Wholesum, fair trade certified grower and shipper of organic vegetables, recently harvested its first crop of greenhouse grown organic heirloom tomatoes. The new assortment of heirlooms is grown in greenhouses at the company’s farm in Amado, Arizona. The tomatoes will make their debut at the Global Produce and Floral Show in Orlando at the end of October.
“With a growing demand for local, specialty produce, we identified an opportunity to innovate, bringing the product closer to our local consumers while also satisfying their preference for quality and flavor,” Ricardo Crisantes, chief commercial officer of Wholesum said in a press release.
Enjoyed for their rich flavor and vibrant colors, Wholesum’s heirloom tomato program is built on reliable supply and outstanding shelf life of these generally delicate specialty tomatoes. The program includes heirloom tomato varieties in three colors: red, yellow, and brown.
Heirloom tomatoes boasted 6% growth in the first half of 2022 compared with the same period last year, according to Nielsen US tomato data. Their appeal resonates for organic consumers, resulting in proliferation in the US organic market. However, heirloom tomatoes have traditionally been a volatile crop, according to the release.
“By bringing it indoors we can ensure greater consistency in the product quality and flavor while still maintaining its traditional charm,” Crisantes said in the release.
The heirloom tomatoes are currently sold in 10 lb. cases of assorted colors to capitalize on their visual appeal for merchandising displays. “We look forward to building this program with our retail partners and making these beautiful tomatoes more widely available to our local consumers,” Crisantes added.
Learn more about Wholesum’s new organic heirloom tomato offerings at booth #5181 at the Global Produce and Floral Show Oct. 26-29.
