Sungold Tomato: A Japanese Reject's US Rise
The Sungold cherry tomato, bred in Japan in the 1980s but rejected there, became a US and UK favorite for its sweet flavor and easy growth without any
The Sungold cherry tomato was bred by Japan's Tokita Seeds but failed commercially in its home country. It found fervent fans in the United States and United Kingdom instead, where its sweet, complex flavor and reliable growth made it a summer staple without a single cent spent on promotion.
Every summer, US farmers' markets are adorned with vibrant orange Sungolds before they vanish in September. The hybrid yields fruits about an inch in diameter and is described as a perfect way to convert a tomato hater. "It sucks you into this whole new world of flavor," says Jason Grauer of Stone Barns Farms Center for Food & Agriculture.
Chef Dan Barber of Blue Hill at Stone Barns calls it a magical tomato for its consistent deliciousness regardless of weather. Across the country, chefs feature it prominently on summer menus.
From Japanese Failure to Western Favorite
Tokita Seeds introduced Japan's first cherry tomato, the red Suncherry, in 1984. It captured 80% of Japan's market by 1997. Building on that, the company developed an orange cherry tomato, later named Sungold, which began trials in 1987.
| Variety | Year Introduced | Key Trait | Market Success in Japan |
|---|---|---|---|
| Suncherry | 1984 | Sweet, crack-resistant | 80% market share by 1997 |
| Sungold | 1989 (in Japan) | Ultra-sweet, orange | Failed, virtually unknown |
Tokita Seeds introduced the Sungold in Japan in 1989, but it was rejected. "Sungold is nothing in Japan," says CEO Iwao 'Ike' Tokita. He attributes the failure to Japanese consumers believing orange tomatoes are immature.
The Atlantic Crossing
Convinced of its potential, Tsutomu Tokita named the tomato 'Sungold' and targeted international markets. According to Tokita's records, it was introduced to the UK in 1992. British gardeners embraced it, making the UK a strong market.
Word spread to the US via online forums and British seed retailers like Thompson & Morgan. However, a 1991 catalogue from Johnny's Selected Seeds in Maine complicates this timeline. Founder Rob Johnston recalls featuring 'Sun Gold' in a catalogue mailed in late 1990 and shipping seeds soon after.
Johnston's handwritten notes from field trials called the taste 'yummy 'tropical' or 'winey''. He suggests Thompson & Morgan listed it in US and UK catalogues in 1992, meaning the US might have gotten it first. Tokita Seeds is revising its company history in light of these findings.
The Sungold arrived when US supermarket tomatoes were bred for durability, not flavor. "Nothing tastes good in America!" Ike Tokita recalls thinking after seeing tomatoes harvested green and gassed red. The Sungold's sweet flavor felt revolutionary.
Its success was driven entirely by word of mouth among gardeners, farmers, and chefs. "Without any marketing effort, Sungold has naturally been accepted... because the taste is good," says Ike Tokita. The tomato that failed in Japan now sells out at American farmers' stalls every summer.
