AMADO, AZ - Retailers and merchandisers will tell you that selling fresh produce is an art. Understanding this, organic grower and shipper Wholesum has launched a new Heirloom Tomato Merchandising Kit, an all-in-one resource and ultimate guide designed to empower retailers and produce merchandisers.

“We extend our gratitude to our customers, whose invaluable insights played a crucial role in creating this resource,” shared Ricardo Crisantes, Chief Commercial Officer. "While we cherish the beauty of heirlooms, we also recognize some of the potential challenges in selling them. This kit is our way of supporting our partners in overcoming those challenges, making heirlooms an accessible, appealing and available option to consumers."

Heirloom tomatoes are known for their rich flavors, vibrant colors, and unique shapes. There is no doubt they are increasingly capturing consumer interest, due to their distinct characteristics, and a 35.5 percent increase in sales within the organic tomato market in a six-month period. Wholesum has developed a kit that combines deep expertise in growing and selling organic heirlooms with successful merchandising strategies tailored to this product, a press release stated.

“The Heirloom Tomato Merchandising Kit is an essential component of our comprehensive strategy to elevate heirloom tomatoes in the market and ensure our partners’ success,” says Joanna Jaramillo, Marketing Manager. “Recognizing the need to stay ahead of market trends, support our retail partners, and inspire consumers, we’ve designed this merchandising kit to simplify the decision-making process, making it easier than ever for shoppers to choose heirloom tomatoes.”

The kit includes tips on optimal pricing, placement, product assortment, and promotional strategies, covering all aspects of the “four P’s” of retail merchandising. A handy cross-merchandising calendar is provided as well.

The Heirloom Tomato Merchandising Kit lives on a landing page accessed through the Wholesum website, and includes PDFs detailing the following:

• The Makings of an Heirloom: General product information highlighting some of the unique and differentiating qualities of heirlooms and a high level understanding of the expected taste experience
• Merchandising Best Practices: Proven strategies and tactics for sourcing, displaying, promoting, and pricing heirloom tomatoes to attract customers and boost sales
• Heirloom Cross Merchandising Calendar: Holidays and seasonal moments for promoting and cross-merchandising heirlooms along with usage ideas

As excitement around this beautiful tomato continues, AndNowUKnow will be sharing all the latest developments.