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NatureSweet promoting Cherriots as newest snacking tomato

CHICAGO — Among the many new items being promoted at the recent United Fresh 2014 convention, here, were Cherriots, a new snacking tomato marketed by San Antonio-based NatureSweet Tomatoes.

According to Michael Joergensen, marketing director for NatureSweet, Cherriots were developed to take advantage of the trend for healthy snack items.JoergensenCherriotsMichael Joergensen, marketing director at NatureSweet Tomatoes in San Antonio, TX, promoted the company’s new Cherriots snacking tomatoes at the United Fresh 2014 convention in Chicago. (Photo by John Groh)

“Studies have shown that 48 percent of what people eat is eaten between meals,” said Joergensen. “As a result, there is a big push toward healthy snacking items. We already know that people like small tomatoes, and we have found that the smaller they are, the more people like them.”

Joergensen said Cherriots fall into the “micro grape” category, weighing approximately six grams each, making them perfect for a briefcase or lunchbox. The product made its debut in October at the Produce Marketing Association’s Fresh Summit convention in New Orleans, earning recognition as a New Packaging Award winner.

“Since winning the award, the retailer acceptance has been tremendous,” said Joergensen. “A key to the success of our packaging is that we use the correct amount of ventilation for the tomatoes, which results in a shelf life of 21 days. Plus, all fruit is pre-washed and the clamshells are drainable.”

In addition to the three-pack retail offering, NatureSweet is working on a new club pack for Cherriots, and it is in the development stage for additional varieties, including yellow.

Joergensen said brand recognition is currently stronger in the West, with support of 30-second television spots all across Texas, in Phoenix and Tucson in Arizona, and in Denver. Promotions were scheduled to begin in June in Seattle, Portland, OR, and California.

“We’re trying to build brand recognition in the East as well,” he said. “We anticipate Cherriots being nationwide in about 18 months.”

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