Ahead of the Fruitnet Tomato Congress, Yuksel Seeds’ downstream integration lead Nico van Vliet touches on the trends shaping the category
What have you been working on across your tomato business?
Nico van Vliet: Our focus is on building a complete, data-backed tomato portfolio. We are collecting trial and performance data across the whole portfolio, not only mid-tech and low-tech but also high-tech greenhouse. We use that data to build a clear value-chain story that helps our partners (growers and retailers) sell with confidence. We are also expanding our ToBRFV portfolio, with more segments covered and better-performing varieties. In parallel, we are putting growing effort into heirloom tomatoes and other specialties, where flavour and diversity are what the market is asking for.
When it comes to your tomato offering, which varieties are exciting you most?
NVV: Sweetloom, Tobrossa, Tobchoco and Marcus are our flagship varieties, alongside others in the range. They stand out because each combines ToBRFV resistance with a clear commercial strength.
Sweetloom is a good example. It is an heirloom tomato that has received the International Taste Institute’s Superior Taste Award with three stars for the second year running. The award recognises its combination of characteristics and a quality you can taste.
Climatic resilience and disease resistance are at the forefront of the industry’s collective mind right now. How key are these traits to your breeding programme, and what other characteristics do customers seek out in your range?
NVV: Resistance and resilience are a core part of our breeding programme, with two clear priorities: ToBRFV and the climate challenge.
ToBRFV is currently the most important threat for tomato growers, which is why expanding and improving our portfolio with resistance to this virus is a priority. At the same time, the climate challenge is reshaping growing conditions in every region, with more heat, water stress and less predictable seasons. We select varieties that maintain vigour, fruit set and consistency under these conditions. A variety needs to be resilient in the field and also deliver the quality the market pays for.
Demands for other traits come from across the value chain. These include shelf-life and firmness, to cut waste in logistics and retail; taste, so Brix, acidity and the Brix/acidity ratio, which drives repeat purchases; anthocyanins – colour and health appeal in differentiated segments; and low waste and a high share of Class 1 fruit. Even Class 2 fruit should have a route to market.
Growers need yield and reliability, retailers need shelf-life and consistency, and consumers need flavour and an appealing look.
Which developing technologies do you see playing a role in the future of the business?
NVV: Gene editing is the main one. It can speed up the development of resistance and quality traits, provided the regulatory framework allows it. Data collection and digital tools along the value chain will also grow in importance, as they help us link breeding decisions to market results.
How is the wider market for tomatoes shaping up, both in the present day and looking further ahead into the future?
NVV: The market is splitting. Standard categories remain price-driven, while specialties and flavour-led segments are growing. Younger consumers shop differently. Gen Z is influenced by online content, and its interests are not served by traditional retail categories. Purchasing habits also vary by age group and gender. The challenge is that retail categories haven’t kept up with these shifts.
Category managers need to understand that the online Gen Z consumer behaves differently from what current retail categories assume. They also need to recognise that interests differ by age group and gender. Better consumer insight, and tomato ranges built around it, will unlock growth. The seed industry can help by supplying data and storytelling that shows why different tomato types matter to different consumers.
Collaboration across the chain, from breeder to grower to retailer, is what turns good genetics into a successful product. Yuksel Seeds is investing in that partnership, supported by our global network of subsidiaries. We are always open to working with partners who share this approach.
Click here to register for Fruitnet Tomato Congress, which takes place in Granada on 5-6 November
