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Village Farms asks, ‘Are you sweet or smooth?’

Village Farms had a few things to celebrate at PMA’s Fresh Summit. First, Village Farms celebrated the success of its flagship tomato variety, Heavenly Villagio Marzano. Launched at the 2011 Fresh Summit, it has seen unprecedented success for the past seven years, according to Bret Wiley, senior vice president of sales for Village Farms.

VF-Heavenly-Villagio-Marzano-10oz-topseal “The success of Heavenly Villagio Marzano is attributed to a number of key factors, no one else has a tomato just like our Heavenly Villagio Marzano, it is an extremely versatile tomato with a unique flavor people love, and it has amazing shelf life our customers think is fantastic,” said Wiley, adding that Heavenly Villagio Marzano is the only authentic San Marzano tomato available in North American today and it has won over the hearts of consumers, foodies and chef’s alike with its amazing authentic flavor. Wiley added that Village Farms is building on the success of Heavenly Villagio Marzano getting the word out about the newest addition to the company’s exclusive specialty tomato offerings also in the San Marzano family, Lorabella Blossom. Lorabella Blossom is an orange tomato bursting with fragrant floral notes, citrus essence and earthy undertones some have described as reminiscent of tangerines, apricots, almonds and honey.

“Are you Sweet or are you Smooth” is a consumer taste challenge campaign Village Farms promoted at Fresh Summit this year. Show goers were able to taste both tomatoes firsthand to determine if they are “sweet” like Heavenly Villagio Marzano or if they are “smooth” just like Lorabella Blossom.

“This was a fun way to get folks to try our tomatoes, there are no right or wrong answers for this campaign and everyone is a winner,” said Helen L. Aquino, director of brand marketing and communications for Village Farms. She added that while most people may not associate tomatoes with grilling, Village Farms varieties are great for this and more.

“We have a plethora of tried-and-true exclusive recipes on our website for Heavenly Villagio Marzano and Lorabella Blossom that are perfect for grilling, roasting, and cooking,” she said.