Stubbins’ Rhymney Valley Nursery is trialing new speciality tomatoes as the marketplace continues to boom. The company sees new product development as a part of everyday business, and is in the midst of launching Aranca in Co-op stores.
Its Rhymney Valley Nursery’s range of speciality tomatoes is performing above expectations this year. Demand is at an all time high according to commercial director Peter Turone.
He said: “Our speciality range is proving to be an exciting challenge, which we have welcomed. Speciality tomatoes have helped to put more of a sexy image back into salad eating. The various colours, shapes and sizes of these tomato types are not in the catalogue just because they are different. They offer unique flavours and uses, whether as a fresh or cooked item. The consumer is becoming increasingly aware of their importance and the demand is snowballing gaining significant momentum all the time.”
At the end of May, Stubbins introduced the Aranca variety, flow wrapped, as a medium-sized round tomato on the vine with special taste and texture characteristics into Co-op stores. Commercial manager Chris Rawlins said: “To support this introduction in July a specially produced photographic insert will be included in every pack. The insert will contain information on the variety and serving suggestions. The aim is to increase the use of speciality tomatoes as part of hot meals either as an integral part or a side accompaniment. The Co-op intends to include similar inserts with recipe ideas in all of their speciality tomato range at strategic times throughout the summer.”
Co-op category buyer Carla Fletcher is adamant that the criteria of taste must be fulfilled first and foremost. “The health benefits, the packaging, the colour and size are all important but if a variety doesn’t taste good it will not sell, the Aranca variety meets these requirements. The Coop group feels this product provides an excellent opportunity to capitalise on the continued growth and popularity of speciality vine tomatoes.” she said.
Rawlins added: “Working closely with our customers has enabled us to successfully identify the range that most satisfies consumer demand.”
New product development is going to become an increasingly important part of day-to-day life for Stubbins as a tomato grower and supplier if the company is to maintain consumer interest. As a result the company will soon be entering into a jointly-funded programme to assess the available gene pool for selected tomato types and how the most desirable features could be incorporated into a breeding programme.
Turone said: “We are moving into an era where snacking, one-bite products and regularly changing flavours are becoming the norm - nothing is sacred - and if we don’t meet the immediate needs of the younger consumer then they won’t be there for us in the future.”
Stubbins has also funded a market research study, which is obtaining consumers views at the point of purchase. Turone added: “The aim is to gain an insight into attitudes towards speciality tomatoes and what consumer requirements are likely to be for the future. Results should be available soon, and these will help in directing both marketing initiatives and variety selection.”
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