ANAHEIM, Calif. — Delta, British Columbia-based Village Farms promoted its mini San Marzano tomato, branded Heavenly Villagio Marzano at the Produce Marketing Association’s Fresh Summit expo.
Using a golf putting contest, Village Farms used the slogan “It’s a hole-in-one” to illustrate the “green” that the snacking variety can bring to retailers.
“For all of our customers who carry (Heavenly Villagio Marzano), it is the number-one new variety for them,” said Helen Aquino, director of brand marketing and communications for Village Farms.
The proprietary variety for Village Farms in North America was developed by a seed company in The Netherlands, with the genetics of the variety related to the mother plant San Marzano variety that grew in the region around Naples and Mount Vesuvius.
“It has similar traits because it’s a plum, but a mini plum, and has very a thick wall, like the famous sauce-making tomato, the Marzano,” she said. “Unlike the sauce-making tomato that you can’t eat fresh, the Heavenly Villagio Marzano you can eat fresh and enjoy fresh — and it’s great for cooking too.”
Village Farms also touted new top-seal offerings for many of its packs.