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Dear Tomato Growers:
The Current issue of The California Tomato
Grower Magazine highlights some of the promotional efforts that the CTGA
has undertaken. Some people in the industry question why the CTGA should
undertake this effort. Our logic is as follows:
Flat Demand
- Processed tomatoes are viewed at
best as a staple, but more as an ingredient with little to excite or
induce the consumer to buy more
-
Nutritional message is not getting to the consumer as it is with other
products - nuts, fruits, and vegetables
- Export markets largely ignored
- Processors and Growers are fighting
over an ever shrinking margin
Surplus Inventories
- No effective marketing mechanism for
selling surplus inventory
- No industry mechanism to provide price
stability
Surplus Processing Capacity
- California has the ability to process
more than 12 million tons
- Net demand is approximately 10.5
million tons
Worldwide Production
- Production reached 38 million tons in
2004
- Demand is approximately 28 million
tons
Great Nutritional Story & Tastes Great
- A naturally low calorie product with
more nutritional benefits than almost any fresh or processed fruit or
vegetable
- Wide distribution and customer
acceptance
- Making a compelling case to eat more
processed tomatoes is a "no brainer"
Growers Need to Lead
- If growers don't like the current
processed tomato price or processor demand we need to do something
- Invite processors to join us instead
of just fighting over price
- Invite non-CTGA growers to support
this effort which will help bring all growers together to support a
common goal
The CTGA is proud to have
Secretary A.G. Kawamura and Rodger Wasson from the California Strawberry
Commission, formerly from the California Almond Board, address our 58th
Annual Meeting. Their presentations will focus on the benefits of
generic promotion and highlight some success stories. Dr. CLare Hasler,
Director of the Robert Mondavi Institure at UC Davis will follow their
presentations with an update on the benefits of Lycopene, a key
antioxidant in tomates. We plan to learn from others' successes and
leverage the good health message inherent to our product. |
