As seen on The Produce News on September 28, 2017
by Keith Loria
As the fall season gets under way, the staff at Village Farms is excited about some great things happening in the months ahead, including gearing up for PMA Fresh Summit 2017 in New Orleans (booth No. 453), where it plans to feature its newest tomato variety, Lorabella Blossom.
“This is what we are calling a ‘blissfully bright’ tomato that we are introducing as part of our authentic San Marzano family of products,” said Helen L. Aquino, director of brand marketing and communication for the Heathrow, FL-based company. “It has the same shape and mouth appeal as our signature Heavenly Villagio Marzano, an authentic mini San Marzano variety.”
The Heavenly Villagio Marzano is the only authentic mini San Marzano tomato sold in North America that hails from the mother genetics of the San Marzano tomato originally grown in Italy and known the world over for its amazing flavor and sauce making qualities, according to the company.
“Not to be outdone, Lorabella Blossom is a cousin to this variety and maintains similar old world sensibilities in a unique flavor profile but with a twist all its own,” Aquino said. “Its vibrant bright orange color is so attractive and an unexpected color disruptor on shelf consumers will love seeing. We are calling it Lorabella Blossom because the flavor actually blooms in your mouth with a unique citrus floral essence. The fragrant floral notes and citrus essence are complimented by smooth earthy undertones to form a balanced harmony in flavor.”
She added that the product is versatile as well, allowing for easy snacking due to its one-bite size, or can be roasted in a chunky sauce or grilled on kebabs. And it also makes a refreshingly zesty salsa.
“We will be sampling it during Fresh Summit in a number of dishes for visitors to the booth to try,” Aquino said. “Village Farms’ brand ambassador, Kristina LaRue will be creating fun and surprising dishes during PMA with Lorabella Blossom, as well as our other exclusive specialty varieties.”
LaRue is a registered dietitian and will be on hand to give demonstrations throughout the show in Village Farms’ booth while sharing her take on fun healthy simple to prepare yet great tasting ideas for all of its products.
Village Farms is offering Lorabella Blossom in 10-ounce clamshells in limited volumes but will be gearing up into 2018 given the overwhelming interest by its customers.
Doug Kling, senior vice president and chief marketing officer of Village Farms, said there are plenty of new initiatives going on around the company geared toward stronger engagement with consumers regarding more targeted initiatives via social media, stronger localized support programs and new exclusive varieties.
“These programs are all targeted on meeting new demands for flavor, sustainability, and socially responsible activities, demanded and expected by millennials, Gen X, baby boomers and the broad range of consumers our industry covers including our retail partners,” he said. “In addition, we continue to expand our growing areas working with agro professionals at Village Farms with combined experiences of over 100 years in the greenhouse industry, focused on enhancing yields, and flavor in the most sustainable manner possible while providing state-of-the-art efficient methods of farming and driving positive outcomes for us and all our partners.”
Recently Village Farms was recognized as one of the fastest-growing companies in British Columbia for 2017. The list is compiled by Business in Vancouver, a weekly business news journal that ranks companies based on outstanding growth over the last five years and is intended to provide a representative sample of companies in the province whose entrepreneurial direction and focus are gaining highest traction through new opportunities being seeded.
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