First Take Tomatoes

While purveyors of decadent and rich foods that dominated the festive holiday season regroup, produce leaders are grabbing their time in the spotlight this month as consumers set their healthy goals for the new year. There are few better produce options to include into a healthier regimen than tomatoes, and category leaders are ready to not only keep their retail partners stocked with the fruits of their recent bounties but also keep consumers’ eyes sparkling with visually exciting, flavorful and novel options they haven’t before seen.

Windset Farms began as a small fouracre bell pepper greenhouse in 1996 and has now grown to more than 1,000 acres of Controlled Environmental Agriculture, according to Vice President of Sales, Jeff Madu. “We look forward to continuing this growth into 2023,” he said. “A primary focus over the years has been providing consumers with the best tasting tomato possible, whether it be a juicy Tomato on the Vine, or a savory Medley Tomato. We are constantly trialing new varieties in our greenhouses. Our growers consider many factors including taste, texture, visual appearance, yield, and shelf life. There are some exciting varieties currently being trialed that we look forward to bringing to market this year.”

Jim DiMenna, President of Red Sun Farms, shares a similar optimism about what is in store for the year. “In 2023 Red Sun Farms will continue to focus on our food safety, quality and year-round supply, while investing in sustainability and innovation,” he said. “The team is excited to support our retail partners in the pursuit of their goals and bringing consumers nutritious produce to grow a healthier tomorrow. As part of our innovation initiatives, the Red Sun Farms team is working on improvements to existing tomato varieties, as well as some new varieties outside of the tomato category. Red Sun Farms will continue to stay true to our Seed to Plate commitment, owning every step of the process: seed selection, propagation at the farms, greenhouse operations, harvesting, packing and distribution.”

Not that any of this is easy work. “Crops across the globe have faced a lot of challenges this year with virus and climate pressures,” said DiMenna. “Our teams of world-class growers and crop care professionals have done an outstanding job in managing crops under some very tough conditions. In addition, the industry has experienced water shortages, scarcity of labor, rising fertilizer and other input costs and such. However, North American farmers are a resilient breed and always find a way to deliver some of the safest, nutritious, and flavorful fresh fruits and vegetables to homes and restaurants across the continent.”

The farmers are supported by Red Sun Farms’ commitment to evolving its operations with the demands of the times as well. “We continue to see growing interest in understanding the teams’ initiatives around innovation, technology and sustainability from both the retail and consumer perspective,” DiMenna said. “Our teams are working with technology providers to improve growing conditions via light technology and investing in innovations to automate our operations to supply the market.”

On the consumer side, Madu expects demand to center around more choice. “Similar to 2022, we expect to see an increasing trend towards snacking varieties that may be different color, shape, or taste than the tomatoes people are familiar with or used to seeing. Consumer’s palates are evolving. Sweet tomatoes like our Cameo Cherry Tomato are still a fan favorite but we are seeing an uptick in more unique varieties, like our YOOM Black Cocktail Tomato which we launched last year. YOOM Tomatoes are the color of black pearl, and have a savory umami flavor, but are also eye-catching for those who like to get creative in the kitchen. We’re seeing the industry move towards these exploratory tomato varieties. Trialing and growing new varieties is not new to Windset, however, bringing these varieties to market as standalone products is something we didn’t see the demand for 10 years ago.”

Madu said it is exciting to see how the shopping experience has evolved over time, particularly moving into e-commerce. “Whether it be by grocery delivery services, pick up options, two-hour express delivery or even carts that track the items added in real time, we are seeing huge strides in how people shop,” he said. “Our goal is to provide delicious, nutritious, high-quality produce, no matter how consumers make the purchase. We also use the most sustainable packaging possible, and our teams are always researching new pack styles to reduce our carbon footprint. How people shop may have changed, but the expectation of high quality, sustainably grown produce continues to grow, and Windset is here to meet and exceed those demands.”

Omnichannel marketing of produce —tomatoes, in particular—still poses some challenges. “Research shows that purchasing produce is a sensory experience of aromas, touch, and visual appeal,” DiMenna said. “We are working with retail partners to ensure the online shopper has access to those new discovery items.”

There are ample opportunities to reach shoppers, especially at the start of the year. “January is the busiest month in produce, with healthy living promotions in-store and consumers personal resolution of goals that include wellness and healthy lifestyle changes,” he said. “In addition to our supply commitments, Red Sun Farms social media platforms goals have been set, supporting the increased consumption of produce with new recipes to encourage trial and excitement around tomatoes, peppers and cucumbers.”

Madu said, “The beginning of the year is always a busy time for Windset Farms with health and wellness at the forefront of consumers’ minds. Setting new intentions for the year goes hand in hand with fresh, greenhouse grown produce. After the busyness of the holiday season, January signifies a time to wind down, stay home, and enjoy home cooked meals. Tomato kitchen staples, like Roma Tomatoes, are always a key ingredient to comfort foods like stews or creamy tomato soups.”