Flavor Education Meets Consumer Engagement Sunsetr, the greenhouse produce brand owned by Mastronardi Produce, is launching the Sunsetr Certified Tommalier campaign this October to coincide with National Tomato Month. The program borrows wine-tasting structure to help consumers distinguish between tomato varieties and understand flavor nuances. A "Tommalier" is defined as a tomato sommelier—someone who can taste and distinguish between tomatoes, understand flavor nuances, and select based on individual characteristics like sweetness, acidity, and crunch. Participants who follow the guided experience on social media throughout October will receive a commemorative certificate.

Campaign Mechanics and Product Focus The social-first campaign features a guided tomato flight showcasing Sunsetr's Bombs family—Flavor Bombs, Honey Bombs, Lolli Bombs, and Sugar Bombs—alongside the newly introduced Sunsetr Tomato Branch. An Instagram miniseries hosted by Milla Mastronardi will explore tomato selection and flavor pairings, with consumers encouraged to recreate the experience at home. The broader activation includes PR initiatives, creator partnerships, in-person activations, and retailer promotions throughout October.

Industry Context Paul Mastronardi, President and CEO at Mastronardi Produce, said: "We've built the SUNSETR tomato lineup by delivering flavor and freshness consistently. What we haven't done is give consumers the language to talk about it. That's what a Tommalier learns, and we think it changes how shoppers look at and select tomatoes." Mastronardi previously supported National Tomato Month in 2025 with a national campaign marking the 30th anniversary of its Campari brand tomatoes.

Why It Matters

The campaign addresses a retail challenge: helping consumers understand product differentiation within the tomato category. By applying sommelier education principles to produce selection, Sunsetr aims to elevate perceived value and encourage repeat purchase based on informed flavor preference rather than price alone.

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Written by FBM Publications Editors