1. .
Tomaccini : Changing the Rules
- from Veggies to Snack -
Christos D. Katsanos, Μ.Sc. Agronomist, ΜΒΑ

2. .
’80s tomato standards

3. .
What a
greenhouse is all
about?

4. .
What a greenhouse is all about?
The Agronomical approach
• A place where you can guarantee the conditions of the 5th Season
365 days of SPRING time!!!

5. .
What a greenhouse is all about?
Financial Business approach
Capital Intensive & Labour Intensive
That means
A lot of money to invest/ m2
A lot of money (hopefully)/m2

6. .
What a greenhouse is all about?
Direction
Not in Agriculture and the producer
Focus to FOOD and
the Consumer!!!

7. .
CUSTOMER’s requirements
• Labeled/Branded
products
• Attractive packaging
• Constant quality
• Certification

8. .
Early ’90’s – the1rst Tomato brand in Greece

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. .
LUCIA premium cluster tomatoes

11. .
2008 stuck in the middle

12. .
Customer behavior study

13. .
Savoury, convinient .......in conscious mind ......UNHEALTHY!

14. .
TARGET MOMENTS

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INNOVATION POINTS
Olive type snack tomato (7-10 gr)
Crunchy avoiding too much juice
Sour-sweet instead of sweet taste
Convenient packaging familiar with frappe coffee
Clever exit hole
Pay what you consume (price per unit not kilo)

18. .
TRIBES – NETWORKS ACTIVATION

19. .
In store Promotion

20. .
Social Platforms testimonials

21. .
Parents great concern?

22. .
Tomato can be ….SEXY!

23. .

24. .
All day together-
–Pencil holder-

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26. .
Interacting with the Tomaccini Tribe

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What’s next?

31. .

32. .
Thank you (I mean it !)
About.me/christoskatsanos