Consumer tomato research carried out by The Greenery has proved so successful that more fresh produce will be included in a similar survey later this year. The Dutch growers organisation, which controls around 65% of exports and sees the UK as one of its most important markets, will now apply the research to peppers, aubergines and courgettes. One of the most significant advantages of so-called "preference mapping" is that it gives an insight into shoppers' reaction to price changes. The study set out to track consumer perception of Dutch tomato tastes compared to that of winter supplies from Spain, the Canary Islands and Israel. The data was then used to mount a special c-store promotion with Dutch chain Schultema. It recorded an annual volume increase of 18% and a 40% rise in turnover. But Chris Bould, md of Greenery Superior, the group's UK marketing and sales arm, said the group wasn't prepared to share the information with just anybody. "We can no longer be supplier driven, but market inspired," he agrees. "But our retail partners have got to be similarly committed." Meanwhile, Dutch growers have been enjoying high prices, with cherry tomatoes returning 7.5 guilders/ kg, reflecting strong interest from the multiples. New tri colour packs of red, orange and yellow are now in UK stores. {{M/E FRESH PRODUCE }}

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