Nunhems, the vegetable seed business of Bayer CropScience, has upgraded the positioning of their Intense tomatoes. The effort is part of a plan to make the food service industry aware of the advantages of their product.“We want to position the Intense tomato in an appealing way for people who love to cook,” says Daniel Kretzschmar, Nunhems Produce Chain Manager for Europe, Middle East and Africa.
“So we're changing the branding on it to be 'The Chef's Tomato.' For this, we've reorganized the marketing to reach out to amateurs and pros alike, to let them know this tomato is great for any kind of cooking,” he says.
The new slogan, leaflets, website www.intensetomatoes.com and additional marketing materials will be free to use for marketers all along the supply chain. The aim is to ensure consumers are aware of the benefits of the Intense tomato for cooking.“Marketers will be able to use our materials in flexible ways. So if they want to use some of the materials but keep their own brand, they can do that. We just want to give them lots of tools,” says Kretzschmar.
The tomato is unique in that it leaks little water when cut open. This feature results not from less water content, but from the cell structure of the tomato which allows it to retain a significant amount of moisture. With very little runoff upon slicing, there's little waste and more product left after food prep.
“We also have recipes on our website in easy to print formats,” adds Kretzschmar. “We want to make this for food service, for the fresh cut sector, for catering, for sandwich shops and for all chefs, whether they cook in a restaurant or at home.”
For more information, please visit: www.intensetomatoes.com