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ADORA, a tomato with flavour certificate

This new Marmande is differentiated by its brown colour, taste qualities that always make an impact, and its firmness, perfect for export purposes.

In recent years the fragmentation of the Marmande type tomato market has meant that consumers can find highly heterogeneous varieties. Most of them are attractive, but some leave a great deal to be desired regarding their organoleptic qualities. To cover this gap, for the past decade the company HM.Clause has been developing an R&D project the result of which is ADORA, the real alternative to Marmande. “It has an authentic flavour that does not disappoint anyone and its appearance makes it easy to differentiate, since it ripens to a brown colour,” explains Manuel Ferrer, the person in charge of the ADORA project.

100% certain of its added value, at HM.Clause they have gone a step further, labelling each of the ADORA tomatoes with a certified flavour sticker. “All the produce marked with the ADORA stamp has the guarantee that it will be very good to eat,” Ferrer states. Its genetics, inherited from the traditional Marmande tomatoes that started being developed 60 years ago, has an optimum balance between citric acid, malic acid, fructose and sucrose, enhancing the fruit’s flavour and aroma. Another essential characteristic is added to this on a commercial level: the fruit is slow to ripen in post-harvest, allowing the variety to be exported without any problems, since it conserves its firmness and organoleptic properties for longer than other materials present on the market.

Last year, during the teasing phase, HM.Clause marketed the variety under the slogan ‘A unique tomato’ and the customer and consumer response was a great success, both nationally and internationally. This winter, ADORA will be found in the main European supermarkets and in the most demanding areas of Spain. Four companies that specialise in tomatoes will take charge of its production, committing themselves to innovation and giving priority to the flavour of their produce: CASI, Agrupalmería, Granada La Palma and, for the ecological crop, Biosabor. “A group of farmers with comprehensive experience in this crop has been selected. All of them will have to follow a protocol and under no circumstances will they put a tomato on the market that does not meet the minimum requirements demanded to carry the ADORA stamp.”

The official presentation of ADORA will take place on Wednesday, the 18th of October at 1 pm at Fruit Attraction 2017, on the brand’s exclusive stand (Hall 9, 9G06).

How and when is it eaten?

Due to the weather conditions in the production area (traditional regions for this typology, such as the Parque Natural Cabo de Gata-Níjar), the best time of year for eating ADORA tomatoes goes from November to the end of May, dates when the fruit reaches is best organoleptic properties. The head of the project recommends eating it at room temperature in order to be able to enjoy the experience to the full. “The flavour, aroma and high dissolved solids content that ADORA offers turn it into the star of any dish. It is idea for eating on its own or drizzled with a little oil.”


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