How DNAP tested its tomatoes

DNA Plant Technology Corp., which last week reported better-than-expected consumer response to its FreshWorld Farms tomatoes, used a passive marketing strategy in the recently completed market tests.

"We pretty much just put the tomatoes out," said David Evans, vice president of business development. "We have good evidence people do first-time trial of tomatoes based on appearance - color, firmness, overall appearance. Needless to say, to get repeat sales it has to taste good."...