Jorge I. Brotóns, the company’s Commercial Director, spoke with Fruit Today magazine about the latest developments in tomato cultivation.
What makes the new greenhouses in Isla Plana special?
Isla Plana has been one of our strategic cultivation sites for years. With this project, we’ve converted 15 hectares into high-tech greenhouses that will deliver quality, sustainability and higher productivity.
We’ve invested 10 million euros. The new facilities are designed to collect and reuse rainwater. Four greenhouses have been built on a total surface area of 141,696 m²—35,424 m² each. Their 8.8-metre height allows for optimal climate control, as hot air rises and both perimeter and rooftop ventilation systems keep humidity levels in check.
We’ve also developed new biological control systems thanks to technical and technological improvements, significantly reducing the use of chemicals. Thermal and radiation screens allow us to manage temperatures during the winter months.
What kind of production do you expect from them?
We’ll be focusing on premium medium- and small-calibre varieties with deep, distinctive flavour, in line with the new snacking tomato trends gaining popularity in the market. These are perfect for eating on their own, adding to dishes or preparing recipes. This versatility and unique flavour are resonating with European consumers.
What do you think is the best way to differentiate Spanish tomatoes in European markets, where they face increasing pressure from third-country competitors?
First, as producers and European citizens, we must demand fair play from our politicians: equal conditions for selling in our markets. We all know the labour costs in these countries, but regulations on phytosanitary products and controls must be the same. This year, for example, we’ve seen hepatitis cases and other pathogens that not only reach consumers’ tables but also affect our fields.
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Competition is healthy and necessary. Our best weapons are specialisation, product and market knowledge, and experience in tomato cultivation. We must focus on differentiation and innovation—on offering tomatoes that stand out and exceed consumer expectations.
More generally, beyond the new greenhouses, what are the most commercially successful tomato types?
Right now, our various cherry tomato varieties are the stars. Their flavour is addictive, and consumers love them as a healthy snack and for versatile use. This applies to on-the-vine types, coloured varieties, and some new cocktail-sized ones that are also performing very well.
Even though the company maintains a highly diversified product portfolio, would you say this investment in greenhouses marks a firm commitment to tomato production?
Bonnysa is much more than tomatoes, but we haven’t forgotten or abandoned our roots. We want to lead a tomato re-evolution, keep it profitable, and back European agriculture.
