“Integrity is difficult to imitate”

Stoffels Tomaten has existed for 22 years already. Many changes have taken place in the company in recent years. “We have grown considerably. Not just on the surface, but also in the field of trade and cooperations,” says Petra Veldman. “The time is ripe for us to approach the final customer with a clear message. We want to do this by means of a recognisable and meaningful logo, but also by making our existing packing line look more uniform.” Stoffels has an area of 28 hectares, 14 of which are illuminated.

Veldman continues: “Many of our consumer packagings already have the prefix Toma, such as Toma’dor, Toma’shake or Toma’box. By adjusting some of our brand names, the entire assortment can be more clearly recognised as one line. Gradually, we will also start adjusting the packagings visually so that the family line becomes clearly visible. We have tried to summarise the values we strive for as a company in a mark of quality. With this, we want to convince the consumers of the constant quality and value of our products. In addition to this line, a recognisable Stoffels style has been designed for wholesalers packaging and all sorts of corporate initiatives with which we as a company wish to convey our message. This will gradually be woven into all forms of communication. The first medium for promoting this idea might be the Automaat. This was completely redone to be a retail-friendly and workable model in the past year. Furthermore, this was done without losing the playfulness and market feeling that makes this pick-and-mix so popular. We would like to enter into talks with customers about this, one on one.”

“Many of our concepts have been copied in recent years, but integrity is much more difficult to imitate. Who we are and what we stand for can be seen in our company profile/film at the fair. Despite the company’s significant growth, we try to maintain a certain authenticity, and stay close to our own values. Our priority remains originality and bringing innovation to production and sales of flavourful tomatoes.” Many different new concepts will be presented at the Fruit Logistica, such as the new corporate identity and new varieties.