Another direct-to-consumer strategy Delightful uses is an appeal to safety concerns. Each package has a traceability number on it, which can be entered on the company’s website to discover when and where the tomatoes were harvested. Felix said the company’s traceback program is another point of differentiation.
“Very few (companies) are tracing on a clamshell or mesh pack level,” he said.
“Some are tracing on a case basis, but that information is only available to the retailer buyer. We are going to the consumer.”