A great taste is what makes the difference within a global market where international competition is increasingly fierce.
Guido Grasso
We took a closer look at the dynamics of this market niche. We met an expert in the production of high-end table tomatoes. He explained to us the added values of a high-quality tomato.
Guido Grasso is the CEO of Azienda Agricola Dorilli, which grows an exclusive tomato in the heart of the south-western Sicilian coast.
Grasso stated, “In Italy, niche products are divided into two great areas. On one hand, are the products tied to known territories, such as the San Marzano or the Sicilian Siccagno di Valledolmo varieties. However, these maintain a high quality only for a short period of time – usually between two-three months. Of course, they are available at different times of the year, but the quality of the flavour considerably changes. On the other hand, is the high-end tomato, characterized by peculiar organoleptic elements and by long-term availability. In this way, the consumers' qualitative expectations are always met”.
The entrepreneurs clarified, “This differentiation is acknowledged in Italy, especially. In foreign countries, the situation is quite different: a good tomato is not necessarily tied to a territory or to a seasonality; the taste, the brand and meeting the consumer's expectation are the most important things.
The elements contributing to the development of a great taste
Grasso continued, “It is crucial to properly manage both the temperatures and the farming practices. They are necessary for the development of the flavour and for the optimal combination of acids and sugars within the tomato. The organoleptic properties are given by, a 60% climate, a 20% farming practices and a 20% irrigation”.
This short analysis illustrated how the production of high-quality tomatoes is completely different from the production of a standard tomato – from an Italian standpoint, at least.
But, what about marketing?
The farmer explained, “There are several studies on current consumption. They describe a market that differentiates between the standard product (commodity) and high-end products. However, I always like to give this example so to make things easier: when you send your daughter to buy a product, you can recommend her two things: not to spend much and to purchase properly. If she brings home a good product, then no one will ask her its price”.
Kamarino, the high-end tomato by Azienda Dorilli
Yet, the product differentiation will increase, thus extremely affecting the medium-quality products. These are often put together with low-value products which origin is not much controlled. Therefore, it is necessary to carefully signpost the availability of the various levels of products for each qualitative section – starting from the phytosanitary traceability. It is up to the great organized distribution to display them properly so to guide the consumer in a better way.
Guido Grasso concludes, “Every European country has a different approach. For the high-end tomato, the controls are very strict in Switzerland, while they are slightly less strict in Germany. In Italy, we are in a dynamic phase: every supermarket is taking care of differentiating the commodity area from the high-end area in order to support the consumer.
Info:
Azienda Agricola Dorilli
Contrada Dorilli, S.n.
97011 - Acate (RG) - Italy
Tel.: +39 0932 914011
Email: info@kamarino.it
Web: www.kamarina.it
Web: www.dorilli.eu