Qn. 1 of 13
Where do you typically purchase your tomato seed?
Implication
Dealers dominate at 79%. HeinzSeed marketing and rep relationships need to be dealer-centric, as that is where purchasing decisions are made or influenced.
79%
Via Dealer
Through a dealer79%
From a processor16%
Other5%
Qn. 2 of 13
Where do you typically go for agronomic or seed variety information?
Percentages reflect share of respondents selecting each source. Total exceeds 100%.
Channel Signal
Sales reps are the dominant info channel at 89%. Field trials rank 3rd at 58%, a high-leverage trust-building tool. Online and social lag significantly, indicating this audience is not primarily digital in its information-seeking behaviour.
Qn. 3 of 13
How important are the following types of support or services to you as a grower?
Priority Signal
Industry collaboration is the standout at 58% extremely important. Agronomy support and university research follow. Ag tech tools rank last. This audience values people and relationships over technology platforms.
Qn. 4 of 13
How important are the following factors when selecting a tomato variety?
Critical Finding
Yield potential and disease resistance are near-unanimous at 89% 'extremely important.' In Qn. 13, approximately 35% of growers identify yield consistency and disease concerns with HeinzSeed. Given that these are the two highest-priority purchase criteria, this could represent a brand vulnerability.
Qn. 5 of 13
How many tomato varieties do you typically grow in a single season?
Context
Most growers rely on a broad mix of varieties rather than a single dominant hybrid, highlighting how variety diversification is central to managing production risk and harvest timing. The increasingly complex varietal portfolios underscore the importance of strong breeding pipelines and reliable variety performance.
32%
12+ varieties
3–5 varieties16%
6–8 varieties26%
9–12 varieties26%
More than 1232%
Qn. 6 of 13
Roughly how many acres of tomatoes are you planting this year?
Scale Insight
More than 63% of respondents farm 2,000+ acres. This is a high-value, large-scale grower audience. Every percentage point of brand sentiment has outsized commercial implications at this scale.
42%
3,000+ acres
3,000+ acres42%
2,000–2,999 acres21%
1,000–1,999 acres21%
500–999 acres11%
Fewer than 5005%
Qn. 7 of 13
Which region of the California production area do you farm in?
Some growers selected multiple regions. Percentages are of respondents, not total selections.
Qn. 8 of 13
Have you ever grown HeinzSeed tomato varieties on your farm?
100%
All respondents have grown HeinzSeed varieties
Yes – currently growing79%(15)
Yes – grown in the past21%(4)
Note
21% are lapsed growers. Understanding why they stopped is a key retention and win-back data point.
15
Active
Qn. 9 of 13
How would you describe your impression of HeinzSeed as a brand?
Response Distribution
MEDIAN
Very
pos.
20%
pos.
20%
Somewhat
pos.
40%
pos.
40%
Som.
neg.
15%
neg.
15%
Very
neg.
20%
neg.
20%
Not familiar: 5%
Positive: 60% · Negative: 35%
Positive: 60% · Negative: 35%
Brand Health Signal
Median sentiment toward the brand is 'somewhat positive,' suggesting generally favorable perceptions but likely limited strong brand advocacy among growers. There remains opportunity to strengthen HeinzSeed's position as a preferred choice. The presence of strong negative sentiment among a meaningful share of growers suggests reputational risk, as dissatisfied growers are often the most vocal.
Qn. 10 of 13
Your age range
Demographics Signal
63% of respondents are 45 or older, likely making them experienced growers with established purchasing habits. Field-proven performance will outweigh marketing messaging alone.
Qn. 11 of 13
Would you be interested in providing further grower insight in the future?
71%
Yes, interested
12 respondents
29%
No
5 respondents
Re-Engagement Opportunity
A 71% positive response rate signals strong willingness for ongoing dialogue. A grower advisory panel, follow-up survey, or focus group is highly viable with this sample.
Qn. 12 of 13
What's one thing you wish seed companies understood better about your operation or challenges?
Recurring Themes
Profitability and yield dominate. Growers feel squeezed between rising input costs and processor-controlled markets. Several push back against breeders who blame farm practices rather than genetics. The message is consistent: yield is king, and growers report feeling seed companies are not listening closely enough to the economic reality on the ground.
Qn. 13 of 13
If you've used HeinzSeed varieties, what has stood out to you, positive or negative?
What Growers Are Actually Saying
The word "yield" appears in nearly every negative response. Germination issues, lack of vigor, and falling behind competitors are the dominant complaints. Bright spots: colour consistency, holding capability, and optimism about the new breeding team.