Two new steps have been taken in this direction, with the first shipments to China and Dubai this season. With the addition of these destinations, CASI tomatoes are already present in 27 countries. The next challenge is entering Brazil, an emerging nation expected to become a world power.
It has not been an easy task, as according to José María Andújar, "when we arrived four years ago, we perceived clients were unhappy with the previous management team. We succeeded in regaining their trust and we now attract even larger chains, which are said to be happy with our current management methods and reliability."
José María Andújar at the latest edition of Fruit Attraction, in Madrid.
Since January, an air shipment departs weekly to China. For now, clients are in Hong Kong and business is expected to expand to other cities of the Asian giant. China receives some of the most appreciated varieties, such as black, cherry and pear tomatoes.
"Our clients are said to be highly satisfied with the product's characteristics, flavour and preservation," proudly states the president. The shipments to Dubai are carried out by sea, since November 2013. Due to transit times, this destination receives red long-life varieties.
Concentration of supply
José María Andújar explains that "we have a clear commitment to concentration of supply, as it allows us to be more competitive, negotiate better prices for our tomatoes and increase the profitability of our grower-members."
José María Andújar explains that "we have a clear commitment to concentration of supply, as it allows us to be more competitive, negotiate better prices for our tomatoes and increase the profitability of our grower-members."
The current Governing Board's management has proved successful and the accounts to be presented on 15 March, and audited by consultants of PricewaterhouseCoopers, are expected to register a considerable increase in the average price per kilo of CASI tomatoes, which in three years has increased from 0.49 to 0.61 Euro.
To be precise, the average price per kilo was of 0.49 Euro in the 2010/2011 campaign; 0.60 Euro in 2011/2012 and 0.61 Euro for the latest one on record (the current campaign ends in June.)
Future prospects
The key has been the introduction of an Integrated Management Plan, aimed at modernising the production, management and marketing processes and which has brought significant changes and improvements such as, among others, the expansion of biological control techniques to 100% of the acreage, as demanded by the markets; the introduction of varieties adapted to consumer demands, such as cherry or cocktail tomatoes; changes in marketing, with the adoption of a mixed model that combines auctions and direct sales; and the creation of a different blue container and smaller packaging format (250 and 500 grams)." All of this has allowed CASI to strengthen its brand and become a global leader in the tomato market in just three and a half years.
Contact:
COOPERATIVA AGRÍCOLA SAN ISIDRO (CASI)
T: +34 950 626 007
Fax: +34 950 626 007
[email protected]
[email protected]
www.casi.es
T: +34 950 626 007
Fax: +34 950 626 007
[email protected]
[email protected]
www.casi.es
