Opening of the Conference · Massimo Enzo (Syngenta)

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Summary
Syngenta's Marketing Director of Vegetables (EAME), offers key data on Global Tomato Crop and an a historical overview of the Syngenta's Tomato Conference.

Welcome address · Onno Franse (Royal Ahold)

Understanding food again
The Program Director of Healthy Living & Climate Action at Royal Ahold, Mr. Onno Franse, provided an overview of the role that food has played in Western societies during the last 60 years. Over the decades, there has been a progression from eating to stay alive, to eating with social and environmental responsibility.

In the past, there have been periods when food was scarce; more recently, there has been a growing awareness of safety and an increasing demand for transparency in the food chain; periods of prosperity have generated the need for convenience food, while the latest trends include eating for pleasure, making healthy choices and eating with social and environmental responsibility.

Mr. Franse highlighted the parallels between the evolution of food culture and Maslow’s Pyramid, employed by the American psychologist Abraham Maslow to depict the hierarchy of human needs, from physiological needs at the bottom to self-development at the apex.

In conclusion, Mr. Franse observed that greater efficiency in the food chain has led to greater disconnection from a social context: “Food was always the connection between people, and the moment of eating was the time to slow down, but now the speed of life is killing us,” said Mr. Franse, who added: “What we need are programmes to help people understand food again.” He stressed the importance of the social ambience of meals as a means of connecting people once again: “We should give eating the place it deserves,” he concluded.

Changing attitude to food · Anneke Ammerlaan (Taste&Trends)

Tomatoes with character
Food trends and fads, and today’s food trendsetters were reviewed in depth by the food consultant Anneke Ammerlaan, from Ammerlaan Taste&Trends, during her presentation “Changing attitude to food”.
Mrs. Ammerlaan highlighted the “Cultural Creatives” as trendsetting proponents of lifestyles based on authenticity, health and sustainability. “The cultural creative enjoys life, but at the same time he/she wants to take responsibility for the sustainability of that enjoyment,” she explained.
According to the food watcher, “authenticity” implies honest products from honest producers, the quest to obtain the best tasting sustainable products and appreciation for traditional varieties, since “the strength is in the product, and confidence is in imperfection.”

In this respect, she singled out the Coeur de Boeuf tomato as the icon for the next big trend: tomatoes with character. These are tomatoes with a powerful visual image, visual recognition being easier for consumers than names. Indeed, according to Ammerlaan, the first impression of taste is visual. “New taste implies eating with all the senses,” she declared, inviting all the delegates to discover the importance of mouthfeel and taste in tomatoes for themselves.

What else will authenticity mean for the tomato business? Information will be of key importance to consumers, who are eager to discover different tastes and textures, and to choose the right tomato for a specific cooking purpose. As for choices, fresh seasonal food from as nearby as possible will be a luxury, and this will lead to a premiumisation of canned, dried and preserved tomatoes.

The healthy lifestyle will place emphasis on fresh food, fruits, vegetables and grains, and health is seen as an intrinsic value of natural products. Superfoods and tomatoes with health benefits will gain acceptance among consumers. And taste is the way to ensure enjoyment. “Taste is the weapon to use in the fight against obesity,” Ammerlaan claimed.
Sustainability implies finding a balance between your body, your life and your environment. Sustainability goes beyond biodegradability, since it implies cradle to cradle values.

Usage & Attitude · Elena Ozeritskaya (Syngenta)

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How to segment consumers
“Consumers don’t understand why there are so many different tomatoes in the marketplace, and our goal is to clarify and segment the offer,” explained Elena Ozeritskaya, Syngenta Seeds’ Consumer Offer Manager for Vegetables in the EAME region.

During her presentation, “Usage & Attitude”, Elena answered the following questions:  What is occurring in the marketplace? What trends can be observed? How can consumers be segmented? Her findings were based on a comparative study of 6 countries: the UK, Germany, the Netherlands, Italy, Spain and France.

These are some of the data she revealed:
- Most consumers eat tomatoes in the home on a daily or weekly basis.
- Cluster and standard tomatoes are the most common types, with only 2% of non-buyers.
- Cherry tomatoes come next in the top tomato ranking, with only 8% of non-buyers.
- The external appearance of tomatoes is a key factor when selecting the product in stores; packaging is preferred, while choosing a specific type is a low priority.

4 different tomato consumer segments based on attitude were described:
- About 30% of consumers are in search of an acceptable taste for a good price (Best Price Seekers);
- 25% of consumers belong to the “Quality Seeker” segment, with a preference for traditional tomato types; 
- 25% of consumers are “Convenience Seekers”, who want packaged tomatoes and snacking options;
- Some 10 to 15% of tomato consumers are identified as “Experience Seekers”, looking for new colours and shapes.

Mrs. Ozeritskaya concluded: “There is room for diversification; the challenge lies in finding valuable products for consumers,” and she insisted on the need to clarify the range of tomatoes currently offered: “The range on offer needs to make sense for consumers, and it is important that the members of the target group recognise the right product for them.”

What is taste – Impacts on use · Prof. Donald Mottram (Reading University)

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Can you recognise the umami taste?
What is flavour? How do we perceive it? What is the impact of flavour on use? The chemistry of taste was explained by Professor Donald Mottram, from the University of Reading, who also described the characteristics of the 5th taste, umami, and the research conducted to analyse flavour and taste in several Syngenta varieties. 

Tomato flavour is achieved by a mixture of chemical compounds responsible for taste and aroma and related with sensory attributes. For example, citric acid lies behind the sour taste in tomatoes, while the sweet taste comes from the sugars and other compounds. The perception of flavour involves all 5 senses.
Professor Mottram offered an insight into the umami taste, which is related with the chemical compound monosodium glutamate. Umami is considered to be the 5th basic taste, and it is described as “savoury” and “meat-like”. The first reference to it was made in Japan 100 years ago, and it is characteristic of foods such as tomatoes, cheese, meat and mushrooms. In the case of tomatoes, the umami taste is strongest in the pulp and the seeds. This is why “tomatoes are important ingredients when cooking meat, because they enhance savoury, meaty taste characteristics.”

Professor Mottram outlined a recent study on the flavour of different tomato varieties. Sensory evaluation was carried out to describe the taste and aroma attributes of several Syngenta tomato varieties: cherry, cluster, beef and specialty tomatoes. Taste and aroma attributes differ from one variety to the next, even within the same tomato type. “There is potential to develop varieties that provide a range of flavour qualities,” he observed. A knowledge of the relationship between sensory attributes and the chemical analysis of taste and aroma compounds is basic for this purpose.

Linking taste to the market place · Ian Puddephat (Syngenta)

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Taste linked to the marketplace
“There is opportunity to improve quality and diversity in the market by delivering tomato products that are relevant and valuable for consumers,” said Ian Puddephat, Head of Produce Quality at Syngenta Seeds.
He outlined Syngenta’s corporate strategy, which is based on innovative research and marketing focused on consumer demands. This requires combining consumer preference mapping and sensory analysis with the company’s work in Produce Quality Analysis. “This approach enables us to identify the key characteristics to focus on, in order that consumer acceptance of a product may be improved,” Puddephat observed.

By way of example, Syngenta Seeds has carried out strategic research into taste with reference to cluster tomatoes in the UK market, the second largest market in terms of the consumption of this variety.
Consumer profiling, usage behaviour and consumers’ opinions made it possible to identify consumer preferences for cluster tomatoes.

These were some of the findings:
- Positive drivers for cluster tomatoes:
o Bright, deep red, uniform colour
o High intensity of aroma and juiciness
o Sweeter tomato fruit flavour
o Good flavour balance.
- Negative drivers for cluster tomatoes:
o Mealiness of texture
o Tomato vine flavour (green)
o Bitter taste

“Consistency of choice is affected by flavour and texture, even more than appearance,” the speaker claimed.
While sensory analysis reveals key drivers in potential products, analytical techniques allow to translate sensory characteristics into the flavour chemistry of tomatoes. According to the plant scientist, this knowledge is needed in order to identify products that match consumer requirements and to pinpoint breeding materials for the creation of superior products.

Quality of life: The clinical evidence for bioactivity · Britt Burton-Freeman (National Center for Food Safety & Technology)

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Bioactivity
“Consumers want more from their food and want to know more about it. They want to know how foods do what they claim”, explained Dr. Britt Burton-Freeman, from the Illinois Institute of Technology, who provided clinical evidence for bioactivity, or the action of nutrients when consumed. The impact of diet on health and disease risk was her focus.

Her presentation highlighted the health benefits that tomatoes and other food bring to consumers, and she specifically referred to Phenolic compounds, beneficial as anti-oxidants, anti-inflamatory agents, and other benefits; and she also focused on Flavonoid compounds, which intake reduces the risk of heart attack.

“Tomatoes can make a difference in health and disease reduction, and therefore increase quality of life”, the speaker said. “Understanding bioactivity allows us to deliver on consumer demands: providing knowledge and a higher quality food supply”.

Syngenta Flavonoid Technology · Charles Baxter (Syngenta)

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Syngenta Flavonoid Technology 
Following Burton-Freeman’s presentation, Charles Baxter, from the Quality department at Syngenta, explained the work currently done by the seeds company to develop varieties with enhanced levels of flavonoids.

Flavonoids are a family of plant secondary metabolites, and constitute the major red, blue, purple pigments in vegetables. Flavonoid compounds are important for having well-known pharmacological properties (antiviral, anticarcinogenic, anti-inflammatory, etc.), helping on cardiovascular diseases, for instance. However, the consumption of flavonoids remains low, according to the scientist. Flavonoids are present in tomato, and are largely localised in the fruit peel.

Taste, Health & Nutrition in the Japanese market · Taizo Sano (Kagome)

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Japan: the premium market
“Japanese is the most quality oriented consumer in the world” said Taizo Sano. The Managing Director of Kagome’s fresh tomato business unit provided an overview of the Japanese tomato sector during his speech.

Under the title “Taste, Health and nutrition in the Japanese market”, Mr. Sano provided several data regarding consumption, production, exports, retail market share, and he also gave insight on several initiatives to improve direct communication with consumers, from in-store cooking demonstrations to cross-merchandising collaborations.

Main ideas:
- 60% of Japanese consumers fit in the value segment, who look for high quality products but also care for price.
- 99% of tomatoes are produced and consumed in Japan, since only 6 countries are allowed to export tomatoes to the Asian country.
- Top 5 retail chains have only 7% of the retail market.
- Tomato is No. 1 vegetable in household consumption per year.
- Per capita vegetable consumption has declined by 10% during the last 15 years.

Mr. Sano explained that Japanese consumers are really aware of the health benefits linked to tomato consumption. He briefly described some of the initiatives carried out to provide more information to consumers on the cooking possibilities of tomatoes, a fruit that has not played a significant role in the Japanese cooking tradition until recently.

Workshop: Tomato Temptations · Angélique Schmeinck

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Summary
Master chef Angelique Schmeinck presented a workshop on different techniques in preparing various tomato varieties. Click here for more information on the Workshop.

Workshop recipes

Workshop: Tomato, tips for taste · Margaret Everitt

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Tips for taste  
A recognized expert in Sensory Research, Margaret Everitt led a stimulating workshop on what composes taste and flavour in fresh tomatoes. Those attending the workshop experienced first hand how sensory perception is affected by context, past experiences, physiology, and psychology. “With Sensory Analysis people are taught to use their senses in an analytical way that enables detailed assessment of the sensory characteristics of a product”, Mrs. Everitt explained.

“Flavour perception is a complex interaction of taste and aroma, plus mouth-feel and textural sensations” Everitt explained. Several exercises were conducted on the following aspects: appearance, colour and flavour, odour, flavour, texture and mouth-feel.

Bringing plant potential to life · Press Conference · André Goig (Syngenta)

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Summary
André Goig, Global Head for Vegetables at Syngenta, talked about the challenges that global agriculture faces today. Food demand driven by population growth and land scarcity will make progress in technology and productivity essential. Details about Syngenta Seeds business were provided.