Flavour of variety launched by Valfrutta Fresco in Bologna is described as “extraordinary… on a level never imagined possible”
Valfrutta Fresco, part of Alegra Group, says its new, premium Italian tomato Ulisse can deliver a full, summer flavour even in the coldest months of the year.
The product, which made its debut this week at MarcaFresh in Bologna, is designed to offer the market “clear and recognisable” flavour and quality, the company said.
Ulisse is the result of a strategic supply chain partnership involving breeder Unigen Seeds and the Piano Stella cooperative, a leading producer based in Ragusa, Sicily.
According to its developers, the premium, round variety offers organoleptic balance thanks to its high natural sweetness and an “intense” aroma which includes a “distinctive savoury note”.
And as Enrico Bucchi, general manager of Valfrutta Fresco, explains, it also maintains consistent flavour and texture throughout its entire ripening cycle – an essential attribute in today’s market, where products are distributed more widely.
“Ulisse confirms the effectiveness of a development model that begins with varietal research and extends to the field thanks to collaboration with qualified partners, offering the market a solid, recognisable, and coherent offering,” Bucchi comments.
“For us, innovation means building projects capable of guaranteeing consistent quality, service, and value throughout the entire supply chain.”
The variety is the result of an eight-year research journey, explains Carmelo Cappello, general manager of the Piano Stella Cooperative.
“The initial idea was to develop a smooth, round tomato with a flavour profile inspired by the datterino, but field work and ongoing collaboration with our partners have taken us far beyond our expectations: we’ve achieved a tomato with extraordinary flavour, on a level I never imagined possible.
“For me, Ulisse isn’t simply a vegetable: it’s a fruit, in terms of intensity, balance, and the quality of the consumer experience.”
Extended availability
Ulisse is produced from November to May, with the option of extending availability until June.
Valfrutta Fresco will offer it in 300g packs, which it says are designed to enhance the product on the shelf and communicate its premium identity.
The product’s launch is set to be accompanied by in-store promotions and a multi-channel communication campaign.
“Developing a premium tomato today means making and keeping a promise,” emphasises Claudia Iannarella, marketing director at Alegra Group. “Ulisse was created to offer an authentic, recognisable, and reliable taste over time: a tangible premiumness, precisely because of these characteristics.”
She adds: “The commercial launch of Ulisse will be supported by targeted initiatives that will enhance its distinctive features: organoleptic quality, sweetness, and consistent flavour throughout the year.”
Andrea Campus, product development and sales manager for Italy and Europe at Unigen Seeds, says the tomato category is in danger of being sidelined by uninspired consumers.
“As specialists in varietal improvement, but even more so as consumers, in recent years we’ve felt the need for a change of pace: too often, tomatoes have lost their central role on the plate, penalised by an exaggerated pursuit of appearance or shelf-life at the expense of flavour,” he comments.
“Hence the idea of Ulisse, a product that is, above all, good to eat. We’re looking at a true supply chain project, made up of people, partnerships, and shared work that requires time, passion, and perseverance. For us, breeding is this: a creative act that starts with nature and enhances its potential, breaking away from the beaten track to bring benefits along the entire value chain.”
