Tomato Jos: launching a tomato paste brand in Nigeria

Learning outcomes The teaching objectives of the case are as follows: to develop an understanding of the scope and complexity of strategy and marketing; to examine what is meant by purpose, direction, objectives and consider how these might be set and used; to help students think and act in a strategic way; to give faculty the opportunity to illustrate the strategist’s and marketer’s toolbox, namely, tools and frameworks, such as Porters 5 Forces – The attractiveness of the industry, Porter’s Generic Marketing Strategies, strengths, weaknesses, opportunities, threats analysis, the 4P’s – with a focus on product and distribution. The case is intended for use in MBA and Executive education courses in strategy, marketing and leadership. The case offers relevant experiences and instructive lessons in formulating and implementing business strategies. The case highlights the importance of contextual leadership intelligence and competence in enabling entrepreneurial business activities. Case overview/synopsis Tomato Jos (Nigeria) is a large tomato processing business in Kaduna, Nigeria. Nigeria is the second-largest producer of tomatoes in Africa, with Egypt as the largest. The country ranks 14th overall as a world producer. In Africa, and specifically Nigeria, there is a strong push to support small-scale farmers as a source of employment creation, as well as meeting the needs of food security. The CEO, Mira Mehata, is an ex-pat graduate from the USA with strong Agri sector experience. The business has received extensive support from the Kaduna Government as the business has secondary objectives to assist small-scale farmers in the region. Farmers need consistent off takers and reasonable set prices to see a return on their investment and Tomato Jos plays that role of being the middle-man. This results in less wasted produce – the bane of farmers globally. The price for fresh tomatoes is about three times that of processed tomatoes IE in paste or sauce – so that is an added challenge for farmers to see the value in processed tomatoes. The business currently has a 2% Market Share in Nigeria with a target of 10% over the next five years. The business so far has invested three billion Naira and plans a further five billion Naira over the next few years. The business is seen as a high-profile success story with a supportive eco-system with a push from both the Nigerian Government and some major private sector players example Dangote. Complexity academic level The case is intended for use in MBA and Executive education courses in Strategy, Marketing and Leadership. Supplementary materials Teaching notes are available for educators only. Subject code CCS 11: Strategy.

Processing tomato waste as a potential bioactive compounds source: phenolic compounds, antioxidant capacity and bioacessibility studies

ABSTRACT: A comparative study was perfomed with conventional and ultrasound assisted extraction on tomato processing waste. Ultrasound extraction exhibited slightly higher phenolic and flavonoids content, as well as higher ABTS + radical scavenging capacity (4.63 mg GAE.g-1, 0.96 mg RUE.g-1 and 27.90 μmol TE.g -1 respectively). On both extracts, a high percentage of flavonoids was lost during simulated digestion, resulting on a bioacessibility of approximately 13 %. Extracts presented good stability during storage conditions, which indicates a possible technological application.

Valorization of Tomato Residues by Supercritical Fluid Extraction

Tomato processing leads to the production of considerable amounts of residues, mainly in the form of tomato skins, seeds and vascular tissues, which still contain bioactive molecules of interest for food, pharmaceutical and nutraceutical industries. These include carotenoids, such as lycopene and β-carotene, tocopherols and sitosterols, among others. Supercritical fluid extraction is well positioned for the valorization of tomato residues prior to disposal, because it remains an environmentally safe extraction process, especially when using carbon dioxide as the solvent. In this article, we provide an extensive literature overview of the research on the supercritical fluid extraction of tomato residues. We start by identifying the most relevant extractables present in tomatoes (e.g., lycopene) and their main bioactivities. Then, the main aspects affecting the extraction performance are covered, starting with the differences between tomato matrixes (e.g., seeds, skins and pulp) and possible pretreatments to enhance extraction (e.g., milling, drying and enzymatic digestion). Finally, the effects of extraction conditions, such as pressure, temperature, cosolvent, flow rate and time, are discussed.

NRC Designs—New Tools for Successful Agricultural Experiments

In a nested row–column design (NRC), the experimental units in each of n blocks are grouped into n1 rows and n2 columns. Due to its structure, this experimental design allows full control of the experimental material and a relatively simple feedback loop within the “statistical triangle”. By applying such designs in agricultural experiments, we provide an insurance policy against future unexpected problems. Until now, the cost of this policy has been a complex statistical analysis of experimental data. This paper proposes a new “direct” approach to ANOVA based on the latest literature on the subject. The paper provides the theoretical foundations of this approach, indicates the possibility of applying it to factorial and near-factorial experiments, and supplements the theory with a familiar letter-based representation of all-pairwise comparisons, which has so far been lacking in the literature. The methodology is illustrated by the analysis of a field experiment carried out to improve the use of fungicides against late blight in tomato processing. The presented analytical tools are supplemented with code in R.