English tomato sales at the Co-operative Group have boomed over the last two months thanks to the introduction of Elegance, an on-the-vine variety.
Since changing to Elegance, sales volume within the retailer has increased by over 7 per cent, and in the last four weeks it has become the biggest single tomato line in terms of value.
The crop is grown by Evesham Vale Growers, which earlier in the year launched Piccolo in response to the Co-ops' policy of switching to tastier fruit.
Salad buyer Carla Fletcher said: “Sales grow with customer satisfaction. The key is for them to enjoy the eating experience so they come back for repeat purchases.”
The 450g tray packs, which hold five fruit, also carry the names of the individual growers.
According to the retailer this has proved popular, with one grower, Ric Holt, finding a complimentary message on his answer phone from a happy consumer.
EVG also received a letter from a customer, thanking them for “the most delicious tomatoes I have come across” and praising “tomatoes that taste like tomatoes”.
EVG's David Shepherd said the English season for Elegance has now come to a close. Continuity will now be provided by production from mainland Italy and Sicily, where it is being grown under protection, before switching back to home-grown in April.
He said: “Over the last decade high street retailers have predominantly stocked varieties which are grown for yield, uniform size and long shelf life. By prioritising these attributes flavour has suffered. The focus is now changing.”
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