For a Specialty Tomato Varietal, ‘Bomb’ Is the Flavor—and the Name

How a tomato hater learned to love and market a line of sugar-sweet fruit

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When Paul Mastronardi joined his family’s produce company full time in 1994, he didn’t like tomatoes. 

He set out to change that by visiting seed companies around the world, trying as many tomato varieties in development as possible. In the Netherlands, he tasted the Campari, a variety on the proverbial cutting board because of its unusual size. Retailers feared it would get lost on shelves. But the flavor was so incredible, Mastronardi insisted on introducing the variety to stores across North America.




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This story first appeared in the July 12, 2021, issue of Adweek magazine. Click here to subscribe.