Rijk Zwaan introduces tomato label

The international marketing magazine for fresh produce buyers in Europe
Carl Collen

BY CARL COLLEN

Rijk Zwaan introduces tomato label

New Internal Red tomatoes offer dark red flesh and deep red core, traits being bred into the wider Rijk Zwaan range

Rijk Zwaan introduces tomato label

Related Articles

Dutch seed specialist Rijk Zwaan has introduced a new tomato label, Internal Red, characterised by an attractive, dark red flesh and a deep-red core, which gives the fruit a "healthy and tasty-looking appearance".

According to the group, the Internal Red trait is currently being bred into the wider Rijk Zwaan tomato range.

“For Rijk Zwaan, taste is a top priority and needless to say this applies to the Internal Red varieties too," says Rijk Zwaan’s marketing specialist Johan Vis. “However, the good flavour of the fine and medium tomatoes currently on the market is often not clearly apparent. Internal Red tomatoes are set to change that.”

The distinct qualities of the Internal Red, when compared with a standard tomato, means benefits throughout the supply chain.

“Internal Red makes it possible to reap the rewards of quality," Vis continues. "For example, branding activities can create a premium position and retailers can even raise the profile of an entire category.”

Rijk Zwaan’s breeders are working to develop a wide assortment of Internal Red tomatoes which also offer a high yield and good growth characteristics.

The first commercial varieties are being trialled externally for the first time by selected growers this season, and are clearly recognisable by the Internal Red symbol.

Internal Red is one of the products being showcased by Rijk Zwaan at this year's Fruit Logistica.

comments powered by Disqus

Keep informed...

Google+