e-Gro

How Tasty Tom successfully launched a new tomato variety

Stefanie Wienhoven
January 1, 1

Did you know that 95% of the tomatoes in the Netherlands are grown on stone wool growing media? One of the tomato growers with a long history of working with Grodan is Ton Janssen, the innovator behind the famous Tasty Tom. Ton has witnessed sweeping and dramatic changes in the sector over the years: in 1990, there were just three varieties of tomatoes available on the market, compared with 30 varieties today. Together with his Tasty Tom colleagues, Ton was one of the first growers to successfully market a new tomato variety. During the international Grüne Woche trade fair in Berlin, we spoke to Ton about his company, his success as an entrepreneur and his unabated enthusiasm for tomatoes after all these years.

How did it all start?

“I inherited my entrepreneurial mindset and drive from my father. He was a market gardener and had seen the large beef tomatoes while he was on holiday in Italy. When he decided to start growing beef tomatoes, he was a true pioneer as no one else grew them at the time. It was the same with me. In the 1990s I wanted to develop a tomato with a positive message to counteract the negative stories about Dutch tomatoes that were being spread. Together with the Vereijken and Verbeek brothers, I decided to market a tomato bursting with flavour with a brand name that every consumer could recognise. Just like Chiquita bananas!

Back then no one used a brand name, so people thought we were crazy. But this combination of a tasty tomato with a recognisable name that is protected from being used by others has brought us amazing levels of success. We currently export to Germany, the Scandinavian countries and the UK. We will be celebrating our 25th year in September."

How do you see the future of tomato cultivation?

“Tomato growers are facing a series of major challenges. New viruses keep emerging in succession and sustainability is an increasingly key issue in the greenhouse.

But what I find exciting in the greenhouse sector is that new challenges are always met with innovative solutions. To give an example, the changing climate means that all of a sudden we have to deal with insects in the greenhouse that we have never seen before. To cope with this, we apply a confusion technique with substances that lure the insects. This allows us to control the new pests without resorting to crop production products. That kind of solution is fantastic." 

Tomato growers are facing a series of major challenges. New viruses keep emerging in succession and sustainability is an increasingly key issue in the greenhouse.

Is there anything people still don't know about tomatoes?

“Many people don't know that tomatoes are grown on stone wool growing media and that the stones used to produce stone wool are sourced from Germany. Many of our Dutch tomatoes are exported to Germany, so German consumers are buying produce that is ‘home’ grown (Ton gives a wide smile– editor).

There's something else I'd like to add: the most important thing consumers must stop doing is storing tomatoes in the fridge. You should keep tomatoes in a fruit bowl, at room temperature. That's much better for the flavour. But tomatoes are not there to be stored - they should be eaten and enjoyed!"

Bon appetit! For more information about Tasty Tom, please visit: https://www.tastytom.nl/

This article is part of the new “Inspirators” series, which shares insights and inspiration from entrepreneurs, researchers and other partners who Grodan frequently cooperates with.

 

Latest blogs

water properties, 7 strenghts, waterfall, rocks
Water Management
Sustainable Growing

World Water Day 2023

This year, the focus of the United Nations observance is how to accelerate the change needed to solve the water and sanitation crisis. The global campaign is called “Be the change”. The aim is to encourage society to take action and change the way we use, consume and manage water. As Grodan, being an active member in this society, our aim is to provide the best solutions and provide high-end services that can support growers to “Grow more, with less” and change towards a sustainable way of growing while respecting natural resources.

Read more
challenge, recycling, horticulture, circular economy, Yianni Monahan, interview, grodan
By Yianni Monahan
Sustainable Growing

Is Stone Wool Recyclable? Yes! How Grodan and Walker Environmental Solved a Waste Management Challenge

Solving agricultural recycling challenges: Learn how post-harvest Grodan stone wool substrate is turned into clean growing media for better agricultural waste management.

Read more
Grodan, egro, release update
e-Gro

e-Gro: Optimized Yield Forecaster, advanced crop registrations for more insights and an improved user experience

Being part of the greenhouse sector, we are well aware of the fact that the current season came with multiple challenges and uncertainties in your greenhouse. Gas, energy, the significantly increased inflation, and the changing climate asks for even more flexibility and creativity to adapt to this changing environment.

Read more
Grodan, e-Gro, Grodan101, MJ
e-Gro

e-Gro Q2 2022 release: Better growing with the launch of Crop Analytics, support centre and pepper crop optimizations

We know many of you are facing a number of challenges in your greenhouse. With harvest season right around the corner, you could likely use some extra hands! Unfortunately, with the current staff shortages, extra labor is not easy to find. Additionally, gas prices are higher than ever which makes it even more important to use your energy as efficiently as possible. At the same time, consumers are increasingly demanding high quality crops with sustainability playing an increasingly important role.

Read more