© TomatelierThe name Tomatelier is a statement in itself. Atelier means "workshop" in French, and in the world of art and fashion it refers to the creative space where collections and trends are born. That same philosophy drives the project: bringing the dynamism of fashion into the world of tomatoes, with collections designed to surprise season after season.
"We see many similarities between fashion and tomatoes, both are defined by constant innovation, the launch of new collections, and the creation of mass consumer trends. Our goal is to establish ourselves as a global benchmark in the development of new tomato concepts," explains Jordi Ballester, the creator of the concept.
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Genetics as a driving force in a complex context
In a market pressured by commercial demands, the emergence of new viruses such as ToBRFV, and the impact of climate change, genetic improvement becomes a key driver of transformation. According to Tomatelier, the value chain increasingly prioritizes security, with a strong focus on production and resistance. "But challenges also open the door to innovation and the development of advanced solutions."
"From a genetic standpoint, the aim remains to optimize three essential pillars: universal traits, quality, and resistance. While genetics is crucial, what really makes the difference is the commitment of all players in the chain to ensure this potential reaches consumers as high-quality products. That's why we've chosen a multisensory approach."
A multi-sensory six sense approach
The company doesn't just launch new varieties; "we adopt a six sense approach that focuses on creating distinctive experiences, going beyond the simple introduction of varieties or concepts. Among our commercial brands, Melt stands out, an innovative variety delivering an unprecedented fondant-like flavor and texture in the tomato category. Another key reference is Joya, our Antonian teardrop snack tomato, which has gained strong international acceptance. This season we've launched Enzo, a resistant mini Marzano on the vine that stands out for its yield, quality, and excellent organoleptic properties."
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"For each product line, we carefully select strategic partners who we consider the right fit to ensure proper market introduction and guarantee consumers can enjoy our products."
One of those partners is Ametller Origen, "a strategic ally for us both for their business vision and innovative approach. Collaborating with chefs and high-end gastronomy professionals also brings us a creative perspective and fuels innovation, enriching our development process."
"We believe the work of a breeder has an artistic side. The more insights we gather from society, the better our results will be. That's why we constantly look for inspiration in other sectors to keep evolving."
Tomato trends: declining consumption and the challenge of creating must-haves
In Spain, per capita tomato consumption exceeds 11 kilos per year. "Tomatoes account for 23.5% of total fresh vegetable consumption in the country, which shows their importance in the Mediterranean diet. However, consumption is trending downward, and consumers are increasingly disconnected from the product," Jordi points out.
The future of the sector is uncertain. While many changes are expected in the coming years, "price and quality are still expected to remain top priorities for consumers." This uncertain and shifting scenario poses significant challenges for the industry and for those aiming to develop and launch innovations with staying power. Faced with this reality, Tomatelier stresses the need to create tomatoes that go beyond short-lived trends: "To borrow another fashion analogy, our goal is to create products that become essentials in the shopping basket, just like the must-haves in any wardrobe. And with our tomato atelier, Tomatelier, that's exactly what we want to achieve."
© TomatelierFor more information:
Tomatelier
Tel.: +34 669 882 720
[email protected]
https://www.tomatelier.it/
