Doug Kling
Senior Vice President and Chief Marketing Officer
Village Farms

Village Farms, a premier grower and marketer of branded hydroponic greenhouse grown produce with U.S. offices in Eatontown, N.J., has introduced an exclusive new variety of specialty tomato, "Heavenly Villagio Marzano." Originally grown in the rich volcanic soils of Mt Vesuvius, this heirloom plum tomato variety got its name from the town of San Marzano near Naples, Italy. Village Farms is the first grower in North America to introduce this variety, which will be showcased at this year's Produce Marketing Association Fresh Summit in Atlanta.

Progressive Grocer: Please describe this new variety of tomato.

Doug Kling: Our exclusive Mini San Marzano variety is distinctive in appearance with a unique elongated, slightly pear shape. They are absolutely delicious, with a remarkably sweet taste, not at all acidic, and very few seeds. Its cousin San Marzano variety has been a favorite of chefs the world over, famous for its high quality and exquisite flavor.

PG: How did Village Farms become the first grower in North America to offer this tomato?

DK: Heavenly Villagio Marzano was developed by Village Farms through its exclusive partnership with a world renowned seed company. In fact, Heavenly Villagio Marzano is a first of a series of exclusive varieties to be offered by Village Farms.

PG: How are "Heavenly Villagio Marzano" tomatoes packaged for grocers?

DK: Village Farms is offering Heavenly Villagio Marzano in a convenient dry quart size and packaged in zippered stand-up pouch. This size and package is very appealing to the growing healthy snack segment within the fresh tomato category.

PG: How does this product reflect Village Farms's mission and goals?

DK: This is just another way Village Farms continues to strive to be above the competition and anticipate our customer needs before trends hit the masses People can see — and taste — for themselves how fresh just got fresher during PMA at Booth #5035.