Belgium: New line of tomato specialties at Tomabel

Tomabel introduces a brand new line of tomatoes this week: Nova. Ann Beyne of Tomabel explains that they have been working on the design of the new line all winter. “Retail and export studies show that customers are looking for something special in premium packaging. We felt up to this task and discovered beautiful strains.”

“The new packaging is noticeably dark and really bring out the red of the tomatoes. Among the specialties, six types of tomatoes are packaged under this new line. These are the vine cherry tomatoes, the snack mix, the vine cocktail tomatoes, the cherry tomatoes, loose plum tomatoes and chocolate tomatoes. Loose tomatoes are offered in a special Nova box of 30x40 centimetre. The box contains about 2.5 to 3 kilo of tomatoes. The punnet with sleeves is also packaged into these boxes.”

Tomabel is a Belgian quality hallmark, and was founded 20 years ago. The exclusive specialties are cultivated on Belgian soil. Not all tomatoes are gathered under the Nova brand. “They are special products in exclusive packaging. We prefer selling products in small packaging, so that it reaches the consumer in a good state. We start with a small volume and we will see if it is successful. Possibly other specialties can be marketed under Nova through the REO Veiling, the agricultural auction market, in future.”

Approach towards the market is slightly different from usual. “We normally consult with the retail sector and design something together. We did our own research this time. In terms of target audience we prefer wholesalers and smaller supermarket chains. This way the bulk buyers on wholesaler’s markets and their customers in specialty shops can distinguish themselves.”