Lipman Produce recently asked eleven bloggers to create a recipe for their new consumer web site, Lipman Kitchen. Lipman is a family-owned company that’s been around since the 1930′s but, until now, their tomatoes never had a “brand” associated with them. They’re actually North America’s largest growers of field tomatoes, so there’s a good chance that you’ve eaten their tomatoes without knowing it!
It’s funny, but other than looking to see if produce at the grocery store is local or not, I’ve never really considered where it comes from or who grew it. It never occurred to me that all of the tomatoes on the shelf might not have come from the same place (unlike say, in the meat section where I know the pork all comes from the same major producer unless the label indicates otherwise). Now, with their consumer launch, Lipman tomatoes in the Northeast and in South Florida will be identified with signs, stickers, and packaging. While I’m not sure how I feel about branding produce, I like that it made me think about where it comes from.