Yuksel Seeds is strengthening its position in the global tomato market through expanded ToBRFV-resistant varieties and premium lines like Sweetloom, while addressing industry challenges from disease pressure to climate change, according to head of marketing Hicham Abba
Ahead of the Fruitnet Tomato Congress, which takes place on 11-12 November in Malaga, Spain, Fresh Focus Tomato speaks to Yuksel’s head of marketing and area manager Americas, West Europe, Africa and Middle East, Hicham Abba. He says the tomato business is dynamic but challenging, with ToBRFV a key focus and points to opportunities aplenty in the premium segment.
Hicham, where has Yuksel positioned itself in the tomato business?
Hicham Abba: Yuksel Seeds continues to strengthen its position as one of the key players in the global tomato market. Our most recent milestone is the expansion of our ToBRFV-resistant portfolio across multiple tomato segments – from round and cluster types to specialties and premium lines like Sweetloom, which combines resistance with exceptional flavour. We are also broadening our global trial network and production capacity to meet the growing demand from growers and retailers for high-performance, reliable genetics.
What specifically have you been working on when it comes to the fight against ToBRFV?
HA: ToBRFV resistance has been a central focus at Yuksel Seeds for several years. We have developed and commercialised a broad range of ToBRFV-resistant hybrids across different market segments, including Tobralina, Tobrossa, Tobchoco, Sweetloom, and others. Our breeding programmes now integrate multiple resistance sources to ensure durable protection and adaptability under diverse growing conditions. We are also investing in molecular screening technologies to accelerate the development of next-gen resistant hybrids.
Which are your most promising new varieties?
HA: We have several. Among our latest introductions, Tobrossa and Tobralina have received excellent feedback from growers for their resistance, yield, and fruit quality. On the premium side, our Sweetloom line – which merges heirloom taste with modern resistances – is gaining strong traction among retail chains and in flavour competitions. We also have new ToBRFV-resistant cherry and cocktail types currently under evaluation in various countries.
How do you view the industry currently, and what opportunities are there for growth?
HA: The tomato business remains highly dynamic but increasingly challenging. Consumers are demanding greater diversity, better taste, and more sustainable production, while growers face rising costs and threats such as ToBRFV.
The biggest opportunities lie in premium taste segments – such as cocktail and specialty tomatoes – and in resistant varieties that ensure yield stability. The main threats include disease pressure, climate instability, and production cost volatility, all of which drive breeders to innovate faster and collaborate more closely across the value chain.
What do your customers expect from your product range?
HA: Each part of the value chain has different expectations. Growers seek productivity, uniformity, and strong plant vigour under stress conditions. Retailers prioritise shelf-life, visual appeal, and consistent supply. And Consumers increasingly demand authentic taste and sustainability.
At Yuksel Seeds, our breeding goal is to balance taste, performance, and resilience, ensuring our hybrids deliver value from greenhouse to table.
How do global challenges – geopolitical uncertainty, climate change and more – impact a company such as Yuksel?
HA: Operating in more than 80 countries, we are naturally exposed to these global challenges. However, our multi-regional structure allows us to adapt quickly. With breeding, production, and commercial hubs in Europe, Africa, the Americas, and Asia, we have built flexibility into our logistics and risk management.
Climate change and labour shortages further reinforce the importance of genetics. We are breeding resilient varieties that perform under water stress and high temperatures, helping reduce inputs and support sustainable agriculture.
How is Yuksel utilising technology to enhance its operations?
HA: Technology is transforming our industry – from precision phenotyping and molecular breeding to data-driven variety evaluation.
At Yuksel Seeds, we are integrating digital tools that enable real-time monitoring of trials and full seed traceability from production to the end customer.
Looking ahead, we expect AI and automation to accelerate breeding cycles and deepen our understanding of genotype–environment interactions, leading to faster innovation and more sustainable production systems.
What does the future hold for Yuksel?
HA: Our philosophy is simple: innovation with purpose. We aim to bring genetics that combine resilience, taste, and sustainability – ensuring that every link in the tomato chain, from grower to consumer, benefits.
Our global team is committed to shaping the future of tomatoes through collaboration, research, and a shared passion for quality.
