Looije has presented Minerva, its new premium cherry tomato brand, which will be used to market two different products: round cherry tomatoes and plum tomatoes, similarly to how it is done with Sarita, the company's best-known brand.
The name is linked to Roman mythology, and more specifically to goddess Minerva, protector of Rome and the artisans and deity of wisdom, the arts and military strategy. Looije thus pays tribute to the historical past of Águilas, the town in Murcia where the company landed in 1998 from the Netherlands.
A modern and sustainable packaging
Exclusively sold in El Corte Inglés and Hipercor supermarkets, Minerva will be characterized not only by the quality of the tomatoes, but also by the innovative, environmentally-friendly, premium-designed packaging (in black and gold colors). It is mostly made from biodegradable materials, such as cardboard, with plastic used just for the lid of the tubs, which is rare for this kind of products.
It is worth noting that this is not the only novelty in the firm's product catalog. Not surprisingly, the (originally) Dutch company recently announced the entry into the organic farming sector after the purchase by Jos Looije of the Almería-based company Luis Andújar S.L.U., which has changed its name to BioLooije.