NEWS

The attendance by Semillas Fitó at Fruit Logística 2022, held at the beginning of April in Berlin, was a declaration of intent by the company to demonstrate to the sector the progress it has made in recent years. With a stand that was unique and creative in its design, the company wanted to convey to the thousands of visitors its clear commitment to innovation as the best way to offer solutions that respond to the demands of producers, consumers and distribution chains.

Through an open space in the form of cubes, the idea was to show how all of the company’s proposals coexist under the umbrella of Semillas Fitó: from the breeding and development of varieties for the main production zones; to its brands directed at the consumer and developed by its Foodture department; to its commitment to flavour embodied by its Flavourite seal and the creation of the Organic brand, for the production of organic seeds.

Semillas Fitó, which had not been present at Fruit Logistica since 2018, was able to reflect in its offering the profound changes that the company has undergone. With the new slogan "Veggies inspired by consumers", Semillas Fitó understands that its main mission is to work to respond to the challenges posed by consumers, who are increasingly demanding, and to convey this to its distribution chain. Hence the commitment to develop the Flavourite quality seal that distinguishes between those varieties with more flavour, or the creation of a whole range of seeds for organic farming under the Organic brand.

Another initiative launched by the company to respond to the most demanding consumers is the creation of differentiated brands under its Foodture division, which have played a major role in this edition of Fruit Logistica: the Nippo fondant tomato, the Crü courgette for eating raw, the award-winning Monterosa tomato and the Waikiki melon had their own separate space at the Fitó stand.  

And, of course, there was also room for the traditional varieties in which Semillas Fitó is the leader in several market segments, which demonstrates the company’s capacity to offer solutions throughout the entire chain. Producers are looking for quality, productivity and post-harvest performance, and Fitó dedicates all its efforts in R&D&I to respond to these needs and offer a catalogue of varieties adapted to each zone.

In short, a very interesting Fruit Logistica fair, which despite a lower attendance than in previous editions, was a very positive experience for Semillas Fitó due to the quality of the professional visits that meant the stand was always full with business meetings throughout the event.