From this week onwards, completely traceable organic vine tomatoes from five Dutch growers will be appearing on the shelves in Germany, the UK, France, Scandinavia, Belgium and the Netherlands.
The tomatoes will bear the face of the grower and his personal code, allowing visitors to the Nature & More website to check all details relating to the grower and the product, and even communicate directly with the producer.
Nature and More is the transparency system of Eosta, a Dutch trading company in organic fruit and vegetables, whose aim is to boost transparency and connect the farmer with the consumer.
'Tomatoes are an anonymous product in the store,' says Alexis Van Erp of Eosta. 'At the most you’ll see from which country they are, but you can’t see how they were grown – and certainly not how they taste. Dutch organic greenhouse growers think this is unfair.'
Each vine has a tag featuring the grower's face on a stamp, he says, and a code that can be used to look him up.
'There the grower tells you all about his farm and his sustainable farming practices,' he explains. 'Consumers can leave their comments – uncensored, because Nature & More is serious about transparency.'
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