Prominent, proud sponsor of the Global Tomato Congress

18 May 2022

Tomatoes are star players in worldly dishes. That is why Prominent will share insights and innovative ideas with international experts from the sector on 24 May.

Around the world, tomatoes are the star players in numerous dishes. That is why on 24th of May, the third edition of the Global Tomato Congress will take place in the Hague. Being a versatile vegetable, the tomato encouraged 8% sales growth in the Netherlands, even during the COVID-19 pandemic. Prominent expects this growth to continue, regardless of the current inflation. To maintain the tomato’s top ranking in the future, we will share new insights and innovative ideas at the congress, with international experts from our industry.

Netherlands second largest exporting country of tomatoes in the world

After Mexico, the Netherlands is the largest exporter of fresh tomatoes in the world. According to Comtrade and het GroentenFruit Huis, Mexico exports 1872 kilos of tomatoes each year, at 2606 million dollars. The Netherlands exports 1021 kilos of tomatoes, at 1918 million dollars. Spain takes third place, exporting 729 kilos, at 1069 million dollars.

As consumers too, the Dutch seem to appreciate their tomatoes. This vegetable ranks number one as the country’s most sold fresh produce, leaving its competition – such as the cucumber, carrot, and pepper – far behind. The tomato is actually responsible for 7% of the total turnover of fresh vegetables in the country.

Southern European countries consume more, Northern European countries spend more

In Mediterranean countries such as Spain and Italy, a larger amount of tomatoes is being consumed per household, leading to more sales. In Northern European countries, consumers might purchase less tomatoes, but they choose more expensive varieties, giving sales an enormous boost. In the Netherlands and Germany for example, smaller tomatoes – think of cocktail or snacking tomatoes – have become increasingly popular. These premium products costs considerably more per kilo than the regular variant.

Sales growth of fresh tomatoes, even during the COVID-19 pandemic

The sales growth during the COVID-19 pandemic shows that fresh tomatoes are versatile enough to be consumed on a daily basis. Due to the various lockdowns, consumers were homebound for weeks on end, encouraging them to serve home-cooked meals. For a fresh pasta sauce or healthy salad, you do not have to spend hours in the kitchen, and it gives the opportunity to control the ingredients a dish contains. Which meant those corona kilos could be kept in check, without compromising on great taste. To stress the nutritional value and versatility of fresh tomatoes, a dietitian will share her knowledge and experience at the Global Tomato Congress.

Versatile fresh tomato also withstands current inflation

In addition, the current situation – think of the inflation affecting consumers worldwide – will also be discussed at the congress. When facing increasing costs, consumers can take their inspiration from Spain and Italy, where a greater number of tomatoes is being consumed, but at a cheaper price. This means that even with a limited budget, you can still serve a delicious dish like a tasty lasagne or a cool gazpacho.

As an industry too, we can get a grip on this global inflation by encouraging innovation and working closely together. Through sharing insights and ideas, our chain is becoming more streamlined. And by making sustainable decisions – throughout the production and packaging process for example – we build a healthier and happier future together. This allows the industry to keep supplying consumers with fresh tomatoes, anytime and anywhere in the world.

We will be present again, at this edition of the Global Tomato Congress. Curious to know what we will discuss?

Growers United / Prominent will be present again, at this edition of the Global Tomato Congress.

Curious to know what we will discuss? Do not hesitate to get in touch with Wim van den Berg of Growers United / Prominent: of +31 (0)6 5756 4346

Prominent is a brand of Growers United UA. This organisation is responsible for the sales, marketing and quality control of the product.

Activate the shopper to consume tomatoes at unexpected moments

With breakfast, for example. Curious about the positive effects?