Adora, the dark brown tomato that took FLIA silver in Berlin

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Adora, the dark brown tomato that took FLIA silver in Berlin

Specialty tomatoes are an extremely competitive space, but a French breeder has managed to capture the public's attention with its marmande variety Adora. 

For five years running consumer-facing items have won the prestigious Fruit Logistica Innovation Award (FLIA) in Berlin. It may be that technology, production systems or packaging attract their fair share of attention, but the votes have historically gone to products we can buy on supermarket shelves. 

PookSpaFoods' toasted coconut chips were on the money for this year's award, banking on a popular fruit and the broader macro-trend of healthy convenience.

But what about the silver medal innovation? Before the award announcement, we spoke with HM Clause communication specialist Veronique Lafanechere about her company's Adora tomato which ended up taking second place.

"This is a tomato that is very rich in antioxidants, lycopene and vitamins. It's a very healthy product," Lafanechere said.

"We launched this tomato brand last October during Fruit Attraction in Madrid and we still have 1.5 years with production partners in Spain and Italy," she mentioned, highlighting the variety was only grown in the Andalusian region of Cabo de Gata as well as Sicily. 

"The variety is going to start being sold in supermarkets in Switzerland, Germany, Lidl in France, and it’s going to develop in England and all of northern Europe."

The French company is currently limiting production to the two aforementioned parts of Mediterranean Europe, but would you encourage them to expand their geographical footprint? 

You can check out the company's playful promotion video below.



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