RedHarvest Tomato Farms — Products & Product Strategy
RedHarvest Tomato Farms will produce premium-quality tomatoes across two primary product categories, targeting distinct market segments with different quality specifications and pricing structures.
Section 6 · Business Plan
Products & Product Strategy
RedHarvest Tomato Farms will produce premium-quality tomatoes across two primary product categories, targeting distinct market segments with different quality specifications and pricing structures.
RedHarvest Tomato Farms will produce premium-quality tomatoes across two primary product categories, targeting distinct market segments with different quality specifications and pricing structures.
6.1 Fresh Market Tomatoes
Fresh market tomatoes represent the core revenue driver, accounting for approximately 65% of total production volume. These tomatoes are grown to exacting quality standards, with emphasis on uniform size, colour, firmness, and shelf life. They are graded at the on-farm packhouse according to South African National Standards (SANS) specifications and packed in standard 6 kg cartons for market delivery.
Primary varieties for the fresh market include established hybrid cultivars such as Star 9065, Nemo Netta, and Conquistador, selected for their disease resistance packages (particularly against Tomato Yellow Leaf Curl Virus and bacterial wilt), high yield potential (80–110 tonnes per hectare under optimal conditions), and excellent post-harvest quality. Variety selection is reviewed annually in consultation with seed company agronomists and based on trial block performance.
6.2 Processing Tomatoes
Processing tomatoes will account for approximately 35% of production volume and are supplied under contract to food processing companies producing tomato paste, canned tomatoes, sauces, and ketchup. Processing varieties are selected for high soluble solids (Brix levels above 5.0), intense red colour, and ease of mechanical handling. Processing contracts provide price certainty and guaranteed offtake, reducing overall business risk.
6.3 Product Quality Standards
| Parameter | Fresh Market Standard | Processing Standard |
|---|---|---|
| Grade | Class 1 (SANS 771:2005) | Industrial specification |
| Size Range | 57 mm – 90 mm diameter | 47 mm+ diameter |
| Colour | Uniform red, Colour Stage 6 | Deep red, uniform |
| Brix Level | ≥ 4.0 | ≥ 5.0 |
| Firmness | Firm to touch | Moderate (machine harvest) |
| Defect Tolerance | < 5% cosmetic defects | < 10% defects |
| Packaging | 6 kg cartons, branded | Bulk bins / tonne bags |
| Cold Chain | 8–12°C within 2 hours | Ambient acceptable |
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