Syngenta Launches Kumato Advertising Campaign


Syngenta has launched a promotional campaign for its famous tomato variety. The campaign started with a TV advertisement showing a customer choosing Kumato at the grocery store.

The development of this tomato began in the 1970s, when Luis Ortega, current Syngenta tomato geneticist, accompanied his father to the plantations of a family in Adra, a coastal town in Almeria. His curiosity led him to discover that tomatoes at both ends of the plantation, under more water stress, had a different color and a much sweeter and intense flavor. The young grower turned his experience into a personal challenge: obtaining tomatoes of a really intense flavor and different color. That is how Kumato was born.

Kumato is the result of many years of research and collaborative work, and of advanced technical expertise, efficient organization and huge passion for the quality of Syngenta products. They derive from wild tomatoes that grow spontaneously and adapted to survive drought and salinity in Mediterranean areas. Everything was done through natural breeding techniques developed in Spain.

The promotion of the product begins with this television campaign and will also include a series of promotional activities throughout 2013.

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