Tomaccini 1rst Snack Sexy Tomato "Changing the Rules" InnoForum 31 05 2013

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"Tomaccini" is the 1rst Snack tomato in Greece. Its mission is to help the tomato lovers to understand that tomato isn't a veggie but a FRUIT! So they can enjoyed it many different times and occassions.

Tomaccini is produced hydroponically in Samos island by the Hellenic Greenhouses Sa.

Chrstos D. Katsanos and DKG Consulting Ltd is doing the Branding of the product

Tomaccini 1rst Snack Sexy Tomato "Changing the Rules" InnoForum 31 05 2013

  1. 1. .Tomaccini : Changing the Rules- from Veggies to Snack -Christos D. Katsanos, Μ.Sc. Agronomist, ΜΒΑ
  2. 2. .’80s tomato standards
  3. 3. .What agreenhouse is allabout?
  4. 4. .What a greenhouse is all about?The Agronomical approach• A place where you can guarantee the conditions of the 5th Season365 days of SPRING time!!!
  5. 5. .What a greenhouse is all about?Financial Business approachCapital Intensive & Labour IntensiveThat meansA lot of money to invest/ m2A lot of money (hopefully)/m2
  6. 6. .What a greenhouse is all about?DirectionNot in Agriculture and the producerFocus to FOOD andthe Consumer!!!
  7. 7. .CUSTOMER’s requirements• Labeled/Brandedproducts• Attractive packaging• Constant quality• Certification
  8. 8. .Early ’90’s – the1rst Tomato brand in Greece
  9. 9. .2006 - 1rst Cluster type tomato in Greece• Size150 - 180 gr• Intense red color• Attractive packing• 4-5 fruits Cluster sales• Year round production• Uniformity
  10. 10. .LUCIA premium cluster tomatoes
  11. 11. .2008 stuck in the middle
  12. 12. .Customer behavior study
  13. 13. .Savoury, convinient .......in conscious mind ......UNHEALTHY!
  14. 14. .TARGET MOMENTS
  15. 15. .
  16. 16. .
  17. 17. .INNOVATION POINTSOlive type snack tomato (7-10 gr)Crunchy avoiding too much juiceSour-sweet instead of sweet tasteConvenient packaging familiar with frappe coffeeClever exit holePay what you consume (price per unit not kilo)
  18. 18. .TRIBES – NETWORKS ACTIVATION
  19. 19. .In store Promotion
  20. 20. .Social Platforms testimonials
  21. 21. .Parents great concern?
  22. 22. .Tomato can be ….SEXY!
  23. 23. .
  24. 24. .All day together-–Pencil holder-
  25. 25. .
  26. 26. .Interacting with the Tomaccini Tribe
  27. 27. .
  28. 28. .
  29. 29. .
  30. 30. .What’s next?
  31. 31. .
  32. 32. .Thank you (I mean it !)About.me/christoskatsanos

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