Tomatoes are one of, if not, the most cultivated horticultural crops in the world and with more than 4,000 varieties available, it is small wonder that a number of newer producers are hoping to strike it lucky in the UK.
Some 75 per cent of tomatoes bought in the UK consist of imports. Many shipments are from within the EU, and Italy and Spain represent the largest producers, growing more than nine million tonnes of tomatoes a year. The Netherlands, Portugal and France also grow significant volumes.
UK consumers are used to seeing tomatoes from traditional sources vying for retail shelf space but competition in the sector is growing.
More than 25 producing countries export tomatoes to the UK, according to the Re:fresh Directory, with countries as diverse as Egypt, Peru and Saudi Arabia keen to increase their export volumes.
African producers are also keen to make their presence felt. Senegal is a significant producer of cherry tomatoes, with a crop totalling around 35,000t. Tomato cultivation began in the 1970s and by 1990, Senegal was producing about 73,000t of tomato concentrate, exporting significant quantities to its neighbours.
In recent years farmers have been focusing their attention on improving the quality of fresh volumes with an eye on export markets.
A Gomez has imported Senegal cherry tomatoes for the past two years. The company’s Jim Parmenter says: “In order to keep pace with the increasing demand and rising costs in traditional source countries, it is necessary in the modern business to continue to develop emerging sources to provide a geographical spread and meet the price requirements of the high street. Importing from Senegal forms part of that overall procurement strategy.”
Despite the growing volumes from non-traditional players, some observers believe that opportunities are limited.
“The newer producers may grow good fruit but the big challenge is whether tomatoes will hold up to the journey, arrive in good condition and have a good shelf life,” says Paul Faulkner, director of Fresh Link Marketing.
“In my opinion, there’s been nothing outstanding outside of the major producing countries of Italy, Holland, Spain and the Canary Islands.”
Faulkner believes that in order for world producers to compete in the UK market, they have to come up with the goods. “The over-riding factors are getting the consistency of supply right and offering good quality product,” he says. “I’m very biased, the biggest opportunities are still for UK production. My message is buy more British.”
With consumer desire for all things new, producers are scratching their heads to come up with innovative, winning varieties.
Canadian grower/exporter Mastronardi Produce believes that it can make a splash with its speciality tomatoes and is currently considering its options.
“We are analysing the distribution elements and hope to begin shipping to the UK by the end of the year,” says the firm’s Paul Mastronardi. “There has been both interest from retailers and importers for our gourmet products.”
The company is keen to launch its Sunset brand and is hoping its flagship Campari variety will take centre stage. Mastronardi acknowledges that there are always challenges when shipping to new export areas but he is confident of future developments. “We have already been approved on the first steps of exporting,” he reveals.
Mastronardi is further buoyed by this season’s Canadian tomato production. “This year’s crop is the best we have grown to date,” he claims. “The product, flavour and shelf-life is outstanding.”
As UK retailers aim to keep their shelves stocked with tomatoes year-round, they are compelled to source from all over the world.
“We have taken from Morocco for the last couple of years and have investigated Poland and Egypt,” says Chris Wells, Sainsbury’s tomato buyer. “Egypt offers potential especially as they grow so much on sand. Clearly we would be looking for any such supplier to comply with the strict quality and safety standards that we require of our UK growers.”
“Although Egyptian growers do produce many varieties of tomatoes, such as beef and cherry, export volumes are low,” says Abdul Rahman Raouf, counsellor for economic affairs at the Egyptian Embassy. “However, Egyptian exporters are extremely committed to European standards and they export from early November until the end of March.”
If the country’s grape and strawberry industries are anything to go by, it seems that this country may be a force to be reckoned with in future years.
Egypt’s big produce rival, Israel, is also keen to carve a bigger place in the tomato market and like other new suppliers, is concentrating more on speciality varieties.
However, observers advise caution. They concede that it is not easy to gain a stronghold in the UK tomato market and having the right quality in sufficient volumes is only a starting point.
UK growers themselves are flexing their muscles and the industry reported a rise in production area in 2005. But, with new investments on show, including the Teesside Baarda project, those hoping to enter the fray will need to offer something that others cannot.
No comments yet