Spain is the world's second largest exporter of celery, behind only the United States, and Murcia is the country's main producer, with 1,245 hectares and nearly 70,000 tons, which is 61% of the acreage and almost 70% of the total production, according to data from the Ministry of Agriculture, Fisheries and Food. For its part, HortoFortini, with 250 hectares devoted to celery production and 25 to organic celery, accounts for 22% of the hectares devoted to this vegetable in the Region.
"HortoFortini was born from the Italian parent company Fortini Ortofrutticoli, a company with more than 50 years of experience in the cultivation of celery in Italy and a leading name for all major supermarket chains in the country. Fabio came to Spain 25 years ago to grow celery and, realizing that there was a big gap in the Spanish market for this vegetable, he decided to create the company in Murcia," says Manuel Lasso de la Vega, commercial director of HortoFortini Spain.
"In Spain, celery is usually consumed cooked, although in the rest of Europe it is consumed fresh. It is very healthy and it is becoming an important part in people's diets. In fact, its growth in recent years has been exponential."
The HortoFortini team at Fruit Attraction 2021.
HortoFortini produces green celery and white celery, which it markets in different formats and sizes, from fresh celery to sticks that are ideal for snacking. "We are one of the few companies that have fresh celery available all year round, both green and white varieties. This is possible thanks to the company's production diversification strategy in Spain and Italy, where Fortini has 300 hectares devoted to celery cultivation," says Manuel.
"Europe is our main market. We work with all types of customers, from large-scale distributors and retailers to wholesalers," says HortoFortini's commercial director. "Celery is not affected by competition from third-country productions. In winter, Spanish celery also faces no competition from other countries on the continent, and although in summer they have their own production, we have many international customers who are very happy with the quality of our product, so in that period they continue to work with us."
"France stands out the most in the European market, as it accounts for 20% of our turnover, and we have already adapted our packaging system in view of the new regulations that will come into force there on January 1. In addition to marketing celery in bulk, the bunches are banded with 100% compostable paper," says Manuel. "We also work with Eastern European countries; in fact, in October we carried out a trade mission to Bulgaria and Romania to promote our products in both countries. These are emerging markets in which we are already working, and although Greek and Turkish products have a greater presence there, they appreciate the quality and service we offer in Spain."
"In addition to the European market, we export our celery overseas, mainly to Canada and the United Arab Emirates. In fact, Canada represents between 20 and 25% of our sales."
Flavor guaranteed by the University of Parma
Celery is a very aromatic vegetable with multiple health benefits. It's documented to have been used as early as the 5th century BC by the Greek physician Hippocrates of Cos - considered by many as "the father of medicine" - for its diuretic and depurative properties. At a gastronomic level, it is characterized by its outstanding flavor which, in the case of the product elaborated by HortoFortini, has been scientifically accredited.
"A group of experts in flavorimetry from the University of Parma evaluated which celery varieties had the best taste and texture, and after the research, they concluded that the celery grown by Fortini obtained the best results. Therefore, we can say that one of the things that makes our green and white celery stand out is their taste."
For more information:
Manuel Lasso de La Vega
Director comercial
HortoFortini España
Carretera Nacional 301 – km 431
30319 Miranda, Cartagena
Murcia, Spain
Tel.: +34 648 885 750
mlassolavega@hortofortini.com
www.hortofortini.com