I must admit to being in two minds after assessing the potential impact of the Canary Islands growers’ tomato campaign. Particularly the part that will be delivered on 17 giant screens at 17 of the country’s major rail stations.
While the two-week message appearing every six minutes is undoubtedly positive, its focus is far more on the attractive climatic and geographical attributes of the islands, rather than on the fruit itself. Part of a wider promotional package this season, it was surprising that at the campaign’s press launch that there was no mention of the separate activities launched this month by Foods from Spain, which concentrate directly on supporting sales in store.
Seemingly more of a tourist message, one can hope that the activity announced this week will add weight to the in-store efforts at a time when the Canary Islands’ crop is - by the industry’s own account - coming increasingly under pressure.
This is due to competitive, cheaper production in the Mediterranean, and the extension of northern European glasshouse seasons designed to provide a source closer to destination markets throughout the winter.
Last year a flood of fruit on the marketplace led to returns that most islanders want to forget. I wonder whether this is a pattern that may repeat itself more often in the future despite the dominant position that the industry has achieved over 126 years through a combination of dedicated growers, exporters and a very good product.
Meanwhile, the different levels of promotional approach pose the question as to whether growers’ cash is best spent influencing consumers from a distance, or in supporting multiple buying programmes in store.
There is room for both but, as the confectionery and fizzy drinks industries have demonstrated, the former approach needs massive funding and long periods of continuity with a direct message to be effective in changing purchasing habits.
However, most in the food trade would agree that it is at this coalface where sales are hewed out. For a virtually unbranded product such as tomatoes, it is much more difficult for customers to identify prouduct in terms of source, particularly when loose.
Beyond the PR razzmatazz what is most significant is that Canary Islands growers, who still enjoy a very large share of the market, are fighting back.
Mosaic disease, which threatened production levels several years ago has, I understand, now been eradicated. And reflecting on the changes that have been part of the agricultural history of the islands, exports have moved beyond simply providing round salad tomatoes by adding vine and plum varieties to the portfolio.
Price will still remain a dominant factor. But service throughout the distribution chain and combining what the retailer and consumer want is the platform that supports the strongest message of all.
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