Over the past two years, and following the current consumption trends, seed companies have expanded their range of small tomatoes. According to Michael Joergensen, Marketing Director of NatureSweet, which specialises in the cultivation of these varieties, “the market share of snacking tomatoes has experienced a huge growth, from 16-17% ten years ago up to around 32-33% now; the sector’s prospects are consequently really good.”Michael affirms that “while it is true that our competitors sell a wide variety of products, not only medium and large tomatoes, but also other vegetables, we have been successful by being very focused on what consumers perceive to be important; they are “voting” with their wallets, and as you may see, that category is continuing to grow. Our priority is to raise consumer expectations; to work with fewer products that consumers really want, but which are really meaningful, rather than spreading it over a number of categories. Our goal is to differentiate; to do things differently.”
One of the basic pillars of the firm is to offer the best tasting tomatoes every day, informs Michael. “We are constantly conducting tests to raise the standards of the products that will reach. This strategy focused on consumer understanding adds to our credibility with the retailer, as our products sell 3 to 5 times faster.”
In terms of packaging, Michael believes that is an element that perhaps helps in the initial purchase, and its design is also important in terms of protection, to ensure the product is at its best when consumers purchase it. “What matters most, however, is what’s inside the packaging, as that will determine whether or not the consumer returns. The truth is that where flavour exists, there will be a consumer trend.”
The NatureSweet brand is essentially a promise to the consumer; that the product inside the container will have a great taste, states Michael. “This is why we ask retailers to allow us to deal with the branding; to be able to offer the right packaging at the right price and ensure the customer knows what to expect, just like with most other product categories in the supermarket. This also entails fixed prices, regardless of the market fluctuations.”
The company is always looking for ways to improve efficiency, both in terms of labour practices, empowering its workers to allow them to make their own decisions and to share the best practices, as well as with other aspects, such as shipping routes. “Our goal is to outpace cost increases to be able to keep prices at the same level while remaining profitable,” assures Michael.
NatureSweet has two facilities in Arizona and five in Mexico totalling 1,500 acres of greenhouses providing full time employment to around 6,000. NatureSweet does not do any outsourcing. “Our operation is vertically integrated, meaning that from seed to retailer, nobody but us touches the product. This allows us to offer year-round product specifications in terms of Brix, colour, size, etc., as well as full traceability,” concludes Michael Joergensen.
For more information:
Michael Joergensen
NatureSweet
Tel: +1 210.408.8530
mjoergensen@naturesweet.com
www.naturesweet.com