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De Ruiter Seeds connects to market demands

During the open day on June 3 in its Tomato Experience Centre in ‘s-Gravenzande, De Ruiter Seeds showed its visitors as many as 350 different tomato varieties, mostly De Ruiter Seeds varieties.

During the open day on June 3 in its Tomato Experience Centre in ‘s-Gravenzande, De Ruiter Seeds showed its visitors as many as 350 different tomato varieties, mostly De Ruiter Seeds varieties.

“It offers the visitors the opportunity to compare results under similar growing conditions,” said Nico van Vliet, trade partnership manager for Benelux and Germany. Data was also shared on production progress and average weight.

Wageningen University analysed the tomatoes on taste and shelf life, resulting in exchangeable data.

The open day also offered the opportunity to share market trends with visitors. Van Vliet said the segment of tomatoes under 20 grams is growing, as is that of truss tomatoes above 100 grams, but the segments in between are having a hard time – unless it is a truly special tomato.

According to De Ruiter Seeds – where vegetable varieties are bred traditionally – tomato varieties that offer either cheap tomatoes or the best taste and presentation combination are currently in demand.

During the breeding process Monsanto focuses on an optimal connection to market demands.

Exclusive plums on the vine

With that in mind De Ruiter Seeds introduced Sevance, a tomato on the vine in the medium segment, that combines very good taste and colour with a high yield. It also has excellent resistance against IR mildew.

“In all segments we offer varieties with IR mildew resistance without compromising on other qualities,” Van Vliet said.

Sevance

With the introduction of two new flavourful tomatoes, De Ruiter Seeds is also introducing a new segment. The DRTC 1003 and DRTC 2890 are mini and midi plum tomatoes on the vine.

“These are produced exclusively in North-West Europe and introduced in all of Europe,” Van Vliet said. With the fact that the plum tomatoes remain attached firmly to the vine throughout the shelf life, De Ruiter Seeds addresses a hidden frustration of the consumer and optimises customer satisfaction, thus stimulating repeat purchases.

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Pachino tomato to expand export operations

Launched in 2015, the Pach.Ita brand brings added value to the top-quality segment grown in Sicily.

Pach.Ita is the name of the new Italian brand created to promote and market the best of Sicilian PGI Pomodoro de Pachino, in its Ciliegino and Marinda tomato varieties. Whereas Europe is its main market, with Germany, the UK and France the front-runners, Pach.Ita now has new international markets in its sights. “We are really interested in expanding our horizons and reaching out to overseas markets. We hope to crack the United Arab Emirates market soon, as we can provide the quality they are seeking,” said sales manager Giuseppe Faille. He also expressed the company’s high expectations for the new treaty, set to open up the doors for Italian tomato exports into Canada and soon, perhaps, also to the United States.

Launched in 2015, the Pach.Ita brand brings added value to the top-quality segment grown in Sicily. One of the brand aims is to bolster customer loyalty through a high-value product, creating balance between quality and quantity. To this end, this new consortium is trading the volumes supplied by the five main Italian firms cultivating Pachino tomato in Sicily in the international market. The companies are PEF, Terre di Capo Passero, G.S.G Sipione, Fortunato and OP Faro. Together, they make up 6,000 tons, which is equivalent to more than 30% of the PGI’s total production output.

Thanks to the most advanced quality protocols applied to the tomato crop, Sicilian brand Pach.Ita guarantees optimum produce in its two product lines: TOP TASTE and PREMIUM. There are two main varieties traded under the brand. On one hand, the traditional CILIEGINO: the cocktail tomato cherry on the vine that has brought international prestige to the Sicilian PGI for its exquisite flavour. The other variety is MARINDA: a crunchy, aromatic salad tomato that can be ripened à la carte in 3 levels (green, 2-tone or red) as per customer requirements.

 Joe Fortunato