Village Farms asks, ‘Are you sweet or smooth?’


As seen on Perishable News

Village Farms is ready to celebrate and has a few surprises in store for this year’s PMA.  First, Village Farms is celebrating the success of its flagship tomato variety, Heavenly Villagio Marzano.  Launched at PMA 2011, it has seen unprecedented success for the past 7 years.  According to Bret Wiley, SVP of Sales for Village Farms, “the success of Heavenly Villagio Marzano is attributed to a number of key factors, no one else has a tomato just like our Heavenly Villagio Marzano, it is an extremely versatile tomato with a unique flavor people love, and it has amazing shelf life our customers think is fantastic.”  Heavenly Villagio Marzano is the only authentic San Marzano tomato available in North American today and it has won over the hearts of consumers, foodies, and chef’s alike with its amazing authentic flavor.  Wiley goes on to say because of the success of Heavenly Villagio Marzano we want to build on this to get the word out about the newest addition to our exclusive specialty tomato offerings also in the San Marzano family, Lorabella Blossom at this year’s PMA. Lorabella Blossom is an orange tomato bursting with fragrant floral notes, citrus essence and earthy undertones some have described as reminiscent of tangerines, apricots, almonds, and honey.

“Are you Sweet or are you Smooth” is a consumer taste challenge campaign Village Farms will be promoting in their booth at PMA this year.  Show goers will have the opportunity to taste both tomatoes firsthand to determine if they are “sweet” like Heavenly Villagio Marzano or if they are “smooth” just like Lorabella Blossom.  Helen L. Aquino, Director Brand Marketing & Communications for Village Farms told us, “This is a fun way to get folks to try our tomatoes, there are no right or wrong answers for this campaign and everyone is a winner – you take the challenge and get a sticker proclaiming, “I’m Sweet” or “I’m Smooth”.  Plus, the best part is that by casting your vote you can enter for a chance to win an awesome Traeger Grill.”   Aquino goes on to tell us while most people may not associate tomatoes with grilling, Village Farms varieties are great for this and more, “We have a plethora of tried and true exclusive recipes on our website for Heavenly Villagio Marzano and Lorabella Blossom that are perfect for grilling, roasting, and cooking”.

In addition, the company will be looking to ring in 2019 as its 30th year in business with a cocktail reception open to all during the last hour of on the first day of PMA in their booth on the tradeshow floor 3601 from 5-6pm.  The event theme “30 years and still growing strong”, signifies a milestone for Village Farms as one of the largest and longest operating vertically integrated greenhouse growers in North America and the only publicly traded greenhouse produce company in Canada. The company is elated for this opportunity to toast all of its loyal customers, suppliers, vendors, and friends while raising a glass to a bright future for all.