With the start of the Dutch tomato season, The Greenery and grower Greenco are strongly focusing the Tommies brand, known for its iconic snack tomato, on taste, shelf life and expanding the range. The brand is growing internationally but continues to invest in the Dutch market with a wide and reliable offering tailored to retail and trade demand. "Consumers are becoming more critical, but also more conscious," says Jos van Mil, owner of Greenco. "That calls for top quality, recognisability, and innovation. That's exactly where Tommies makes the difference."
© The Greenery
More than just a snack tomato
Tommies celebrates its 20th anniversary this year. What started with the popular snack tomato has grown into a broad snack vegetable brand, including snack cucumbers and snack peppers. New is the expansion with various tomato types, such as cherry vine tomatoes and even regular vine tomatoes. "Retailers and traders are looking for brands that offer more than just volume," says Jeroen Brands, Sales Representative at The Greenery. "Tommies stand out for flavour, quality, presentation, and reliability. With one brand, customers can now cover multiple segments."
Focus on taste, quality, and shelf life
The heart of Tommies remains quality. The snack tomatoes are still grown from the Sweetelle variety, known for its flavor, shelf life, and firm bite. Tommies now also offers a premium cherry vine tomato: Tommies on the vine. "This tomato is a perfect fit for the Tommies brand," says Van Mil. "Tasty, firm, and long-lasting. Ideal for snacking or in salads. The market is still small, but we see great potential – both in the Netherlands and abroad." Only varieties that score well on flavour and shelf life are sold under the Tommies brand in the regular vine tomato segment.
© The Greenery
International demand for premium continues to grow
While Dutch consumers are more price-conscious, international demand for premium snack vegetables is increasing. Tommies are well represented in Scandinavia, the Middle East, Ireland, Iceland, and Hong Kong. "I still believe in the Dutch market," says Van Mil, "but consumers abroad are often willing to pay more for premium. In Scandinavia, Tommies is still positioned as an A-brand. And by listening closely to our customers, we now also offer regular vine tomatoes under the Tommies label."
© The Greenery
Strong collaboration with growers
According to Van Mil, Tommies' quality is no coincidence. It's the result of craftsmanship and collaboration. The Greenery works with Greenco and a dedicated group of experienced growers selected for their ability to meet the brand's high standards. "It's not just growing tomatoes; it's growing Tommies," he says. "We conduct weekly taste tests, shelf life trials, and quality checks. That structure ensures consistent quality year after year."
"It's great for us in sales to be able to rely on such consistent product quality," adds Brands. "That builds confidence with our customers."
Broadening the brand as growth strategy
The Greenery and Greenco are committed to controlled growth. By listening to customers and consumers, the Tommies assortment is being expanded step by step – without compromising quality.
"The broadening of Tommies brings responsibility," says Van Mil. "I'm proud of where we're heading. Through innovation and collaboration, we're building a healthier future with more vegetables and fruit."
© The GreeneryTommies Meeting Box 1.4kg mix.
Tommies is sold via The Greenery and stands for tasty, high-quality, and long-lasting snack vegetables, with a growing range of specialty vine tomatoes. Active in both retail and food service, Tommies offers various packaging options, including cups, buckets, and cardboard packaging, allowing flexible adaptation to the needs of different markets and audiences.
For more information:
The Greenery
Jeroen Brands
Tel.: +31 613 300 729
j.brands@thegreenery.com
www.thegreenery.com