“Consumers expect more from fresh produce”: Wim Peters on the philosophy behind Dulciz

For Dutch grower Wim Peters, tomato cultivation has always been about more than production. As a third-generation grower, his focus has always been on bringing tomatoes to market that offer a complete consumer experience: products distinguished by their appearance, aroma, flavor, texture, and culinary versatility, while building consumer loyalty through consistently high eating quality.

“Today’s consumers expect more from fresh produce,” Wim explains. “They are looking for products that deliver genuine enjoyment, tomatoes with strong visual appeal, rich aroma, outstanding flavor, and the flexibility to be enjoyed across multiple occasions, from snacking to cooking. Ultimately, it is that combination of sensory quality and versatility that creates real value.”

That vision is what eventually brought him to Dulciz.

What began four years ago as a small-scale trial of Dulciz Red quickly revealed itself as something fundamentally different. Not simply another premium snacking tomato, but a concept built around the idea that the eating experience begins long before the first bite and culminates on the palate.

“With Dulciz, every element contributes to the experience, including its versatility in the kitchen,” Wim says. “The distinctive teardrop shape, striking colors, and elegant clusters immediately attract attention. But it is the complex aromatic profile, balanced sweetness, and firm, fleshy texture that truly define the product.”

From the outset, Dulciz was never developed in isolation. Wim brought the concept to life in close partnership with Albert Heijn, Bakker Barendrecht and Harmoniz. This collaboration led to the launch of the 300 g Albert Heijn Sweet Cherry Mix in 2023, later shortlisted for Product of the Year in the Netherlands for 2024.

The introduction of the Dulciz Duo concept, combining red and yellow Dulciz tomatoes in one pack, further strengthened the product’s identity. While visually striking on shelf, the combination was designed to offer two complementary yet distinct flavor experiences.

“The moment we introduced the yellow alongside the red, it created a real wow effect,” Wim recalls. “Consumers already knew flavorful red cherry tomatoes, but the yellow Dulciz brought something unexpected: brightness, freshness, sweetness, and a completely different aromatic profile.”

At the center of the concept lies a carefully orchestrated sensory balance. The striking color contrast, recognizable shape, glossy finish, and fresh green parts create immediate shelf impact, while the eating quality reinforces the premium positioning.

“Sweet and aromatic, with complex depth, subtle umami notes, and a firm, fleshy bite for the red. Bright, fruity, and sweet with a crisp, juicy bite for the yellow. Together, that created a pretty sublime combo,” Wim explains.

Yet for Wim, one of Dulciz’s greatest strengths is its versatility.

“Dulciz adapts naturally to many consumption moments,” he says. “It works as a premium snack straight from the pack, but equally in salads, aperitivo occasions, soups, purees, or food pairing. Its texture and skin also make it suitable for roasting or air frying while maintaining structure and flavor.”

According to Wim, this flexibility is increasingly relevant as consumers continue seeking products that combine convenience, premium quality, and enjoyment.

“Today, people no longer separate health, pleasure, and convenience,” he says. “They expect fresh products to deliver all three simultaneously.”

Behind that consumer experience lies a strong focus on consistency in the greenhouse. According to Wim, “Dulciz combines reliable production with stable eating quality, provided the crop is managed with precision”. Climate control, particularly humidity management during summer periods, plays an important role in maintaining plant balance, flavor development, and fruit quality throughout the season.

“At the end, consistency is what builds consumer trust,” Wim says. “You can attract attention once with appearance, but consumers only come back when the experience remains consistently exceptional.”

For Wim, this philosophy has shaped Dulciz from the very beginning.

“Dulciz is not intended to be just another tomato,” he concludes. “It is a product for consumers looking for something better. In fresh produce, appearance creates the first attraction, but lasting success comes when the eating experience consistently exceeds expectations.”

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