2026
CATEGORY INSIGHTS AND TACTICS BASED ON EUROPEAN DATA AND RESEARCH
THE TOMATO SHOPPER JOURNEY AND PROFILES: UNLOCKING INSIGHTS FOR FUTURE GROWTH
CONNECT WITH
A GROUP OF INTERNATIONAL
RETAILERS & DISCOVER LATEST INNOVATIONS
Program Thursday
09H00 - Welcome & introductions
Warm welcome and opening of the Tomato Experience Days. Participating retailers will introduce themselves and their retail chains, setting the stage for collaboration and exchange.
10H00 - The tomato category today
An in-depth look at the current market situation, key consumer and retail trends, market data insights, and the impact of PPWR on the fresh produce sector.
10H45 -Consumer Insights by Profacts: Understanding the Shopper Journey
A data-driven exploration of the tomato shopper: Who are today’s tomato shoppers? Which shopper segments can we identify? Where do consumers buy their tomatoes? What drives their choices and purchase decisions?
13H00 - Retail Tour & Category Exchange
Guided retail tour of leading Belgian supermarkets, followed by an interactive discussion on the tomato category: assortment, shelf presentation, and opportunities for improvement.
14H30 - Profacts Research: Removing Barriers & Driving Category Growth
How can we eliminate consumer barriers in the tomato category? Which levers can retailers and suppliers use to better convince shoppers and increase category value?
16H00 - Interactive Customer Journey Experience
A fun and engaging activity that brings the shopper journey to life and translates insights into action.
Program Friday
09H00 - Innovation at the roots, R&D center of Den Berk Délice
Step inside the greenhouse and R&D center to discover how cutting-edge cultivation, research and sustainability shape the tomatoes of tomorrow.
10H00 - Innovation lab: Taste, touch & experience what’s next
An exclusive preview of tomorrow’s tomato innovations: from new varieties and superior taste experiences to culinary applications, packaging concepts and fresh consumer insights. Explore how innovation can excite shoppers, strengthen differentiation and drive sustainable category growth.
12H30 - Leave inspired, ready to grow the tomato category
Final wrap-up of the Tomato Experience Days. Head home with a mind full of fresh ideas, actionable insights and inspiration to shape the future of the tomato category
Some reviews and shots of
the Tomato Experience Days in June 2025
"Good initiative. Get away from the day-to-day and brainstorm how the category can be strengthened to boost sales. The day was well structured with a theoretical part and a practical part (trials). The people present were knowledgeable, making it an interesting experience."
- Belgian retailer
"Interesting experience, which was incredibly well organized and provided a lot of new insights."
- German retailer
