Product assessment for imperceptible characteristics like environmental impact, healthfulness, naturalness, and fairness is a helpful tool in product innovation and for enhancing socially responsible conduct. In this study we apply multiple criteria analysis for the assessment of fresh tomatoes in terms of consumer perceptions regarding the above characteristics. The generated indices provide an explicit and comprehensive representation of consumer perceptions. Existing tomato products from the Dutch market are ranked alongside (reasonable conjectures of) potential products to be developed with the use of plant genomics technology. The results are interpreted to provide insights into the socially optimal use of (plant genomics) technology for fresh tomato production. Policy uses are highlighted.