Letter from the Chairman

Dreadful! The worst season in over a decade. For its part, the Florida tomato industry suffered along with the world economy for the 2008-2009 season. The season began with the industry still reeling from United States’ Food and Drug Administration linking Florida fresh tomatoes to the possible source of a Salmonella Saintpaul food poisoning outbreak in the spring of 2008. Despite the outbreak eventually being proven to have been caused by Mexican peppers and not fresh tomatoes, consumer confidence in our product remains soft and continues to be reflected in lower demand. Add to this dismal starting position, a substantial increase in production costs, relatively high retail pricing on a weak economy and stiff foreign competition, the bad news of this season is understandable, if intolerable. It is doubtful the industry could survive another season like this one. As we look to the next season, we must look hard at the way we have done things till now and we must explore new options on how to do them in the future. On the positive side, Florida’s food safety program, in its first season of application, steadily became more effective as the season progressed. As the industry adapted to the new regulations, Florida’s inspection service provided guidance in meeting the regulations while increasing correction and penalties where continued failure to meet the regulations occurred. Our industry and the Florida inspection service has much to be commended in its food safety initiatives. We hope any national food safety program looks hard at the successes of Florida’s program. I thank you for your support during this difficult season. We have much to assess and reassess in adapting our industry to surviving and thriving in this new economy. I do believe that together we are much stronger than operating separately and together we can set a course for mutual success.

Bob Spencer, ChairmanFlorida Tomato Committee2008-2009

tabLe of Contents

Introduction 1

Crop Summary 1

Tomato Imports Summary 2

Market Share 2

Education and Promotion Summary 3

Research Summary 10

Regulations and Compliance Summary 11

District Map 11

Committee Meetings Summary 12

Budget 13

Statistics 14

Tables 15

1

The Annual Report is intended to provide an understandable summary of the Committee’s activities and an overview of the Florida fresh tomato industry’s 2008-09 marketing season. Facts on the following pages will document a season with low prices and depressed markets throughout most of the harvesting period. The season started with the same regulations that were in effect at the end of the 2007-2008 season. Total shipments for the 2008-2009 season were 47,054,853 25-lb. equivalents. This represents 1,877,396 25-lb. equivalents more than the 45,177,457 25-lb. equivalents shipped for the 2007-2008 season. Mexican round tomato imports were down approximately 6.6% from last season, and Mexican greenhouse imports decreased approximately 0.9% from the previous season. Canadian greenhouse imports were up slightly at approximately 0.4% from the previous season. The Florida packout was 4% higher than the 2007-08 season packout. Plentiful supplies of tomatoes were available to consumers for the 2008-09 season.

Plentiful precipitation and high temperatures in the 80s and 90s and lows in the upper 60s and 70s dominated the weather for August. Standing water from Tropical Storm Fay impeded field work at the end of August. September continued with the similar temperatures but was mostly dry. Fields were able to dry somewhat and growers applied fungicide to improve crop conditions. On the whole, field work remained on schedule. Tomato harvesting in Quincy began the third week in September. October opened with high temperatures still in the 80s and 90s and the return of ample rainfall. By the third week of October, daytime highs averaged in the 60s and 70s and lows in the 50s and 60s. Tomato harvesting proceeded at a rapid pace in Quincy and by mid-month had begun in Districts Three and Four. Weekly average prices ranged between $7.51 and $8.71 for the month of October.

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,00042,000

2004-05

39,500

2005-06

37,200

2006-07

31,500

2007-08

33,600

2008-09

AC

RE

AG

E

40,000,000

42,000,000

44,000,000

46,000,000

48,000,000

50,000,000

52,000,000

54,000,000

2004-05 2005-06 2006-07 2007-08 2008-09

25-L

B E

QU

IVA

LE

NT

S53,025,915

47,880,303

52,505,687

45,177,457

47,054,853

1

The season, for the most part, was an unprofitable one with adequate supplies of good quality tomatoes being sold at low prices. The average price for the 2008-09 season was $8.13, down from $13.71 for the 2007-08 season and up from the $7.69 for the 2006-07 season. The total cash value of the crop was $382,365,425.00 compared to $619,411,879.00 the prior season (2007-08) and $403,884,734.50 for the 2006-07 season. Average weekly prices fluctuated from a high of $19.01 to a low of $3.89, which is an increase from the previous season’s fluctuations that showed a weekly average high price of $21.83 and a low of $7.50. There were five weeks during the 2008-09 season that had a weekly average price of less than $5.00 per 25-lb. equivalent which is an increase from the zero weeks in the prior season (2007-08) that averaged less than $5.00. High average weekly prices of over $10.00 decreased to eleven weeks for the 2008-09 season as compared to twenty-eight weeks in the 2007-2008 season.

The month of November was dominated by mostly dry weather. The month opened with temperatures of

highs in the 70s and 80s and lows in the 40s, 50s and 60s. The last week of November ended with highs in the 60s 70s and 80s and lows in the 30s, 40s and 50s. Quincy continued harvesting through November. Harvesting continued in Districts Three and Four and began in District One and Two. Weekly average prices ranged between $12.81 and $16.77 for the month of November. With the exception of some rains during the first week of the month, mostly dry, warm days and cool nights prevailed in December. Temperatures reached highs in the 60s, 70s and low 80s, while lows ranged in the 30s to 50s. Harvesting and field work proceeded at a rapid pace. Harvesting was steady in Districts Three and Four and increasing in Districts One and Two. Weekly average prices ranged between $6.30 and $8.76 for the month of December.

FIVE YEAR ACREAGE REPORT ALL FLORIDA (Source: USDA National Agricultural Statistic Service)

(2008-09 data is based on NASS estimates for harvest.) FIVE YEAR SHIPMENT REPORT

2

57%

19%

15%

9%

2006-2007

51%

19%

21%

9%

Florida Mexico Field Mexico Greenhous Canada

2007-2008

52%

18%

21%

9%

2008-2009

cooler with a light frost reaching as far south as Hernando County. The remainder of April brought mostly favorable dry field work conditions with warm days and cool nights. Some scattered rains delayed field work in the locations where they occurred. Harvesting continued in all Districts. Weekly average prices ranged between $6.86 and $11.66 for the month of April. Dry windy weather dominated through the first half of May creating drought conditions. Abundant rain with scattered hail arrived the third week of May delaying harvest. Rains continued throughout the State through the end of May. Harvesting ended for District One and declined for Districts Two, Three and Four. Weekly average prices ranged between $3.94 and $8.21 for the month of May. Hot temperatures, rain and thunderstorms prevailed for the last two weeks of the season in June. Districts Two and Three ended harvesting in these final two weeks. District Four continued harvesting through the end of the regulated period. Weekly average prices ranged between $14.95 and $19.01 for the first half of June. The total shipments for all four districts were 47,054,853 25-lb. equivalents shipped over a 36-week period. Twenty-seven of these weeks had shipments exceeding one million packages with four of those weeks showing more than two million packages. The total shipments were up 1,877,396 25-lb. equivalents from the previous season. The total value of the crop was about $382.4 million, compared to $619.4 million the previous season. The average price was $8.13 per 25-lb. equivalent for the entire 2008-09 season compared to $13.71 for 2007-08 season.

January began with a continuation of mostly dry warm days and cool nights. Mornings became foggy and light rains occurred in many areas during the second week of the month. Several hours of freezing temperatures occurred in the third week causing some damage to crops. Mostly dry warm days and cool evening conditions prevailed for the remainder of the month allowing field work to progress on schedule. Some growers abandoned fields after the first picking due to poor prices. Harvesting was increasing in Districts One and Two and decreasing in Districts Three and Four. Weekly average prices ranged between $3.89 and $5.45 for the month of January. The first week of February saw cool weather return with freezing temperatures occurring mid-week. The following two weeks saw several cold fronts interspersed with warmer temperatures, wind and light rain. The final and last week of February was dry and warm. Harvesting continued in all Districts. Weekly average prices ranged between $5.24 and $7.46 for the month of February. March began with dry and unseasonably cool weather and little precipitation. The second week of March saw an increase in temperatures and drought conditions worsening. Light rains returned the third week and heavier rains followed the week after. Overall, temperatures were normal to a few degrees above normal for the last half of the month. Field activities remained on schedule. Harvesting continued in all Districts. Weekly average prices ranged between $6.22 and $8.06 for the month of March. April’s first week opened with warm days, cool nights and showers over most of the State with the heaviest rains and flooding occurring in the Panhandle and Big Bend areas delaying some field work. The second week was windy and

tomato imPorts sUmmarY

The Mexican import figures for field rounds this season were down from last year’s shipments. According to the Tomato Fax Report, Mexico had its largest shipments of field rounds during the months of January, February, and March, shipping approximately 3.9, 3.9 and 3.0 million 25-lb. equivalents respectively during those months. Fresh field round tomato crossings from Mexico during the 2008-2009 season were approximately 15,910,400 25-lb. equivalent cartons. This is 1,131,200 25-lb. equivalent cartons less than the 17,041,600 25-lb. equivalent cartons shipped during the 2007-2008 season and 1,742,400 25-lb.

MA

RKET

SH

ARE

equivalent cartons less than the 17,652,800 25-lb. equivalent cartons shipped during the 2006-2007 season. Mexican shipments during Florida’s season were down approximately 6.6% compared to the previous season and down 9.9% from the 2006-2007 season. Mexican greenhouse shipments during the 2008-2009 season were 18,706,000 25-lb. equivalent cartons. This is 162,800 25-lb. equivalent cartons less than the 18,868,800 25-lb. equivalent cartons shipped during the 2007-2008 season. Canadian greenhouse imports were up to 8,004,800 25-lb equivalent cartons from the 2007-2008 shipments of 7,975,600 25-lb equivalent cartons. During the same period, Florida shipments were up 4.0% from the 2007-2008 season and down 10.3% from the 2006-2007 season.

3

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

25-L

B E

QU

IVA

LE

NT

S

Belgium0 4,30

4 1,7900 0

0 00

Canada905,452 68

8,013 161,256 30,58

8 11,334157,384 92

3,181 1,651,968

Columbia291 0

441 00 0

0 0

Dominican Rep1,005 8,

794 17,367 34,036

58,062 37,556 18,7

43 11,510

Guatemala8,555 9,

905 12,674 14,818

21,785 34,654 31,7

17 19,810

Israel0 379

2,708 4,939 2,69

0 1,8791,005

0

Mexico5,044,784 6,

196,597 7,335,876 12,881

,495 11,540,335 11,624,989

9,049,717 7,242,561

Netherlands14,509 16

,273 16,793 17,781

18,107 13,503 14,7

74 20,286

Spain0 0

0 8,167 0

0 00

Total Imports5,974,596 6,

924,265 7,548,905 12,991

,824 11,652,313 11,869,965

10,039,137 8,946,135

Florida243,000 4,2

16,000 8,966,400 7,003,2

00 5,744,0006,785,600 6,

510,400 8,059,200

Total6,217,596 11

,140,265 16,515,305 19,995

,024 17,396,313 18,655,565

16,549,537 17,005,335

Oct Nov Dec

Jan Feb Mar

Apr May

The Committee engages marketing programs that focus on maximizing Florida tomato movement including advertising, research and customized marketing activities and promotional resources. As documented in the introductory page of this annual report, the season was, for the most part,

an unprofitable one with adequate supplies of

good quality tomatoes being sold at low prices. The average price per 25 pound box for the 2008-09 season was $8.13, down from $13.71 for the 2007-08 season and up from $7.69 for the 2006-07 season. The total cash value of the crop was about $382 million compared to the approximately $619 million the prior season (2007-08) and $404 million for the 2006-07 season. Average weekly prices fluctuated from a high of $19.01 to a low of $3.89.

Regrettably, the 2008 food safety outbreak in which tomatoes were falsely implicated was responsible for sizeable trade and consumer purchase behavioral changes within the tomato category. Months after the outbreak, consumer research revealed that approximately 33 percent of consumers aware of the outbreak, were still unaware it was safe to eat tomatoes again, with 8 percent vowing never to purchase tomatoes again. More than one year later, many retailers and establishments have yet to fully return round, field-grown tomatoes to their pre-outbreak capacity. The fall-out from the outbreak combined with an economic recession resulted in a softening of sales for the entire tomato category. Effects of the economy were revealed throughout the season and in the first quarter of 2009, with Fresh Facts retail scanner data showing the tomato category down 3 plus percent in volume compared to the first quarter of last year; however, during the same period, canned tomatoes experienced an 11.8 percent increase in volume. Still, a trend toward consumers’ increasingly turning to bulk items and items perceived to be a value such as the versatile round, field-grown tomato and the interest in the health benefits fresh tomatoes provide may prove to be an opportunity for Florida tomato growers in the future.

U.S. IMPORTS OF ALL FRESH TOMATOE

S,

FLORIDA ROUND SHIPMENTS AND CO

MBINED TOTAL

The line graph below shows monthly impo

rts of all types of fresh tomatoes from all

importing nations as compared to month

ly shipments of round tomatoes from Florid

a.

Note: June figures were not available at

the time of this publication.

4

Consumer Media In the fall of 2008, the Florida Tomato Committee launched a mass media consumer education campaign to counterbalance the negative impressions of fresh Florida tomatoes due to the Salmonella scare which has and continues to adversely affect the economy of the state of Florida. The campaign’s focus was to educate consumers that fresh Florida-grown round tomatoes are safe, healthy and desirable. The campaign included print, radio and an on the ground sampling and educational tour (Florida Tomato Art Tour) through sixteen markets in the eastern U.S. All of the communiqué, print ads and radio commercials were geared toward encouraging consumers to return to a healthy diet of fresh Florida tomatoes. In addition to print, the Committee produced radio commercials which broadcast for two weeks during the season – one week in November and a second week in January. The commercials allowed the Committee to reinforce the Florida tomato industry’s strong commitment to quality and wholesome product, while also allowing retail partners to participate with retail tags within the commercials in each market. The Committee engaged its Florida Tomato Art Tour, which included a six-week mobile marketing campaign at grocery stores, farmer’s markets and malls in sixteen markets throughout the East Coast, for twenty-eight events. The campaign included product sampling, a tomato recipe book and Florida tomato-branded reusable grocery bag giveaways along with a Florida Tomato art exhibit at participating retailers from Portland, Maine to Miami, Florida. The Florida Tomato Art Tour created awareness for Florida tomatoes and educated consumers about their health benefits and the industry’s commitment to food safety. The combination of radio, print and the first ever Florida Tomato Art Tour generated free publicity for the Florida Tomato industry including television and radio news segments, and articles in daily newspapers, trade publications and news web sites. It should be noted, however, that the media was significantly focused on the economy during the tour dates.

4

above: The Committee ran two ads in Parade magazine this season that spoke to the long-standing commitment of Florida’s tomato growers to produce the most wholesome and best quality product possible.

right: Francis Anthony, known as the “Love Chef,” promoted the “tomato tour” and prepared a Florida Baked Tomato Treat in a segment that aired during late Fall on morning television news programs in 100 markets including, New York, Philadelphia, Boston and Atlanta.

above: Tomato artwork by Richard Sibley of Longwood, FL, was used in a retail shelf card along with the theme, “From Our Family to Yours,” to highlight Florida tomato displays throughout the southeast.

5

Campaign Markets The Florida Tomato Art Tour campaign was executed with twenty-eight stops in the following locations:

Date Market LocationNovember 14 Portland ME Save-a-LotNovember 15 Boston, MA Market BasketNovember 16 Boston, MA Market BasketNovember 17 Albany, NY Rotterdam Square MallNovember 19 New York, NY ShopRiteNovember 20 New York, NY Route 9 Farmer’s MarketNovember 20 New York, NY King KullenNovember 21 New York, NY Kings SupermarketsNovember 22 Philadelphia, PA AcmeNovember 23 Philadelphia, PA AcmeNovember 25 Baltimore, MD Harborplace Tower “Downtown Lunch”November 26 Washington, DC Beltway Plaza MallNovember 28 Richmond, VA Ukrop’sNovember 29 Raleigh, NC Lowes FoodsNovember 30 Raleigh, NC Lowes FoodsDecember 1 Charlotte, NC Bi-LoDecember 4 Charlotte, NC Lowes FoodsDecember 5 Greenville, SC Bi-LoDecember 6 Greenville, SC Bi-LoDecember 7 Atlanta, GA Cumberland MallDecember 8 Atlanta, GA Mall of GeorgiaDecember 11 Jacksonville, FL Winn-DixieDecember 12 Orlando, FL Whole Foods OrlandoDecember 13 Orlando, FL Winter Park

Farmer’s MarketDecember 14 Tampa, FL SweetbayDecember 15 Tampa, FL SweetbayDecember 18 Miami, FL Norman BrothersDecember 19 Miami, FL Norman Brothers

5

The winner, Yuri Ivanenko, from Port Orange, was chosen at the end of the tour through both in-person and online voting. Overall, the reaction to the Florida Tomato Art Tour was very positive. The campaign met with an estimated 10,200 people for the twenty-eight events with 2,985 hand written votes placed at those events. Visibility for the van is estimated to be at least one million through the approximately 3,300 miles traveled. Beyond impressions though, and unlike a billboard, consumers had the chance to interact with the Florida tomatoes brand, ultimately elevating their opinion of Florida tomatoes in their mind. Retail activities also included customized display contests whereby competitive stores engaged steps that would help them muscle out the competition, including conducting individual store demos, creating displays at store front entrance, as well as multiple displays throughout stores – further cross-promoting for the overall bottom line. For its retail partners, the Committee also provided point-of-purchase promotional posters and shelf cards to help spark merchandising creativity. To their end, retailers chose to further promote contests through advertising circulars on their own, with one major southeast retailer even engaging an intensive advertising campaign to complement the promotion with full-page ads in newspapers promoting Florida tomato product. As part of its educational retail outreach program, the Committee made handling and merchandising resources available to all retail partners, including the booklet, “Florida Tomatoes: Building Profits & Profitable Menus – A resource guide for key retail professionals.” This tool, updated in October, provides a Tomato 101 on Florida production, including a harvesting schedule, as well as highlights the Committee’s consumer research and in-store testing projects. Further, the booklet recommends merchandising strategies for Florida tomatoes. The Committee’s outreach extended also to various trade shows including exhibiting at the PMA Fresh Summit and the Southeast Produce Council Expo.

6

Foodservice Firmness and exceptional texture make Florida tomatoes a “win-win” for the foodservice market and for grower/shippers seizing this opportunity. The Committee provides a variety of educational and technical support to the foodservice sector including ripening tools and proper handling materials, menu development, educational-based activities and programs to encourage and inspire up-and-coming chefs to use Florida tomatoes such as the Florida Tomato “Best of the Best” Student Chef Contest coordinated by the New York-based public relations agency, Lewis & Neale. The contest, now in its twentieth year, focuses on sparking creativity in future chefs and

motivating them to learn more about one of America’s most popular vegetables – Fresh Florida tomatoes. The contest helps educate students about proper handling of fresh tomatoes, a staple in the foodservice industry. What’s more, final recipes are often featured in foodservice trade publications. This year’s contest included entries from schools in the U.S. and Canada, each of which held a prejudging event to select its best dish for consideration in the contest. David Colombe, a culinary student at Okanagan College in Vernon, British Columbia, is the Grand Prize Winner of the 20th Annual “Best of the Best” Recipe Contest. His recipe was judged by a

6

the 2009 “best of the best” Gran

D PriZe reCiPe

FIRE ROASTED FLORIDA TOMATO GUM

BO

David Colombe, culinary student at Oka

nagan College in Vernon, British Columb

ia

Colombe’s entry impressed the judges wi

th its hearty flavor. Roasting the tomatoes i

ntensified their taste,

providing a rich base for the bold dish, a

ccented with cayenne pepper and fresh r

osemary. Andouille

sausage contributed to its unique flavor.

Ingredient Quantity

Fully ripened fresh Florida tomatoes

5 large (about 2 1/2 pounds)

Butter 2 tbls.

Coarsely chopped andouille sausage

1/2 c.

Coarsely chopped onion

1/2 c.

Coarsely chopped carrot

1/2 c.

Coarsely chopped celery

1/3 c.

Finely chopped garlic

2 tsp.

All-purpose flour 3 tbls.

Chicken stock 3 c.

Tomato paste 3 tbls.

Sugar 2 tsp.

Chopped fresh rosemary

1 tsp.

Salt 1/2 tsp.

Ground red pepper (cayenne), optional

1/4 to 1/2 tsp.

Ground white pepper

1/4 tsp.

Cooked converted white rice

1 c.

Heavy cream 1/4 c.

Croutons and rosemary sprigs for garnish

, optional

1. Set grill or broiler rack about 4 inche

s from heat source; preheat grill or broiler.

Core tomatoes place on

grill or in roasting pan under the broiler. C

ook, turning once, until skin blackens, 30

to 40 minutes.

2. In medium saucepan, melt the butter;

add sausage, onion, carrot, celery and g

arlic. Cook, stirring

occasionally, until vegetables just begin to

brown, about 5 minutes; reduce heat to

low. Sprinkle flour

over the vegetables; cook and stir until fl

our begins to brown, 3 to 5 minutes.

3. In a blender or food processor, coars

ely chop grilled tomatoes; add to vegetab

les in saucepan. Stir

in the stock, tomato paste, sugar, rosema

ry, salt, red pepper and white pepper. Sim

mer 15 minutes;

partially covered.

4. Add rice and cream; cook just until h

ot. Spoon into soup plates dividing equa

lly. Garnish with croutons

and rosemary sprigs, if desired.

YIELD: 6 portions (a

bout 10 cups)

7

panel of prominent New York area chefs and food writers on the basis of taste, visual appeal, originality and effective use of fresh Florida tomatoes. Judges (pictured at right) included Chef Rob Bleifer, executive chef of culinary production for The Food Network; Chef Deirdre Devoy of Restaurant Associates at Carnegie Hall; Reggie Brown of the Florida Tomato Committee (FTC); Paul King, editor of Foodservice Director magazine; Samantha Winters of the FTC; and restaurant industry writing contributors Gary Tucker, editor of Food Arts magazine and Pate Cobe with Restaurant Business magazine; as well as Jason Stemm of Lewis & Neale. Among the U.S. recipe entries, a sandwich was chosen as the winner. Dominic LoGalbo of the Florida Culinary Institute in Riviera Beach, Florida, featured fresh tomatoes in the recipe, Florida Tomato Grilled Cheese Sandwich Alla Siciliana, a sophisticated twist on a childhood snack. Panko breaded tomato slices served as the “bread,” sandwiched around smooth mozzarella and sharp gorgonzola.

Foodservice Outreach The Committee continued its educational outreach program with the foodservice sector through its tools to engage proper storage and handling practices (pocket guide and handling poster), as well as other materials to assist with maintaining quality, food preparation and ordering (Building Profitable Menus with Fresh Florida Tomatoes: A guide for Culinary Professionals complete with Florida Tomato Procurement

Worksheet). The Committee has an active audience for these resources throughout the year and while exhibiting at the Produce Marketing Association’s Foodservice Show and the Southeast Produce Council Retail and Foodservice Expo.

Activities to support market development outside of the United States were focused in Canada. Brad Brownsey of Brownsey and Associates was retained to represent Florida tomatoes as USA Tomatoes, with the cost shared by the California Tomato Farmers. Exports of Florida tomatoes to Canada fell marginally in 2008-09. Regrettably, the 2008 food safety outbreak incorrectly tied to tomatoes was directly responsible for sizeable trade and consumer purchase behavioral changes within the tomato category – changes that one year later, continue to affect U.S. field-grown tomato performance within the category. The July 1, 2008 adoption of Florida state regulations governing a comprehensive food safety program with mandatory government inspection and audit for tomato

handling, production and packing significantly boosted the confidence of Canadian customers, particularly within the foodservice sector. This sector saw overall Florida tomato volume rise to record levels despite

Canada’s modest recessional impact that first materialized in late 2008.

The past season saw record shipments of Mexican greenhouse and shade/field tomatoes

imported into Canada. As well, the Canadian greenhouse industry saw its spring 2009 season commence 30 to 50 days earlier than normal. With the Mexican and Canadian greenhouse industry competing for early/mid-season placements and promotional opportunities as the full impact of the recession was being felt by Canadians, retail demand for (somewhat) higher priced Florida tomatoes fell in late January and February. Two back-to-back Florida freezes (the first in late January and the most devastating, in early February) reduced

the 2009 “best of the best” Gran

D PriZe reCiPe

FIRE ROASTED FLORIDA TOMATO GUM

BO

David Colombe, culinary student at Oka

nagan College in Vernon, British Columb

ia

Florida Tomato Grilled Cheese Sandwich Alla Siciliana

8

subsequent late season (April/May) availability – typically and historically Florida’s strongest shipment period into Canada. Despite these challenges, 2008-09 Florida volume effectively mirrored pre-crisis 2006-07 levels. The Florida tomato industry received universal Canadian foodservice purchase and near universal Canadian retail support throughout the 2008-09 shipping and marketing season. Trusted Florida tomatoes remain the backbone of the Canadian foodservice sector, with demand growing. Draconian measures undertaken by numerous Canadian retailers during and post the 2008 crisis, thankfully, have largely been rescinded, however, the impact of those procurement, merchandising and/or promotional decisions continue to resonate within the category. Preceding the outbreak, the sales ratio of hothouse to U.S. field volume was 58:42; today that ratio stands at 70:30, favoring hothouse. Encouragingly among Canadian shoppers, field tomatoes have the highest purchase frequency with nearly 60 percent of buyers saying they make purchases at least monthly. Canadian consumer preference for field tomatoes stands at nearly 41 percent nationally, significantly higher then current category sales ratios as measured by Nielsen of Canada, with strength across all provinces. Throughout the 2008-09 season, over-and-above Committee marketing and promotional initiatives undertaken, rebuilding trade and ultimately consumer trust and confidence in Florida tomatoes was paramount to returning the category and specifically fresh Florida tomatoes to pre-outbreak volume and dollar sales levels.

Retail and Wholesale/Repacker Consolidation: This past year saw the following retail banners cease operations: Loeb, Dominion and Sam’s Club. The former two banners were rebranded under already existing (Metro) banners; the latter wholesale club closed its Canadian operations in the spring of 2009. As well, Loblaw Companies eliminated its Extra Foods banner, replacing it with its already existing No Frills banner. Amongst the “Big Three” Canadian retailers (Loblaws, Sobeys and Metro), multiple retail banners’ weekly ads were consolidated, further reducing weekly ad placement potential. Within the Canadian wholesale/repacker sector, Burnac Produce purchased Morris Brown in spring 2009, consolidating further Burnac’s Ontario Food Terminal presence and wholesale market share. In 2008-09, 57 weeks of dedicated Florida tomato advertising support was generated across the country compared with 74 weeks in what would have been the all-time record Y2007-08 season except for the crisis, and only 32 ad weeks in 2006-07.

Mexican greenhouse/Field Volume: Unlike last year where Mexico’s impact was “muted,” this year, Mexican greenhouse and field tomatoes had an enormous impact on tomato marketing in Canada. Mexican greenhouse exports to Canada rose substantially (+14.3 percent) to all-time record levels compared to 2007-08 whereas Mexican field imports declined by 3 percent. (Source: Statistics Canada through April 2009).

Within the foodservice sector, heightened food safety and traceability demands post the 2008 crisis by major foodservice distributors and multi-unit food service operators resulted in a significant decline in Mexican field volume expressly for the Canadian foodservice sector. Canada remains Mexico’s second most important marketplace (after the U.S.A.), and the preeminent source for greenhouse-grown tomatoes from December through April. Provincial Government Funded “Buy Local” Campaigns/Marketing Initiatives: Provincially funded “Buy Local” marketing and media/PR campaigns continue to grow in magnitude. Provincial governments continue to pour millions of dollars into and behind “buy local” campaigns, partnering with multiple agri-food agencies with the ultimate intent of positioning locally-grown foods to the forefront of the shoppers’ mind. Within the high volume/high turnover quick-serve environments where slicing tomato characteristics are so highly prized, Florida tomatoes remain the preferred (and required) tomato from mid-October through June. The Canadian and Mexican greenhouse industry continues to pursue development of a greenhouse tomato variety whose meaty characteristics mirror Florida round tomatoes.

Trade Show Representation:• CPMAToronto(May2009)ConventionandExposition–

participant / advertising sponsor• SYSCOCanadaNationalConferenceandExposition

(Toronto – September 7 – 9, 2008)• SYSCO/FreshPoint(Vancouver)salesseminar(May2009)• GFSOntario–“ArtofFoods”TradeShow/Exposition

(April 1, 2009)

9

Source: Nielsen of Canada VOLUME DOLLAR SALES

Major Tomato Varieties 2008- 2009 2008- 2009-(Y-T-D Thru June 6/09) Period YTD Period YTD % change Period YTD Period YTD % change

HH Beef 525 517 -1.4% $886 $872 -1.5%HH OTV 456 488 7.0% $859 $964 12.2%US Field 264 193 -26.9% $416 $280 -32.7%Cherry/Grape/Cocktail 176 141 -20.0% $513 $487 -5.1%Roma 131 117 -10.7% $197 $195 -0.9%Retailer Assigned 16 36 123.3% $46 $95 107.4%Organic 13 14 10.0% $47 $58 24.3%CDN Field 15 7 -50.1% $25 $13 -47.4%

Total 1,596 1,514 -5.1% $2,989 $2,965 -0.8%

greenhouse/hothouse advertising frequency, many retailers price positioned Florida tomatoes as their primary gross profit generator in the category (reducing sales and volume potential)

- Favorably, Florida tomato volume and sales has gradually improved throughout each period in 2009, with P.6 (May/June) 4064 volume and dollar sales up +10.8 percent and +14.9 percent, respectively

• AcrossCanada,23majorchainandindependentretailers (accounting for >91 percent of total Canadian grocery sales) were offered promotional incentives and marketing opportunities through the Florida Tomato Committee; of those, 13 retailers made formal return submissions; of the 10 retailers who did not submit coop submissions, seven (7) did list, display and sell Florida tomatoes this past season

• Asaresultoflastyear’s(inaccurate)crisis,oneretailer(Sobeys Atlantic Division) has not relisted USA round tomatoes; they’ve moved to greenhouse/hothouse and/or Mexican vine ripe tomatoes exclusively for their round requirements

• 59weeks(versus74weeksinY2007/08and32weeksin Y2006/07) of dedicated Florida tomato ads were generated this past marketing/shipping season

Foodservice Sector Support:• TheFloridatomatoindustry’smandatoryfoodsafety

program announced one year ago (July 1, 2008) was a major factor in solidifying foodservice purchase support

• Canada’stwolargestmajorfoodservicedistributorswhocollectively account for more than 80 percent of fresh produce distribution into major multi-unit foodservice operators, SYSCO Canada and GFS Canada, both advised that Florida tomato sales increased to record levels despite the Canadian economy slowing

Category Performance - Retail:

• ThroughP.6(June6,2009),Floridatomatoesaccounted12.8 percent of Canadian retail volume (versus 19.1 percent during the same time horizon in 2008) and only 9.4 percent of retail sales (compared to 15.5 percent in 2008) (NOTE: Until last year’s crisis, the Florida tomato industry was headed to an all-time record for exports into Canada)

- Average shelf retails for Florida tomatoes fell to $1.45/lb in the first six periods of 2009 compared with $1.58/lb. in 2008; regrettably with intense

YTD (24 Wks) Comparison (Y’09 vs. Y’08) 4064 4063 3151

Volume Canada -1.1% -17.9% -45.6%

Sales Dollars Canada -1.4% -36.1% -52.2%

10

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FLORIDA TOMATO COMMITTEE • 2008

-2009

During the 2008-2009 season, the Committee funded nine research projects totaling $292,224.00. Complete overviews of the research projects were presented at the Organizational Meeting of the Florida Tomato Committee in September. The results are available in printed form to those present at the meeting. Additional copies of the results can be obtained from the Florida Tomato Committee office in Maitland. The Florida Tomato Committee supports research by contributing funds to particular projects in which they have

interest. Florida tomato producers feel that continued support of research projects through the IFAS system is essential to the future of the industry. The Research Subcommittee of the Florida Tomato Committee will continue to recommend research projects that meet the current needs and prospective future needs of the Florida tomato industry, while reviewing all requests for research funds.

Title Effect of laser labelin

g on colonization, infiltration and survival

of Salmonella spp. And Erwinia (*Total re

quest - $27,310)

Tracking Sources of

Microbial Pathogens on Packinghouses

to Ensure Food Safety of Florida Tomatoe

s

In-carton sanitation o

f fresh market tomatoes

Marker-assisted selec

tion for breeding and rapid deployment

of disease resistance in Florida tomato cu

ltivars

Breeding Tomatoes f

or Florida

Field evaluation of e

thanedinitrile as an alternative to methyl

bromide in south Florida’s fresh market to

mato production

Evaluation of TYLCV-

resistant Tomato Cultivars under

Commercial Conditions in Southwest Flo

rida

Identification of Wee

d Reservoirs of Tomato Yellow Leaf

Curl Virus The Potential Impacts

Throughout the Market Channel

from Food Safety Practices Implemented b

y Florida Tomato

Growers and the Impact of Recent Food S

afety Scares

DISTRICT 4

DISTRICT 2

DISTRICT 3

DISTRICT 1

foo

D sa

fetY

Leader(s) E. Etxeberria

M. Danyluk K. Schneider

G. Toor J. Bonilla J. Bartz K. Schneider

S. Sargent J. Brecht J. Edwards J. W. Scott J. Scott J. D. Edwards

S. Zhang M. Ozores-Hampton

E. McAvoy E. Simonne P. Stansly S. Sargent J. Polston D. Schuster J. Vansickle Total

Funded $13,655* Cost shared with

Durand-Wayland

$28,988 $25,000 $45,000 $100,000 $21,703 $8,561 $24,317 $25,000 $292,224

No. 1. 2. 3. 4. 5. 6. 7. 8. 9.

Whi

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Y an

D

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ase

man

aGem

ent

oth

er

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Cs

11

FLORIDA TOMATO COMMITTEE REGULATED AREAthat portion of the State of Florida situated East of the Suwannee River and South of the Georgia border

FLORIDA TOMATO COMMITTEE PRODUCTION AREAthe counties of Pinellas, Hillsborough, Polk, Osceola, and Brevard and all counties situated South thereof.

reGULations anD ComPLianCe sUmmarY

Regulatory Bulletin No. 1, issued August 14, 2008, outlined the initial regulations for the 2008-2009 season and is reproduced as an insert to this report. Regulations required Registered Handlers to provide pack-out figures daily; to pay assessments in a timely manner; and to be registered with the Committee in order to obtain inspection to ship tomatoes out of the regulated area. They defined the minimum and maximum diameters for all sizes and required all tomatoes packed by Registered Handlers to be in new containers of 10, 20, or 25 pounds net weight. The name and address of the Registered Handler must be printed on each container. As in past seasons, the Agricultural Law Enforcement Uniformed Operations Section of the Florida Department of Agriculture and Consumer Services and representatives of the Federal-State Fruit & Vegetable Inspection Service were extremely cooperative in assisting the Florida Tomato Committee staff and the Southeast Marketing Field Office of the USDA in their enforcement efforts. Registered Handlers also assisted in the Committee’s compliance efforts by calling in tips on possible illegal activities. These tips were greatly appreciated and often proved highly effective in detecting and apprehending violators as well as preventing violations before they actually occurred. During the 2008-2009 season, Florida Agricultural Law Enforcement intercepted 103 shipments in violation of the Marketing Order. Some of these involved legitimate shipments that did not have the proper inspection certificates, and, in these cases, the violators secured proper certification and were permitted to proceed to their destinations. Twenty-one of the violators were arrested and placed under bond ranging from $50.00 to $501.00. Twenty-six violators donated their tomatoes to charitable institutions, while fifteen returned to the point of shipment for proper inspection. Four Registered Handlers shipped under Certificate of Privilege. Certificate of Privilege shipments totaled 188,959 25-lb. equivalents. The Committee staff continued to work with the USDA’s AMS Southeast Marketing Field Office and Compliance Section for federal investigations of serious violators and possible prosecutions. Collecting late assessments from Registered Handlers was successful again this season due to the cooperative efforts of the USDA. Strong efforts will continue next season to enforce the regulations of the Marketing Order.

DISTRICT 4

DISTRICT 2

DISTRICT 3

DISTRICT 1

12

The following officers were unanimously elected for the 2008-2009 season: Bob Spencer, Chairman; Larry Lipman, Vice Chairman; Kern Carpenter, Secretary; and Mike Sullivan, Treasurer. The Education and Promotion Plan, totaling $1,200,000, for 2008-2009 was approved. The Education and Promotion Plan is outlined in this Annual Report. The Marketing Policy of the Florida Tomato Committee for the 2008-2009 shipping season for fresh tomatoes was approved unanimously, a copy of which is included in this report as an insert. The Initial Regulations for the 2008-2009 season were approved unanimously to be presented to the Secretary of Agriculture for his consideration, a copy of which is included in this report as an insert. The Compliance Plan for 2008-2009 season was approved unanimously to be presented to the Secretary of Agriculture for his consideration. Depositories for Committee funds were presented and approved. The Memorandum of Understanding between the Florida Tomato Committee, Florida Tomato Exchange and Florida Tomato Growers Exchange was explained and approved for submission to the USDA. A Budget of $2,438,200 was approved for the 2008-09 season along with an increased assessment rate of $0.0375 per 25-lb. equivalent. The increase in assessments is due to the decrease in reserves from the 2007-08 season.

Chairman Bob Spencer appointed the following members to the various subcommittees. The Bylaws state that the Chairman is an ex officio member of all Subcommittees.

EXECUTIVE SUBCOMMITTEEBob Spencer, ChairmanLarry Lipman, Vice ChairmanKern Carpenter, SecretaryMike Sullivan, TreasurerReggie Brown, Manager

FINANCE SUBCOMMITTEEMike Sullivan, ChairmanStephen Madonia, Sr.David MurrahEd English

MARKETING SUBCOMMITTEETony DiMare, ChairmanLarry LipmanKern CarpenterBilly HellerJames GraingerJohn Harllee

RESEARCH SUBCOMMITTEETony DiMare, Chairman Kern CarpenterJames GraingerBilly Heller D.C. McClureMike Sullivan EDUCATION AND PROMOTION SUBCOMMITTEETeena BorekLiz EsformesKern CarpenterDavid MurrahBilly HellerJohn HarlleeTony DiMareLarry Lipman

DIVERSITY SUBCOMMITTEETony DiMareTeena BorekDavid MurrahLiz Esformes

Four meetings of the Committee membership were held this season. These meetings occurred on August 18, 2008, September 4, 2008, February 18, 2009, and February 20, 2009.

Additionally, district nomination meetings were held on April 14

and 15 of 2009. A brief description of actions taken at these meetings follows:

On August 18, 2008, a meeting was held at the Florida Fruit and Vegetable Association, Maitland, Florida. The Secretary’s Order, Selecting Members and Alternate Members of the Florida Tomato Committee under Marketing Order No. 966, was presented with the following results:

MEMBERS ALTERNATES

DISTRICT 1Kern Carpenter Teena BorekHomestead, FL Miami, FL

Anthony J. DiMare Paul J. DiMareHomestead, FL Homestead, FL

DISTRICT 2Mark Mecca Gary SmigielLake Worth, FL Lake Worth, FL

Stephen Madonia Rosemary MadoniaLakeland, FL Plant City, FL

DISTRICT 3G. David Murrah J. Edwin EnglishImmokalee, FL Immokalee, FL Christian Leleu Michael W. SullivanNaples, FL Naples, FL

Larry Lipman Gerald B. Odell, Jr.Immokalee, FL Immokalee, FL

Lewis J. Nobles, III Bruce O. ProventLaBelle, FL Immokalee, FL

DISTRICT 4Frank I. Diehl D.C. McClureWimauma, FL Palmetto, FL Billy Heller Joseph Esformes Palmetto, FL Palmetto, FL

Bob Spencer John HarlleePalmetto, FL Palmetto, FL

James Grainger Brian TurnerBradenton, FL Palmetto, FL

13

On September 4, 2008, the Organizational Meeting of the Florida Tomato Committee was held at The Ritz-Carlton Hotel, Naples, Florida. The minutes, financial statements and all actions of the officers, members and staff of the Florida Tomato Committee during the 2007-2008 season were approved and ratified. Dr. George Hochmuth, Assistant Dean for Research at IFAS, University of Florida, gave a brief presentation covering some of the research highlights and distributed copies of the Report of Tomato Research containing a summary of each research project funded by the Florida Tomato Committee. Samantha Winters, Director, Florida Tomato Committee, gave a detailed report on education and promotion activities: The Committee will conduct a 15 market tomato art contest and tour to kick off the 2008 season and reintroduce America’s most popular tomato, the Florida field-grown tomato, to consumers throughout the Eastern United States. In addition

to the tour, the Committee has launched an aggressive 15 media market campaign plan incorporating public relations and radio and print advertising. The Audit and Annual Report for the 2007-2008 season was approved. Committee members unanimously approved granting a shape only exemption for Six L’s “Vintage Ripes©” heirloom type tomato provided that the Identity Preservation Program is maintained. On November 21, 2008, a conference call meeting was held to grant a six week certificate of privilege to Six L’s to meet the requirements of the audit approval procedures of the Identity Preservation Program. The certificate of privilege was approved unanimously. On February 18, 2009, a meeting was held at the Auditorium of the Southwest Florida REC, Immokalee, Florida. Dr. John Van Sickle, IFAS, recapped all of his 10KG/20LB

13

statement of revenUes, eXPenses anD ChanGes in net assetsACTuAL AnD buDgETED - yEAR EnDED JuLy 31, 2009

Budget 2008-2009 Actual 2008-2009 Over (Under) Budget REVENUES:Assessments $1,875,000 $1,768,223 $(106,777)Interest & Other Income 40,000 45,868 5,868 MAP Reimbursements & Block Grant Funds 496,000 340,425 (155,575)

TOTAL REVENUES 2,411,000 2,154,516 (256,484)

EXPENSES Payroll Expenses 38,700 31,309 (7,391) Salaries Staff 505,500 506,486 986 Bad Debts 0 938 938 Printing 10,000 5,789 (4,211) Travel-Committeemen 6,000 0 (6,000) Travel-Employees 30,000 19,292 (10,708) Compliance Expense 10,000 5,546 (4,454) Communications 12,000 12,585 585 Equipment Maintenance 6,000 2,816 (3,184) Depreciation 32,000 33,940 1,940 Employee Health Insurance 65,000 60,235 (4,765) Employee Retirement 77,000 73,903 (3,097) Insurance & Bond 18,000 13,845 (4,155) Interest 0 3,704 3,704 Office Rent 62,000 60,208 (1,792) Supplies 6,000 7,999 1,999 Postage 6,000 4,831 (1,169) Miscellaneous Expense 5,000 792 (4,208) Office 15,000 10,317 (4,683) Audit 14,000 13,230 (770) Research 320,000 293,536 (26,464) Education & Promotion 1,200,000 1,039,540 (160,460)

TOTAL EXPENSES 2,438,200 2,200,840 (237,360)

EXCESS OF EXPENSES OVER REVENUES (27,200) (46,324)

NET ASSETS AT AUGUST 1, 2008 $548,351

NET ASSETS AT JULY 31, 2009 502,027

14

container/box feasibility studies. Dr. Van Sickle and the members discussed, in length, the studies and the effects of past decreases in the size of containers on the market and industry as a whole. Because some members could not attend in person and could not vote on the container/box issue at this meeting, a conference call meeting of the FTC was scheduled for February 20, 2009, to vote on the container/box issue. On February 20, 2009, a conference call meeting as held. A motion was presented to eliminate the 25-lb. container making the 20-lb. container the industry standard. With all

members present, the vote was seven for the motion and five against. Lacking the required eight votes to pass any action, the motion failed. On April 14 and 15, 2009, nomination meetings were held in each of the four districts to select members and alternates to serve on the Florida Tomato Committee during the 2009-2010 season. A list of nominees was forwarded to the Secretary of Agriculture for his consideration in appointing the new Committee.

notes:

Each Federal-State Inspection Supervisor reported the details of the tomatoes packed the previous day under the inspection of his crew in terms of grade, size, maturity, and container weights. The information was compiled in the Committee office and remained confidential. The totals were not disseminated to Registered Handlers this season. During the season, USDA’s Fruit and Vegetable Market News Service obtained F.O.B. price information for grade and size of tomatoes for the daily TOMATO FAX REPORT. The TOMATO FAX REPORT does not report field pack or packinghouse pink F.O.B. prices. For the purposes of this report and to reflect common practices in the market, packinghouse pinks were assigned a price one dollar down from mature green prices while field packs were assigned the same price as mature greens. In most cases, these reported prices and sales figures are inflated since the common practice of price adjustments after sales on declining markets are not reported to the Committee office and the information is not available by any other means. Committee staff compiled a summary of total daily pack-outs from inspection certificates and prices from the TOMATO FAX REPORT. This provided the Committee with a detailed analysis of Florida shipments in terms of volume, price per unit, and total dollars returned for each grade and size of green, pink, and field pack tomatoes. Import tomato figures were derived from the Market News Service TOMATO FAX REPORT and online data available at USDA’s Foreign Agriculture Service web site and the International Trade Commission web site. The tables in this report reflect summaries of the raw data collected above. The annual summary of the shipments was

compiled and is reproduced in the statistical section of this report as Table One. The total volume in this table is the total of the weekly

shipments, and the sales dollars are the total of the weekly returns. The average prices shown were calculated to the nearest cent; therefore, the volume times calculated prices will not necessarily result in the exact sales dollars in the table. Tables Two, Three, Four, and Five provide the same information for each district. Tables Six, Seven, Eight, Nine, and Ten deal with weekly shipments. Table Eleven shows a five-year comparison of annual 25-lb. equivalents of field tomatoes shipped from Florida and Mexico. Tables Twelve and Thirteen show five-year and six-year historical information on shipments by district and totals. Table Fourteen compares Florida shipments to Mexican imports. Table Fifteen compares this season’s weekly average prices to shipments. Tables Sixteen and Seventeen compare weekly average prices and shipments for this season and the previous season. Tables Six through Ten, Fifteen, Sixteen and Seventeen are weekly figures with the exceptions of June 15, which is a remaining individual day of the season and indicated with an asterisk as such. In Table Fourteen, June data is for June 1 through June 15 only and is indicated with a double asterisk. Appreciation is hereby expressed to the Florida Agricultural Statistics Service; Florida Department of Agriculture and Consumer Services; Federal-State Inspection Service; U.S. Market News Service; Foreign Agriculture Service and the many others who have assisted in developing the statistical information, which is so vital to the administration of the Florida Tomato Marketing Agreement and Order.

15

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