Growers of canned tomatoes, faced with the fresh-is-better mantra among consumers, have taken their case to Facebook and other social media.
They gathered in Modesto this week to hear the latest on this campaign and other issues facing the industry such as water and exports.
Leaders said business generally is strong, with extensive plantings even amid the four-year drought, but it could be even better if consumers learn what’s really in the cans.
“Moms feel guilty reaching into the cupboard for a can of tomatoes,” said Alec Wasson, who is helping with the social media campaign. “We’re trying to reach out to them that they’re getting more lycopene (a possible cancer fighter) than in a raw tomato.”
