Japanese take about 50% of world average per capita consumption both fresh and processed tomatoes

MR. TAIZO SANO, DIRECTOR OF KAGOME 

Kagome's Director, Mr Taizo Sano, explains why vegetable quality, consumer characteristics, cooking methods and eating occasions have become key factors in the tomato business   

Mr. Taizo Sano, Director and Chief Operations Officer of Kagome’s Fresh Tomato business unit, will participate as a speaker at the forthcoming Syngenta Tomato Conference, where he will lead a seminar entitled “Taste, health & nutrition in the Japanese market”. Mr. Sano intends to answer a question of great relevance to players in the tomato business who wish to make their products truly successful with consumers: “What makes tomatoes tastier?”

As Japan’s food industry has matured and attitudes towards food have changed, the concept of food has shifted significantly towards quality and value. Therefore, vegetable quality, consumer characteristics, cooking methods and eating occasions — essential elements of Mr. Sano’s speech — have become key factors in the tomato business.

One of the issues that Mr. Sano will focus on is Successful marketing for high lycopene tomatoes, since Kagome has long studied the constituents of fruits and vegetables that have a positive impact on human health, notably carotenoids, such as lycopene, the red pigment in tomatoes.

When asked about consumption, Mr. Sano says that “for many years, the tomato was considered an inedible vegetable in Japan, but today consumption in Japan stands at about 50% of average per capita consumption worldwide for both fresh and processed tomatoes”. Syngenta’s range of tomatoes for Kagome consists of the Dune, Dafnis, Taray and Olmeca varieties, while the most popular tomato in Japan is the Momotaro, a pink flesh variety.

At present, more than one hundred years since Kagome first started as a company, tomato production in Japan totals 700,000 tonnes a year. Of this volume, 660,000 tonnes are consumed fresh and the remaining 40,000 tonnes are assigned to processed products. Kagome produces approximately 14,000 tonnes of fresh tomatoes a year, with production distributed across Japan, since the tomato business is not export oriented.

With respect to consumer trends in Japan, Kagome’s COO comments that “the Japanese are the most safety-conscious consumers in the world, while freshness, price and taste, especially UMAMI taste(Japanese word meaning "savory" or "deliciousness"), are the most valued attributes in tomatoes”.

1899 — Kagome begins to cultivate tomatoes
Kagome was the first company in Japan to successfully cultivate tomatoes. It was in 1899 when company founder Ichitaro Kanie took on the challenge of introducing the tomato into the Japanese diet and trying to make the fruit popular among Asian consumers.

With a history spanning more than 100 years, Kagome has always been at the forefront of innovation: it has been a pioneer in tomato cultivation and bioengineering in Japan, and it is now the largest tomato processor in Japan and the Pacific Rim. The company controls the majority of the market share in ketchup, tomato juice, vegetable juice, carrot juice and Worcestershire sauce for both the retail and the foodservice market in Japan.

However, not all tomato companies have been as successful as Kagome in the vegetable business. Asked about the secret of this success, Mr. Sano observes: “There is no secret. Kagome’s top management has maintained the tomato and vegetable business as an independent operation, fostering excellent relationships with growers.”

The company has 6 plants in Japan focused exclusively on tomatoes, located in the Kanto and Chubu regions, in addition to 4 greenhouses. Kagome has more than 2,030 employees and recently reported consolidated sales of US$2 billion for the financial year ending 31 March 2008. The company’s prime objectives for 2008 are to make its domestic business less quantity-oriented and more quality-oriented, and to expand its international business, while reducing costs.                

Taizo Sano is a specialist in Agricultural Science. He gained 9 years of industry experience in a subsidiary of Kagome Co. Ltd. in the US, and since 2001 he has worked as Managing Director of Kagome’s Fresh Tomato business unit in Japan. He is also a board member of Kagome.

Syngenta Seeds Vegetables - May 2008

“The first impression of taste is visual”

MRS. ANNEKE AMMERLAAN, from Ammerlaan Taste & Trends, Food watcher/advisor and trend specialist

“Our attitudes will change towards the way we eat, cook and shop,” says Anneke Ammerlaan, a Dutch food trend specialist, who will be giving a lecture at the TC08 entitled “Changing attitudes to food”. She is a food watcher and advisor who analyses consumer behaviour everywhere, not only in restaurants and supermarkets.

Q. You have considerable experience as a food watcher, specialising in trends. Can you briefly tell us what your job involves?
A. I pinpoint and analyse changes in society and in the market which influence consumer behaviour. To put it more simply, I look at the unexpected without judging. I note how often I see the same unexpected behaviour and in which segments of the market.
So I read lots of newspapers and magazines and surf the Internet, looking for food news, as well as economic and cultural news, reviews of theatre performances, etc.
Being a food specialist means that I try to eat in the most innovative restaurants in the world and to visit futuristic shops, supermarkets and markets. As a member of the IACP, the International Association of Culinary Professionals, I am in contact with food trend specialists all over the world.

Q. Do you think supermarkets, food manufacturers, retailers and hotel chains value the opinion of consumers?
A. Most of the players in the food market recognise the importance of consumers’ opinions. Restaurants and hotels lead the way here. Consumers are more outspoken when it comes to hospitality. Supermarkets try hard to value the opinions of their consumers, although logistics often wins out.
In this respect, the new mentality of supermarkets like Whole Foods is interesting. They attach great importance to the opinion of consumers and they are the first to recognise and honour new consumer demands. These supermarkets are innovators, insofar as regular supermarkets will follow in their footsteps and interpret the trends for their own consumers.

“There are too many varieties with the same shape, colour, etc., which often makes tomatoes difficult to distinguish”

Q. In fresh tomatoes, what traits are valued most by consumers? What traits are disliked? What other traits do tomatoes lack according to consumers?
A. The tomato’s taste, texture, freshness, convenience and versatility are all seen as positive traits. A negative consideration is that there are too many varieties with the same shape, colour, etc. This often makes tomatoes difficult to distinguish. The direct result of this is that consumers do not know what the tomato they buy will taste like.
In Northern European countries, where the climate is too cold to grow tomatoes in the open air and where the tomato does not form part of the traditional culinary culture, consumers are unsure about whether a particular tomato is best for a salad or a sauce. Should it be baked or grilled? Would it make a good snack?

“Like a good wine, a tomato must have a long aftertaste”

Q. Could you briefly describe what constitutes taste in fresh tomatoes?
A. The size, shape and colour of the tomato, and in the case of supermarkets, the packaging are all important factors. The first impression of taste is visual. For instance, the tinier the tomato is, the sweeter it is expected to taste. A tomato must strike a balance between sweetness and sourness. A sweet tomato with insufficient acidity has a bland, uninteresting taste. A tomato with insufficient sweetness has a harsh taste. And like a good wine, a tomato must have a long aftertaste.
Often forgotten, but also important is the mouthfeel of a tomato. Structure and texture are essential to taste. Try this out for yourself with a whole cherry tomato or a slice of Coeur de boeuf.

“In Northern countries the tomato is relatively new and so they are more prone to trends and fads”

Q. What are the latest trends in the world of tomatoes? Are there differences according to age, country, etc.?
A. There is a big difference between the classic tomato countries (Italy, Spain, etc.) and the new tomato countries (Northern Europe).
In the classic tomato countries, consumers are very proud of their local varieties and they have a basic knowledge of tomatoes. They know how to treat and prepare a tomato.
In Northern countries, the tomato is relatively new and so they are more prone to trends and fads.

I would like to draw a distinction between mass market trends and premium trends:

Mass market
The vine tomato is still the most important variety.
Tomatoes either have to be big or very small.
The snack tomato: little sweet tomatoes eaten instead of sweets. Much loved by health-conscious women and mothers of young children. This trend can mainly be seen in Northern Europe and America.
The introduction of tomatoes with a different colour to add variety. It is interesting to see that Knorr has an ad campaign with the slogan “eat healthy, eat in colour”, encouraging people to add variety to their diet with vegetables of different colours.
A growing demand for Mediterranean tomatoes due to an image of greater flavour (holiday syndrome).
Another demand is for information about the best usage for the different varieties. Consumers already have this information in the classic countries, but this is not the case in the new tomato countries.

“Premium trends will influence mass market trends. Tomatoes with character will be the next big thing”

Premium
The foodie trend in general is towards tomatoes with an identity, with character. This means tomatoes with unusual shapes and all shades of red, green and yellow in colour. The Coeur de boeuf tomato is the icon for this trend all over the world. Biodiversity, as promoted by Slow Food. Organic lovers are very taken by heirloom tomatoes, grown as locally as possible. So local varieties, shape and colour are also important components of premium tomato trends.
Tomatoes ripened on the vine, delivered on the day they are picked. This means direct delivery from the grower to the shop.
Seasonal eating: in winter, no fresh, flown-in tomatoes. Canned tomatoes instead. This will lead to a revival of canned tomatoes, and before long a new range of ‘top quality’ tomatoes with the varieties mentioned on the can.

Take note: premium trends will influence mass market trends. Tomatoes with character will be the next big thing.

“Since in most supermarkets the majority of the tomatoes are packaged for purposes of traceability, the next demand will be for tomatoes with a distinctive shape and colour”

Q. Have consumer demands with respect to tomatoes changed over the years?
A.Yes, they have changed considerably. 5-10 years ago, tomatoes had to be round, red and all the same shape and size. This changed because this type of tomato was thought to have a poor taste. So the following trend was (and for the mass market still is) tomatoes on the vine. The smell of the vine restored the tomato’s image as a natural product. It tasted better and the quality perception of the tomato rose significantly. Nevertheless, tomatoes still had to be of a uniform shape and size.
Since in most supermarkets the majority of the tomatoes are packaged for purposes of traceability, the next demand will be for tomatoes with a distinctive shape and colour.

“For most consumers around the world, cooking with fresh produce is a luxury”

Q. As a member of the International Association of Culinary Professionals, do you think that consumers have a culinary education? What are their feelings when they prepare a meal with fresh products, such as tomatoes?
A. This depends very much on the country and, in many countries, on the social class of the consumer. The more food is an integral part of the culture of a country, the more advanced the cooking skills.
For most consumers around the world, cooking with fresh produce is a luxury. Taking the time to prepare a real meal creates a positive feeling. Mums in particular feel very good when they cook fresh food for their children.

“Simplicity and pleasure are key to achieving a balanced and healthy diet”
 
Q. What are the key culinary characteristics that need to be developed and promoted in order to achieve a balanced and healthy diet?
A. Simplicity and pleasure are key to achieving a balanced and healthy diet.
Simple, easily accessible information about health issues is required. Experiencing the pleasure of cooking good, simple, fresh food.
“New easy cooking” is important here: a healthy cooking style based on just a handful of fresh ingredients. A style in which the cooking method is an important flavour for the dish. A cooking style with a new perception of time. There is more to be gained by simplifying cooking methods, than by spending less time cooking.
Care and attention as immaterial ingredients for a balanced diet. Taking time, sitting down and thinking about what you are putting into your mouth are as important as the food itself.

“Variety in fresh food is the key to a healthy lifestyle”

Q. As a speaker at this year’s Syngenta Tomato Conference, you will be leading the workshop entitled “Changing attitudes to food”. What is the aim of this workshop? What are you going to talk about?
A. The focus of my workshop is on ‘real food’. The new consumer has had enough of “nutritionism”. He or she has had enough of focusing on isolated health issues (like cholesterol) and eating isolated nutrients in industrially processed foods.
He, but mainly she, is in search of fresh honest food. The new belief will be: nutrients in their natural state give the body what it needs. Variety in fresh food is the key to a healthy lifestyle. We will treat our body, as we would like our food to be treated: with a focus on sustainability.
Real food revives the social values of the dinner table.
Our attitudes will change towards the way we eat, cook and shop. There will be both challenges and opportunities.

Taste for Trends

Anneke Ammerlaan has a regular column in the Food Personality and Horeca Journal and she is an active member of the IACP (International Association of Culinary Professionals), the International Trend Forum and the panel of International Food Futurists, for which she regularly lectures on trends. In this way, she has created an international network of colleagues. She is also a member of the panel which advises the Dutch Ministry of Agriculture on a number of consumer issues.

She has gained wide experience as a writer on shopping and culinary themes in magazines such as Libelle, Tip, Nouveau and Cosmopolitan. She helped to create the Allerhande magazine, was general editor of the C1000 magazine for eight years, and has participated in two Teleac television series about ethnic cooking.

Furthermore, she has written over 30 cookery books, of which more than 2 million copies have been sold. She also advises supermarkets, food manufacturers and hotel chains, and is often invited to give talks on her specialist subjects.

Ammerlaan Taste & Trends is a company which specialises in culinary trends and developments. It considers the Dutch market with reference to developments world-wide. The company analyses the social, cultural and political developments of global trends and advises the business world on the consumer behaviour to be expected, the trends it has pinpointed and cooking techniques.

Syngenta Seeds Vegetables - May 2008

“Consumers are very interested in what their diet can do for them personally”

MRS. BRITT BURTON-FREEMAN • PhD, MS, Director of Nutrition at the National Center for Food Safety & Technology, Illinois Institute of Technology

Dr. Burton-Freeman is currently recruiting faculty and scientists for a research platform entitled ‘Health Promoting Foods’, whose major outcome objectives are food safety, nutrition and human health, and wellness. Besides this new initiative at the Center, she will be taking part in the forthcoming Tomato Conference in The Netherlands, where she will talk about the relationship between quality of life and tomatoes.

“Quality of life will be addressed in the sense of how a diet rich in health promoting properties can support a longer, greater life quality”

Q. “Quality of life: the clinical evidence of bioactivity” is the title of your address. What will your contribution to the Tomato Conference be?
A. I will be discussing the role of bioactive food components as constituents of whole foods delivered through the diet to promote health and reduce disease risk. The clinical evidence will be an overview of the state of the science relative to the bioactivity of these compounds when consumed by humans. Quality of life will be addressed in the sense of how a diet rich in health promoting properties can support a longer, greater life quality. As quality of life is defined by the beholder, most people want to live longer and better: ‘Better’ may be defined by increased enjoyment of food (sensory pleasing and healthy), by the ability to stay active longer, maintained or improved cognitive function / performance, more time with family, etc.  

“Tomatoes contain a number of essential and non-essential compounds that are active in the body when consumed”

Q. What is bioactivity in relation to tomatoes?
A. Bioactivity in or of tomatoes refers to the beneficial effects they provide on health-related endpoints when consumed. Tomatoes contain a number of essential and non-essential compounds that are active in the body when consumed. For example, lycopene and vitamin C are both considered anti-oxidants and each can help the body to neutralise oxidants (reactive oxygen species, ROS) that may cause harm to body proteins, lipids and/or DNA. Tomatoes also contain phenolic compounds in varying amounts, which have been touted for their anti-oxidant action as well as anti-inflammatory, anti-thrombotic and vascular relaxation affects. All of these actions are consistent with disease risk reduction.

Q. How can we achieve a better quality of life?
A. By consuming foods that provide enjoyment and deliver health opportunities. We should aim to lead an active lifestyle. Manage stress. Enjoy and appreciate the things we have rather than those things we don’t have.

“Promoting F&V intake with successful adoption of dietary patterns with increased levels of F/V will require some personalisation”

Q. How should consumers be approached when promoting F&V?
A. Consumers are very interested in what their diet can do for them personally. People are interested in themselves (the ‘me’ or ‘I’ factor). Promoting F&V intake with successful adoption of dietary patterns with increased levels of F&V will require some personalisation. This will also require attention to other drivers of food intake (taste, hunger satisfaction, convenience and availability, price).

Q. How is eating F&V important to the control of body weight?
A. F&Vs are, in general, low in energy and high in nutrients. They are typically high in water content as well as a good source of fibre, making them a low energy dense food. They can provide bulk to the diet with little energy contribution. Fewer calories coming in can help manage weight gain. The addition of bulk can provide feelings of fullness in the stomach (for those people who need to feel like their stomach is full). F&V can add fibres to the diet with properties that slow digestion and absorption and prolong intestinal contact time for releasing hormones involved in satiety and food intake control. F&V via certain bioactive compounds they deliver may help in metabolic processing (such as insulin signalling) through either direct or indirect effects.

“An area to consider for improving F&V intake is through the food service chain”

Q. The higher the average daily intake of fruit and vegetables, the lower the chances of developing cardiovascular diseases. How can we promote the intake of tomatoes (or F&V)?
A. Most of the F&V promotions have sought to create awareness and educate consumers about the beneficial effects of consuming a diet rich in F&V. More interactive tools have started to appear (MyPyramid.gov for example) to help consumers with food choice. Frequent taste testings have also appeared more often to familiarise consumers with different fruits and vegetables.
An area to consider for improving intake is through the food service chain. With so many people eating out regularly, people are looking (more often) for healthy options. Going out to eat is a lifestyle rather than a ‘treat’ (where some people would say this was their time to splurge). Things have changed – food service should represent the cupboard and refrigerator we promote in our health policy programs.

Q. Nowadays, there are many initiatives and projects to encourage children to eat F&V, but somehow they are not proving sufficiently successful. How can we get children to consume the minimum recommended intake (5 pieces of F&V a day), so that they have a balanced and healthy diet?
A. In addition to my comments in answer to the previous question, parents are very important role models here. Children’s consumption of F&V in the USA is low and is not meeting the recommendations (1/3 to 1/2 of the recommended intake, if that in some cases).

Syngenta Seeds Vegetables - May 2008

“Science is key to the creation of new varieties”

Dr. MART VAN GRINSVEN, SYNGENTA SEEDS

The Head of Global Development for Vegetables at Syngenta Seeds talks about the latest research on taste.

Dr. Mart van Grinsven is responsible for research and development at Syngenta Seeds Vegetables. He talks to Tomatoes Today about some of the findings that will be presented at the Tomato Conference, and provides a passionate overview of why Syngenta makes such a strong commitment to research and science.

“A very important facet of research is to ensure that we have the right people to help us cover  our growing needs, so that we can serve our growers, customers and consumers”

Q. Could you summarise your responsibilities and tasks as the Head of Global Development for Vegetables at Syngenta Seeds?
A. I am responsible for setting the strategy and making sure that we have the right resources available to develop new varieties and products for our customers worldwide. To explain this a little, we have about 150 scientists and breeders working around the world at 23 stations. This is a large group of people in many different locations, serving Syngenta’s 8 strategic crops. The tomato is the most important of these crops, and there are some 20 breeders worldwide working with this particular fruit.
So my role is to make sure that we have the right resources, the right locations to do the work, and the right technologies for the breeding programme to be run as quickly as possible. Setting the strategy is always about making choices: you have to choose from many different opportunities; how can you compare an excellent opportunity in tomatoes with a very good opportunity in sweet corn, for example? My job is to talk to many people in our research organisation and, in particular, to many people in the various marketing organisations, and this helps me to set the priorities.
Another aspect of the work is to ensure that as a research organisation we constantly update our skills and employ the best approaches and technology to get products on to the market that are better or which can reach the market faster.
A further very important facet of research is to ensure that we have the right people: quality staff who are being motivated and trained correctly. We must have committed, excellent team members who will help us cover our growing needs, so that we can serve our growers, customers and consumers.

“In general, we set our strategies around the different segments of the tomato market and the way in which tomatoes are grown; we also focus on Output Traits: traits that are recognisable and important for consumers”

Q. So, with respect to tomatoes, what are the main strategies that your department is working on right now?
A. This is a delicate question, because I have to draw a line between wanting to tell you about all the good things we are doing and listening to the legal and intellectual property people who tell me “don’t say anything, because we have to protect our intellectual property!” And at the Tomato Conference we have to draw a balance between protecting our intellectual property on the one hand, and on the other hand showing the audience what we are doing, making them as enthusiastic as we are about our progress and describing the technology we are developing.
But in general, we divide our work according to the different segments of the tomato market: we have a team working on cluster tomatoes, another working on beef tomatoes, another on bush tomatoes for the Middle East, etc.
A second way of looking at our programmes is by growing method, according to whether the tomatoes are grown in active greenhouses, as in the Netherlands, England, Canada or Japan; under plastic / in passive greenhouses, as in Almería, Murcia or Mexico; or in the open field, as in India and parts of China. This means that quite a lot of our activities are related to how easy it is to grow these varieties and how resistant they are to diseases and pests. We are constantly working to improve the resistance of our tomatoes, because unfortunately nature is always creating new diseases. There is also a large group of activities related to grower characteristics, such as yield, harvest stability, resistance, etc.
Another group, which was established about 15 years ago, is concerned with Output Traits: traits that are recognisable and important for consumers. These traits relate to colour, appearance, shape, taste, flavour, aroma, etc. During the Tomato Conference you will hear a lot on this particular subject. Some of our best people will be talking about the new developments we are involved in, and I strongly recommend listening to what Ian Puddephat and Ton Teerling have to say about all the work we are doing on taste, flavour and consumer quality.

“Science is key to the creation of new varieties”

Q. Science features strongly in the 2008 Tomato Conference programme. Why is this so?
A. Science will indeed feature strongly at the conference, and I am convinced that the speakers will do a great job in presenting difficult scientific topics so that they are very easily understood. But why do we need so much science to do our research on taste? First of all, let me say that breeding requires a lot of scientific knowledge. A breeding company has to devote a lot of its energy to research, and we invest more of our income in research than companies viewed as being research centred. As a percentage, we assign more money to research than any pharmaceutical company, but I don’t wish to go into these strategic details.
Science is key to the creation of new varieties. Over the last few decades, we have gained a lot of knowledge about how to deal with traits such as disease and pest resistance. This has been the focus of our programme for the last few years now. But things are becoming more complicated: working on one trait is relatively simple. Working on two traits is more complicated, and so on. To put it simply, adding a trait doubles the complexity, and adding more traits, in response to our customers, becomes more and more demanding. We are making a great effort to ensure that our breeding programme remains manageable.

“We have to develop scientific tools that will help us to manage the highly complicated process of taste”

Q. What is the link between science and taste?
A. If you ask people what taste is, you will soon see that taste is no simple matter. Furthermore, your taste preference may be different from mine, since this differs from person to person. So we need to develop tools that enable us to test taste.
By comparison, disease resistance is quite simple. But when it comes to taste, take our breeding programme for tomatoes in El Ejido, for example: you will have to taste a hundred different tomatoes every day. And this is not possible. So we have to develop scientific tools that will help us to manage this highly complicated process.
What we do in our work on taste and quality is to try and divide taste into very specific components: sweetness, acidity, aroma and so on. By making the problem smaller, we make it more manageable.

“Our work in this area is comparable with putting the pieces of a Lego® construction together”

Many researchers from the food industry and universities can teach you which components have the potential to play an important role in taste. As a crop protection company, we have to have a knowledge of both genetics and chemistry. The best chemists in the world are working in our labs near Basel and near London. These people know all about chemical components and how to measure them. So by working with scientists not only in Syngenta Seeds but also in Syngenta Crop Protection, we can begin to divide taste into smaller and smaller concepts. We set out to understand which chemical components are important for taste, the best average taste in a given segment, not just your taste or my taste.  Once these components have been identified, we go back to our breeders and geneticists, because it is essential to understand what the genetic bases for these components are.
Our work in this area is comparable with putting the pieces of a Lego® construction together. We try to understand which Lego® block is responsible for a specific effect. Then we can start to stack the Lego® components and build the house, the tower, or whatever, because we understand which component is responsible for which effect. So science plays a very important role in this research.

“In about 2 or 3 years we will be able to see if our hypotheses are valid”

Q. And how far have you advanced with your research?
A. Well, this is something a lot of people would like to know! But I can’t tell you how far we have advanced. I am not going to tell you that we know everything, because that would not be true, but we have made some very important progress. And we are now in the testing phase, where we are actually building some of the new constructions with the Lego® blocks; in about 2 or 3 years we will be able to see if our hypotheses are valid, and then we can decide whether all the efforts expended have been worthwhile.

Q. You will be making the closing speech at the Tomato Conference on 20 May. What are you going to say about the tomato business?
A. This is a very difficult question. What I say in the closing speech will largely depend on what happens during the meeting. What I will do during the meeting is to talk to as many people as possible to get an idea of the questions that people have, what they feel excited about and where there are still question marks; then, during the closing speech, I can offer a summary of the major insights, commenting on what has been learnt and highlighting the key issues that have emerged during the conference.
I want people to be aware of the excitement we feel about the progress that we are making. I want people to understand the strength of Syngenta’s commitment to serving not only growers, but people in the business chain and consumers; our commitment to pinpointing new and exciting opportunities in the area of disease and pest resistance; to improving yield and transportability; and above all, to bringing a tomato to the table that is appreciated by the consumer.
This is the excitement I wish to share at the end of the meeting. I am fully confident that all the other speakers will have done an excellent job during the conference, so my job in closing the conference will be quite simple.

“We are testing tomatoes at more than 80 sites around the globe”

Q. How many research trials are conducted over the course of one year in order to develop a new tomato variety?
A. Every year, our breeders make around 10,000-12,000 crosses. The result of 1 cross is not just 1 plant, but something between 20 and 200 plants for people to look at. We are testing tomatoes at more than 80 sites around the globe. I am not sure how many plants we are testing, but the area assigned to testing tomatoes every year is some 20 to 30 hectares. So this is an enormous number of plants. We have a large budget assigned to tomatoes and we have more than 20 breeders working with this fruit!

“Breeding will develop further to become a highly scientific activity and I hope you will see a steady increase in the quality and reliability of the product”

Q. What is the future for the tomato business from a scientific point of view?
A. Breeding will develop further to become a highly scientific activity, in which scientists from different disciplines, plant physiologists, fruit physiologists, consumer experts, marketers and seed production specialists will all need to work together as a team. This is already happening today, but in the future it will need to happen even more than today.
This new type of research will be even more sharply focused on the needs of the different customers. I don’t predict a revolution, because the revolution is taking place within the company, in the way that we do things, but I hope that our customers, the growers, the members of the business chain, the shippers, traders and consumers will all see a steady increase in the quality and reliability of the product.

“This whole business is vibrant with people who are passionate about what they do”

Q. You have a brilliant résumé in the academic field and almost 21 years of experience in what is now known as Syngenta. After all this time, how does “passion for innovation” motivate your daily tasks?
A. I think from the discussion we have had so far, you can see that I am passionate about what I do! Passion is all about people doing their best to put all the various components together. I have been working in this company for nearly 21 years. When I joined, I thought I would stay for about 3 years and then go back to the university. But I have to say that after 21 years I am still learning new things every day. I am learning about the complexity and the beauty of the seeds business, and the passion that our people have is a powerful motivating factor for me. I can also sense the passion and motivation of our customers. It doesn’t matter whether you talk to a grower in El Ejido or in the Netherlands; in China or in Brazil, out in the open field; all these people share the same excitement: they want to ensure that Syngenta’s consumers receive the best tomatoes. This whole business is vibrant with people who are passionate about what they do.

“I am convinced that the way forward is through collaboration between Syngenta and its customers”

Q. Would you like to add anything else?
A. I would really urge participants to listen to what our people have to say during the Tomato Conference. Furthermore, I would also urge them to talk to our people, to learn a little more and to share their passion, and to give our people the opportunity to learn as well. I am convinced that the way forward is through collaboration between Syngenta and its customers: growers, shippers and consumers.

“Retailers will have an important influence on future trends”

MR. MASSIMO ENZO, Syngenta’s Marketing Director of Vegetables for Europe, Africa and the Middle East (EAME)

Massimo Enzo is responsible for the strategic marketing initiatives undertaken by Syngenta in Europe, Africa and the Middle East (EAME). His professional experience spans more than 20 years in the seeds and fresh vegetables market, in which he has held both consultancy and marketing positions, with a special focus on high value protected crops. Tomatoes Today talks to him about the market dynamics in the EAME region and about the Tomato Conference, the key event for the fresh tomato sector organised by S&G, due to be staged in Holland in May, the central theme of which will be taste and flavour.

Q. Within the EAME region, what are the salient trends and synergies that are growing in importance?
A. Within the EAME region, retailers will have an important influence on future trends, since they now have a greater presence and penetration.
Retailers are looking for innovation and diversification, but over and above this, retailers are important because they are meeting and shaping the needs and demands of consumers.
Consumers are becoming more demanding and they too are looking for innovation. Innovation is not only related to different types, shapes, colours and sizes, but also new traits. Clearly, consumers take it as read that a product is 100% safe, so we have to look at other demands, such as health and nutrition benefits, which will be one of the next big trends, together with taste, one of the key aspects we are focusing on.
On the production side, producers are continuing to combine forces. Looking to the future, since retailers are becoming more powerful, it is important that producers should combine forces in order to gain critical mass, enabling them to satisfy the few buyers that will be present in the market. This will lead to standardisation, but the need for diversification will also be there, in addition to the consumer demands mentioned earlier: taste, health and nutrition.
As for producers’ demands, they are asking for plants that offer greater resistance to diseases and plants that will respond in particular ways: labour-saving plants, for example, which are easier to manage. Finally, another important element, of a transversal nature, since it concerns producers, consumers and retailers, is the ideal balance of food quality and shelf life.

"Retailers are becoming more powerful and it is important that producers should combine forces in order to gain critical mass, enabling them to satisfy the few buyers that will be present in the market"
 
Q. Italy and Spain are well-established consumption markets. What are the business prospects of these two countries?
A. There are still a lot of opportunities in both markets. Italy is more sophisticated in terms of consumption, and it is setting trends and shaping the future. When you consider the market innovations that have emerged in the last 10 years, most of them have come from Italy (cluster tomatoes, cherry tomatoes, and the revival of the Cuore di Bue). So I do believe that the Italian consumption market offers a lot of opportunities, above all because consumption habits in Italy are highly sophisticated, and there is a link between type and usage, which is quite unique. To some extent, the same characteristics may also be observed in the Spanish market. Another element common to these two countries is taste. These are the two consumer markets where taste is clearly recognised and consumers give it added value. Spain and Italy will continue to set trends and shape the tomato market for the next few years.

"In the North of Europe consumption is around or below 10 kg per capita per year, while consumption in Southern Europe is 20-30 kg or more"

Q. At the same time, new markets with enormous consumption potential are emerging in the EAME region. Which markets are these? What potential for growth do they have?
A. Consumption is clearly increasing in Central and Northern Europe, but the north-south gap is still enormous. These Central and Northern European countries echo the developments of the south, but with some delay. If one takes the example of cherry or cluster tomatoes, these varieties were already consumed in Italy more than 15 years ago, but in Northern Europe they have only become known more recently. In the North of Europe, consumption is around or below 10 kg per capita per year, with some exceptions (Belgium and Poland consume slightly more), while consumption in Southern Europe is 20-30 kg or more. There is no doubt that consumption and diversification are growing in the north, but this level of growth is not yet comparable with the dynamics and changes in the south.
The German market is the biggest importer in Europe, and is still growing in terms of volume and diversification, although it is clearly one of the most price-driven markets.

"The increase in consumption in Northern Europe is currently linked with the use of different varieties, rather than usage for different purposes, which is still not occurring"

Q. The use of a tomato for every occasion is already well established in markets like Italy. Can this usage trend have an influence on new emerging countries, such as East European countries?
A. There is one facet that is really unique in Southern Europe: tomatoes are consumed fresh, but they are also used for cooking, which is not the case in Northern European countries, where tomatoes are consumed fresh and in salads, but they are not used for cooking (in sauces and dishes). This is a big difference. This is the real innovation that is waiting to happen in the north. It is, of course, something we would like to promote. There are some specific varieties that are suitable for this type of usage, and this could be a way of increasing diversification of usage in Northern European countries. We should not forget that the increase in consumption in Northern Europe is currently linked with the use of different varieties, rather than usage for different purposes, which is still not occurring.

"Russia will surely be one of the really big emerging markets in the EAME region over the next few years"

Q. Russia is a country with a large population that has considerable purchasing power. How do you expect this market to develop? What strategies can be established to make the most of the consumption potential of this country?
A. Russia will surely be one of the really big emerging markets in the EAME region over the next few years. Two reasons for this can be found. Firstly, greater purchasing power is leading Russian consumers to increase their consumption of fresh produce (all kinds of fresh vegetables, including the tomato, which is well-known and popular among Russian consumers). Secondly, tomatoes are now available for longer periods, rather than being seasonal. Traditionally, summer used to be the time for tomatoes in Russia, but this is changing: retailers are striving to provide tomatoes for a much longer period, and this will push up consumption, making Russia one of the most attractive markets.
Moreover, from the production point of view, tomatoes for Russia represent an increasingly important crop in Southern Europe, and if we look at the Mediterranean Basin, including Turkey, Russia is clearly a target market.

"The period between June and September accounts for 70% of all tomato consumption in Russia"

Q. What can production areas do to make the most of the opportunities that the Russian market offers?
A. In the countries of the former Soviet Union, there are three major tomato crop segments at present. Firstly, the glasshouse or active segment (like the Dutch crop), which supplies the market with tomatoes for 8 to 9 months. This segment is growing, but it is still limited in the areas surrounding the big cities. Secondly, there is the passive segment, that is to say, tomatoes grown in plastic greenhouses, and this segment produces the tomatoes that are available in the market during early spring and summer. Finally, there is the largest segment in terms of area and volume, which is the open field tomato (bush tomato or determinate tomato), which is mainly spread across the south of Russia and the Republics that traditionally supplied the Russian market (Azerbaijan, Uzbekistan, Kazakhstan and Turkmenistan). From this perspective, the Russian market is still seasonal. The period between June and September accounts for 70% of all tomato consumption in Russia. There is a way to increase consumption and even exports from Mediterranean countries, if seasonal factors can be removed, something that occurred in Western Europe 10 to 15 years ago.

"The active greenhouse segment in the North of Europe is one of the fastest growing tomato markets in the EAME region"

"The uniformity and reliability in terms of yield, production and quality offered by North European tomatoes spell competition for the rest of the market"

Q. From the production point of view, Turkey and Morocco show good potential for growth. How will they influence other well established production areas?
A. Looking at the current situation, I can see two large areas of growth: Morocco and Turkey are growing, that is true, but the North is also an area of growth.
The active greenhouse segment in the North of Europe (Holland, Poland, Northern France, Belgium) is one of the fastest growing tomato markets in the EAME region. So we will see an increase in the active segment, which will be a reliable supplier in spring and summer; and there will also be a longer cycle in the South, mainly concentrated in Morocco and Spain, where the large-scale production will be situated.
The growth in the North will have a negative effect on the spring crops that still exist all over Europe (Italy, Spain, France and other secondary markets), because the uniformity and reliability in terms of yield, production and quality offered by North European tomatoes spell competition for the rest of the market.

"Morocco can still grow, but most probably in different areas from those in which tomato production can be seen today"

Exactly the same thing is happening with Spain and Morocco: the fact that they can produce at a reasonably good price during the winter, and the fact that production of some varieties is going to be located in Spain and Morocco can really affect other countries, such as Italy. This is why Italy is moving to specialties and high quality tomatoes.
Looking to the south, however, there are some concerns. In Morocco, water availability is a big issue, especially in Agadir, and in the near future we will see some movement in production from Agadir further south (where there is more water available, albeit of a lesser quality) or even to the North of Morocco, where water is available and good production during winter is possible. So Morocco can still grow, but most probably in different areas from those in which tomato production can be seen today.
Transportation costs could be one of the drivers of success, and the North of Morocco is an interesting option not only because of water availability, but also because it is closer to Europe, where the consumption is situated. The South of Morocco and even Senegal have the potential to become really important suppliers, once communications with Europe are improved.

"Turkey could become an important export player, mainly to Eastern Europe for the early season, but domestic consumption will be a major focus in the near future"

I see a slightly different development in Turkey. From the climatic point of view, Turkey is much colder during the winter, so it is not so easy to have winter production over there. The active glasshouse segment is growing, and this could be an emerging market, but never a huge market (500-600 ha. maximum) in the short to medium term. The important thing about Turkey is that it is one of the largest consumption markets in Europe: with a population of around 70 million people, Turkey has a huge domestic market. The country is already moving towards diversification, and the domestic market is paying for diversification. Turkey could become an important export player, mainly to Eastern Europe for the early season, but domestic consumption will be a major focus in the near future. This is exactly what happened in Italy 10 years ago, especially in the segment where there is added value.

"Egypt could become one of the major suppliers to the Gulf countries"

Q. Egypt appears to be one of the countries with the greatest potential for growth as a production area. Do you agree? What type of influence might it have over other production areas?
A. Yes, indeed. Egypt is another emerging country in the Mediterranean area and it is also becoming very competitive with other products such as melons and artichokes. The big advantage that Egypt has is the availability of water. There is a need for logistical improvements, but there are good pilot projects. Right now it is very well connected with Central and Eastern Mediterranean countries. In the medium to long term, Egypt could pose a threat to Spanish and Italian production, because Egypt has the advantage of production costs. Fortunately, for political and trading reasons Egypt will also be attracted by the Gulf countries, which represent a very attractive and important consumption market. Their purchasing power is high and consumption is increasing; their own production is linked to water availability, which is becoming a big issue, and therefore Egypt could become one of their major suppliers.

"During the Tomato Conference we will present some of our findings on taste and nutritional values, and we will establish a clear link between consumers and the marketing activities we can create in the context of taste and nutrition"

Q. Syngenta Seeds is busy organising this year’s Tomato Conference, the key theme of which will be taste. What will the benefits of this event be? What are its objectives?
A. The event is aimed at journalists, consumers, retailers, traders and large integrated producers. We wish to offer a message that is different from the one transmitted in previous years, and this is why we are not focusing on growers this time. We wish to focus on taste linked to the nutritional benefits of tomatoes. Our slogan is “Taste: Creating quality of life”. We at Syngenta invest a lot of money in research into tomatoes, which is one of our core crops globally. During the Tomato Conference, we will present some of our findings on taste and nutritional values, and we will establish a clear link between consumers and the marketing activities we can create in the context of taste, nutrition and food preparation. At present, the market is looking for something different, and we are ready to meet these market needs. We are monitoring consumer trends, with a keener eye on convenience and eating experiences (not just eating to survive, but eating for pleasure), and this will be the objective: to offer a different perspective on tomato consumption and to give consumers and participants in the business chain an insight into how to increase tomato consumption.

"We have the tools to identify the key chemical compounds that influence taste"

Q. The conference programme includes presentations with a high technical and scientific content. Do taste and flavour correlate with subjective perceptions or scientific aspects?
A. The perception of taste has a clear scientific basis. There are some chemical compounds responsible for taste and for the perception of taste. Syngenta is a high technology company, and we wish to demonstrate that we have the tools to identify the key chemical compounds that influence taste. Moreover, we will demonstrate that we have certain tools and techniques to identify taste and the future perception of taste in the eyes of consumers. We already know that there are specific taste preferences in different countries. We have carried out several investigations and mapped out tomato taste preferences around Europe. The segmentation of the market is clear, and we can provide specific tomato types to suit the taste requested by consumers.

"The first workshop will look at the theoretical side of taste, while the second will focus on practical aspects of tasting"

Q. The Conference programme includes two workshops on taste. What will participants gain from these workshops?
A. I don’t wish to say too much, but the workshops are very attractive. The first workshop will look at the theoretical side of taste, while the second will focus on practical aspects of tasting. In this way, participants can test what they learned in the theoretical workshop. The aim is to demonstrate the scientific basis of taste through a tasting session. The chef will prepare several recipes and combinations (fresh and cooked) with different types of tomatoes grown in different areas and in different circumstances, so that the various compounds, attributes and combinations of taste may be evaluated.

"Our concept of segmentation is more consumer driven than production driven, and this is the message we wish to convey to the business chain in EAME"

Q. Delegates at the Tomato Conference will be able to visit the tomato trials at the Improvement Centre in Bleiswijk. What products will be on show?
A. We are preparing our key varieties from the range that we have and we are going to show some specialties too. The aim is to offer the players in the business chain a different perspective on segmentation. We want them to think about usage in the field: this is the segment for cooking, this is the segment for fresh consumption, for fresh-cut, for salads, for snacking, etc. This is a different way of looking at segmentation: it is more consumer driven than production driven, and this is the message we wish to convey to the business chain in EAME.

Syngenta Seeds Vegetables - April 2008

North Europe, the USA and Japan hold great potential for fresh tomato consumption

MR. FULVIO BERTON, Syngenta Seeds Vegetables Global Crop Leader for tomatoes and peppers

Mr. Fulvio Berton is responsible for the development of global strategies for tomato and pepper crops. His position gives him an exceptional overview of the current dynamics of the market and the prospects for any future changes in tomato consumption and production.
Tomatoes Today spoke to him about the global tomato market and the strategic value of the Tomato Conference 2008, an event to be held in Holland next May, which is organised by S&G and Rogers (two of Syngenta’s vegetable seed brands).

"We have exactly the same kind of consumption trends and dynamics all over the world"

Q. At a global level, which consumption markets are the most developed? How are they going to evolve?
A. First of all, it is worth pointing out that we have exactly the same kind of consumption trends and dynamics all over the world. The only difference lies in the speed at which these trends and dynamics are evolving. Even when you look at some of the developing countries, such as China or India, and you focus on the big cities, you can see that consumers’ expectations and demands are not that different from those of consumers in Europe or the USA.
Returning to your question, the most developed consumption markets are Europe (particularly western European countries – Italy, Spain and France), and also the USA. In Asia, Korea and Japan lead the way in terms of development. As for Oceania – effectively Australia and New Zealand, the number of consumers is very limited, but the same patterns can be observed.

“I differentiate between levels of development according to the sophistication of the demand”

Q. When you refer to developed consumption markets, are you thinking of the quantity or the sophistication of consumption?
A. In my view, development is not related with the quantity of tomatoes consumed, but with the expectations and demands of consumers. In a developed market, consumers demand quality, safety and a variety of new types with taste and flavour; they ask for products that can be used in different ways and in different recipes. I differentiate between levels of development according to the sophistication of the demand.

"In the USA, the new types of tomatoes that have showed the highest growth in the last 5 years are the cluster, cherry and grape tomato"

Q. What are the consumption markets with the greatest potential for growth? What specific opportunities do these new markets offer?
A. In terms of consumption, Northern European countries clearly have the greatest potential for growth. In fact, when you compare these countries with countries in Southern Europe, there is a considerable difference in the volume of tomatoes consumed. The reason why Southern European countries consume more tomatoes is connected with the knowledge and the culture of the people who use this type of vegetable. The use and the consumption of tomatoes is much more developed in Southern European countries compared to the north of Europe.

The same trend can be observed in the USA at the moment: consumers are evolving in their use of tomatoes. In the past, they consumed tomatoes in salads or sandwiches, but now they have begun to use tomatoes in different ways. They have been influenced by Hispanic cuisine, and another factor is that as Americans travel around the globe, they come into contact with other types of tomatoes and different ways of eating them. The new types of tomatoes that have showed the highest growth in the last 5 years are the cluster, cherry and grape tomato. Meanwhile, consumption of traditional tomato varieties in the USA has fallen.
 
"Turkey and Poland are becoming important exporters to Eastern European countries, especially to Russia"

Q. What specific business opportunities do these new markets offer?
A. I believe that if we are able to pinpoint and understand consumers’ expectations, it will be possible to offer them the right product. There are a number of products already available within our range of products, but there is the potential for further development through our R&D activities. I see a great opportunity in terms of business development.

"China has enormous potential in terms of internal consumption and as a key supplier within Asia"

Q. With respect to production, which are the most consolidated areas and which are the emerging areas?
A. We have to look at each region of the world individually. In Europe, the biggest production countries are Spain and Italy. There are some new markets, like the North of Africa, especially Morocco, which is growing quite quickly, and Turkey, which is becoming an important exporter to eastern European countries, especially to Russia, where there is a growing consumption market.
Another country where production is growing is Poland, which not only serves Eastern European countries including Russia, but also exports tomatoes to the rest of Europe, mainly during the summer.

Turning to the Americas, North American production is definitely on the decline, because its production is moving into Mexico, mainly due to cheaper labour costs and favourable climatic conditions. 

In South America, the production dynamics are not of great significance, since the export flows from one country to another are not very sizeable. The largest market is Brazil, but its production is entirely for internal consumption. Brazil does not export tomatoes to other countries.

As for Asia, the principal production market is China, not only because internal consumption is growing, but also because this country has the potential to supply neighbouring countries such as Japan and Korea, so this must be marked out as a possible trend for the future.

"The most important dynamic in North America is the transfer of production from the USA to Mexico"

Q. What are the dynamics between the various tomato production and consumption areas at a global level?
A. Rather than dynamics between regions, I would say that there are synergies within regions.
An important trend that may be observed worldwide, in response to market demands, is the switch from open-field production to protected production. This is occurring for two major reasons. Firstly, there are increasing demands for quality. Clearly, the final product resulting from protected crop production is of a much higher quality than in the case of open-field production, where the environment cannot be controlled. And secondly, in protected fields the production cycles are longer, so the market can be supplied regularly, which is also an important demand. This is a key factor, especially when supermarkets want constant, high-quality deliveries all the year around.

"China’s growth is currently limited by food safety issues"

Q. Asian countries are strengthening their position as a demographic and economic power. Does their influence pose risks or present opportunities within the context of the global tomato market?
A. Opportunities are indeed presented, but there are also some limitations. One difficulty faced by China concerns its capacity to guarantee food safety, but if solutions can be found here, these limitations will disappear. At present, this is preventing China from exporting to other Asian countries. Obviously, logistics is another limitation when it comes to the export of fresh tomatoes from China to Europe, due to the distance. But in the Asian panorama, China’s potential is unquestionable.

"Over the years, the focus of the Tomato Conference has moved downstream from production to consumption"

Q. Syngenta Seeds is busy organising the Tomato Conference 2008. Such an event provides an opportunity to create new business opportunities. Can you tell us a little about these?
A. This will be the 5th Tomato Conference, so we are still in the early stages of a long journey that began around 10 years ago. From the outset, our objective has been to create a meeting point for the key players in the fresh tomato business chain. In fact, the Tomato Conference is the only global international event for the fresh tomato industry.
This year’s conference will have a different focus. In recent years, we have moved downstream to cover topics related with tomato consumption, rather than issues related with production, the original focus of our attention when this event began.
The reason for this change is that we have seen the growing influence and importance of consumers. This is why we made a decision to move towards the discussion of nutrition, taste and flavour, as well as the different ways in which tomatoes can be used. We are convinced that consumers and all the players surrounding consumers, such as traders, shippers, retailers and supermarkets, have a great interest in these topics. By developing these topics, we have the opportunity to develop the entire tomato business, because if consumers receive better tomatoes on their tables, they will eat more of them, and the entire chain will benefit from this.

Q. Who is the Tomato Conference aimed at?
A. Our intention is that the Conference should attract the various players at the end of the chain, such as shippers, buyers from supermarkets, large integrated producers and, of course, journalists. Journalists can quickly spread a lot of information that is very important for the consumer, for it is worth stressing that consumers know very little about tomatoes, their taste and nutritious qualities, or how to consume and use tomatoes.

"The Japanese market is a very interesting one, due to the speed at which changes are taking place within it and a heightened sensitivity to health issues"

Q. One of the speakers will focus on the Japanese market. What is the importance and the potential of Japan as a consumption market? Do you think Japanese consumption trends can influence other consumption areas?
A. The Japanese market is a very interesting one, due to the speed at which changes are taking place. It should be remembered that fresh tomatoes do not form part of traditional Japanese cuisine; the Japanese used to consume just one type of tomato, the pink tomato, but over the last 5 to 10 years they have discovered other types and their consumption patterns have changed. They are influenced by the cuisine of other countries such as Italy, where tomatoes feature strongly in a great many recipes. So consumption in Japan is on the increase. People are eating different tomatoes and using them in different ways.
The other interesting aspect about Japanese consumers is that they are extremely sensitive to health-related issues; nutrition and wellbeing are very important to them, and the tomato is a vegetable that has many health benefits. This is another reason why tomato consumption has increased in Japan.

"Taste, flavour and the way to use and consume tomatoes are factors of great strategic importance to the tomato business"

Q. What is the strategic value of an event like the Tomato Conference for Syngenta Seeds Vegetables?
A. For us, there is strategic value in bringing together the key players in the fresh tomato chain and seeking their participation as we focus on topics that we believe to be of great strategic importance to the tomato business: taste and flavour, nutrition, and the way to use and consume tomatoes.

Syngenta Seeds Vegetables - April 2008

“Consumers want tomatoes that are more tasty and more convenient”

MRS. ELENA OZERITSKAYA, Consumer Offer Manager EAME at Syngenta Seeds Vegetables, Branded Fresh Produce

Mrs. Elena Ozeritskaya is due to take part in the Syngenta Seeds Tomato Conference 2008. There she will give a presentation entitled “Usage and attitude”, in which she will take a comparative look at tomato data from the year 2001 to 2008. Mrs. Ozeritskaya currently works in the field of consumer research, creativity and innovation in Syngenta Seeds Vegetables, putting forward new ideas for product launches.

Q. First of all, could you tell us what your job involves? How does Syngenta Seeds work to develop new products in response to consumer demands?
A. I focus on consumer needs, usage and attitudes related to vegetables, monitoring consumer trends and the development of health claims in EAME.
I am a moderator on consumer panels that provide feedback on our new vegetable products. I am actively involved in innovation with people both inside and outside the sector, brainstorming new ideas, the best of which are transformed into projects. I am involved in consumer insights, seeking to pinpoint what consumers are looking for and channelling these findings into products.
Syngenta is engaged in Branded Fresh Produce projects in which consumer products are marketed via a downstream approach.

Q. What new products is Syngenta going to launch in order to satisfy consumer demands?
A. I can tell you that these will be products that tap into consumer trends and insights related with health, convenience, taste and pleasure.

“The image of the tomato is that it is very tasty, juicy and convenient, since it can be eaten raw - like a fruit”

Q. As an expert in fresh produce consumption, what does the consumer value most in a tomato?
A. My view is that the tomato eating experience is closely linked with fruit (ultimately, a tomato is a fruit), and in general consumers like and enjoy fruit (on account of its taste, colour, texture and shape) much more than vegetables. The image of the tomato is that it is very tasty, juicy and convenient, since it can be eaten raw - like a fruit.

Q. To what extent does the current range of tomatoes available in European markets meet consumer expectations? What does the consumer want?
A. There are a lot of opportunities out there for the tomato, for it is a vegetable that consumers like to eat, it has high nutritional value and it can be used in many different ways. The current range can be improved a lot in terms of taste, differentiation and simplicity.

“To be innovative we need to tap into the target group and their needs”

Q. How can a tomato be innovative?
A. By pinpointing consumers’ “known and unknown” needs with respect to tomatoes; by studying consumer insights and creating tomato products with specific taste and other sensories. By tapping into target groups and their needs; for example, children have different needs from mothers or senior citizens.

Q. The fresh-cut sector is showing strong growth, but is there any demand from tomato consumers? How can the tomato sector enter the fresh-cut world?
A. Basically, by understanding the needs of the fresh-cut companies. In addition to this, we should not forget the needs of the consumer within the context of the tomatoes on offer.

“We want to set ourselves apart by offering different tastes for different occasions and in different contexts”

Q. New concepts such as fresh tapas and snacking are in vogue in the fruit and vegetable market. How is Syngenta involved in this new sector?
A. We want to set ourselves apart by offering different tastes for different occasions and in different contexts. We want to deliver varieties that are traditional in their taste, as well as others that are sweeter or more savoury in response to different needs, eating moments and consumers.

“Northern European countries are developing an interest in Southern tomato types”

Q. How have consumer demands with respect to tomatoes changed over the years?
A. Major growth in the mini cluster segment and cherry/mini plum types can be observed. Consumers want tomatoes that are more tasty and more convenient, so they are buying more and more of these types.
Besides this, Northern European countries are developing an interest in Southern tomato types. This is still a niche, but some of the types, such as the Cuore di Bue, are showing good potential for growth. As is the case of many products that come from far away, there is a need for a slight change or adjustment to adapt to local requirements and needs – this is something we are working on, so that we may become more successful with our southern types in the north.

Q. As a speaker at the next Syngenta Tomato Conference, you will be leading the Workshop entitled “Usage and attitude”. What is the purpose of this workshop?
A. It is in fact more of a presentation than a workshop. I will compare data from 2001 with data from 2008 to highlight a number of trends.
My aim is to show people how consumers are behaving at present, what types of tomatoes they are buying, how they are using them and why. By comparing data in this way, it is possible to define trends and predict future patterns and scenarios.

“We have segmented consumers to consider their tomato buying and eating habits, prior to defining some key characteristics”

Q. What are the usages and attitudes of consumers with respect to tomatoes?
A. The field work for the 2008 study is not yet complete – you will need to come to the presentation to learn more about this!
What is new about this 2008 study is that we have segmented consumers into different groups according to specific behaviour and attitudes. We will look at the tomato buying and eating habits of each group in order to define their key characteristics. This information will be very valuable for marketing and it will offer ideas for the development of new products aimed at a clearly defined target group.

Syngenta Seeds Vegetables - March 2008

“Tomato varieties that offer improved taste quality all year round would have a distinct advantage in the market”

MRS. MARGARET EVERITT, Consultant in Consumer Research & Sensory Product Guidance

There is no doubt that, today, consumers have a wider selection of tomatoes to choose from compared with a few years ago. Now that there is a large choice, which varieties are best positioned to win consumers’ hearts?
Under the slogan “Taste. Creating quality of life”, the Syngenta Seeds Tomato Conference 2008 will focus on a wide variety of topics related with taste, a tomato quality that is becoming a key factor in gaining consumer loyalty.
Mrs. Margaret Everitt, Consultant in Consumer Research and Sensory Product Guidance, will take part in the Tomato Conference as a specialist in sensory evaluation applied to new product development. In the following interview, she talks about tomato taste, consumers’ demands, and industry opportunities in the tomato market.

Q. You have considerable experience in market research and sensory science applied to new product development in the food industry. In fresh tomatoes, what traits are valued most by consumers? What traits are disliked? What other traits do tomatoes lack according to consumers?
A. Consumers’ descriptive abilities vary widely from individual to individual when it comes to explaining what they like or dislike about a product and tomatoes are no exception. In general, flavour and texture (by touch and when eating) characteristics tend to take precedence over appearance in affecting consumers overall liking of tomatoes once they are familiar with a variety. Strength plus balance of overall flavour along with level of juiciness are especially important to them. Dryness and firmness of texture tend to be general dislikes.
Appearance characteristics such as depth of colour and brightness plus lack of blemish are of course important especially when product is being selected in store, but the eating quality of the fruit must meet with what is desired in order to gain consumer loyalty and consistency of choice.

"The importance of tomato traits that affect consumer preference usually vary from country to country"

Q. How do consumers describe tomato taste? Are there significant differences in the way that taste is perceived by consumers in different countries?
A. Tomato taste in its broadest sense is perceived in similar ways across different countries and we will also see similar traits in consumer preference. However it is the importance of these specific traits that usually vary from country to country. Let me explain a little further, it may be that in one country the major segment of the consuming market desire fruit that has a strong, tangy (sharp) flavour with firm skin but soft internal texture while in another country similar requirements are identified but for a much smaller segment of that overall market.
Consumers in the UK now expect a much wider variety of tomatoes to choose from and also expect them to be available all year round.

Q. How have consumer demands with respect to tomatoes changed over the years?
A. I’m not really in a position to talk in depth about this but UK consumers now expect a much wider variety of tomatoes to choose from and also expect them to be available all year round. The standard round and the cherry tomato have become commodity items for the majority of shoppers. The demand for the latter type is now huge as it’s seen as so convenient to use and eat by kids and adults alike, in main meals and when snacking. There is also a general expectation that the cherry and small plum varieties will be tastier especially if they are sold ‘on the vine’.

Q. Could you briefly describe what constitutes taste and flavour in fresh tomatoes?
A. The main descriptors used by consumers are:
· Strength of flavour
· Ripe flavour
· Fruity flavour
· Sweet taste
· Tangy and / or Sharp taste (which usually relates to Acid taste).
Consumers also tend to refer to ‘juiciness’ of flavour whereas a trained sensory panel would be more likely to class this as a texture or mouth-feel attribute.

Q. What is a trained sensory panel and how are they used?
A. Consumers in the main talk about product sensory quality in a general, subjective way and if they do use specific terms these are often used inconsistently, this is where the use of trained sensory panels is beneficial. These types of panels go through a series of screening and training programmes to develop their sensory discrimination and descriptive abilities which in turn enables them to become much more analytical in the way they assess products. They can then be used to generate detailed data that both describes and quantifies all relevant product attributes and any differences that exist in them for a set of products. This type of data can then be related to consumer data to qualify the consumers ‘language’ and provide greater insight into the sensory factors affecting liking and acceptance of products.
Syngenta is utilising this type of approach to increase their understanding of their target markets and hence develop and promote their products with heightened consumer focus.

"Sensory evaluation is central to understand how a  product needs to be designed to satisfy a target market"

Q. In 2007, you started your own consultancy in consumer research and product guidance. Drawing on your professional experience, could you explain the importance of sensory evaluation in product development?
A. Sensory evaluation is central to the development process. It helps link together so many of the different components to give greater insight and understanding not only how a  product needs to be designed to satisfy a target market but also how ingredients and manufacturing can be optimised to achieve this.
Through appropriate application along the process and especially during the early stages e.g. benchmark product acceptance within the existing market, sensory evaluation can make the whole cycle much more efficient and also provide greater assurance of success at product launch.
As some examples with reference to agronomy aspects for instance, sensory research can prove a very valuable tool to help identify:
· which new cultivars have the most desirable qualities to meet specific market needs and uses and therefore are most suitable for continued development.
· How growing / storage / processing variables affect the key sensory properties of different varieties.

With today’s time deprived consumer, product purchase especially food purchase is so often a rapid process based largely on intuition and emotion rather than rational decisions. Sensory research can provide greater understanding of the link product characteristics have with consumers emotions and what is most likely to influence purchase. Packaging and promotional developers can then be guided on how to improve their designs to help increase the products likelihood of purchase.

Q. As an expert in product development, what new product opportunities can you see for the fresh tomato sector?
A. Varieties that offer improved taste quality all year round would have a distinct advantage. A general criticism even for the current most liked varieties is that they are not sufficiently flavoursome.
As attitude towards preference within markets is usually quite diverse, there is a need to provide several tomato varieties to satisfy the differing sensory requirements of the tomato consumer. Opportunity therefore exists to emphasise and promote the specific sensory qualities of a given variety along with its most suitable usage This in turn could then possibly be used to create different positioning strategies to keep some varieties as ‘special and indulgent’ and others as more general purpose.

Q. As a speaker at this year’s Syngenta Tomato Conference, you will be leading the Workshop entitled “Tomatoes. Tips for taste”. What is the aim of this workshop?
A. The workshop is designed to provide an interactive and fun way in which delegates can gain greater appreciation of how their senses can best be used in product assessment. It will look at some of the factors that most significantly affect the way we perceive and consequently respond to the multitude of sensory stimuli we have to deal with during a ‘taste’ evaluation. I certainly hope delegates will go away having had an enjoyable experience, with a greater appreciation of sensory evaluation and its application in fresh product assessment but especially with an interest to know and use it more.

Margaret Everitt (BSc. MIFST) has more than 27 years of practical and managerial experience in product development and quality assurance gained during her career in both food and non-food industries.
She developed a particular interest in the application of consumer and sensory science in 1985, while she was studying for a BSc in Applied Consumer Sciences. After graduating, she went on to develop and manage sensory operations for Walkers Snack Foods and SmithKline Beecham Consumer Brands (now Glaxo Smithkline).
As Deputy Head of Consumer & Sensory Sciences at Campden & Chorleywood Food RA, she was responsible for contract business development, including sensory services, market research, market intelligence and sensory training programmes.
Whilst working as Director of Consumer & Sensory Services at Sensory Dimensions, an independent research agency, she broadened her knowledge of non-food applications.
In 2007, she started her own consultancy in consumer research and product guidance.
She is a regular speaker at national and international sensory science, product development and marketing conferences.
She is a member of the Institute of Food Science and Technology and is Immediate Past Chair of their Professional Food Sensory Group; she is also a member of the Market Research Society.
In October 1999, she was the first person to be awarded the SCI’s Certificate of Achievement for her significant work in the application of Consumer and Sensory Research.