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Directions/Trends in Fresh Market Tomatoes in N. America

Directions/Trends in Fresh Market Tomatoes in N. America. John Lindbo Solanum Breeding Program Manager HM-Clause; Davis, CA. N American Fresh Market Tomato Seed. N America Market Size: ~57M Euro (~77M USD) Half: Determinant Half: Indeterminant Factors affecting Market Value in future:

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Directions/Trends in Fresh Market Tomatoes in N. America

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  1. Directions/Trends in Fresh Market Tomatoes in N. America John Lindbo Solanum Breeding Program Manager HM-Clause; Davis, CA

  2. N American Fresh Market Tomato Seed N America Market Size: ~57M Euro (~77M USD) • Half: Determinant • Half: Indeterminant Factors affecting Market Valuein future: • Seed Demand: • Overall acreage decreasing • Increased productivity trend. • Politics and Policies: • US Govt reached deal with Mexico re tomato trade. • Agreement will raise prices at which MX tomatoes can be sold in US; Will make domestic production more cost-competitive. • This may decrease MX acreage for export due to new anti-dumping suspension agreement.? • Pricing: • Likely inflation-only or slight increase for new traits. • Market Value…likely to be ~flat: • Price increases offset by sales reduction.

  3. FM TOM Production Trends: US* • US: reduced acreage • Both CA & FL decreased 8-10% last 3 years. • US: Production (tons) • FL: 20% drop last 3 years. • CA: ~ flat last 3 years • Good weather winter 2011/spring 2012 • Pressure from low cost tomatoes from MX • Prices have been low. *USDA Reports (June 2012)

  4. Production Trends:MX Trending to more protected culture. Protected culture in Baja and Sinaloa year round tomato production yields and quality increasing Trend of semi-/indeterminantvarieties being replacing determinants. Rounds being replaced by Saladette types. MX prod now about 75% saladette; 25% round • Since 2003: US Imports of Round from MX (-43%) • Import of saladettefrom MX (+58%)

  5. Production Trends: Methods • Protected culture tomatoes now dominate retail industry. • Vine-ripe taking away from mature green. • Mature green still supported by food service/restaurants. • Large growth in protected culture in MX • Increased yields and quality • In US Market: ~60-70% of protected culture tomatoes from MX • Year round protected culture supply reducing short-supply/high price periods for growers.

  6. Consumer Trends • In grocery stores: Consumers avoid store interior: Shop perimeter. • Catch their attention with innovation, convenience & diversification of your products. Tomatoes on the vine Vine ripe small snacking tomatoes Better quality (color & taste) • “Locally sourced” labelling appearing in markets. • US per capita consumption of FM Tom stable. • Articles in popular press re: tomato taste (University studies from UC Davis, FLA, Tasti-lee story). • More tomato niche market potential? • Improved taste a likely area of differentiation in future.

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