On December 11, Semillas Fitó celebrated the tenth anniversary of its Monterosa tomato with an event in El Ejido that brought together marketing firms, growers, the media, and industry representatives under the slogan "A decade cultivating value."
The event showcased Monterosa's operating model: a project rooted in genetic improvement and aimed at the end consumer, supported by long-term collaboration with grower partners and a brand strategy centered on authenticity and differentiation.
© Semillas Fitó S.A.U.
"Monterosa exemplifies how aligning genetics, growers, marketers, and brands can create and safeguard value across the entire agri-food chain," stated Eduard Fitó, President of Semillas Fitó, during the opening of the event.
José Cárdenas, Monterosa's Brand Manager, explained that the brand's development involved varietal innovation, collaboration with grower partners, and a long-term communication approach. "Monterosa is not just a tomato, but a brand that conquered the market through shared vision and collective effort," he said.
The event highlighted the crucial contribution of the project's producer partners, whose support made this success possible and helped expand the brand across Spain and European countries.
© Semillas Fitó S.A.U.
During the celebration, Semillas Fitó awarded the "A Decade Cultivating Value" prizes to five growers recognized for their long-standing dedication, commitment, and advocacy of the Monterosa brand. This moment was especially emotional for everyone involved.
During the event, José Antonio Rozas, tomato breeder at Semillas Fitó and leader of the Monterosa breeding program, showcased the genetic research behind the variety and upcoming development lines, emphasizing the plant's color, flavor, texture, and consistency.
© Semillas Fitó S.A.U.
Neus Fernando, head of Value Chain communication at Semillas Fito, announced the debut of the first Monterosa television commercial created in collaboration with the creative agency Assai Comunicación. This will be the main piece of the new communication campaign starting in January. With the innovative theme "Something very much ours," the ad showcases the emotional connection Monterosa has built with its consumers and emphasizes the authenticity behind each tomato's label.
Monterosa aims to be a future benchmark showing how genetic innovation, collaboration, and a clear brand strategy create sustainable value throughout the agri-food supply chain.
For more information:
Semillas Fitó
Tel.: +34 648 128 243
Email: [email protected]
www.semillasfito.es
