Field experiments were conducted to evaluate N and K fertilization rates, fertilizer placement, and water management practices for fresh‐market tomato (Lycopersicon esculentumMill.) production in the Southeastern Atlantic Coastal Plain. Plant nutrient status, fruit yield, and fruit firmness after 12. to 15 days of storage at 20C were evaluated. Nitrogen rates of 130 or 200 kg/ha significantly increased yield of extra‐large and large fruit compared to the 67 kg/ha N rate. There was no significant difference in yield response among K rates of 46, 140, or 280 kg/ha. Marketable fruit yields for banded or broadcast placement of fertilizers beneath the black polyethylene mulch were not significantly different. Trickle irrigation did not cause extensive nutrient leaching or induce a “soft‐fruit”; storage syndrome. The ‘Tempo’ cultivar yielded significantly more extra‐large fruit with or without irrigation. However, after 12 to 15 days at 20C, internal firmness of physiologically similar fruit was lower for ‘Tempo’ than for the ‘Flora‐Dade’ cultivar. These results provide management guidelines for intensive tomato production in the Southeastern Atlantic Coastal Plain.