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France: a first CQLP tomato-based product

27/06/2022

Press release
LOUIS MARTIN Production SA
France,
WPTC
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Consumers opt for a "crushed tomato" that is fair trade and grown sustainably
 
"This crushed tomato is paid a fair price to its producer"
 
By the end of 2022, France is expected to have its first tomato-based product marketed under the brand "C'est qui Le Patron" ["Who is the boss", or "Who is in charge"]: the product should be found in stores by October 2022. Its characteristics have been defined according to the CQLP brand rule through a questionnaire to which nearly 6,400 consumers responded.
 
These specifications for "tomato" as a raw material and its processing have made it possible to define several key points:
 Origin of the tomatoes: the preference of consumers (86% of votes) was for tomatoes grown and processed in France, in order to "support the work of the processing industry and French farmers", and for processing and packaging operations carried out immediately after the harvest. So the tomatoes will be grown in Provence, and processed and packaged by the Louis Martin canning plant, a CQLP partner located in Monteux. 
 
  As for the cultivation method (conventional, sustainable, organic), consumers (66% of responses) opted for sustainable agriculture, certified High Environmental Value: HEV certification means that farms are committed to a transition on 4 themes:
• protection of biodiversity: presence of areas that promote biodiversity (wetlands, hedges, etc.), protection of rare or threatened species, variety of cultivated species, etc.;
• water management;
• soil management/fertilization;
• plant-health strategy (all the methods used to fight crop pests).
 
Although subject to a certain amount of criticism, this system allows growers to gradually implement more environmentally friendly practices. The "organic" feature won 25% of the votes.
  Among the different types of culinary formats (pureed, crushed, coulis, double-concentrated), the preference of consumers (50% of the votes) for the first CQLP French tomato product went to crushed tomatoes (between 6 and 7°Brix, with pieces, intended for preparing sauces or more consistent dishes). One third of the respondents opted for tomato puree, 17% for coulis.
  For this "new product", only citric acid, used as an acidity regulator, was "authorized" by consumers (71% of the responses to the questionnaire); in fact, no additional ingredient (starch, salt, sugar, etc.) is to be used in the preparation.
  Paradoxically, the type of packaging chosen by consumers (87% of the votes) is a glass jar, despite the fact that an analysis of its life cycle shows it to be heavier in terms of water consumption and CO2 equivalent; metal cans only got 12% of the votes. The selected format is a 400g jar.
 
 
  A fair income for growers: 94% of consumers believe that a fair payment must allow a grower to invest in his farm, in addition to the value of tomato as a "raw material": according to the information presented by CQLP, "growers are paid a minimum price of 0.14 € per kilo of tomatoes (i.e. EUR 140 per tonne). This fair remuneration allows them to make a decent living from their work and to invest (and therefore to progress in their practices and make their farms sustainable)."
  This CQLP Crushed Tomato will be sold at the recommended retail price of 1,07 €
 
 
Sources: lamarqueduconsommateur.com