ThisPatatas Beltrán’s ambition is to create a brand recognised by all consumers and to position it as a symbol of total excellence in potatoes.
Its main strategy to achieve this is a strong commitment to domestic production. To this end, the company operates its own fields and works with an extensive network of growers in Spain’s main production areas, including Seville, Murcia and Albacete.
At present, harvesting has already begun in the Cartagena area (Murcia), and the company anticipates exceptional product quality.
Differentiation through packaging
Although the Alicante-based company has always considered communication and marketing as key pillars of its know-how, in recent years it has made a significant investment in packaging design, enabling it to achieve a distinctive visual identity in the market.
With a strong focus on differentiation, Patatas Beltrán has launched a range of themed boxes and developed exclusive packaging for specific varieties, such as the Levante variety by Agrico, a tuber recognised for its culinary versatility and high quality.
“One of our objectives is to help consumers identify different varieties and their most suitable culinary uses,” company sources explain.
Strong commitment to technology
With an investment exceeding €4 million, the company has moved into artificial intelligence with its new potato processing and grading machinery.
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“The machinery, connected to a global database, learns according to the parameters we provide, meaning it does not make the same mistakes twice.”
Current facilities
The company, based in Daya Vieja, has 16 storage chambers with a capacity of 15 million kilos, enabling it to maintain a consistent supply of quality products and respond to demand at any time of the year.
The phytosanitary challenge
Reductions in authorised active substances is creating significant challenges for producers. In this regard, company sources state:
“If the insecticides that are banned are the only effective ones, and those that are allowed do not perform as they should, it may lead to increased product use, which ultimately questions the root objective of improving sustainability and food safety.”
