"We also seek positioning in the wholesale as a high-end product or with a recognised quality"

Fruit Logistica was the perfect setting for the asparagus of huétor tájar made his coming-out and should be submitted to the world as the only Spanish producer in asparagus and no. 1 in green asparagus. During the Berlin meeting, we had the opportunity to engage with the head of the South Central cooperative and President of the Council regulator of the denomination of origin Huétor Tájar, Antonio Francisco Zamora.

Antonio Francisco Zamora, President of Centre South Soc. Coop. And., at the booth on Fruit Logistica 2011.

We must clearly differentiate between the triguero asparagus with protected geographical indication and green asparagus which also occurs in the area. With regard to the first, the triguero of designation, there are only a company in Spain to produce and which marketed it - Center South Soc. Coop. And.-, so our position at the moment is unbeatable. As for green asparagus, which are produced in Spain about 17 million pounds, South Central produces about 3 to 3.5 million, so it is also the largest producer in terms of volume at the Spanish level.

We have two strategies. One with the triguero asparagus with protected geographical indication that we commercialize in 95% canned in oil of olive under hallmark Los Monteros, and where we have tried to find a clear brand and product, complicated position because there currently is in Spain a specific regulation that differentiates the triguero asparagus of the green. The asparagus of high end not sold canned are marketed fresh in category Extra, and the rest, with a positioning means, asparagus canned in syrup or first category.

As for the green asparagus we differentiate ourselves to raising awareness of how the product, to work in presentation adaptation of format and teaching the consumer benefits and weaknesses of the product. In addition we also provide value added with recipes printed in the own fajines, making him available to the consumer forms that has applied to the product to deviate from the usual.

We are working with a part of the mass distribution in Spain, but are also looking for positioning in the wholesale market as a high-end product or with a recognised quality, something that we want to implement from this year.

Spain caters to Europe's fruit and vegetables because obviously we can not absorb everything that we produce. What we look for when going out of Spain? Because divide us the cake, not all concentrated in the same market and that be to also helps every country has its customs or tastes. While the Italian likes a slender asparagus, here is it valued thicker. In short, we seek not to be all in the same market, but distribute the product in the majority of customers to get the highest returns to farmers or companies that are part of the project.