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Interview with Israel Roca, Sales and Marketing Director for Europe :

Fito Seeds presents new developments and strategy at Fruit Attraction

Semillas Fito will participate in a new edition of the international Fruit Attraction 2013 fair that will be held in Madrid from October 16 to the 18. They will have a stand in Hall 7 (stand number 7D13) where the company will present all of its vegetable seed portfolio and the most important developments for the next campaign. Israel Roca, Fito's Sales and Marketing Director for Europe, spoke with us about this edition's novelties.

What will be Fito's presence in Fruit Attraction 2013?
We'll have a stand of almost 100 m2 in this edition of Fruit Attraction with a new image respect to the previous year, in line with the company's new corporate image. We renovated the image and design of important issues such as seed envelopes, bringing more value to our customers.

There will be fresh produce of our outstanding varieties (both Solanaceae and Cucurbitaceae ) in our stand. We'll also have a special corner with products for the agro-industry (frozen vegetables, new Fito sweet corn varieties that yield excellent quality, super sweet and super tender, etc.) and a Delicious corner where visitors can learn about our specialties aimed at marketers and distribution.

What are some outstanding innovations for the horticultural production sector will you present?
We want to emphasize that Fito is very conscious about the taste and quality that consumers demand from our fruits and vegetables and, for years, we've been taking action to achieve this goal, such as the tomatoes tasting panel, etc. 

As a result, we'll be presenting varieties at the fair, such as the Egara and Paladium tomatoes that are starting to be recognized in the market for their flavour, colour and internal quality. We'll also have the Jairán, Baezal and Mitre cucumbers, which are highly valued by producers as, thanks to their quality, they are quickly sold in the first auctions.

Is Fitó presenting any specific variety or product line for distribution?
As I said before, we'll have a Delicious corner where we'll be showcasing different varieties specially designed for specialty and gourmet retail, such as the hanging tomato Raspberry, a winter variety with great quality and colour, which allows for the marketing and distribution of this type of tomatoes that are produced during summer. Our Raspberry hanging tomato can produce a high quality product at a reasonable price and in the cold. We'll also introduce other specialties such as the Zanetti peppers or the Monterosa tomatoes, a variety with mild acid taste and very palatable, in this space.

Finally, what type of visitors do you expect at your stand? Will you focus on making more national or international contacts with producers and distributors at this fair?
Fito is a multinational company that you can already find in the major producing countries of fruits and vegetables in the world, always betting on being close to the producers and the development of varieties with local farmers. Therefore, for us, a fair like Fruit Attraction is a place where we can meet with national and international customers and distributors and an excellent opportunity to find new business opportunities in the global horticultural market.

Naturally, we hope that our customers and distributors in Spain, central and southern Europe as well as northern Africa will visit us the most.


MORE INFORMATION: www.semillasfito.com

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