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You say tomato, we say expensive

Storms in Florida, a pest in Mexico and rain in California mean a small harvest and high prices.

A nationwide tomato shortage brought on by Florida's rash of hurricanes and a nagging pest in Mexico is being made worse by a bruised and rotting harvest in California.

Two to three inches of rain have brought picking to a standstill in California for more than a week, dropping production by nearly 40 percent for the normally busy October.

The month is a crossover one for the nation's top two tomato producers, with California dominating the market June through October and Florida vice versa.

Florida's hurricane season delayed planting, essentially ensuring a shortage. The situation was exacerbated when Mexico, another major source of tomatoes, was hit with a pest outbreak that ruined up to 40 percent of production in the Baja region.

In California, moisture along with lower temperatures wiped out about 1,500 acres in the central and southern parts of the state, said Ed Beckman of the California Tomato Commission. About 33,000 acres were harvested last year.

"That's a huge investment that growers are never going to get back," said Beckman, who leads the commission overseeing the state's $375-million tomato industry.

For consumers, the news isn't good, as prices are up. The retail prices reflect sky-high wholesale prices for those farmers lucky enough to have a crop.

The shortage has forced one fast-food chain to change its national advertising campaign.

Wendy's had planned to promote a line of chicken sandwiches topped with a tomato slice but will advertise other products instead.

"We didn't want to highlight a great-looking chicken sandwich with a tomato on it if we couldn't deliver," said Bob Bertini, a spokesman for the company.

Burger King and Subway plan to inform customers with signs in restaurants if they run short of tomatoes.

Subway, a major user of tomatoes, will not alter prices or menu offerings, said Tina Fitzgerald, a buyer for Independent Purchasing Cooperative, which buys fresh produce for the sandwich chain.

"We'll say that we're temporarily out in case of a shortage or if the quality of the produce are bad," Fitzgerald said. "Food safety comes first."

Tomato prices, per pound, Wednesday at Publix in St. Petersburg:

* On-the-vine, $2.49

* Regular, $2.99

* Plum, $3.49

* Grape, $3.49 (per pint)