Your company has recently restructured its organization. What is the primary objective of this change?
Our goal is clear: to generate sustainable value for the entire agri-food chain through our seeds. Our vision is to be a global expert seed partner in fruit vegetables and large seeds, because improving food is in our DNA.
To achieve this, we have reorganized into three business channels: Veg Production, Veg Industry, and Veg Value Chain. This allows us to address the specific needs of each channel in a specialized manner, offering tailored and sustainable solutions.
How are these three segments characterized?
Veg Production: This is the most traditional segment, focused on standard horticultural production. We specialize in ten key crops, including tomatoes, peppers, eggplants, and melons. We have local teams of experts working closely with farmers.
Veg Industry: This segment targets the agri-food industry. We have developed specific genetics to optimize production processes for products like peppers and sweet corn. For example, we offer varieties designed for mechanical harvesting, enhancing efficiency and generating value through continuous improvement.
Veg Value Chain: This segment focuses on the entire value chain, from producers to end consumers. We work closely with major retailers to optimize the fresh produce aisle, ensuring that consumers find products tailored to their needs and enhancing the shopping experience.
You mention collaboration with supermarkets. What kind of work do you do in this segment?
In Veg Value Chain, we study the ecosystem of market players to identify emerging needs, applying a comprehensive approach to category management. This enables us to organize the fresh produce aisle, classifying varieties according to their specific uses. For instance, we identify which type of tomato is ideal for sauces or stir-fries, making it easier for consumers to choose.
We also offer differentiating solutions through our brands, such as Monterrosa and Waikiki. These brands represent not only high-quality products but also comprehensive work throughout the chain, from production to commercialization and promotion.
Could you share the biggest success stories in these channels?
In Veg Industry, one notable success is our work with peppers for the processing industry. We have developed varieties that improve factory performance and adapt to mechanical harvesting, optimizing production processes.
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In Veg Value Chain, the success of Monterrosa stands out as it celebrates its 10th anniversary this year. Monterrosa has achieved 30% brand recognition among consumers in Spain, becoming a benchmark in the salad tomato segment. This brand adds value across the chain: it benefits producers, strengthens the value proposition for retailers, and creates an emotional connection with consumers.
Additionally, our strategic collaborations with supermarkets have enabled comprehensive categorization and structuring of fresh products, improving both in-store organization and the consumer experience by providing clear and appealing options.
Semillas Fitó has a global presence. How do you balance local and global needs?
Although we are a global company, we operate with strong local specialization. We develop genetics adapted to the specific needs of the markets where we operate, offering what we call “glocal solutions.” This approach allows us to be an expert partner for the entire agri-food chain while maintaining a sustainable and context-specific focus.
What role does your human team play in this strategy?
Our team is fundamental. We have highly specialized individuals who are passionate about their work. This enables us to provide innovative and personalized solutions. The technical and human quality of our teams is recognized by our clients and is one of the pillars of our success.
