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The Flavorax tomatoes from Axia Seeds are characterized by their taste
People perceive tomatoes’ intense red colour as flavour, quality indicator How tomatoes taste is becoming increasingly important. Supermarkets are considering their tomato assortments very deliberately. The range is very extensive, so the focus is no longer on expansion. Now it is on deepening the tomato assortment and encouraging repeat purchases. On the one hand, the emphasis is on the basic products, where the price is essential. On the other, it is on the flavour experience. And consumers are finding that increasingly important. Colour is something that contributes to the perception of quality and taste. Primeur spoke to several tomato breeders about their tomato lines. In these, colour internal and external - plays a vital role. FLAVOUR EXPERIENCE “Tomatoes are distinguished by flavour. That is a crucial characteristic that is in high demand,” says William van der Riet about Axia's Flavorax tomato line. William is a business initiator at Axia Vegetable Seeds. This company focuses on breeding tomatoes, among other things. Flavour is an increasingly important aspect. "I think people are more critical of the flavour
aspects of tomatoes.” That’s why Axia has developed a whole line of tomatoes, from 35 to 180g. These are from breeding lines that lend themselves to this. An aspect where taste experience is central. "Every retailer wants to differentiate themselves. That is especially true with premium tomatoes like cherry tomatoes and the snack segment.
These are very distinctive in terms of use and taste. Not many people translate this into the larger tomato varieties - cocktail, and medium and larger vine tomatoes yet. That’s exactly what we’re doing now - returning the flavour experience to the entire range.”
FLAVORAX This broad assortment is completed by a collection of eight kinds of tomatoes under the name Flavorax. All these varieties have the same characteristics. For instance, the tomatoes have a deep red fruit colour with dark red flesh. The inside is a typical green gel, and the tomatoes have a flat round shape. "The gel’s green hue and the deep red colour of the flesh create a distinctive taste experience." William explains that smaller tomatoes are generally a little sweeter than larger ones. “But even the medium-sized Flavorax tomato bunches have a significantly higher Brix level than traditional varieties." Currently, commerAGF Primeur • Gewächshausgemüse • 2020
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