"Juanita: diversifying snack tomatoes with flavor stories"

This year, there are again plenty of Juanita mini cherry TOVs available at various northern European retailers. "Research shows that people love these tomatoes and that when they recognize its unique flavor profile, they tend to repurchase Juanita," says Global Value Chain Development Lead Nico van Vliet. To help growers and retailers communicate this, breeder De Ruiter/Bayer Vegetable Seeds created several flavor stories.

Renewing retailers' interest
"Given the recent market developments, we, like other Dutch tomato segments, must keep generating renewed interest for these mini-cherry vine tomatoes at retailers." These 12g tomatoes' flavor profile offers good opportunities, adds Nico.

Research in the chain
A specialized FMCG agency did this tomato's flavor profile studies. Those included consumer and expert panels and even input from viticulturists. The results were turned into specially developed 'flavor stories,' which can help chain partners and consumers choose Juanita in a split second. They are available free of charge for storytelling B2B and B2C. These are the flavor stories. Click here for the flavor stories.

Repeat purchases
"Snack tomato acreage in Europe should keep growing this year, though that of the premium varieties will stagnate somewhat. We developed the flavor stories to diversify snack tomatoes," explains Nico. "This unusual storytelling has already been successfully introduced in wine and coffee catering management. We want to do the same with tomatoes. Combined with Juanita's special appearance and small sorting, it will hold current Juanita consumers' attention and attract new potential buyers."

Last year, the breeding company introduced a special toolbox. "People recognize these tomatoes, which could boost the rebuy percentage and frequency," Nico concludes.

These Dutch growers will be cultivating Juanita in 2023. The second column shows which cooperative will handle sales, and the third, the brand under which these tomatoes will be sold.

For more information:
Nico van Vliet
Svetlana Tokunova
Bayer Vegetable Seeds
Email: nico.vanvliet@bayer.com 
Email: svetlana.tokunova@bayer.com 
Website: www.vegetables.bayer.com 

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