New Cupid Tomatoberry marketed in Belgian market

The Italian subsidiary of Tokita Seed, Tokita Sementi, based in Sicily and devoted to breeding with the goal of expanding the range of varieties available in the Mediterranean area and Europe, has introduced a new Tomatoberry, a hybrid heart-shaped cherry tomato variety called Cupid. Gregorio Padula affirms that “it has been first launched in Belgium after conducting trials also in the UK and France, and it’s going to specialised supermarkets in special packaging, where it is marketed as a gourmet item.”

He explains that the main reason for choosing Belgium is because of the way the distribution chain is organised in this country, as “they have special supermarkets for the high gourmet. In the UK it is still under trial, since given that supermarkets have limited categories for each product, they have to be sure that it will be successful.”

What makes this product stand out, according to Mr Padula, is the fact that “it has a unique taste. I won’t say that it is better than that of other tomatoes, but it is different, and the shape is also unique.” He describes it as niche product, with production under control and not easy to grow, which ensures reduced competition, making it attractive to its producers in terms of profit margins.

Lastly, and in line with the needs of the gourmet market, he assures that distributors have been focusing a lot on the packaging, stating that “if you want to market a quality product in a niche market, it is very important to work on this, as people looking for something special will be attracted by it, although of course, it also needs to be tasty, otherwise they won’t buy it again. The key is to combine both attractive packaging and a quality product.”

For more information:

Tokita Sementi Italia

Gregorio Padula
Tel.: +39 543 756143
Fax: +39 543 031496
Mob.: +39 333 1455111+39 333 1455111
Email: gregorio.padula@tokitasementi.it
Web: www.tokitasementi.it