The SUNSET® Certified Tommalier™ Program Borrows the Structure of a Wine Tasting to Encourage Consumers to Choose, Taste, and Store Tomatoes Like Experts
Kingsville, ON (October 1, 2026) – SUNSET®, a Mastronardi Produce® brand, is launching the SUNSET® Certified Tommalier™ campaign this October to celebrate National Tomato Month. The campaign takes a playful approach to educate consumers about tomato flavor the way sommeliers educate about wine.
A Tommalier™ is a tomato sommelier: a tomato expert who can taste and distinguish between tomatoes, understands flavor nuances, and selects the best tomato to complement any dish. The premise is that tomatoes vary in flavor as much as wine does, each with its own sweetness, acidity, and crunch. SUNSET® Certified Tommaliers™ will receive a commemorative certificate for their enthusiasm, which is either very silly or long overdue, depending how much you care about tomatoes.
The social first campaign will invite key influencers to work through a guided tomato flight, investigate flavor pairings, and share their expertise with others online and offline. The flight features the SUNSET® BOMBS® family, including Flavor Bombs®, Honey Bombs™, Lolli Bombs™, and Sugar Bombs®, alongside the new SUNSET® Tomato Branch™.
Supported by PR initiatives, creator partnerships, in-person activations, and retailer promotions, the campaign will run throughout October, launching with an Instagram miniseries talking all things tomato and hosted by Milla Mastronardi. Consumers are encouraged to follow along at home and try the SUNSET® tomato flight with friends and family. Enjoyable for all ages, the Tommalier™ experience serves as a fun celebration of tomato flavor. Certification is open to anyone who follows along on social media throughout the month.
“We’ve built the SUNSET® tomato lineup by delivering flavor and freshness consistently,” said Paul Mastronardi, President and CEO at Mastronardi Produce®. “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™ started building its fall program around the National Tomato month occasion last year with a national campaign for the 30th anniversary of Campari® brand tomatoes.
For more information follow along on Facebook, Instagram, YouTube, Pinterest, and TikTok.
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About Mastronardi Produce
Mastronardi Produce® is dedicated to nourishing people through fresh food by making flavorful produce available 365 days a year. Growing, distributing, and marketing fresh fruits and vegetables for over 70 years under the flagship SUNSET® brand, and more recently under the Backyard Farms® and Queen of Greens® brands. Mastronardi Produce® is a pioneer in the greenhouse industry and continues to lead the future of fresh produce through innovation, growth, and flavor.
Contact:
JESSUP PR
sunset@jessuppr.com
