"Pink tomatoes are closely associated with heirloom characteristics"

The Polish tomato market remains traditionally dominated by pink tomatoes, which continue to be the most popular and widely consumed type among local consumers. However, in recent years, specialty and heirloom varieties have seen steady growth. "In the Polish context, you could say that pink tomatoes are our version of heirlooms, both in terms of tradition and emotional value," says Bartek Majda, Country Manager Poland and Area Sales Manager Baltics at Yuksel Seeds.

© YUKSEL

According to Bartek, the growth of heirloom tomatoes can be largely attributed to their intense, distinctive flavor, which resonates well with consumers looking for authentic taste. "Additionally, their unique and recognizable appearance makes it easier for shoppers to identify and choose the specific type of tomato they're looking for—minimizing confusion at the point of purchase." He estimates heirloom and specialty tomatoes now represent approximately 10% of the market share in retail chains, and as much as 30% in traditional markets, where consumers often have a closer relationship with growers and are more open to trying unique varieties.

Consumer preferences and branding
Consumer demand for heirloom tomatoes in Poland and neighboring EU markets is increasingly shaped by expectations for both visual distinction and flavor. "We're seeing a clear trend where consumers are increasingly looking for tomatoes with a unique appearance and exceptional flavor. This shift is strongly connected to the broader healthy eating movement, where people are more mindful of what they eat and where it comes from," Bartek notes.

He adds that these products do not necessarily have to be labeled as premium. "However, clear branding and communication of their unique qualities—such as origin, taste, and appearance—are absolutely essential. For the end customer, recognizing the added value through packaging, presentation, or storytelling plays a key role in the purchasing decision. Building a strong brand around heirloom tomatoes, combined with their distinctive visual identity, gives consumers confidence that they are choosing a product of consistent, high quality. As a result, they are more likely to choose these tomatoes repeatedly, even if they come at a slightly higher price point."

Sweet and rich
At Yuksel Seeds, tomato breeding emphasizes varieties that combine flavor with visual distinction, core traits of the heirloom segment. While the company remains active in standard tomato categories, its heirloom portfolio is where innovation is most visible. The range includes pink, red, brown, and purple tomatoes, addressing demand for authentic taste and unique appearance.

Bartek explains that in terms of flavor, Polish consumers generally associate authentic heirloom tomatoes with a sweet, rich taste, higher Brix levels, mild acidity, and distinct aroma. Pink tomatoes, in particular, hold nostalgic value. They are often linked to traditional varieties grown 10–20 years ago, with pink to pink-red color, deep ribbing, and large fruit size of over 300 grams. "For many middle-aged and older consumers, these heirloom types represent a return to the 'flavor of childhood,'" says Bartek.

Yuksel Seeds' breeding and evaluation program monitors Brix, acidity, and aromatic profiles through both laboratory analysis and sensory panels. However, the final test remains consumer feedback. Taste trials, conducted in collaboration with growers and retailers, ensure that promoted varieties meet expectations for flavor, texture, and appearance, particularly in the heirloom segment where emotional connection to taste is strong.

© YUKSEL TOHUM

Production Structure
Tomato production in Poland is split between high-tech greenhouses and tunnel cultivation, both heated and non-heated. High-tech greenhouses with long-cycle cultivation cover approximately 1,000 hectares, focusing on standardized pink varieties of around 240 grams, grown under artificial lighting and controlled conditions. Tunnel cultivation accounts for about 1,400 hectares, including spring and summer cycles. Tunnel growers often sell directly through traditional markets, with variety selection guided more by flavor and visual distinction than yield or shelf life.

Bartek explains, "We serve all segments of the market—from large high-tech growers to smaller, more specialized tunnel producers. While high-tech greenhouses are geared toward high-volume, standardized production, tunnel growers are often more open to experimenting with flavor-forward and visually distinctive varieties, including heirlooms and specialties. We aim to offer tailored solutions for both groups, depending on their production goals and customer base."

Modern resistances and features
Bartek notes that Yuksel Seeds has also integrated modern resistances into heirlooms. "We have been actively working on combining traditional heirloom qualities—such as flavor and appearance—with modern resistances, including resistance to Tomato Brown Rugose Fruit Virus (ToBRFV)." Examples include Tobrossa, a pink heirloom-type tomato, and Sweetloom, which combines heirloom-style taste with agronomic performance. "These varieties show that it's possible to maintain the authenticity and charm of heirlooms while meeting the demands of today's growers and markets," he adds.

Sweetloom was recently nominated for a retail award. "We see the variety distinguishes itself from most other heirlooms by combining the firmness of a regular tomato with the mild, soft flesh of traditional heirloom tomatoes," he says. "It offers a better shelf life, which results in limited waste throughout the value chain, and for the consumer. And it presents a unique combination of dark purple color and a flat ribbed shape." Combined with ToBRFV resistance, and available as organically produced seeds, it fulfills the needs of many growers and retailers.

Pink heirlooms
In Poland, pink tomatoes are closely associated with heirloom characteristics. Malinówka, a variety named after the Polish word for raspberry (malina), was widely grown several decades ago and is recognized for its pinkish-red color and rounded shape. "While Malinówka may not be classified as an heirloom in the strictest botanical sense, it is certainly considered a traditional variety in Poland. For many people, especially older generations, it represents the 'real tomato'—a return to the flavor of childhood," Bartek says. Today, many consumers continue to associate pink tomatoes with authentic taste, softness, and homegrown quality. "So yes, in the Polish context, you could say that pink tomatoes are our version of heirlooms, both in terms of tradition and emotional value."