Tomato producers are keen to communicate with consumers, but are finding negotiating the right tactics with the multiple retailers more challenging.

Syngenta is interested in putting advice and information onto the shelves and packaging of tomatoes, telling consumers more about the fruit, how to store it and how to cook it.

Antonio Navarro, marketing communications manager, said 2006 is the year it is intending to make moves to get more information across to the consumer.

“This is not just a job for Syngenta, but for the entire trade,” he said. “Consumers are demanding more information all the time. The challenge is how we get that information out.”

The retailers are key to ensuring the information gets through to the consumer, but David Murcia, product business manager with Syngenta, said they were not interested in the idea.

However Navarro was more philosophical. “It’s not a case of them not being interested, we just need to find the right way to capture their interest.”

He said Syngenta will be speaking to the retailers on the issue throughout 2006.

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