Nogales, AZ, January 14, 2011, – With “ripeness” and “color” key criteria used by consumers when selecting tomatoes, retailers want to be sure to shine in both. That is the key message being communicated by the #1 importer of winter produce in Nogales, AZ, Farmer’s Best, as part of its continuing effort to help retailers maximize this leading category.
Via a new section of the company’s 60+ page Maximizing Tomato Marketing Guide introduced last season, retailers will be now be reminded why they need to know tomato temperatures, especially now that the fruit is nearing its seasonal peak. Farmer’s Best director of marketing Jerry Wagner explains:
“Our Guide has been well-received, and some chains even requested more specific information on proper handling for their associates. With reduced corporate resources and personnel a reality today, suppliers like us are taking the lead in this type of education.”
The handling section includes excerpts from U.C Davis’ post-harvest programs and other secondary sources as well as Farmer’s Best proprietary research. Some of the chief points made in this new section include:
–Most shoppers gently squeeze-check tomatoes for firmness, so gauging the correct rate of ripeness for a store’s target customer is key. More frequent tomato (best) customers can buy for daily use and prefer softer fruit. Displays that feature fruit for “today” vs. “later” is smart merchandising.
–Acid and sugar play important parts in developing the right tomato flavor mix. For example, tomatoes with high sugar and high acid are considered “high-flavored”, while those with low rates of both are “flat”. Learn to identify these differences in your loads.
–The “jelly” inside the fruit’s cells is a key barometer of flavor: the more of it, the better. Having department associates slice tomatoes to show consumers this helps to sell even those who don’t want to actually taste it right there and showcases your commitment to them..
The section also features a colorful thermometer handout indicating ideal transit and arrival temperatures for the fruit and highlighting the “danger zones”. A chart for gauging storage time depending on desired color stage makes the complete graphic an easy, “one-stop” reference tool.
The company’s Tomato Ripening Thermometer (TRT) hand-out ideal for posting in back rooms will also be available in quantities in both English and Spanish, and later will also be downloadable from the company’s web site: www.farmersbst.com.mx. The full Tomato Guidebook, including this section and extensive category management and consumer research information, is available for customers in CD or print formats.
In addition to beefsteak, vine ripe, Roma, grape and hot house tomatoes, this fully-integrated agribusiness also grows cucumbers, bell peppers, squash, eggplant, mangos, grapes and melons. Founded in the early 1970s, all Farmer’s Best sales in North America are handled from offices in Nogales, AZ. The company currently distributes from Nogales, McAllen, TX and Chula Vista, CA.
Source: Farmer's Best