Packaging and taste give tomato lovers Pure Joy

How can you let consumers enjoy healthy and delicious tomatoes while they are still in the store? With packaging that allows the tomatoes to shine in terms of colour and shape while also contributing to a good taste experience. 

"Research shows that, as consumers, we have an average of six eating moments a day," says Martijn van Keulen, Head of Marketing & Customer Experience at tomato grower RedStar in De Lier. "The question we ask ourselves is how our tomatoes are being appreciated in this regard, in other words, how often and what tomatoes are being used during these eating moments? We will find the answer by listening carefully to the customer worldwide and by growing those types of tomatoes that consumers want to enjoy. That is our goal." 

Create Pure Joy

Founded in 1953, family-owned RedStar has now existed for almost 70 years, an anniversary that family and employees are proud of. "Six out of ten employees consider our company 'a great place to work'," Van Keulen confirms. RedStar's purpose is: 'Create Pure Joy'. With the new look, the company wants to further highlight its passion for growing a beautiful product. "The passion we have in our daily work creates joy; for our employees, our customers and for the consumer as end customer," Van Keulen explains. "We have a unique position in the market, managing the entire chain from seed to plate and thus unburdening our customers. That is why it is important for us to be on top of developing our products and processes."  

From left to right Jasper Slaghekke, Martijn van Keulen and Martijn Dekker

Flexible and innovative

To offer tomatoes all year round, the company needs to be flexible, sustainable and innovative. Martijn Dekker, General Manager Packing & Logistics, says a test with a picking robot was conducted in 2022, a godsend in the current time of labour shortages. "This year we want to scale up further with the picking robot," he says. Other examples Dekker mentions include: LED lighting - RedStar was one of the first with LED lighting in an 8,500 m² greenhouse in 2007-, the installation of a state-of-the-art Ultra-Clima® greenhouse in Dinteloord in 2015 and the purchase of topseal machines in 2022. "Fruit and vegetable packaging is becoming increasingly important; we have made the transition from flowpack to customised topseal - for the different types of tomatoes we grow. Consumers are happy with it, we can tell by the increase in orders."

Sustainable packaging

For the new way of packaging, Dekker chose machines from Sismatec. He knew the capabilities of their machines from previous jobs and knew it would enable RedStar to take the next step. Together with Jasper Slaghekke, account manager Proseal at Sismatec, he discussed the requirements, as a result the choice fell on the Proseal Traysealers. A choice that fits the sustainable ambition, due in part to the possibility of packaging with recycled material. After several months of preparation, the first machine was installed in November 2022. The second followed within three weeks. One is also in operation at the RedStar site in Morocco.

Topseal makes tomatoes shine

The Sismatec machines automatically and precisely apply a topseal film over the various trays of tomatoes. They have a high capacity and speed. Both machines achieve a perfect fit that not only extends the product's shelf life, but also saves costs in terms of logistics. Moreover, the clear packaging with a view of the red tomatoes already inspires tomato lovers in the store. To use in delicious dishes or as a snack.

Trust and commitment

Both RedStar and Sismatec opt for long-term partnerships. Slaghekke; "Working together intensively to solve an issue requires trust and commitment. That's when you choose to enter into a real partnership. The earlier we are involved in questions and communicate honestly about wishes and expectations, the better we can ensure a good solution." Both Slaghekke and Dekker mention to each other that the cooperation is pleasant and that results are achieved in an informal atmosphere with a sense of humour. "Sismatec is a serious partner that can evolve with us in the market, because progress is in our DNA," concludes Dekker. "To keep surprising our customers time and again with our natural products," Van Keulen concludes.

www.redstar.nl
www.sismatec.nl

Photos: ©Fotobureau Roel Dijkstra