Job offersmore »

Tweeting Growers

Top 5 - yesterday

Top 5 - last week

Top 5 - last month

Exchange ratesmore »

Hans Driessen: "Net product costs becoming more important for the industry"

Netherlands: Domino's Pizza spotlights tomato varieties

A good base and good cheese are, of course, two key ingredients in making a tasty pizza, but a good tomato is just as important. In Domino's Pizza's current promotion in the Netherlands, they are paying extra attention to their tomato variety of choice - the Intense tomato. 

Hans Driessen of Bayer Crop Science, the breeder of the Intense tomato, is naturally proud of this campaign. It is also not just an once-off. He has noticed that the industry is becoming increasingly interested in this variety. "The sandwich industry has been around for years. Lately, we have been seeing that other processors are also realising the benefits of this tomato. One of it's characteristics is that it's firm, and does not make the bread soggy. Just as important is that the product is easy to process, and also does not fall apart once heated, like on top of a pizza, for instance."

Unit price per ingredient 
When it comes to processing, costs naturally play an important role. "You see more and more that the industry is calculating net product costs, and not products' gross cost. Since the Intense tomatoes perform so well during processing, you get a much higher net yield per kg than with other varieties. This then means you have to calculate the unit price of each ingredient. We see service restaurants and the food service industry doing this more and more."

Freshness and origin
There is a website as part of the video campaign. Here Domino's emphasises the tomatoes' freshness and origin. "Our fresh tomatoes come from the Netherlands, and go from field to plate within 48 hours. Our shops are, therefore, supplied with vegetables that were harvested just 48 hours ago", they write. "The cooperation between the processors and Domino's is, in this regard, also good", confirms Hans. These tomatoes' characteristics are also pointed out. "Our tomatoes was specifically cultivated for our product, in order to have more taste, firmness and texture on the pizza. They have even been given a special, appropriate name - the Intense," reads the website.

Common denominator in the market
Hans also sees this as an opportunity to makes contact with a new sector. "It is of vital importance for us, as breeders, to play into the market. We, therefore, want to hear which varieties we can improve on, in order to simplify the processing of that product. Do people, for example, want more elongated tomatoes which could reduce wastage? We would like to know about this. In this way, we can remove the common denominator from the market, and further develop our varieties." 
For more information:
Hans Driessen
152 Napoleonsweg
6083 AB  Nunhem   
Tel: +31 475 599 130

Publication date: 10/30/2017



Other news in this sector:

1/22/2018 "More fresh vegetables: Make it easier for consumers"
1/19/2018 Increased funding to promote Europe's agricultural products
1/18/2018 US (VT): Grant funds to enhance competitiveness of specialty crops
1/18/2018 US: Farm Bureau challenges students to combat food insecurity
1/17/2018 Kilo-bucket of snack tomatoes: 50% more sales than expected
1/17/2018 Australia: Linking healthy eating with feeling good
1/16/2018 Promotable volume of Mexican-grown asparagus starting in February
1/16/2018 Australia: Online veg consumer data dashboard launched
1/16/2018 UK: AHDB gets fit for the future in market development restructure
1/15/2018 NatureFresh offers tomato lovers 'guide to every type of tomato'
1/10/2018 US: California Giant sponsors 5th Annual Tour de Fresh
1/10/2018 Reminder to remember the roo in the lead-up to Australia Day
1/9/2018 US (MI): Marketing Boot Camp for greenhouse operations
1/8/2018 US: Lettuce grower-shipper rings in 2018 with New Year’s promotion
1/8/2018 US: "New Year, New You" promotional campaign rolls out
1/5/2018 Australia: Grocer supports local growers
1/5/2018 US (CA): Vegetable grower encourages healthy eating with giveaways
1/4/2018 US (AZ): Non-traditional food bank rescues fresh produce
1/3/2018 Lorry’s safety system prevents collision with child in Norway
12/22/2017 Merry Christmas