He adds that the awards validate their breeding strategy that prioritises eating quality alongside commercial performance. “At Breedx, we believe that taste is the most important reason consumers buy a product for the second time. This objective remains a focus of our breeding programme.”
Rather than selecting solely for yield, disease resistance or shelf life, Breedx evaluates breeding material across a broad range of sensory characteristics. “Every variety is evaluated for sweetness, acidity, aroma, texture, juiciness, crunch and overall flavour,” he explains.
The company also conducts trials under different growing conditions to assess flavour consistency. “While environmental conditions such as light, temperature, irrigation and harvest stage can slightly influence flavour, strong genetics make the biggest difference. Our goal is to develop varieties that deliver the same excellent taste profile whether they are grown in Europe or North America.”
The Breedx tomato team celebrating their awards
Blind sensory evaluation
The International Taste Institute awards are based on blind tasting by professional chefs and sensory experts, providing an independent assessment of eating quality. “The ITI awards are especially meaningful because the recognition is based entirely on eating quality,” he says. “Receiving ITI stars confirms that our breeding strategy is delivering products that truly stand out in terms of taste. It also provides confidence to growers, retailers and consumers that these varieties have been recognised by one of the world’s most respected organisations for sensory quality.”
Among the recognised snack peppers, the red Pepperito received two ITI stars, while the orange and yellow selections were awarded the maximum three stars. According to Yaron, all three are premium seedless snack peppers with strong agronomic performance, but each offers a distinct flavour profile.
He adds that from a grower perspective, the varieties combine high productivity, vigorous plants, attractive fruit quality and good shelf life.
Meeting changing consumer expectations in tomatoes
Breedx also received ITI recognition for its Mini Plum Chocolate, Round Cherry and Roma tomato varieties.
“We are seeing a clear shift in the market. Consumers are no longer satisfied with tomatoes that simply look good; they expect tomatoes to taste great. They are looking for natural sweetness, balanced acidity, rich aroma, juicy texture and consistency.”
He elaborates on the taste profiles. “The Mini Plum Chocolate combines a distinctive chocolate-coloured fruit with high sweetness and a crunchy texture, while the Round Cherry targets the snacking segment with sweetness and juiciness. The Roma demonstrates that traditional tomato types can also deliver high eating quality.”
“The awards confirm that our breeding programme is meeting the growing demand for premium-tasting tomatoes across different market segments.”
Yaron believes flavour has become an increasingly important differentiator in competitive fresh produce markets.
“Today’s greenhouse growers need more than high yields. They need products that create value throughout the supply chain. Retailers are looking for products that consumers will buy again, and great taste is one of the strongest drivers of repeat purchases.”
He adds that Breedx continues to combine sensory quality with commercial traits. “We never compromise on commercial performance. Our varieties combine excellent flavour with high yield, strong plant vigour, reliable fruit set, long shelf life and attractive appearance.”
For more information:
Breedx
Shani Sinay, Marketing Manager
shanis@breedx.com
www.breedx.com