This is the innovative offer from Tany Nature, achieved using a differentiated, exclusive handling
Diversification is the key to Tany Nature’s success story, a reference company in the sector, where words such as innovation are truly on the agenda. Its latest incursion into the asparagus segment is an example of this. Last year, they advanced to Fruit Today the start up of 120 hectares of asparagus under glass in macro tunnels for the window from January until the end of March approximately, with an investment of 70,000€/Ha. This year they are going a step further with the launch of an extra-premium exclusive and unique asparagus that brings great versatility, as it can be eaten raw because it has no woodiness, which also prevents wastage, an aspect that really concerns the company from Extremadura. “Everything is eaten, from the spear to the stem, taking advantage of 100%,” states José María Naranjo, Sales & Project Manager of the company.
The good properties of this product are due to some new cultivation techniques (handling) that the company is zealously keeping secret and which, as well as making it possible for the produce to be wood-free, also give it a sweet flavour, but without losing the characteristic flavour of asparagus, allowing its use as a topping in salads, as a base in cooking and in the raw vegan diet. All the abovementioned characteristics are added to others that are highly appreciated by European consumers: it is the first green asparagus from the North hemisphere and it is environmentally friendly, since is “is virtually kilometre zero for Europe” with the subsequent saving in CO2 emissions.
In this first commercial campaign, the success of sales has been acutely marked by the differential that it brings to the import market, since it is fresher and locally-produced, as well as due to the fact that it follows the “Quality Peaks and Gourmet Produce” policy as its main reference. Naranjo acknowledges that “it is not just another asparagus; it is playing in a completely different league,” and in spite of this its price is optimum.”We are not speculating, we are looking for a reasonable price to be able to obtain a good return for the fields that allows us to continue investing and at the same time it must be affordable for consumers.”
If everything continues along the same lines, they intend to extend the crop surface area in the same area of Vegas Altas del Guadiana and reach approximately 200 hectares, always with a “controlled growth in order to not cannibalise the produce”, since it is a niche product and with overproduction, it would lose its attractiveness. Additionally, they are not ruling out extending the calendar whenever “we can continue offering it with the same organoleptic peculiarities on different dates.” At present they have already shown that “we are still capable of surprising consumers with new products.”
