This study evaluates the agronomic and morphological traits, chemical composition and traits related to consumer perception of local tomato landraces mostly collected in the suburban area of Madrid. Results showed remarkable variability at all the studied levels in this small area – intra- and inter-accession variability, and in morphological, agronomical and quality traits – and was often dependent on the environmental conditions where the crop was grown. However, few morphotypes could be defined. Some morphological traits of the studied samples seemed to be associated. For instance, ribbed fruits ripened with green shoulder and dark flesh accumulated more soluble solids. Consumer appreciation and fruit morphology, i.e. traits related to fruit size and shape, seemed to be the main determinants of tomato-type definition, although nutrient content also played an important role. Consumers positively received heirloom tomatoes, especially when they were cultivated in the open-field near their area of selection where they express their full potential in the nutrient synthesis and sensory properties. Although total soluble solids content seems to be the main trait related to appreciation, some morphological traits could be determinant in consumers’ choice. Furthermore, some consumers were more interested in different tomato typologies and nutritional characters like acidity.