New tomato variety hits the ground running
Jim Dimenna, President of Red Sun Farms, presents Monarch pearls at CPMA 2016
“Whenever you launch a new variety, we've seen that there's a lot of interest,” said Red Sun Farms' Harold Paivarinta. “But even for a new variety, this tomato has generated a lot of sales prior to the promotional launch campaign.” Paivarinta credits the low acid content and sweet flavor as reasons why movement of the new variety has been so brisk. A good eating experience has many buyers turning into repeat customers.
“This is the category that has the most potential,” explained Paivarinta, referring to the snacking tomatoes that many shippers are now selling. “This is where the most growth has been in recent years and it's where seed companies are focusing their research and development.” The emphasis on flavor and quality has inspired so many new varieties, for which there is strong support among consumers, that, Paivarinta added, retail space may become limited for older varieties that aren't as flavorful. Shippers have also focused on more snacking varieties because seed companies, seeing strong growth in the category, are now distributing varieties to multiple shippers rather than just through exclusive agreements – that's further spurred category growth.
The Monarch Pearls has done so well that Red Sun Farms has almost sold out its initial crop. Fortunately, planning is already underway for the winter crop, and Paivarinta hopes to double or triple production of the Monarch Pearls.
“We're working with retailers in the Southeast and Midwest, and they're taking almost 100 percent of our production,” said Paivarinta. “So things are going very well with the Monarch Pearls.”
For more information:
Harold Paivarinta
Red Sun Farms
Tel: +1 519.733.3663
haroldp@redsunfarms.com
www.redsunfarms.com