Group formed to boost awareness of Campari tomatoes
Group formed to boost awareness of Campari tomatoes
The Campari Marketing Group, made up of BC Hothouse in Surrey, BC, Eurofresh Farms in Willcox, AZ, and Mastronardi Produce in Leamington, ON, represents all the Campari tomato production in North America, which is more than 50 million pounds annually.
A Campari tomato is a cocktail-size tomato, typically sold on the vine in a single-layer clamshell package. Camparis are one of the better-tasting tomatoes in the market, but consumer awareness of this particular tomato variety is still low.
"The feedback we get from consumers is overwhelmingly positive," said Dwight Ferguson, CEO of Eurofresh Farms. What it comes down to is the fact that a Campari tastes like a tomato should taste & the way tomatoes used to taste, like your grandparents used to grow.
To communicate that message, the Campari Marketing Group will initiate a set of activities to educate consumers about Campari's taste and uses.
The group will also conduct tests to create a set of best practices for retailers about which set of store conditions are most effective to sell Campari such as promotional activity and how to merchandise Camparis within the overall tomato category.
Dawn Gray, executive vice president of sales and marketing for BC Hothouse, said, Were coming together now because our retail partners are asking us to develop a set of learnings for this variety.
National scan data show sales of Campari tomatoes are up 6.6 percent in total pounds for the first four months of 2005 compared to the same time period in 2004. Camparis have seen growth in dollars as well, up 20.7 percent in 2005 vs. the first four months of 2004.
Paul Mastronardi, vice president of sales and marketing for Mastronardi Produce, said that Camparis growth is outpacing the total tomato category, which is up 1.9 percent in pounds and 6 percent in dollars in the first four months of 2005 compared to the same period in 2004.
Camparis add excitement and interest to the tomato category, Mr. Mastronardi said. Our goal is to work together to help introduce consumers to this great tasting tomato.
A Campari tomato is a cocktail-size tomato, typically sold on the vine in a single-layer clamshell package. Camparis are one of the better-tasting tomatoes in the market, but consumer awareness of this particular tomato variety is still low.
"The feedback we get from consumers is overwhelmingly positive," said Dwight Ferguson, CEO of Eurofresh Farms. What it comes down to is the fact that a Campari tastes like a tomato should taste & the way tomatoes used to taste, like your grandparents used to grow.
To communicate that message, the Campari Marketing Group will initiate a set of activities to educate consumers about Campari's taste and uses.
The group will also conduct tests to create a set of best practices for retailers about which set of store conditions are most effective to sell Campari such as promotional activity and how to merchandise Camparis within the overall tomato category.
Dawn Gray, executive vice president of sales and marketing for BC Hothouse, said, Were coming together now because our retail partners are asking us to develop a set of learnings for this variety.
National scan data show sales of Campari tomatoes are up 6.6 percent in total pounds for the first four months of 2005 compared to the same time period in 2004. Camparis have seen growth in dollars as well, up 20.7 percent in 2005 vs. the first four months of 2004.
Paul Mastronardi, vice president of sales and marketing for Mastronardi Produce, said that Camparis growth is outpacing the total tomato category, which is up 1.9 percent in pounds and 6 percent in dollars in the first four months of 2005 compared to the same period in 2004.
Camparis add excitement and interest to the tomato category, Mr. Mastronardi said. Our goal is to work together to help introduce consumers to this great tasting tomato.
