A recent study by Texas A&M AgriLife Research found that consumers are willing to pay noticeably higher prices for tomatoes with strong flavour and vivid colour, regardless of where they originate. This insight challenges the persistent assumption that a “local” label alone drives premium pricing in fresh produce. Instead, it reveals that sensory appeal—how a tomato looks and tastes—remains the most influential factor guiding shopper choices. In an era when supply chains stretch across borders and consumer interests shift rapidly, these findings emphasise the enduring power of basic sensory satisfaction in determining market value.

The peer-reviewed study, published in Agribusiness, was led by Samuel Zapata, PhD, an associate professor in the Department of Agricultural Economics within the Texas A&M College of Agriculture and Life Sciences. Based at the Higher Education Center in McAllen, Zapata directs research focused on agricultural markets and grower competitiveness. His team’s work demonstrated that taste and colour preferences were the strongest predictors of consumer willingness to pay, providing meaningful guidance for the future of tomato breeding, marketing strategies and overall agricultural development in South Texas. It also serves as a reminder that innovation in horticulture must ultimately answer to consumer expectations.

Texas A&M AgriLife’s wider priorities in sustainable food systems and market-driven crop innovation are reinforced by the findings, which support efforts to elevate the economic prospects of growers across the region. The work offers a replicable model that can be extended to other speciality crops, highlighting how greater emphasis on sensory traits can enhance both consumer satisfaction and producer competitiveness. As global agriculture adapts to environmental pressures and shifting consumer preferences, this type of market-focused research becomes increasingly vital for guiding growers toward varieties with the highest potential for economic returns.

To explore these dynamics, the research team paired blind taste tests with economic modelling, assessing preferences for two Texas A&M-developed tomato varieties—TAMU Red and TAMU Orange—alongside a common commercial variety and imported Mexican tomatoes. More than 180 South Texas consumers evaluated samples according to flavour, colour, texture and appearance, then indicated how much they would pay per pound. Those who valued the colour of TAMU Red were willing to pay roughly 15 cents more, while consumers who preferred the flavour of TAMU Orange were willing to pay about 13 cents more than for imported tomatoes. These differences, though modest, are significant in large-scale markets and illuminate the tangible financial advantages of producing tomatoes that resonate with consumer taste.

Zapata observed that the strength of the flavour’s influence was particularly striking. Because local tomatoes can be harvested later in their ripening than imported ones, they often have the opportunity to develop richer flavour profiles. This natural advantage translates to increased consumer interest and higher potential returns for Texas growers. The current study builds on several years of AgriLife Research examining the viability of tomato production in South Texas. Previous work identified the best planting windows and production systems. At the same time, the latest phase shifts attention to the consumer side of the equation, determining precisely what makes a tomato desirable in the eyes—and taste buds—of buyers.

The research team, which includes Carlos Avila, PhD, of the Department of Horticultural Sciences at the Weslaco AgriLife Research and Extension Centre, and Xavier Villavicencio, PhD, an instructional assistant professor based in McAllen, hopes the results will shape future breeding initiatives. Zapata describes the goal as creating a “consumer-oriented breeding process”, one that unites scientific breeding methods with clear market preferences. By aligning horticultural innovation with consumer expectations, breeders and growers may be better positioned to develop tomatoes that excel both in the field and at the point of sale, offering a pathway towards improved competitiveness and long-term sustainability for South Texas agriculture.

More information: Samuel Zapata et al, Using Sensory Analysis and Stated Preference Valuation to Assess the Willingness to Pay for Fresh Tomato Attributes, Agribusiness. DOI: 10.1002/agr.21977

Journal information: Agribusiness Provided by Texas A&M AgriLife Communications