Tomato Inspiration Event

Greenco wins Tomato Inspiration Award

Greenco from the Netherlands has won the Tomato Inspiration Award 2017. On February 9 the tomato company specialized in snack tomatoes won the award during the fourth Tomato Inspiration Event in Berlin.

The Tomato Inspiration Event is an annual initiative of HortiBiz, supported by numerous partners from the horticultural sector. The gold sponsors are Koppert Biological Systems, Oerlemans Plastics, Priva and Saint Gobain Cultilene, the silver sponsors are Axia Vegetable Seeds, Enza Zaden, Monsanto Vegetable Seeds, Svensson and Van Dijk Heating and content sponsor is GreenTech.

The event takes place yearly in Berlin. This year the fourth edition was held. During the event the Tomato Inspiration Award is traditionaly given to the most inspiring tomato grower in the world. This year Greenco from the Netherlands won. Greenco is the inventor of the snack tomato and opened the market in 2005 with its brand Tommies  to put 'snack vegetables' on the map. After 12 years Greenco still has a leading position and a strong brand because of its customer-driven approach. Greenco has a lot of contact with the retailer to create a win-win situation. Greenco talks with her clients about their wants and needs in order to jointly optimize the product. Innovations are tested on the basis of quantitative and qualitative consumer research. Greenco sees sustainability as an integral part of its commitment to offer the highest possible quality for the best mini-vegetables. That aim is also applied to the production, the way products are packaged and marketed and how the company deals with employees and suppliers. A good example is the new greenhouse of 10 ha in Middenmeer, where it’s all about growing tomatoes in a most natural way with efficient use of energy. One of the goals is to produce CO2-neutral, and possibly even to produce CO2-negative in the future. Geothermal energy is used to heat the greenhouse, excess heat is shared with the nearby sweet pepper grower.    

"Our dream is to get people healthier. By eating vegetables several times a day, it is easier to get the recommended daily amount of 250 grams of vegetables", says Jos van Mil. "Eating vegetables should be easier and more fun by breaking through barriers and by being present. We do this through innovation, marketing campaigns and communications. For all this to come true, Greenco started the 'Mini-vegetable BIG’ campaign in 2015. With that we make a structural contribution to improving the health of the Netherlands."

Lifetime achievement award
Ton Janssen, founder of Tasty Tom in the Netherland, was given a lifetime achievement award. Janssen received the award for his contributions over the years to promote the tomato. In 1994 the image of the Dutch tomato hit rock bottom when German media reported about the product for tasting like water. It was the moment Ton Janssen stept up and decided all tomatoes from that moment had to be tasfull. He started the brand Tasty Tom, which proved itself over the years as a tasty tomato all year long. With that and by telling the story of the tomato and the grower, Ton Janssen inspired other growers worldwide and lifted the level tomato industry again. And he still promotes the tomato at every event and every opportunity he gets. For that he was rewarded with the lifetime achievement award.

Janssen said to be very proud of the award and he announced he will stop growing tomatoes next year. His company will be sold and from then on he will focus on being an ambassador for the industry only.

Sponsored by:

Gold sponsors

  • Koppert Biological systems
  • Oerlemans plastics
  • Priva
  • Saint Gobain Cultilene

Silver sponsors

  • Axia Vegetable Seeds
  • Enza zaden
  • Monsanto Vegetable Seeds
  • Svensson
  • Van Dijk Heating

Sponsor of the speakers

  • Greentech