Because greenhouse tomatoes are harvested riper than field-grown tomatoes, they are highly perishable, and shippers and buyers must be located well in advance. Since higher production costs are incurred compared to field production and product quality is higher, special attention must be given to receiving a price that will offer a sustainable rate of return on investment. This can be difficult in the US because supermarket markup is higher than in European countries, and US consumers can buy low-cost field-grown tomatoes for much of the year. The key is to sell a product clearly superior to field-grown in appearance and flavor. Many growers attach stickers or provide promotional material to attract customers and build name recognition. The rapid rise in US sales (Figs. 1, 2, 3) is testimony to the willingness of many US consumers to pay more for a high-quality product. For smaller growers, direct sales at their greenhouse, grower cooperatives, Farmers’ Markets, or specialty outlets, such as organic and health food stores are all viable options.