The Spanish market is sustaining an unstoppable growth in potted aromatic herbs. The brand name Ideal Chef is increasing its sales by 25% every quarter and today is the market leader in Spain
Although Spain is a late starter compared to Central-Northern Europe, the upturn in aromatic plants on the home market has now become a reality.
Fruit Today visited the installations of European Herbs in Fuente Álamo (Murcia), the most up-to-date aromatic herb production nursery in Europe, with a capacity that could reach 10 million pots per year. These installations were opened simultaneously in Murcia and in Chichester (England), within a modernisation plan in which the Langmead Group, to which they belong, invested over 5 million euros in 2015.
The current premises include latest generation technology and all the processes are highly automated. To date, it has 2.5 hectares for cultivation in pots, but it will continue to expand throughout this year.
The installations hold the ecological certificate for potted plant production.
The fresh aromatic herb business is divided up into two categories: cut aromatic herbs in bags and potted aromatic herbs. The former have a growth trend of 8% per year, and the latter 25% per quarter.
Three aromatic herb categories cover 85% of the sales: basil, mint and parsley. They are followed by coriander, thyme, oregano, Rosemary and dill. But the unquestionable leader is basil, with 45% of the market share.
“Each species requires its own development conditions, varying from around six weeks for basil to eleven weeks for rosemary, therefore our programmes for the large retailers are made taking into consideration growth factors, added marketing and consumption period when we are promoting them, seeking final excellence,” states David Otero, sales manager of the company.
Constant investments. The organisation is quick to boast about its important investments, both in infrastructures and in R&D, which will continue in 2016.
The company is preparing to take a step further. Over the next few days it will open a new area for cut aromatic herbs and it will produce basil and chives 52 weeks a year.
There are several channels open in R&D: from the developments in genetics that are being carried out in England, to new products and formats. “We are making progress in species with greater resistance and culinary value and we are developing new products. A world of solutions revolving around aromatic herbs, with a clear goal that the group instils in us. We will be the number one in aromatic herbs in Europe,” the executive explains.
Sustainability. With a considerable British mark, from the point of view of the RSC, the company gives great importance to values such as loyalty, commitment, sincerity, honesty and responsibility in personal relations, both outside the company and inside it.
“We create teams of high performance professionals, keeping our customers and consumers happy, which today have turned us into market leaders in Spain in quality and quantity, both through own brands and through our own brand Ideal Chef,” Otero states.
Furthermore, there is a complete commitment to the environment and to energy processes. Ecological production is added to environmental sustainability. The boiler fuel is obtained from almond shells from the same region and the water goes through some specific purifying and treatment processes, some methods that mark out a difference.
From the water and its purification, to the boiler fuel that is made using almond shells from the same region, their processes really set them apart.
The Spanish company belongs to the Langmead Group, of British origin, the owner of over 2,700 hectares of crop-growing land in Europe, with an extensive international presence and it supplies products to customers on the 4 continents.
