"Tomaccini" is the 1rst Snack tomato in Greece. Its mission is to help the tomato lovers to understand that tomato isn't a veggie but a FRUIT! So they can enjoyed it many different times and occassions. Tomaccini is produced hydroponically in Samos island by the Hellenic Greenhouses Sa. Chrstos D. Katsanos and DKG Consulting Ltd is doing the Branding of the product

1. .
Tomaccini : Changing the Rules
- from Veggies to Snack -
Christos D. Katsanos, Μ.Sc. Agronomist, ΜΒΑ

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’80s tomato standards

3. .
What a
greenhouse is all
about?

4. .
What a greenhouse is all about?
The Agronomical approach
• A place where you can guarantee the conditions of the 5th Season
365 days of SPRING time!!!

5. .
What a greenhouse is all about?
Financial Business approach
Capital Intensive & Labour Intensive
That means
A lot of money to invest/ m2
A lot of money (hopefully)/m2

6. .
What a greenhouse is all about?
Direction
Not in Agriculture and the producer
Focus to FOOD and
the Consumer!!!

7. .
CUSTOMER’s requirements
• Labeled/Branded
products
• Attractive packaging
• Constant quality
• Certification

8. .
Early ’90’s – the1rst Tomato brand in Greece

9. .
2006 - 1rst Cluster type tomato in Greece
• Size150 - 180 gr
• Intense red color
• Attractive packing
• 4-5 fruits Cluster sales
• Year round production
• Uniformity

10. .
LUCIA premium cluster tomatoes

11. .
2008 stuck in the middle

12. .
Customer behavior study

13. .
Savoury, convinient .......in conscious mind ......UNHEALTHY!

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TARGET MOMENTS

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INNOVATION POINTS
Olive type snack tomato (7-10 gr)
Crunchy avoiding too much juice
Sour-sweet instead of sweet taste
Convenient packaging familiar with frappe coffee
Clever exit hole
Pay what you consume (price per unit not kilo)

18. .
TRIBES – NETWORKS ACTIVATION

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In store Promotion

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Social Platforms testimonials

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Parents great concern?

22. .
Tomato can be ….SEXY!

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All day together-
–Pencil holder-

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Interacting with the Tomaccini Tribe

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What’s next?

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Thank you (I mean it !)
About.me/christoskatsanos