“It’s quite exceptional for a tomato variety to remain so popular for so long when you consider that every new year sees the introduction of new varieties that are in certain respects improvements on their predecessors,” says Ton Janssen. “We also faithfully inspect all trials and test varieties every season to find a worthy successor to Campari. But so far our search has been unsuccessful. It is, and will always be, a unique tomato, honouring its name Tasty Tom. It still always comes out best in its segment in blind tasting tests. Taste reigns supreme, and we hope things will stay that way.”
Strong brand
Back in 1994, Janssen was the first grower to test the variety on a small scale and be thrilled by the results. Together with some colleagues, including his present partners Hans, Gerard and Eric Vereijken, he initiated negotiations with Enza Zaden about exclusive cultivation rights. “That was still quite uncommon in those days,” explains the tomato grower. “But for us it was an absolute prerequisite. Without exclusive rights you can’t develop a strong brand, and that’s precisely what we wanted to achieve with this tasty variety. Fortunately Enza Zaden agreed, and granted us a cultivation licence for northwest Europe. I think we both benefitted an awful lot from that. Tasty Tom is now a household name in the Netherlands and Germany. I doubt whether Campari could have remained so successful for so long if it hadn’t become such an instantly recognisable brand."
Guaranteed success
In no time the grower’s modest farm was planted with Campari in a total area of two hectares, and every effort was made to develop the brand and make it widely known. Having the gift of gab, Janssen was the man for the task of expressing his enthusiasm about the brand in a marketing campaign. “I have no difficulty whatsoever promoting this wonderful product,” he says. “I live close to the German border and speak the language fluently, which is of course very convenient. But it’s the tomato itself that steals the show. Wherever I go – talk shows on German television, consumer trade fairs, wholesale markets, greengrocer’s shops or supermarkets – all I have to do is invite people to taste the tomatoes and decide for themselves. The little red gems are a guaranteed success every time.”
In his office above the packing hall the grower presents some recent enthusiastic messages sent by consumers via the website and social media, to add extra weight to his words. Every month the Tasty Tom growers receive praise for their product’s taste. “Especially German consumers are very quick to respond by e-mail, and they are thrilled to bits,” says Janssen. “That’s brilliant!”
Specific tasks
In 1995 the Campari growers set up their own growers’ association so as to be able to follow an entirely independent course. And although the composition of Frutanova has changed slightly from time to time, its overall acreage of Campari has steadily grown over the years, from 6 hectares in 1995 to today’s 62 hectares. Vereijken Kwekerijen is responsible for more than half of that area, while the colleagues Roland Gielen, Wim Peters and Ton Janssen grow the rest. The policy is formulated jointly, but the entrepreneurs also each have a specific task of their own within the association. Janssen is the chairman and responsible for the association’s PR, while Hans Vereijken formulates its annual plans in his capacity as secretary. Gerard Vereijken supports the sales activities, Eric Vereijken organises everything associated with cultivation, Wim Peeters is the treasurer and Roland Gielen is responsible for quality matters and varietal trials. “We employ another two staff members on a permanent basis: Ine van Kleef for marketing and PR, and Daan Oehlen for supporting our projects,” concludes Janssen.
Year-round cultivation
At first, the sale of Tasty Toms was restricted to greengrocers in the Netherlands and wholesale markets in Germany, but over the years the range was expanded to include various supermarket chains in the Netherlands, Germany and the UK.
A few years ago the growers started producing the tomatoes with lighting, so as to be able to supply them to retailers and consumers all year round and guarantee the continuous supply that is so essential for retailers. “The lighting enables us to produce plenty of tomatoes in the winter, too,” explains Janssen. “The electricity is sustainably generated by combined heat and power stations, with the released thermal energy being exploited directly for the crops or temporarily stored in water buffers.”
Close cooperation
Janssen goes on to discuss the association’s relations with Enza Zaden. “Over twenty years our relationship has become very close,” he says. “The company has supported us well at fairs and in promotional activities, and on several occasions we have accompanied Enza Zaden's Crop Specialist Wim Buijks and Crop Sales Manager Maarten van den Heuvel on trips abroad, both within Europe and to North America.
Campari is now a household name in Canada and the US, too. It’s interesting and very informative to see how things are handled in different markets.”
Brand extension?
As successful as Campari may be, the search for even better varieties still continues. Janssen has not yet found a good red successor. Even so, Frutanova is on the eve of a new market introduction, which will officially take place at the Fruit Logistica in Berlin: a yellow cocktail tomato, also from Enza Zaden’s kitchen. “It’s every bit as good as Campari,” says the grower, who makes no attempt to disguise his enthusiasm. “I’m not at liberty to disclose its name, but I can’t wait to see how consumers will respond when they taste this tomato.”
