Tesoro tomatoes are a hybrid tomato designed for cooking, rather than for use as a salad ingredient or sandwich topper. The pouch packaging (used instead of the old standby clamshell containers tomato packs favor) gives the company a wide billboard to show off the product and reach consumers about the fruit’s suggested use as the star of various recipes.
Fresh messaging
The Produce Exchange founder Marty Mazzanti said the pouch packaging helps the company communicate the Tesoro tomato’s standout properties.
"Tesoro will change the way you use tomatoes," he said. “In a world where 'sweet and juicy' has been the mantra of tomato growers and seed companies for years, Tesoro's offer a new functionality when used in a recipe."
Taking the heat
The tomatoes are grown to retain their shape, while maintaining a high degree of flavor when cooked. In addition, the tomatoes reportedly stand up well to slicing and dicing.
In addition to offering communicative pouch packaging, The Produce Exchange has supported the Tesco tomato pouches by offering retailers point of sale materials. The company also offers a consumer website delivering cooking demo videos and recipes.
Tesoro tomatoes are a hybrid variety of tomato in The Produce Exchange’s Intense family. The Intense tomato line received Fruit Logistica’s Innovation Award and the Produce Marketing Association’s Buyer’s Choice Award in 2008.