INTRODUCTION

Tomatoes grown by California Tomato Farmers are known for their fresh taste and sweet flavor — not to mention they’re grown under the strictest food safety standards. But what makes consumers reach for a field-grown tomato instead of a hothouse tomato? And do heavy tomato purchasers have different preferences than light purchasers?

The following statistics come from a survey conducted by the Perishables Group , an independent consulting firm based in Illinois that focuses on clients in the fresh food industry. With over 25 years of experience, the Perishables Group has done extensive exploration in data sourcing and industry research. This study included the following:

Surveying 1,000 Canadian tomato purchasers – of which, 200 were from Alberta, British Columbia, Ontario, or Quebec and 50 were from Manitoba, New Brunswick, Nova Scotia, or Saskatchewan.

FIELD-GROWN VS. HOTHOUSE

• Consumers preferred field-grown tomatoes 4:1.

• Heavy tomato purchasers, who buy tomatoes most frequently, prefer field-grown tomatoes and are more likely than medium or light purchasers to prefer field-grown tomatoes.

• Of the consumers that preferred field-grown tomatoes, 62 percent said the primary reason was flavor. Respondents rated the taste/flavor and the health/nutritional benefits as the most important attributes when purchasing tomatoes.

• Those that preferred field-grown tomatoes cited flavor, quality, and appearance/freshness as reasons for purchase.

CONSUMER BEHAVIOR

• Nearly two-thirds of respondents said they purchase some type of tomato weekly or more often. Respondents reported purchasing field-grown tomatoes most often, followed by tomatoes on the vine, and hothouse-grown round tomatoes.

• More than three-quarters of consumers surveyed said they preferred purchasing loose tomatoes.

• Of those who preferred field-grown tomatoes, consumers without children were more likely to say their primary reason was appearance or flavor, while those with children were more likely to say quality.

CONSUMER LOYALTY

• Heavy and medium field-tomato purchasers are slightly more likely than light purchasers and non-purchasers to go to another store if their preferred tomato is not available.

• Heavy users of tomatoes have more loyalty to field-grown tomatoes while younger consumers are more willing to switch.

• Consumers in the older age groups more often preferred field-grown tomatoes, while those in the younger age groups often showed no preference or did not know what they preferred.