The cooperative CASI (Cooperativa Agrícola San Isidro) from Almeria, the largest tomato producer in Europe, wants to gain ground in the direct sales to distribution chains. At present these cover only 50% of its business. Its president, José María Andújar, wants "more and more customers to become familiar with the brands of CASI."
According to those involved, it's a win-win situation for CASI and Mercadona: consumer loyalty to CASI increases and the supply of horticultural products to Mercadona supermarkets intensifies. In 2012, Mercadona purchased Almeria produce for 106 million Euro, a number set to rise if the distribution deal is through.
CASI closed the 2012-2013 season with 200 million Euro in revenue and tomato sales equalling 230 million kilos. CASI exports to more than 20 countries, including France, Poland, Czech Republic, Netherlands, Belgium, Russia, Baltic States, United Kingdom and Germany.
Source: Lavozdealmeria.es