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Tomato giveaway says 'no shortage'

Florida farmers hope a million-pound donation to food banks dispels public perceptions of scarcity.

By WILLIAM R. LEVESQUE
Published January 27, 2005

Florida farmers beginning Wednesday are donating a million pounds of tomatoes to food banks around the country to help get the word out that the public's perception of a tomato shortage is incorrect.

Farmers have complained in recent weeks that supermarket chains haven't passed on the low price of tomatoes to consumers after an early-season shortage caused by several factors, including a string of hurricanes. Supermarkets have denied that.

Farmers say consumers think a shortage exists. Prices are so low, most growers say they lose money by harvesting their product and sending it out to market.

"It's all a smoke-and-mirrors perception," said Batista Madonia Jr., sales manager for East Coast Brokers and Packers, a company with 2,000 acres of planted tomatoes and operations in Plant City. "We're looking for some coverage. We weren't the bad guys" with high tomato prices.

Madonia's company is a member of the Florida Tomato Committee, a regulatory and marketing group organizing the food bank donation.

If the tomatoes didn't go out to the food banks, they probably would rot in the field with prices too low to make the harvest worthwhile, the panel says.

"We just want to keep our crews busy," Madonia said. "It's the old farmer's mentality: I grew it and put all the work into it, I might as well pick it."

The tomato committee estimates the donation by farmers and shippers is valued at close to $360,000. The food is going to about 20 food banks, mostly on the east coast.

"By harvesting these tomatoes, we'll be able to keep pickers in the field, keep them employed," said Samantha Winters, a spokeswoman for the committee. "Consistent employment is important to these farm workers."

Winters said some food banks are stretched thin because of relief provided to tsunami victims and those hit hard by the recent Northeast blizzard. Several food banks receiving the tomatoes could not immediately be reached for comment.

"They're really lacking in resources right now, especially food donations," Winters said.

Madonia said he wouldn't mind sending a truckload of tomatoes to every major American city to get the word out that supplies are again plentiful.

"We could put them on sale for 20 cents a pound and let the housewives tie up traffic," he said.

[Last modified January 27, 2005, 00:40:21]