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UK: Delisher tomato makes its debut in Tesco

The British tomato harvest is well underway. For Alan Pearson and the APS team, 2021 marks the inaugural year of growing Delisher – a delicious premium cherry plum tomato, perfectly ripened on the vine!  

Alan Pearson, Group Production Director at APS: “It’s always exciting to grow a new variety for the first time and I’ve been impressed with the fruit quality and consistency of Delisher. We chose to grow Delisher because of its good taste, attractive appearance, and outstanding fruit adhesion to the vine”

APS is the largest tomato growing group in the UK with sites across the UK, from Teesside to the Isle of Wight. Simon Percival, Group Technical Director says “Delisher has been a variety in our crosshairs for some time and we’re delighted to add this variety to our extensive portfolio.” He adds, “We’ve been proud suppliers of Tesco for 31 years and bringing new varieties to consumers is something APS is passionate about.”

De Ruiter’s Global Consumer Sensory Lead at De Ruiter, explains: “Consumer preference plays an important part in our discovery of great tasting tomatoes.” he continues, “We survey consumers around the world to delight different consumer preferences. Repeatedly, Delisher has been consistently selected as the ‘stand out’ variety among multiple samples and check varieties.” 

Referring to consumer research conducted in France, he concludes, “The likelihood of consumers looking for the product when they return to the store is up to 74%, compared with 46% for the leading fresh cherry plum loose variety”.

Focus on premium
Delisher will be sold as part of Tesco’s Finest Sugarbelle Tomatoes across the UK. Mike Corbett, Tesco Technical Manager: “We sample many different varieties year on year to ensure our range offers excellent value and the quality that consumers associate with Tesco.” He goes on to say, “The UK markets focus is premium. British consumers are looking for great-tasting varieties that offer a great eating experience, but a product has to look good too!” Summarising, Mike Corbett concludes, “Customers buy for the first time with their eyes, but it’s the taste and quality that generates that repeat purchase!”

Whether it’s for snacking, salads or other culinary exploits the delicious Delisher meets the demands of discerning consumers looking for the highest quality. Delisher will be sold in 220-gram packs in a Tesco store near you. 

For more information:
De Ruiter Seeds

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