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Village Farms recently launched the Rebellion; a medley of 4-5 different tomato varieties, including mini San Marzano, orange and yellow grape and black krim. Presented by the company as the “flavour revolution”, it is distributed in 1 pound containers and no two packs are exactly the same in terms of presentation.
According to Helen Aquino, of Village Farms, the pack caters to consumers who seek variety. The smaller tomatoes are useful in salads or as appetisers and allow for a very colourful presentation. “Retailers are charged with the task of figuring out how to increase the consumption of fresh produce while getting more revenue per square foot and statistics show that consumers are leaning towards this sort of speciality variety,” affirms Helen.
Staple tomatoes like the TOV or the Beefsteak are still highly-demanded, but the trend is definitely moving towards these smaller tomatoes ideal for snacking, such as the grape and mini plums, which consequently act as a nice complement,” explains Helen. “Unlike similar formats from other companies, which generally feature deeper tones, the Rebellion, with its yellow and orange, is visually more attractive.”
Best New Vegetable Product
Rebellion received good feedback at the CPMA in Vancouver beginning of the month. Now United Fresh nominated Rebellion as a finalist of ‘Best New Vegetable Product’.
Village Farms is constantly searching the world for unique varieties. The mini San Marzano, for instance, is exclusively marketed and distributed in the U.S. by the company. “Retailers look for unique items and our strategy is meant to build that bridge with them,” states Helen.
The biggest challenge in the U.S. market, as reflected by campaigns such as the “Half your plate” initiative, is the promotion of fruit and vegetables, not just for their regular consumption, but also as attractive and appealing snacks. With products such as the Rebellion medley, Village Farms is certainly making an effort in this direction.
For more information
Helen L. Aquino
Village Farms
Tel: +1 407-936-1190 x312
Email: haquino@villagefarms.com
www.villagefarms.com