Of the 40,000 to 45,000 tons of tomatoes produced each year in Tunisia, the overwhelming majority are cherry tomatoes. Within this volume, Roma tomatoes, which are produced on the east coast of Tunisia, account for barely 5%. This is a premium product, whose reputation is due to the way it is grown as well as to its taste.
© Dole The 47/57 mm Roma tomato is labelled under the "Parfums des Oasis" brand - Tunisia
A tomato produced using natural geothermal sources
© Dole
Every year, the Gabès region produces and exports almost 2,000 tons of Roma tomatoes. This premium product is grown in greenhouses heated by natural geothermal sources. This renewable energy, used in a closed circuit, allows the water to be reinjected into the subsoil, where it regenerates and retains its rich mineral content. But it is above all the sandy soil on which it is grown and the proximity of the sea that give Roma tomatoes their distinctive flavor. "The Roma tomato has a slightly salty taste and a very firm flesh. It is similar to the Spanish Casi tomato," explains Robert Blanjoue, product manager at Dole.
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A niche product highly prized in France, the Czech Republic, and the Netherlands
Available for five months of the year, the first exports start at the end of this week, with the product going on sale in week 49. "It is dispatched on Friday and received in Marseille the following day, which guarantees optimum freshness," explains Robert Blanjoue. And while supermarkets usually account for 99% of Dole's clients, the company markets this product through specialist wholesalers. "The product can be found in all the French wholesale markets, and it is also very popular in the Czech Republic and the Netherlands. It is a niche product, because of its quality, limited volumes, and relatively short marketing period, from November to May." But Roma tomatoes also have a very good shelf life. "Within a week, they can reach a very bright red while keeping their firmness. It is a guarantee of quality, and also a guarantee of follow-up, which means that we cannot sell everything straight away."
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Surfing on quality and the appeal of novelty
In a context of sluggish consumption, the Tunisian Roma could well come out on top. "The tomato market is very competitive. We are seeing consumer disaffection with fruit and vegetables, linked to purchasing power. The aisles are empty, but the shelves are full," explains Robert Blanjoue. "But Roma tomatoes, which stand out in terms of taste and appearance, should be able to benefit from the novelty effect. The market could also become saturated, and prices could drop to an intermediate level between those of the Moroccan and Spanish origins. We will therefore capitalize on the appeal of the new product and its quality over the first ten days." During Christmas week, the weather will be decisive. "We may be able to get prices of €1.20 to €1.50/kg [1.39 to 1.74 USD/kg] if the market picks up. Because Roma is sold at open-air markets, if the weather is too cold, sales freeze, literally and figuratively."
For more information:
© Dole
Robert Blanjoue
Dole France
511 Route de la Seds,
Parc Griffon Bat 14 | CS 30234
13746 Vitrolles Cedex - France
Phone: +33 4 42 416 693
[email protected]
