Selling Tomatoes: What Works

Flavor takes the lead in this category.

The tomato was feared as poisonous in the 1700s, but today the tomato is a priority for growers, retailers and consumers alike. Retailers are balancing staple varieties with premium, flavor-forward options, while revamping assortment, merchandising and promotion to align with evolving consumer preferences.

“I think the biggest change we’ve seen in the tomato category over the years is that customers now come in looking for something that tastes good,” says Jay Schneider, produce sales manager for Acme and Safeway banners, part of the Albertsons Companies Mid-Atlantic Division, headquartered in Malvern, PA.

The tomato category accounted for 5.2% of total produce and 11.3% of total vegetable sales during the 52 weeks ending Feb. 27, 2026, according to NielsenIQ Retail Measurement data. Compared to the year prior, however, dollars are down 0.3 and 0.4%, respectively.

“While overall produce department buying is up, along with trips and purchase size, tomatoes are not fully mirroring this trend,” says Helen Aquino, vice president of innovation for Village Fresh Greenhouse Grown, in Lake Mary, FL, referencing Circana 52-week rolling point-of-sale (POS) data for the U.S. retail, ending Jan. 25, 2026.

“Buying, sales, and purchase frequency are down. However, when consumers do purchase tomatoes, dollars spent per trip are higher.”

Here are seven strategies to turn this red veggie category green:

1. GIVE SHOPPERS WHAT THEY WANT

Tomato purchases are largely planned, according to Tulika Chikersal, director of innovation and insights at NatureSweet Ltd., San Antonio, TX. “Approximately 41% of shoppers enter the store intending to buy one specific type of tomato, while about one-quarter purchase more than one type. For the remaining shoppers, the decision often depends on occasion, meal planning, or in-store merchandising.”

This behavior aligns with a category that has expanded in segmentation, adds Joanna Jaramillo, marketing manager at Wholesum Family Farms Inc., Amado, AZ. “The diversity in flavor profiles, tomato types, sizes, and packaging reflects broader usage across meal occasions, snacking and entertaining.”

While flavor is first, “freshness, consistency, sustainability, and convenience are also what today’s tomato shopper is looking for,” adds Ray Mastronardi, vice president of sales at Del Fresco Pure, Kingsville, Ontario.

“Over the last five to 10 years, the category has evolved significantly, with greenhouse-grown continuing to gain share, packaged expanding for food safety and sustainability, organic growth remains steady, and specialty snacking tomatoes outpacing traditional commodity segments.”

2. STOCK WHAT SELLS

Whole tomatoes, including round and Roma varieties, account for nearly two-thirds (60%) of tomato category sales, according to NielsenIQ data.

Lipman Family Farms’ round Crimson tomatoes, bred from a proprietary seed variety and known for deep red color, strong flavor, and elevated lycopene content, are a consistent top seller. “It is a mature brand with wide consumer recognition and loyalty, but it’s also continuously evolving and improving with each season in flavor, texture, color, and other characteristics consumers look for,” says Cheryl Hoefs, senior vice president of sales and marketing for the Immokalee, FL-based grower.

The workhorse of the category is the vine-ripened Roma or plum tomatoes, according to Mark Cassius, director of sales and marketing for Marengo Foods, in Dallas, TX. “It’s the tomato that provides the consumer with the best consistency of quality and value in its versatility. You can slice it and eat it fresh or cook with it. We continue to see growth in this variety.”

Snacking tomatoes, “are definitely growing, especially cherry and grape tomatoes on the vine,” says Ryan Cherry, vice president of sales and marketing at Windset Farms, in Delta, British Columbia.

At New Seasons Market, “snacking tomatoes have grown exponentially in the last couple of years, and organic varieties and supply have struggled to keep up with demand,” says Jeff Salchenberg, produce program and category manager for the 23-store chain headquartered in Portland, OR.

Several growers have introduced bite-sized snacking tomatoes in the last year.

Wholesum Family Farms launched its Lil’ Ones, pear-sized organic snacking tomatoes, in July 2025.
The Carmino, a deep red sweet grape tomato with a crisp crunch, is one of the newest varieties from Marengo Farms. “It’s packaged in a clear plastic tray with a high graphic top seal,” says Cassius.

NatureSweet’s newest product is D’Vines Medley On-the-Vine tomatoes, an assortment of red, orange, and yellow greenhouse-grown cherry tomatoes, available in 12- and 24-ounce SKUs.

“Multicolor cherry tomatoes used as a pop of color on a plate are gaining traction in foodservice, including Michelin star restaurants,” says Alex Stewart, head buyer for Specialty Produce, in San Diego, CA, offering a preview of where consumer demand at retail could trend for this product.

NatureSweet’s Chikersal says the demand trend continues to shift toward snacking tomatoes, citing a 9.5% and 11.8% sales increase for cherry tomatoes and medleys, respectively, for the year ending Jan. 25, 2026, based on Circana data, driven by branded greenhouse players and private label.

3. LEVERAGE GREENHOUSE FOR CONSISTENT SUPPLY

One of the most significant shifts in the last 10 years in tomato production is the dominance of controlled environment agriculture, according to Rick Feighery, vice president of sales at Procacci Brothers Sales Corp., in Philadelphia, PA, which offers its customers 72 fresh tomato SKUs.

“Before, greenhouse tomatoes were a premium niche. Now, greenhouse-grown tomatoes, including hydroponics, are over 40% to 50% of retail tomato sales in many regions.”

Greenhouse production now allows tomatoes to be grown year-round consistently, more often organically, bringing high-quality, flavorful options closer to consumers, adds Wholesum’s Jaramillo. “Retailers value consistent supply, stable pricing, and predictability, especially in a category that can be volatile.”

4. PICK A SUSTAINABLE PACK

There are more packaged tomatoes on the market today, and that packaging “helps tell the brand story and gives shoppers confidence in what they’re buying,” says Windset Farms’ Cherry.

“It’s not just ‘a tomato’ anymore. People want to know where it was grown, how it was grown, what it tastes like, and how to use it. Flavor profile and brand recognition matter more than they used to.”

Sustainability is a huge topic in packaging. According to Innova Market Insights’ report, Top Packaging Trends 2026: Navigating sustainability, digital innovation & consumer-centric design, 34% said they liked sustainable packaging, 31% loved it, and 85% said they are willing to pay more for it.

“There has been a move toward top-seal and resealable bowls for snacking tomatoes,” says Feighery. “This reduces plastic use compared to old clamshells, while maintaining the food safety and the ‘grab-and-go’ convenience shoppers want.”

5. GO FOR A GOLDILOCKS APPROACH

Tomato SKUs have skyrocketed with the hunt for flavor.

“Everybody is trying to find that Honeycrisp apple in every category. It’s the same thing with tomatoes. The key is to give shoppers enough choice, the right choices, without overwhelming them with too many choices,” says Albertson’s Schneider.

Most national retailers carry 20 to 30 tomato SKUs weekly, though productivity is highly concentrated, with approximately 9% of SKUs driving 80% of category dollar sales, according to NatureSweet’s Tulika.
In general, “large/slicing tomatoes account for the largest SKU share, averaging 43%-54%, followed by small/snacking tomatoes at 30%-35%, with medium and specialty making up the balance.”

The number of tomato SKUs varies by retailer. “Typically, these include core commodities, such as beefsteak and tomatoes on the vine, and snacking leaders like grape, cherry, and cocktail, and premium or specialty options, including vine-attached, heirloom, medley and organic varieties,” says Del Fresco’s Mastronardi.

Regionality also influences the breadth and depth of the assortment. “Urban and coastal markets typically support a wider range of premium and specialty SKUs, while more value-driven markets focus on core, high-velocity items with selective specialty additions,” says Village Fresh’s Aquino. “In regions with shorter field seasons, greenhouse-grown tomatoes are especially important for delivering consistent quality and supply outside of peak summer months.”

To maximize sales, each SKU must offer clear differentiation, says Wholesum’s Jaramillo. “Whether it’s pack size, flavor profile, usage occasion, or an attribute like organic or premium quality, every item should serve a distinct purpose. The optimal SKU count varies by retail format, but an intentional assortment strategy is what ultimately drives growth.”

6. BUILD DISPLAYS THAT SELL

Customers often see a “sea of red” without understanding variety differences when they look at a tomato display, says Schneider. “We, as retailers, need to define the varieties more so that customers can see them. We do that with color breaks. For example, using basil and mini green cucumbers to visually separate tomato types.”

That visibility drives sales. “Tomatoes are highly visual and impulse-driven, so color blocking, clean organization, and full, abundant displays are essential,” says Jaramillo.

“At the same time, retailers must be mindful of shrink. Some packaging formats offer more protection than others, so thoughtful stacking can help minimize damage. For specialty tomatoes, callouts can be very helpful. Signage that highlights flavor profile, origin, organic certification, or unique attributes helps justify trade-ups and differentiates them from other offerings.”

Cross-merchandising works best when it reinforces meal solutions.

“In produce, pairing tomatoes with fresh herbs, garlic, onions, and salad ingredients drives incremental sales,” says Aquino. “Outside produce, opportunities exist in deli, pasta, and grilling categories. Clear, simple messaging tied to preparation ideas performs better than complex promotions.”

7. PRICE TO SELL

Feature and display remain the most effective promotional combination in tomatoes, says Aquino. “Strong pricing, supported by secondary placement, drives lift. Seasonal messaging aligned with grilling, fresh meals, or comfort cooking increases engagement at different times of year. While regional seasonality varies, consistent quality remains the foundation of successful promotions.

“As a greenhouse grower, we support retailers through strong branded packaging and creative assets that highlight flavor, use occasions, and differentiation to drive trial and repeat purchase.”