Status growers constantly hear their friends commenting “that the tomatoes we buy at the supermarkets don’t taste like old fashioned tomatoes, full of flavour.”  The growers know that it is true that our varieties are not the same old fashioned tomato varieties that grew in the back yard years ago.  Our varieties are chosen to support a long growing life, and to produce fruit that holds firm for a longer period.  However, they also know that we grow tomatoes with fantastic flavour, and the only reason the consumer does not experience that great flavour is due to the supply chain.  Supermarkets want a long shelf life, so that any tomatoes that do not sell today, can be sold later in the week.  Growers are typically pushed to pick the tomatoes before they are fully ripe.

Status decided to challenge this current practice.  Along with Remuera New World, Status entered into a trial, delivering fresh picked ripe tomatoes daily.  Within a few weeks, customers were asking the store produce manager “where did you get those tomatoes?  They are wonderful with a great flavour.”  As a result of this customer satisfaction, the store increased tomato sales by over 60 %.

Before doing this in store trial, Status conducted a number of blind tastings, comparing product picked ripe from the vine with product picked at a ripeness for the supply chain.  100 % of tasters picked the vine ripened product over the cool room ripened product.

At Status, we are working with retailers to try and achieve this improvement nation wide.  We want to pick ripe and deliver to store daily.  As a consumer, you should not notice any difference, except great flavour.  You should also not be scared to buy bright red ripe tomatoes.  They last longer than you think, and taste much better.