NEWS

In the face of a the market which denounces the lack of flavour in today’s tomatoes, the Monterosa brand guarantees the same flavour of the traditional tomato for the whole season.

The Monterosa tomato brand produced by Semillas Fitó, the multinational specializing in breeding, production and distribution of seeds, has become this summer’s leader in tomato production in Catalonia with a 20% increase over last year.

Currently there are more than 1,800 varieties of tomatoes in the world. More than half of these are grown in Spain, although most consumers are only aware of between 10 and 15 varieties. According to data on the analysis of the fruit and vegetable cultivation area, yield and production prepared by the Spanish Ministry of Agriculture, Fisheries and Food, of the 15,854,317 tonnes of vegetables that were produced in 2019 in Spain, 5,000,559 tonnes were tomatoes. More than 15% of this production is destined for the international market, mainly within the EU.

Summer is the time to savour the best tomatoes. From July to September, at the peak of their season, they are much tastier. Tomatoes are currently available year-round, but it is increasingly difficult to find fruit that is as tasty as it was in the past.

Semillas Fitó was able to create, after years of research, the Monterosa tomato that guarantees the same flavour for the whole season. This cross between the Catalan Girona pear tomato and the Italian Costoluto Genovese tomato has become the company’s flagship and has obtained international recognition and awards such as the one for Fruit and Vegetable Innovation. “In order to gain ground in this sector, we focus on the flavour of our new varieties, while not forgetting the importance of new colours and shapes to satisfy market demands. Our mission is to educate people about the tomato and democratize its flavour”, states Jordi Ballester, Director of Business Development at Semillas Fitó.

The seed company is committed to this iconic product, one of the most used in the Mediterranean diet, which at the same time has properties and benefits that most people are unaware of.

There is a growing segment of the population that is looking for new sensory experiences in their diet. The consumer wants to be surprised with flavours, textures, colours, shapes and everything that is appealing and gives pleasure to the senses. This is where Semillas Fitó focuses its line of action with more than 30 typologies: small varieties, of different shapes, sizes and colours, highly appreciated by farmers since they respond to the demands of a market which is crying out for varieties with a lot of flavour and which are productive.

Consumption, like society itself, has become polarized in recent years and, today, alongside those who demand commodified products at a lower price, there is a profile of consumer who doesn’t just want to feed themselves but who “looks for products that offer greater satisfaction and pleasure”, says Germán Anastasio, Global Tomato Coordinator at Semillas Fitó. In this way, without neglecting the commodities market, Semillas Fitó continues to innovate in tomatoes with the Monterosa Collection, made up of the exuberant and voluptuous Monterosa tomato in four different colours with unique taste experiences: yellow, pink, orange and chocolate; the fleshy and versatile Finggerino tomato, perfect for dipping due to its elongated shape; the cherry Essentia, whose heart shape gives it a distinctive look; or the latest innovation the Nippo, which is the first melting tomato with a gumdrop texture and offers a true sensory experience. These projects are in different stages of development, but they all converge toward the same final result: innovative tomatoes with distinctive flavours.

Productivity and innovation are two sides of the same coin of profitability and the lines along which Semillas Fitó works. The company is aware that the impending economic crisis could curb the consumption of premium products, but it does not renounce its vocation as a company global. It will not alter its strategy, focused on giving alternatives to those producers who seek to improve the profitability of their crop thanks to higher yield, but also to those who seek to do so by providing added value.