Syngenta Group China organized the "Flavor Journey---Yoom cocktail tomato and Nebu cherry tomato tasting session" in Shanghai on the 7th of August, 2021. These two unique tomato varieties will be available in the Chinese premium supermarket chain Ole, where Chinese consumers can introduce their taste buds to a whole new experience.
The CEO of Syngenta Group, Erik Fyrwald; the president of Syngenta Group China, Tan Hengde; the vice-president of Syngenta Group China and president of MAP Digitized Agriculture, Ying Minjie; the CEO of Dole China, Chen Yongkang; the CEO of Beijing Polaris, Xu Dan; an Ole spokesperson; the CEO of Tianxia Xingnong, Hu Haiqing, as well as media and other honored guests from the industry, all participated in the tasting session.
The Yoom cocktail tomato and Nebu cherry tomato are two excellent varieties that have been cultivated over the years by Syngenta Group using traditional cross-breeding methods. Not only do these two varieties have a bright color, but their flavor is crisp and a perfect combination of sweet and sour.
During the tasting session, Syngenta Group CEO Erik Fyrwald and Dole China CEO Chen Yongkang jointly introduced these two high-quality products to the consumers.
In addition, the team of Da Dong, founder of Artistic Conception of Chinese Cuisine, developed a number of dishes with the Yoom cocktail tomato and the Nebu cherry tomato as the main ingredients. These creatively arranged dishes were both delicious and pleasing to the eye. Honored guests of the tasting session enjoyed this unique taste experience.
There were also exquisite western-style and uniquely Chinese-style drinks based on the Yoom and Nebu tomatoes.
Quality agriculture meets 'fine dining'
The packaging of these two tomato brands features a MAP beSide QR-code that allows customers to trace the product back to its original production area. Customers only need to scan the code with their phone and then they can easily access all kinds of supply chain information from production to retail. This helps guarantee product quality all the way to the customer's table, and ensures food safety, flavor, and freshness.
Strong agricultural brands stimulate innovation
This event was also the first step in the cooperation between Tianxi Xingnong and Syngenta Group for the promotion of the Yoom and Nebu brands. Tianxia Xingnong CEO Hu Haiqing gave a brief description of the process of brand formation that resulted in the Yoom and Nebu tomato brands:
Tianxi Xingnong pays careful attention to two main aspects of brand formation. First, the team explores the various layers of a product, such as color, fragrance, flavor, shape, and body, to pinpoint the unique qualities of a product.
Yoom comes from the Chinese 'yang mu', or, 'to raise admiration'. The color of this tomato variety stands out among other tomatoes, and the name reflects that sense of high-end grandeur. This tomato also features a small red star shape, which perfectly fits the centenary celebration of the foundation of the CCP.
The Nebu is a pure red. Consumers who taste this tomato variety immediately notice how its sweetness brings joy. That is why we named this tomato 'tian jiu wo', or 'sweet dimple'. Foreign brands who enter the Chinese market require brand names that immediately convey meaning to the Chinese consumers. That is why the Tianxia Xingnong team settled on the brand names that convey the unique qualities of Yoom and Nebu tomatoes.
The company also developed a CP (creative packaging) solution for the two tomato brands. These new brands were introduced around the seventh of July, or 'double seven', which is a traditional Chinese holiday for the annual meeting of a cowherd and a weaver girl. Syngenta obtained permission from Disney to use their characters. Tianxia Xingnong quickly created a Mr. Yoom and Mrs. Nebu with the imagery of Mickey Mouse and Minnie Mouse, to fit in with the romantic 'double seven' holiday.
The Tianxia Xingnong team developed a combined package, featuring Mickey Mouse on the right hand side, and Minnie Mouse on the left hand, meeting for a kiss in the middle. And at the top of the packaging is a bow that ties the two together. This kind of packaging is very vivid, especially during this two-year old pandemic when people have been unable to connect as much as before. This gift packaging helps to convey a sense of closeness and touch. The Tianxia Xingnong team expressed hope that the Yoom and Nebu tomatoes in their gift packaging will help Chinese consumers celebrate 'double seven' with warmth and tenderness during a particularly difficult time in history.
Picture on the right: Syngenta Group CEO Erik Fyrwald likes the two new brands
The brand formation of Yoom and Nebu tomatoes shows that many different segments have to come together for a successful brand. New product varieties and meticulous plantation management guarantee product quality. An eye-catching brand image complements product quality. And diverse marketing and retail channels display the new brand to Chinese consumers.
Source: Tianxia Xingnong