Christmas comes a bit early for the produce industry. As we are constantly looking for what will give fresh fruits and vegetables the next edge, October is when many companies from around the world unveil what they have been working on all year long.
And some of us can’t help but peek through the proverbial keyhole to see what might be under the tree.
One operation that consistently holds an industry-leading position is Mastronardi Produce®. With a legacy spanning over 70 years, this company has been showing that age is just a number when it comes to innovation for decades. But with the skill and patience of time, it also knows how to carefully guard a secret or two until the timing is right.
Allowing me a glimpse is Geoff Kosar, Vice President of Marketing, and one of the keepers of such revelations. Settle in with your favorite steaming mug, and see what early treats the executive unveiled.
Geoff Kosar, Vice President of Marketing, Mastronardi Produce®: Mastronardi has always been one of the first, right? From the introduction of Campari® Tomatoes over 30 years ago to creating the SUNSET® brand, which has built great recognition in households across the United States, we continue to innovate across all our categories—whether that be tomatoes, peppers, cucumbers, berries, or lettuce. From an innovation standpoint, we examine dynamic categories, but we also consider different industries and trends affecting consumers. There are opportunities for brands to differentiate themselves through packaging, varietals, and formats. These areas have been where we’ve always successfully differentiated ourselves.
GK: One of the things I’ve done since I started with Mastronardi Produce is focusing on that consumer-led approach. The team has unpacked a lot in talking to our consumers. Mastronardi conducted a large-scale research panel across North America last year, and we’ve taken several steps to ensure we are in tune with our demographic, consumer demands, and trends. We are embracing not just what is happening within the produce industry, but also other industries. It is a purposeful approach to our innovation going forward.
GK: I think there are brands in the produce industry that are household brands, and we’re continuing to work and progress on having SUNSET be a household name. We’re encouraged by the progress that we’re making on several fronts. You’re going to see a lot more consumer-facing marketing activities from our brand in the future. Trade marketing activities remain critical, but we’ve made a big investment in online and digital, with a number of different omnichannel marketing approaches lined up to keep our brand top of mind with consumers.
GK: Absolutely. We’re unveiling some new things at the show for Campari as we approach the tail end of celebrating its 30th anniversary. Even if we saw you at the Canadian Produce Marketing Association Convention and Trade Show earlier this year, I promise there will be something new for everybody to see at the booth regarding Campari Tomatoes this fall. We’ve launched a couple of other really unique tomatoes over the last couple of months. Our new strawberry-on-the-vine tomato, called Secilia™, will be prominently featured at our booth, and we have our brand-new Mastronardi™ Tomato Branch.
GK: The Mastronardi Tomato Branch is a unique cluster of tomatoes on the vine that is really beautiful and unlike anything else you’ve seen in the category. It is a high-flavor, on-the-vine, micro variety, perfect for different usages and occasions, whether you put it on our charcuterie board or you eat it straight from the vine. The visual appearance is also special—when you see it, it has a very nice premium feel to it.
If you look across what’s happening in the industry, you see a lot of these premium offerings becoming available across a number of categories. We’re starting to play a lot more in that space, and we’re excited about the launch at the show.
"..we’ve taken several steps to ensure we are in tune with our demographic, consumer demands, and trends. We are embracing not just what is happening within the produce industry, but also other industries.”
Geoff Kosar, Vice President of Marketing, Mastronardi Produce®
We’ve also got our latest Bomb that’s going to be launching, Umami™ Bombs. The Bombs line has been a runaway success for the company over the past few years. We launched Flavor Bombs just over 10 years ago now, and it has been a tremendous success. Umami Bombs, the latest, has a unique red hue and a bold, juicy flavor. With umami being the fifth taste, it provides us with the opportunity to play with a variety of different flavor profiles. It’s both sweet and savory, and it’s another cherry-on-the-vine tomato offering from the already-successful Bombs lineup.
There are a few other new additions, if you can believe it, but it is too soon to put details in print. Readers will have to just come by the booth and see!
GK: That’s right—again, I can’t give too many details yet, but we are doing some new things with the booth that will definitely be worth a visit. I can say we’re going to be doing something different this year from a sampling point, with different trialing for attendees. Our varieties and our flavor are truly what set us apart. I encourage everyone to come by and have the opportunity to try some of our unique flavors.
Half the fun of any surprise is the anticipation. Few understand this—and how to festively pull away the wrapping—like Mastronardi Produce. As the clock to our industry’s innovation holiday ticks down, let us appreciate that excited buzz before all is revealed. 
