One kilogramme of Hazera Genetics "Summer Sun" tomato hybrid seeds is sold to farmers in Europe for US$350,000, according to Hazera, Israel's largest producer and marketer of vegetable and field crops hybrid seeds.
The company said this week that the price is paid for Hazera unique yellow coloured cherry tomatoes, developed jointly by Hazera in cooperation with scientists at the Faculty of Agriculture in Rehovot.
"Summer Sun" tomatoes have larger than average sugar content, giving them a taste of honey. They are marketed under the brand "Hazera Boutique", which includes a wide range of gourmet tomatoes.
Eran Shafrir, Hazera Genetics marketing manager, said strong demand from European consumers for the boutique tomatoes has escalated their retail price to US$23.70 a kilo. "European consumers are willing to pay the price owing to the special taste and the tomato's health properties, as the 'Summer Sun' tomatoes contain also high level of the antioxidant beta carotene," he said.
