San Antonio, TX – Americans are nearly twice as likely to describe a tomato as the “fruit of fantastic youth” instead of the “apple of love,” a moniker given to the tomato by the French. This is one of many facts uncovered in a recent online survey of 500 tomato consumers conducted by NatureSweet Ltd, North America’s largest grower of greenhouse tomatoes. Tomatoes are also more appealing to self-described creative-types as opposed to analytic-prone (57 percent vs. 46 percent), but more than 60 percent of respondents who said they were both creative and analytical love the fruit.
“We had some fun probing how people perceive tomatoes and what they know about its interesting and sometimes controversial history,” explained Michael Joergensen, NatureSweet marketing director. “I personally love the fact that the tomato is both the official Arkansas state fruit AND its official state vegetable – and that more than 60 percent of our survey respondents said they knew this fact to be true.”
Of course, the debate about the tomato being a fruit or a vegetable is nothing new. In 1893 the U.S. Supreme Court ruled the tomato, long defined as a botanical fruit, be classified as a vegetable for commerce purposes. A resounding 87 percent of women respondents believe tomatoes would be female if they had a gender, perhaps because they impart both health and flavor with fashionably good color.
As far as knowing about the tomato’s origin, Americans firmly believe that tomatoes originated in Italy (nearly 50 percent) instead of its native Peru (19 percent). “Now, this is a finding that we embrace,” indicated Joergensen. “We believe a NatureSweet Cherry tomato belongs on a good, fresh pizza or tossed into pasta.”
There is also a close race for the best way to enjoy a tomato. Women are more likely to say they enjoy tomatoes raw and by themselves, but men prefer tomatoes on a sandwich. “In reviewing the survey results, there appears to be a lack of consensus on how, when and where to eat tomatoes,” said Joergensen. “That’s why NatureSweet has a specific tomato variety for every occasion. Cherry tomato with its deep red color and vibrant flavor that holds up to cooking; Cherub is the heavenly salad tomato, the perfect size to toss in whole; and SunBurst, our new line of sweet yellow snacking tomatoes that puts even indulgent snacks to shame.”
When it comes down to tomato choices, women are more refined in their tomato selection, naming an heirloom tomato as a favorite twice as many times as men. But one thing is certain: all tomato lovers are more likely to exercise than those who merely tolerate the fruit. And they are more considerate of the environment, with nearly 40 percent of tomato lovers bringing their own bags to the grocery store, nearly twice the rate of the neutral tomato consumer.
What does it all mean? “We believe the tomato is a forgotten fruit. Perhaps slightly misunderstood. Under appreciated, even,” said Joergensen. “Which is why we’re thrilled that Mother NatureSweet will be coming to the rescue in the very near future.”
Yes, Mother NatureSweet, an earth goddess-slash-tomato-guru, appointed by Mother Nature herself to bring new respect to the tomato, or at least the ones that deserve it. The new marketing maven will be introduced during the Produce Marketing Association’s Fresh Summit on October 15 in Atlanta. As the name implies, the character will help guide and inform people in selecting the perfect tomato, opening them up the world of special varieties for different purposes – Cherubs for salads, Cherry tomatoes for pastas and pizzas, and SunBursts for sweet snacking.
For more information, go to www.naturesweet.com.
NatureSweet Ltd.
Based in San Antonio, Texas, NatureSweet, Ltd. is the leading grower of premium small tomatoes in North America. Distributed throughout the U.S. at major grocers, club stores and foodservice operations, NatureSweet tomatoes deliver the best tasting tomatoes with year-round availability. As the number one brand of vine-ripened, fresh tomatoes in the U.S., NatureSweet’s growing facilities encompass more than 1,000 greenhouse acres, and proudly employs 5,000 associates, year round.
Source: NatureSweet Ltd.