Market orientated production of Norwegian greenhouse tomatoes

Quality parameters like taste, positive health impact, safety and freshness become more and more important to preserve and increase consumers preference for tomatoes. While 80% of the Norwegian population prefers Norwegian food, the percentage of Norwegia n tomatoes sold in our stores has been decreased from 70% in 1995 to only 30% in 2005. An additional reduction of import protective measurements due to WTO negotiations may even eliminate Norwegian greenhouse production in the future. In the present proj ect, consumers willingness to pay for different tomato qualities will be assessed and quality products with potential high value will be selected. The impact and metabolic turnover of specific biochemical compounds that are normally connected to taste, qu ality and freshness of greenhouse tomatoes will be evaluated. In addition, the linkage between taste, aroma and health related compounds will be elucidated. Effects of light, temperature, plant nutrition and their interactions on quality related compounds will be clarified through production research on tomato. Rational, sustainable and organic production methods will be tested on a semi practical scale, using cutting edge knowledge and technologies. Natural advantages combined with new computer technolog ies for effective greenhouse climate regulation and increased knowledge on quality control offers possibilities to develop unique products. Sensory analysis will be performed to assure that Norwegian consumers will acknowledge obtained differences in tast e and aroma. As a result, guidelines will be developed for growers and wholesalers to attain and control the quality and availability requested by the consumers. High and stable product quality will form the basis of successful brand development. Informat ion to consumers will be disseminated through appropriate information and marketing channels.