This purple tomato contains high levels of anti-oxidants and anthocyanins normally found in fruits such as blueberries and blackberries.
Yet the fact that the purple tomato is the product of bioengineering and another example of genetically modified food means that its reception by consumers cannot be as simple as taste, nutrition, and pricing — even as Norfolk has received extensive early attention across environmentally and health-conscious consumers alike. “We’re really excited by the individual person-to-person responses we’ve been experiencing when sharing purple tomatoes with them.
Reflecting on the long and complicated history of public trust, uptake, and desire for GMOs, Louie and Pumplin underscore Norfolk’s commitment to reaching non-scientists and scientists alike to work on early adoption and greatest possible uptake while changing perceptions and conversations to focus more on the health potential and benefits of such food.
The USDA updated their regulations in 2022 such that it became possible for a small company like Norfolk to obtain regulatory approval for their purple tomato; meanwhile, approval processes at the FDA are also being reviewed “to try and improve those timelines and costs and especially the level of uncertainty,” Pumpkin explains. “If that’s successful, then there will be a very clear, science-based regulatory process that does not favor large established incumbent companies.
While Norfolk looks ahead in the long-term to everything from purple tomato juice to purple tomato salsa as future nutritious, processed products on a global market, they’re most excited about the purple tomato itself becoming available in due course. Pumplin’s closing pitch put it in the very farm-to-table spirit that the company is trying to espouse with their vividly colorful flagship product.
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