Two years have passed since HM.Clause, one of the leaders in horticultural seeds, presented the Adora® tomato brand at Fruit Attraction. The outcome cannot be more positive. "Our main goal with this new tomato brand was to bring back the flavor of yesteryear and meet the demands of the consumer, and it has managed to convince each and every one of the links in the chain: growers, agricultural technicians, marketers, supermarkets and, of course, the consumer," says Manuel Ferrer, Head of Markets at HM.CLAUSE IBÉRICA.
This brand, created for the Marmande brown segment, meets the specific expectations of each link in the chain. "The challenge for supermarket chains and marketers is to meet the consumer requirements. The best comment we could hear is that the Adora® brand meets the expectations of an increasingly demanding consumer," says Manuel Ferrer.
In any case, the way there hasn't been easy. "This variety has high technical requirements. To obtain optimal results, the producers must adhere to a number of specifications. This will ensure that these superior quality fruits can be marketed from November to May. The product is cultivated in traditional tomato growing areas. Without these requirements, the quality would suffer. "With over 7 Brix degrees, ribbing and a good color, its size is not a primary factor; only the flavor," says Manuel Ferrer.
Currently, CASI, La Palma, BioSabor and Unica are the only producers of the Adora®. Its conventional line has become quite popular in the domestic market, the Netherlands, Poland or France, among other destinations. Its organic line already accounts for 30% of the total and continues to grow, especially in the Nordic countries and Switzerland.
The Marmande brown typology is new in the export market. Its flavor is unique and is giving a boost to the consumption of this vegetable. Even consumers who don't like tomatoes do appreciate the Adora®.
Although Spain's marketing strength seems to be faltering for certain fruit and vegetable products, Manuel Ferrer doesn't consider the situation critical. "Of course, any producing area is a threat. That is why Spanish companies are investing in products and varieties with competitive advantages. If we take a closer look at the specific case of tomatoes, the product's added value is paramount. At this time, the Marmande brown variety is an opportunity that the sector is taking advantage of. Promoting varieties with the flavor of yesteryear helps supermarkets attract more customers. We are talking about a healthy product that adheres to market trends, such as sustainability, while also providing excellent flavor," says Manuel Ferrer.
As for the comparison between the Spanish and Dutch tomato productions, it is true that, until a few years ago, the campaigns were complementary, although now they overlap more. "The campaigns can coexist despite this overlap. The population grows and, consequently, the demand does too. There is still a lot of room in the market for quality Spanish tomatoes," says Manuel Ferrer.
"Our task is to provide varieties that can be appreciated by all links in the chain; therefore, we actively collaborate with everyone so that the client can receive products with good organoleptic qualities and premium quality and taste, which is what the final consumer demands," says Manuel Ferrer.
Adora® won the FRUIT LOGISTICA INNOVATION SILVER AWARD in 2018.
For more information:
Manuel Ferrer, Head of Markets
HM.CLAUSE IBÉRICA SA
Paraje La Reserva s/n
04745 La Mojonera, Almeria. Spain
T: +34 950 603 400