“A tomato is more than just a stomach filler”

On Thursday, Michael Kester of Syngenta opened the tomato congress in Delft, the Netherlands, with the following words: “A tomato is more than just a stomach filler. It is also an experience, for it is all about marketing. We could still improve in that field. Take that freedom, try to think big.” That afternoon, anyone interested was given the opportunity to gain new ideas.

Renske van der Spek spoke about six spearheads to start thinking differently about marketing products in general. One of those was stepping into your target audience’s shoes. “Think about their needs, and then try to figure out how your product can meet that need. For example, find out what they think is important in a weekday-meal. Is it convenience, or something else?” In order to discover that need, consumer contact is essential.

Also try to understand the playing field you are active in. “Discover new opportunities. Questions to ask yourself are: What are the competitors of snack tomatoes? Does your packaging fit in? At what moment will snack tomatoes be eaten? Life-style and place of consumption are important for these questions.”

“A tomato is more than a tomato. Communication around this product contains three layers: social, emotional and functional. The frame/environment of your message decides how you experience that message. Bulk is not sexy, but it could be interesting. It does not have to be, but it could be. Van der Spek asked the listeners to discover the biggest revenue bringers. Make bulk more special. And, last but not least, think of new applications for your bulk product.”

Van der Spek closed with the injunction to also look for inspiration outside of your own sector. “You will be surprised if you look at what is happening outside of your own sector, try to understand and apply that.”

Edwin Vels also spoke at Syngenta’s tomato congress. As former category manager he delved deeper into the concept of shop shelves. Category management means managing and optimising categories in the shops. As a cultivator, you could easily sit down to talk about your common interests and how to build on those together. “However, it is important to enter into this conversation well-prepared,” Vels warns.

Firstly, Vels emphasised, he tries to understand the interests of the retailer. How does he guide business? Supermarkets want as much sales as possible, with the highest possible profit. “What do you have in common with retailers?” Vels asked his audience. “Where do you meet each other?”

Cultivators have to be aware of how category managers make decisions. Those decisions occur based on three steps: Environmental factors such as ageing, emancipation and consumer trends; formula (know your retailers and their positioning formulas); and category (which elements play a part in the fresh produce category).

Also be aware of the space within the category. Only then can you consider thinking up a strategy.

Does the fresh produce department already feature tomatoes? Vels emphasises that too much choice can stress consumers, resulting in a decrease of sales. That is exactly what we do not want to happen. For example, you could consider a choice of tomatoes for soups, salads, stir-fry meals or as a snack.