The huge supply in the various segments of table tomatoes can create confusion and quite a few difficulties. Wholesale operators and big buyers find it difficult to find that distinctive trait in a product that could make their shelves attractive and retain final consumers.
Gioacchino Russo as he prepares a pallet for an important client in northern Italy.
Segmentation is not a problem per se, quite the opposite actually, as the different shapes, colors and sizes of the fruits on the shelves stimulate buyers. However, during production, the many varieties per type - when they bring no considerable genetic innovations with resistances - often cause useless overlaps. What counts for the markets is the flavor, the appearance and a long shelf-life (not always in this order, depending on the channels).
A pallet with mixed specialties. Azienda Russo holds all the certifications required by Italian and foreign big retail chains. (Click here for the photo gallery).
But where can one find something different? Of course in specialized crops such as those grown by Azienda agricola Russo which, thanks to enviable soil and weather conditions and diversified segmentation, boasts a very interesting production. The choice of varieties is very accurate and meets the needs of modern markets, i.e. especially of niche distribution channels.
Black, yellow, green, red, zebra and orange tomatoes. The season of colored tomatoes has started: this is the best time for the commercialization of specialties, which will peak next month and end by spring. Of course colored tomatoes are also grown in summer and almost throughout the year.
"From the feedback we have received over the years from operators, it increasingly emerges that a purchase is preceded by appreciation for the appearance of a product. Unfortunately, what should be the second step in the assessment for final consumers, i.e. tasting, is not always allowed/possible. Going back home and finding a pleasant or unpleasant surprise is entirely up to chance and not related with awareness as regards the flavor. Unfortunately, as consumers cannot make a choice based on flavor, they do not know which product to purchase."
Orange plum tomatoes at Azienda Russo. (Click here for the photo gallery).
Russo's point of view is an interesting one, and it could work as a stimulus for the big retail chains to enable consumers to choose also based on the flavor of products before making a purchase. After all, the interaction with food is so intimate that we should be able to taste what we introduce in our bodies!
There were 30°C in greenhouses on Saturday, January 27 2024... so no sweaters required! Russo shows off his branded t-shirt. There were 22°C outside, so an abnormal start to winter 2024!
"We have been making choices to obtain high-quality tomatoes for years. Eating our tomatoes should not be a mechanical act, but almost an emotional experience that starts with their appearance and ends with a happy encounter with the palate. Let's stop thinking only about weight and volumes and focus more on health and flavor, considering the satisfaction of consumers. Our domestic and foreign competitors, especially those from the Mediterranean, have large volumes of products-commodities available against which we can do very little when it comes to production costs. That is why we need to stand out when it comes to the characteristics of the products! It is the only way operators will also find it easier to choose the producers and products to feature on their shelves."
Black midi plum tomatoes: demand is high from the H&R sector
"We produce yellow, orange, zebra, black, green and red tomatoes of a high standard on over 2.5 hectares almost 12 months a year."
Green plum tomatoes. Demand is high for this product too, although for niche consumption. (Click here for the photo gallery).
"We also focus a lot on communication and take part in the most important fairs. The next one will be Fruit Logistica, where our current and future clients can meet us at our stand in Hall 6.2 – B11 to see all our premium quality tomatoes in person. We will be delighted to present ourselves and our products."
For further information:
Gioacchino Russo
Azienda Agricola Russo
+39 347 8955522
[email protected]
www.russoaziendagricola.com