At the centre of this strategy is the launch of the SUNSET® Tomato Branch, a new concept featuring vibrant red micro-grape tomatoes sold on-the-vine. Designed to stand out visually at the point of consumption, the product also responds to a key consumer challenge: reducing food waste at home.
“We trial numerous tomato varieties all the time. Recently, we developed and launched the SUNSET® Tomato Branch,” explains David Einstandig, Senior Vice President and General Counsel at Mastronardi Produce. “Tomatoes often get hidden in kitchens, forgotten and wasted.”
By encouraging countertop display, the new format aims to keep the product visible and top of mind for consumers, aligning with a broader trend of showcasing fresh produce in the home. The concept also taps into two high-growth segments: micro-sized tomatoes and on-the-vine snacking formats.
Snacking trends reshape varietal priorities
The development of new varieties increasingly revolves around balancing flavour, shelf life and convenience. According to Einstandig, “product development is rooted in consumer behaviours and trends,” with particular momentum currently seen in bite-sized snacking tomatoes.
These formats respond to growing demand for healthier, less processed foods that can be consumed across multiple occasions. As a result, greenhouse breeding programmes are prioritising compact varieties that combine strong flavour profiles with ease of consumption.
On-the-vine snacking tomatoes, in particular, are gaining traction. Mastronardi reports continued growth in this segment, supported by strong consumer interest in flavourful, high-quality produce. Its SUNSET® BOMBS® range remains a key performer within this category.
Convenience drives innovation across categories
Beyond tomatoes, the company is also seeing growth in products designed for convenience, such as seedless mini peppers. Their reduced preparation time and versatility make them suitable for snacking, lunchboxes and cooking applications, reflecting a wider consumer shift towards easy-to-use fresh produce.
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Collaboration across the value chain plays a critical role in bringing these innovations to market. Mastronardi works closely with growers and retailers to align product development with both agronomic requirements and consumer expectations.
This approach led to the development of Pop Its™ cucumbers, a snack-sized product designed for portability. While consumers were looking for healthy, on-the-go options, growers prioritised high yields and quick crop cycles, resulting in a product that meets both market and production needs.
Packaging innovation supports shelf life and sustainability
Packaging is becoming an increasingly strategic element in product differentiation. New formats aim to improve portability and enhance shelf visibility.
For example, the oval cup used for Pop Its™ cucumbers is designed to stand out in-store while helping maintain freshness for longer, reducing food waste. At the same time, sustainability remains a key focus. The company has introduced a paper-based lettuce bag under its Backyard Farms® brand, reducing plastic use by 65% compared to traditional PET packaging while maintaining product quality.
Greenhouse production gains momentum
Looking ahead, Mastronardi expects the continued expansion of controlled environment agriculture (CEA) to shape the future of the sector. Increasing consumer trust in greenhouse-grown produce is driving a shift away from field production and opening new opportunities for crop diversification.
Despite these changes, flavour remains a critical differentiator. “We believe flavour continues to be a key factor for consumers,” Einstandig notes, highlighting the company’s ongoing collaboration with seed partners to meet evolving expectations.
