Village Farms Set to Launch "Are You Sweet or Smooth?" Campaign at PMA Fresh Summit
- by Robert Schaulis
DELTA, CANADA - As the industry gears up to head down to Orlando, Village Farms is preparing to wow these show-goers with a consumer taste challenge campaign. Titled “Are you Sweet or are you Smooth,” this campaign focuses on the success of its flagship tomato variety—Heavenly Village Marzano, which debuted at PMA in 2011, and its newest variety Lorabella Blossom. Since its launch, the company has seen unprecedented success with this variety.
“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,” said Bret Wiley, SVP of Sales for Village Farms.
Heavenly Villagio Marzano is the only authentic San Marzano tomato available in North America today, and it has won over the hearts of consumers, foodies, and chefs alike with its amazing authentic flavor, a press release noted. Wiley went on to say that due to its success, the company wants to get the word out about the newest addition to exclusive specialty tomato offerings in the San Marzano family: Lorabella Blossom, which will debut at this year’s Fresh Summit. It 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.
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.
“This is a fun way to get folks to try our tomatoes. There are no right or wrong answers for this campaign and everyone's 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,” said Helen L. Aquino, Director of Brand Marketing & Communications.
Aquino also said that 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,” she stated.
In addition, the company will ring in its 30th year of business with a cocktail reception at its booth #3601 from 5 p.m. to 6 p.m. 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 noted in its press release that it is elated for this opportunity to toast all of its loyal customers, suppliers, vendors, and friends. Stop by booth #3601 to say hello!