partner up with growers to move what they have the most of, so we change our spec as needed and carry anything from a 6x6 to 4x4 size tomato.”
Nationally, snacking tomatoes lead the pack at a 33.2 percent share of category sales, according to 2017 data from the Chicago, IL-headquartered Nielsen Perishables Group. Hothouse on the vine tomatoes are second at 24.4 percent, followed by romas (17.2 percent), hothouse round (13.9 percent) and field (11.3 percent).
“Snacking tomatoes continue to expe- rience tremendous growth within the cate- gory,” says Dionysios Christou, vice president of marketing for Del Monte Fresh Produce in Coral Gables, FL. “New snacking vari- eties have been instrumental in expanding the consumption of tomatoes, especially for consumers on the go and those with busy lifestyles. Our Bon Bon grape tomatoes are exceptionally sweet and come in a patented resealable snacking bag.”
Similarly, Windset Farms, in Delta, British Columbia, has recently introduced its Concertino Mini Grape tomato to fill this market niche.
One of the newest snack-sized tomatoes to hit the market is the Tomberry, which was developed by Eminent Seeds NL and will be proprietarily grown and marketed in Canada, the U.S. and Mexico by NatureFresh Farms, headquartered in Leamington, ON.
“The Tomberry is the ‘world’s smallest tomato,’ about the size of a Skittles candy,” says Matt Quiring, executive retail sales accounts manager. “It’s a high flavor, sweet- tasting tomato without a lot of acid. Foodser- vice is especially interested in it for salads as it takes the labor out of slicing larger toma- toes. For retail, we’re offering a 4.5-ounce clamshell with 60 percent red and 40 percent yellow. The seed company is working on an orange-color, so in the future we may offer a
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tri-color pack.”
Recent sales growth in roma tomatoes is
something observed by Rick Feighery, vice president of sales at Procacci Bros. in Phil- adelphia. “Due to its high flavor, usages for romas are moving beyond cooking to use in making salsa and slicing for sandwiches.”
U.S. East Coast field-grown, sun-ripened tomatoes are the best sellers for Brooklyn, NY-based Lucky’s Real Tomatoes. Lucky’s is a licensed grower/distributor of the Tasti-Lee Brand from Bejo Seeds, which, according to chief operating officer Lucky Lee, it is a variety that is packed full of the summertime flavor consumers love and often miss.”
Field-grown bulk tomatoes, be it rounds, romas, grapes or cherries, are the majority of demand seen by Rocky Ray, vice president of sales for Ray & Mascari, repackers headquar- tered in Indianapolis, who opened a facility in Lakeland, FL, last year to provide logistical advantages to markets in the Southeast and East Coast. “I think each type of tomato has its place in the market.”
Round tomatoes represent the majority of field-grown tomatoes in Florida, at about 75 percent of production. The balance of the production is spread between Roma tomatoes (12 percent), grape tomatoes (10 percent) and cherry tomatoes (3 percent), according to the Florida Tomato Committee, in Maitland, FL.
What does make the tomato category seasonal is the desire to bring in heirloom varieties at the peak of season based on avail- ability, according to Grocery Outlet’s Olson. “One of my favorites is the Kumato, when we can offer it to our customers at a value.”
Melissa’s/World Variety Produce, a specialty produce purveyor based in Los Angeles, has experienced an overall increase in its heirloom tomato sales of 12 percent over the past year, with traditional sizes
gaining 8 percent and baby heirlooms 14 percent, according to Robert Schueller, director of public relations. “This increase is a result of better supplies and demands in the marketplace for colorful tomatoes. Our best seller is the baby mixed heirloom tomato packed in a clamshell.”
Specialty tomatoes such as heirlooms, gourmet medleys and multicolored varieties seem to be trending, says Ray. “These are more readily available now in retail stores as well as in restaurants. However, these varieties do come at a premium.”
3. CONSIDER ORGANIC
Organic is a strong part of tomato sales at Grocery Outlet, representing approximately 15 percent of category sales, says Olson. “We typically have two SKUs. However, this can change depending on availability, value and what our supplier partners need us to move.”
Availability in organic tomatoes runs the gamut across many varieties.
“Our organic tomato selection continues to be strong, with beefsteaks, TOVs, grapes and heirlooms,” says Chris Veillon, chief marketing officer at Pure Flavor in Leam- ington, ON. “These primary items are our core and strongest items for our organic offering.”
Red Sun Farms’ newest tomato offering is an organic beefsteak.
One caution is that there is a limited market for organic due to pricing, says Weis-Buy’s Weisinger. “Expense may have constraints on younger families when purchasing organic and other specialty tomatoes. Therefore, price will continue to be important in marketing any tomato now and in the future.
4. CHOOSE PACKAGING WITH PURPOSE
There’s nothing like a bright-red bulk display of tomatoes. However, packaging of this vegetable is on an upswing at retail for several reasons, according to Procacci’s Feighery. “Plastic clamshells make for easy stacking on display. Packaging also assures the correct ring, which is important for premium tomatoes. I think we’ll see packaging for produce increase overall as retailers add more self-checkouts.”
Plastic clamshells are most popular (for tomatoes), according to Ray & Mascari’s Ray. “They look nice on the shelf while still protecting the fruit. Grab bags and flow wrap are trying to gain traction. We also see pulp overwrap trays making a comeback. They give