Washington, DC
January 17, 2007
Consumer-driven decision means
mid-summer tomato taste in the middle of winter
The U.S. Department of Agriculture
(USDA) has intervened in the national debate over the UglyRipe®
tomato,
freeing the heirloom beefsteak variety tomato from the shape
restrictions imposed by the Florida Tomato Committee (FTC).
The tomato's developer, Joe
Procacci, had been at odds over the tomato with the FTC, a group
of competing growers sanctioned by federal law. The FTC is
empowered to determine all size and shape standards for tomatoes
entering the U.S. market from mid-October to mid-June, the time
of year when many Americans claim they're unable to find a tasty
tomato.
For the last three years, the FTC
has found that the UglyRipe does not meet its rigorous
standards, which are based on size and shape, but not taste. The
FTC rejection meant that the tomatoes were prohibited for sale
outside of the Florida growing region during the winter months.
The new USDA rule, published in
today's Federal Register*, amends the Florida Tomato Marketing
Order to exempt the UglyRipe from the shape portion of the USDA
grade standards as long as the UglyRipe is grown,
packed, and distributed under USDA's Identity Preservation
Program (IPP). The IPP uses the unique genetic fingerprint of a
produce variety to assure that it is in fact the product claimed
by its grower. The UglyRipe will
still have to meet all of the other grade standards imposed
under the marketing order.
The UglyRipe, available as
conventional or organic produce, took over 20 years and more
than $3 million in research funding by Procacci Brothers Sales
Corporation to develop. The brand is marketed by
Santa Sweets, a Plant
City, Florida. company owned by
Procacci Brothers
Sales Corporation (PBSC).
"Thanks to the USDA, consumers can
now have the mid-summer goodness of tomato season all year
round," said Joe Procacci, CEO, PBSC. "It's taken me 59 years in
the tomato business to develop and market the UglyRipe tomato
from Santa Sweets. The UglyRipe gets fan mail. There's no other
way to put it. I'm thrilled!"
For three years beginning in 1999
the FTC exempted the UglyRipe from the standards of Florida
round tomatoes and allowed the heirloom variety UglyRipe to be
shipped outside the state. After the 2003-2004 crop of UglyRipes
were already in the ground, the FTC refused to allow the product
to be sold outside of Florida, claiming the UglyRipe was too
misshapen and would damage the reputation of the Florida
marketplace, resulting in millions of pounds of tasty tomatoes
wasted.
Last year, USDA proposed a rule
change to grant a partial exemption to the Minimum Grade
Requirements for the UglyRipe tomato and in September published
the public comments regarding the proposed change. The
overwhelming majority of comments supported the change. Sample
comments from these letters appear at the end of the press
release. The Company has also received hundreds of e- mails from
fans of the UglyRipe, many
wondering where the UglyRipe can be found near them.
"I have sold tomatoes since I was
a boy during the Depression," said Mr. Procacci. "This is the
first tomato that tastes like a tomato should taste, and yet is
hardy enough to ship across the country. The UglyRipe fulfills
my dream, to provide a backyard tasting tomato year round."
The UglyRipe is set to be the
first product in the USDA's Identity Preservation Program, a
comprehensive auditing system for verifying production,
handling, processing and storage of unique, value-added crops.
The program also affords participants opportunities to verify
other product quality traits, such as variety.
Fans of the UglyRipe can also look
forward to a new outlet to share their passion with other fans.
Santa Sweets plans to launch a tomato blog in the coming weeks
that can be accessed from its website
http://www.santasweets.com.
The Company also plans an online store for customers who prefer
to order UglyRipes online.
"If Harry & David can sell pears
in a box, then we can sell tasty tomatoes," said Mr. Procacci.
Santa Sweets is a
produce grower and marketer based in Plant City, Florida and is
a wholly owned subsidiary of Procacci Brothers Sales
Corporation. The Company's focus is on growing the most
flavorful produce on the market, including the UglyRipe tomato
and Santa Sweets™ grape tomatoes. In addition to conventional
tomatoes, Santa Sweets is also one of the largest growers of
USDA-certified organic tomatoes.
Procacci Brothers,
headquartered in Philadelphia, Pennsylvania, was founded in 1948
and has since become one of the largest growers and handlers of
fresh tomatoes in the world, handling over 275 thousand tons of
organic and conventional produce per year. Procacci Brothers and
its Garden State Farms division supply the supermarket industry
with a full line of fresh repacked and private labeled fruits
and vegetables from around the world. In addition, they are a
major supplier of pre-made gift baskets, packed fresh to order
daily. From the freshest produce in the world, to the most
innovative packaging, to attentive and personalized service,
it's always the best.
* Tomatoes
grown in Florida - Partial exemption to the minimum grade
requirements
*
Vegetables, import regulations - Partial
exemption to the minimum grade requirements for fresh tomatoes |