Packaging is a major part of the marketing mix. At The Greenery they also know this. That is why this organisation recently developed a new look for their Aromio line. “If you want to sell, the product has to stand out on the shelves,” says Yvonne Geurten, marketing manager, with conviction.

Aromio is the flavour line of The Greenery and was introduced in 2004 in order to market cocktail truss tomato Amoroso RZ in a distinctive way. Geurten: “The flavour of this tomato is still unsurpassed and is the reason why we have made it our benchmark for our flavour line. In the meantime we have expanded our Aromio range with other products and we now also have, for instance, Aromio mushrooms and sweet, pointed peppers. Before long, even
strawberries will be included.”

“By means of the packaging we communicate that the name Aromio stands for a distinctive, top flavour product. The original packaging carried a label which exuded the air of a luxury wine. A good idea but, unfortunately, too dark. The product did not stand out sufficiently on the shelves. That is why we developed more colourful packaging: light green plastic with a recipe picture and a large, clear viewing window. The brand name ‘Aromio’ is also printed more prominently.”

Playing into trends

With the new packaging The Greenery is hoping to give the commercial success of Aromio renewed impetus. “Right from the start our flavour tomatoes sold well. Our conceptual thinking proved to be fruitful. Following on from this success we therefore started in 2005 with a line of authentic products: Tradizionale. In 2006 we launched the Santessa ‘healthy’ line. For Tradizionale in particular, packaging plays an important part. We have a few unusual products, like green tomatoes, and on the cardboard trays we can provide a lot of consumer information about the product.” “In the case of new trends emerging in the future, we shall certainly look for ways to connect with them with our products, concepts and, of course, packaging,” says Geurten in conclusion.

Flavour tomatoes from Rijk Zwaan

Sales organisation The Greenery carries Rijk Zwaan varieties Amoroso RZ, Elanto RZ and Roterno RZ in its range. These flavour tomatoes are supplied loose or wrapped. The products are on the shelves under a private label or under The Greenery’s own brand names of Aromio (Amoroso) and Ciento (Roterno). At the moment German supermarkets are still the main buyers of the Aromio line.

The varieties were not only selected on their perfect flavour but also on their appearance. Amoroso and Roterno have flat trusses with no sagging. The spaces between the individual fruits are also small. This gives the trusses a neat and compact appearance. The lovely, deep-red colour and fresh, green parts complete the picture.

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