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Tesco tomatoes 'fresher longer' as retailer wins race for It’sFresh

11 May 2012

Tesco tomatoes will now stay fresher for longer following the roll-out of It’sFresh! in all stores from 13 May. Tesco is the first UK retailer to use It’sFresh! on tomatoes, with Tesco Finest tomatoes being the first to benefit, and many other tomato varieties to follow in due course

The roll-out follows successful trials on UK Sunstream tomato varieties from innovative greenhouse growers Thanet Earth, and a commercial depot pilot with Tesco during February and March this year.

According to Robert James, Technical Manager at Thanet Earth: “We’re delighted to have been chosen as the first European grower to pilot It’sFresh! on tomatoes with Tesco. Our trials have shown it consistently extends product life, even with UK-grown varieties. By keeping our produce fresher for longer, It’sFresh! reduces waste and enhances quality, giving consumers the confidence to buy and eat more—which is good news for everyone in the supply chain.”

Results showed that Tesco can now offer a ‘freshness guarantee’ of two extra days, simply by adding It’sFresh! to the existing retail packaging. New on-pack graphics will spell out to shoppers that Finest tomatoes now stay fresher for longer. In practical terms, It’sFresh! will both reduce waste, and increase sales by improving the purchase and consumption experience for consumers.

Steve Deeble, technical manager at Tesco, comments: “People love the rich flavour of vine-ripened tomatoes and now, thanks to It’sFresh!, Tesco customers will be the first to savour a longer-lasting premium eating experience with our Finest varieties. It’sFresh! has the proven ability to reduce waste and extend shelf life, and is changing the game for the whole of the fresh produce industry.”

Simon Lee, Director of It’sFresh!, adds: “The results of the trials speak for themselves. We’re delighted that Tesco has moved so decisively to be first in the market with tomatoes. It’s also been a pleasure to work with Thanet Earth; like It’sFresh! they’re not afraid to embrace innovation to ensure that consumers get to enjoy top-quality fresh produce at home for longer.”


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