The response to the launch campaign of the late mandarin Tang Gold (known as Tango and whose registration has already been confirmed by Spain and the EU) has exceeded all expectations. Eurosemillas, leading company in protected varieties, has been responding to requests and providing information on the new seedless variety that is revolutionising this market segment.
Over 180 growers, technicians and retailers of the country's main production areas interested in acquiring the planting rights have taken part in visits this month to the farm where the firm operates in Seville, which already produces this variety. There, the company's officers have shared the business plan designed for the licensees, whose main focus is to defend the interests of those planting it under a global brand, Tango Fruit, which will add value to the product, and to back it all up with a large production, grown by the company on the 200 hectares planted in 2015.
The firm has made it clear in these meetings that its commitment to Tang Gold and its new brand, Tango Fruit, is shared by more growers and that Eurosemillas will defend, along with its licensees, the profitability of the variety as soon as the new plantations become productive.
The interest generated in Tango actually led the company to change its traditional business model, which has been fundamentally based, for almost three decades, on varietal R&D, to give a greater role to its own production. To be able to test the material obtained exclusively, provide agricultural advice and exploit its own crops the company has acquired over 500 hectares of land.
The seal Tango Fruit will have been ready long before; a global brand (for both the EU and non-EU markets) that will be used with all licensed Tang Gold mandarins, as well as other protected varieties in the future. The end goal is to differentiate and enhance the fruit's value and establish a solid and profitable brand in partnership with the growers acquiring the rights and every other members of the chain, including the stores that purchase and pack it.
A labelling and traceability system is expected to be created in partnership with a reputed certification authority before the end of 2015. The objective is to ensure consistent quality, controlled both at origin and at destination, of a limited and exclusive supply.
The project has also attracted interest from major operators and European distribution chains, which have already requested information in order to be able to work on joint supply programmes.
More information:
Rafael Quilis
T: +34 661 20 86 96