First Take: Tomatoes
The tomato category is one of the leaders driving sales volume in the produce department. Tomato sales for a 52-week period reached a remarkable $4.8 billion, based on media reports published in late December. Conventional tomatoes had a strong performance, generating $4.5 billion, and organic tomatoes brought in $325 million.
Tomato growers are doing their due diligence to keep the category buzzing with satisfying, juicy flavors and unique varieties.
In December, Wholesum Family Farms debuted an heirloom beefsteak variety, the Marmande, under its M’dame Merlot label, a nod to its French roots. To gather insights and feedback from consumers while taking a measured approach to launching this variety, Wholesum launched a small trial with Sprouts Farmers Market, which was met with success.
“We always want to delight our consumers,” Wholesum Chief Operating Officer Theo Crisantes said in a press release. “With our M’dame Merlot, we are able to align the [Marmande’s] French origin with a culinary approach. This appeals to the conscious epicurean that is looking for an outstanding sensory experience while consuming a responsible product.”
Meanwhile, Windset Farms was named a FortisBC 2025 Efficiency in Action Award winner in early December. FortisBC is an energy utility that offers natural gas to homes and businesses throughout British Columbia. This recognition honors Windset Farms’ staunch pledge to energy efficiency and its results-driven approach to sustainable, innovative growing.
Under their recent expansion, Windset deployed 100 percent LED lighting, which uses considerably less power than traditional HPS systems. The company installed hot water grow pipes to maintain consistent crop temperatures, vertical airflow fans to recirculate air, and fully rubber-gasketed aluminum glazing bars, reducing overall energy input, according to the company. Double energy curtains were used to save energy and enhance light abatement.
Further, Windset’s facility, based out of Delta, British Columbia, operates a biomass boiler in combination with natural gas, which allows Windset to capture CO₂ and repurpose it to promote crop growth. Utilizing the latest data-driven growing techniques has allowed for Windset to reduce natural gas consumption while maintaining optimal growing conditions year-round.
Windset Farms uses renewable hydroelectricity, allowing them to grow tomatoes and cucumbers for customers year-round using clean energy. In early 2025, Windset was also revered as a Clean Energy Champion by BC Hydro, a nod to the company’s leadership in practicing innovative energy solutions.
“Windset Farms combines decades of growing expertise with a strong focus on innovation. Our experience provides a solid foundation, but we continually explore new seed varieties, sustainable practices, and product ideas to stay ahead,” Windset Farms Marketing Manager Randi Church said in an earlier interview. “By blending proven methods with fresh thinking, we continue to lead the category and bring exciting, high-quality options to market.”
Windset enjoyed several successes last year. The company experienced marked growth in the snacking category, especially with its super-sweet tomatoes.
The company also launched its YUM YUMS Cherry Tomatoes, a super sweet candy tomato, which Church said, “Customer feedback has been overwhelmingly positive. We collaborate closely with our seed suppliers to develop innovative and unique varieties for the market, offering something special for our customers. Creating different branding and marketing campaigns for these new products is enjoyable, as it helps generate interest and excitement.”
To remain a distinctive and appealing option for consumers at retail, Church said, “Windset Farms prioritizes collaboration with retailers and consumers to ensure an exceptional tomato-eating experience.”
“Our commitment to quality is evident in our rigorous selection process, where we work closely with growers and seed suppliers to source the best tomatoes,” she added. “Continuous trials and feedback guarantee that we deliver the best tomatoes to the market, solidifying our reputation as a trusted leader in the category. By continuously innovating and diversifying our tomato products, we not only meet consumer demands for unique and high-quality options but also drive incremental growth within the category.”
NatureSweet made waves with a refresh of its Glorys line of vibrant cherry tomatoes. As part of the relaunch, the tomatoes packed an even sweeter flavor profile, which heightened the taste experience for snackers. The new, sweeter Glorys promised to deliver on several fronts: flavor, quality, texture, color and burst, while consistently ranking as the top cherry tomato choice in extensive consumer testing when compared to other brands, according to NatureSweet. “Our journey to find a sweeter cherry tomato variety began in 2022, leading us to a dozen countries where we sampled fruit from a range of seed companies,” Gilberto Rojas, NatureSweet’s Senior Manager of New Varieties, said in a press release. “This particular variety stands out for its aromatic richness and exceptional sweetness, scoring high on the Brix scale. Its superior flavor, disease resistance, and high yield truly make it a superstar in the world of tomatoes.” Ideal for grilling, sautéing, roasting, baking and snacking, Glory’s 10-oz package is offered at supermarkets across the US. The variety joins NatureSweet’s existing Cherubs line of grape tomatoes, which consumers have long gravitated towards for a flavorful, juicy snacking option. The revamped, sweeter Glorys offer households another nutritious, tasty choice packed with high levels of Vitamins A and C, and fewer than 50 calories per serving. “This is one of the sweetest tomatoes our sensory panel has ever tested,” Julieta Ramírez, NatureSweet’s Manager of Sensory Evaluation, said.
The tomato category is constantly evolving. Whether it’s introducing consumers to global varietals or implementing advanced methods to cultivate crops, tomato growers continue to impress consumers.
