Strong Season Ahead for Florida Tomatoes

Favorable weather and support for U.S.-grown produce brighten prospects for tomato season.

The outlook for Florida tomatoes looks good as the weather has been kind to the Sunshine State, even if costs and foreign competition have been rough on growers.

At a time when consumers are rethinking sourcing, Florida tomatoes have gotten a lift from retailers and consumers who support locally and domestically grown produce.

Mike Servello, chief executive, Bargain Grocery, Utica, NY, says as Florida tomato season begins, he pivots from greenhouse tomatoes to Sunshine State products for their solid quality and availability. He notes that the Florida crop provides him with what he needs, especially in slicing tomatoes.

“In season, it’s the bulk of your East Coast tomatoes, and it’s good,” he says.

Based in Lakeland, FL, Publix Super Markets goes out of its way to inform and promote Florida tomatoes. In a recent guide on its website, Publix informed consumers that Florida-grown tomatoes are at their peak through May and that the “vibrant red beauties develop to maturity on the vine before they’re harvested and handled with care.” It backs that up with a video presentation emphasizing that the tomatoes Publix receives from its home state growers are vine-ripe so that they “grow bold and juicy.”

With an antidumping duty imposed on Mexican tomatoes by the Trump administration making headlines (following the July termination of the 2019 Tomato Suspension Agreement), a consciousness about purchasing products grown in the United States may provide a further boost to Florida tomatoes. Already, the White House has issued a statement saying the July tariff imposition is making a difference in support of domestic tomato production.

IN THE SEASON

Given the good weather conditions in Florida this year, expectations are for a solid crop, trade policy aside. Susie McKinley, director, Division of Marketing and Development, Florida Department of Agriculture and Consumer Services (FDACS), Tallahassee, FL, notes that Sunshine State tomatoes should be set to meet market demand.

Major markets for Florida tomatoes include the Eastern Seaboard and Canada, according to McKinley, and Florida tomatoes supply the foodservice, retail and processing industries.

Robert Guenther, manager, Florida Tomato Committee, Maitland, FL, says the Florida tomato season’s official start was Oct. 15, which commences the ability to pack and sell Florida tomatoes across the country. This is dictated by the USDA Federal Marketing Order on Florida tomatoes. “Traditionally, the season starts in the central Florida region and moves down to places such as Immokalee and Homestead as the winter season comes to Florida. Then it will migrate back up the state as spring and early summer commence.”

Guenther says Florida tomatoes make their way across the U.S., as well as over the U.S. border. “Florida tomatoes are sold in all 50 states, Canada, and Caribbean countries,” he says. “The crop traditionally favors foodservice as its primary customer, but you will find a wide range of Florida tomatoes available at retailers across the country.”

Procacci Holdings Co. of Philadelphia, PA, is a Florida tomato grower by virtue of owning Gargiulo Inc., which grows tomatoes in Immokalee and Myakka City, FL. Joseph Procacci III, vice president for business development, says the company has significant distribution in the U.S. Northeast out to Chicago, with some tomatoes going as far as Kansas City, mostly via wholesalers and distributors.

“Most of it goes to the Northeast,” he says. “That’s where the most mouths are.”

Conditions have generated high hopes for the Florida tomato crop, he adds. “If you look at this calendar year from January to now, the weather has been very favorable in Florida. You need full sun, cool nights to make a tomato crop. That’s why in the wintertime in Florida, it’s just so perfect. It’s perfect growing conditions.”

Procacci says quality will be “fantastic” and price will be a strong market this fall.

Guenther expects a strong market for Florida tomatoes this season. “It’s still a little early to predict quality and price, but based on plantings and production, we are expecting strong quality of a wide range of varieties.”

“Input cost continues to be an issue, as with many other fresh produce items,” he cautions. “Weather can also impact the market for Florida tomatoes, given hurricane season and a cold snap that can occur in the Florida growing regions.”

Paul (Graves) Williams, president, Gadsden Tomato Co., Quincy, FL, also says the season looks good so far. “There could be a hurricane coming we don’t know about, but right now it’s been perfect growing conditions.”

Williams says his business is split between retail and foodservice. “In our two slots, we pack about 2 ½ million boxes of tomatoes. All our major customers are wholesalers.” From there, he says about half of the tomatoes he grows go to big retailers and half to foodservice.

GETTING ATTENTION

FDACS works with retailers to promote Florida tomatoes in a variety of ways. Promotions generally feature “Fresh From Florida” branding to establish a unified theme across initiatives.

“Promotions can be customized and may include a combination of circular ads, digital ads, in-store announcements, merchandising assets, recipes, social media campaigns, sampling events and more,” says McKinley. “Retailers can drive sales of Florida tomatoes by engaging in ‘Fresh From Florida’ branded promotions. For example, Florida tomatoes will be featured by The Fresh Market in a holiday meal during a ‘Fresh From Florida’ sponsored livestream cooking demonstration this December.”

“Retailers can drive sales of Florida tomatoes by engaging in ‘Fresh From Florida’ branded promotions.”
— Susie McKinley, Florida Department of Agriculture and Consumer Services, Tallahassee, FL

In its outreach efforts, FDACS keeps the “Fresh From Florida” branding prominent.

“The widely recognized ‘Fresh From Florida’ brand is supported by a consumer advertising campaign,” says McKinley. “Retailers benefit from the extensive reach of the advertising campaign, which includes a mix of advertising on TV, radio, print, digital display, social media, online shopping platforms, cash back and coupon apps, retail floor graphics, shopping cart advertising and more.”

KEEPING AN EYE ON TRADE

Change in the trade environment should have a significant impact on Florida tomatoes, says Guenther.
“Imports continue to be the major source of tomatoes in the United States, accounting for over 70% of the tomatoes available in the United States,” he says. “Certainly, the decision by the U.S. government to terminate the 30-year U.S.-Mexico suspension agreement levels the playing field for domestic tomato growers. American farmers now can plan, invest and expand knowing they aren’t undercut by dumping.”

“The decision by the U.S. government to terminate the 30-year U.S. Mexico suspension agreement levels the playing field for domestic tomato growers. American farmers now can plan, invest and expand knowing they aren’t undercut by dumping.”
— Robert Guenther, Florida Tomato Committee, Maitla

In July, the Trump administration terminated the 2019 Tomato Suspension Agreement, first signed in 1996, which established a floor price for Mexican tomato exports to the U.S. Upon terminating the agreement, the Department of Commerce implemented an antidumping duty on all imports of fresh tomatoes from Mexico.

“Stronger domestic production means a more resilient supply chain,” says Guenther. “By keeping American growers competitive, we reduce dependence on imports and avoid the risk of sudden shortages or spikes. Stable, fair pricing ensures growers can stay in business and keep producing for decades to come. Every acre of tomatoes supports local communities, farm workers, truck drivers, packers and suppliers. By ensuring fair competition, we’re protecting thousands of jobs and keeping the rural economy strong.”

Gadsden Tomato’s Williams says endemic problems make the future of Florida tomatoes problematic, as pricing suppression from foreign competition and higher production costs have been making it harder for growers to make a living even with good crops.

Procacci says with some of the tariffs and pressures on imports, “there may be more demand for domestic products.” Yet, he says, it’s still a wait-and-see situation. And, of course, labor costs continue to weigh into the cost of operations.

“As a domestic grower, we’re continuing to see costs rise,” says Procacci. “As a U.S. grower, I’m hoping that we start to command a higher price for our product.”

Despite the challenges, Guenther says that U.S. retailers should be confident that Florida tomatoes will satisfy their shoppers, and emphasizes that Florida provides “strong stable supplies, good quality, and stable prices from tomatoes which are the top vegetable bought by consumers in the United States in terms of sales data.”