CHICAGO -- A new tomato has hit the scene, and while its appearance may raise some eyebrows, the variety's marketers believe its flavor will win over the tastebuds of consumers.

Dulcinea Farms LLC in Ladera Ranch, CA, and the Oppenheimer Group in Vancouver, BC, have teamed to introduce the Rosso Bruno, a premium vine-fresh tomato with a distinctive brown color. The new variety was on display at the United Produce Show, held here May 5-9.

Amy Lazenby, director of new products and innovation for Dulcinea, described the Rosso Bruno as a meaty tomato with both a sweet and tart flavor. It holds up well when sliced, so it is perfect for use in salads or on sandwiches. In its early stages, the tomato is firm with brown color at the bottom and strong green shoulders. At the peak stage for eating, the Rosso Bruno is firm and has a deep brown color with hints of green at the shoulders. If left to further ripen, it will eventually change from a deep brown color to dark red with almost no green and will become soft, at which time it is best for cooking.

Ms. Lazenby admitted that the unusual brown color of the Rosso Bruno presents a challenge in marketing to consumers, but extensive consumer research has shown that the variety has promise.

"Over half of today's consumers are dissatisfied with their current tomato choices and are seeking tomatoes with a richer flavor," said Ms. Lazenby. "In our in-home taste tests, Rosso Bruno's taste was preferred four to one over traditional medium- or large-size tomatoes, regardless of the usage occasion. And Rosso Bruno's remarkable exterior will help tip off shoppers that this is the tomato with the amazing taste."

The brown tomato variety originated in Europe, where it is widely distributed and known by the name kumato.

The decision to market the variety in North America as Rosso Bruno was based on the moniker's ability to better communicate the properties of the tomato - specifically the color and its Italian heritage.

Once consumer feedback revealed that the Rosso Bruno held potential as a viable new tomato variety, Dulcinea approached Oppenheimer, a leading marketer of greenhouse products, to lend its expertise.

Oppenheimer's greenhouse products are grown by Houweling Nurseries, which is based in Delta, BC, and has facilities in Oxnard, CA. Karin Gardner, communications manager for Oppenheimer, said that Casey Houweling is the ideal person to handle growing of the Russo Bruno because "he is a very meticulous grower and very focused on food safety."

Ms. Lazenby said that Oppenheimer and Houweling are both very passionate and focused on flavor, and thus are the perfect partners for this product. In addition, she said that Oppenheimer's expertise in distribution and logistics also made the company an attractive partner for Dulcinea.

Oppenheimer agreed that the match was ideal. In a statement, John Anderson, president and chief executive officer of the Oppenheimer Group, said, "Like Oppenheimer, Dulcinea is serious about taste. After identifying an opportunity to improve consumer satisfaction with the tomato experience, Dulcinea spent several years evaluating varieties and testing them with consumers before Rosso Bruno emerged as the clear winner. We are pleased to lend our growing, marketing and logistics expertise to this exciting initiative."

As part of the merchandising program, Ms. Gardner said that colorful and descriptive merchandising materials will be sent to retailers to help educate them on the qualities and aspects of the Rosso Bruno. Ms. Lazenby added that Dulcinea will rely on retailers to help spread the word about the Rosso Bruno to their customers.

The Rosso Bruno is available under the "Dulcinea" label in bulk, two-count clamshells and two-count mesh bags from the Oppenheimer Group.