Harmoniz Ibérica uncovers new market opportunities
The seed company highlights the importance of collaboration across the entire value chain to provide the best consumer experience: “We want consumers to choose our varieties first and, above all, again” they assert.
“Our mission is to drive greater demand for healthy, tasty, and high-quality food,” says Mauricio Fernández, General Director of Harmoniz Ibérica. To achieve this, the company has a downstream team focused on direct collaboration with producers and supermarkets.
“At Harmoniz, we’re dedicated to developing varieties, including specialty crops, that create new market opportunities,” Fernández explains. The company not only engages with producers, marketers, and large distributors to offer tailored solutions, but also connects with the end consumer.
The downstream “Berry” concept.
“We need to create products that consumers will choose and want to buy again,” he insists, stressing the importance of offering consistency as a key to success. “We have to provide the same product to consumers year-round, in both winter and summer, across all growing regions,” he adds.
A Thriving Portfolio
The seed company continuously works to enhance its portfolio across various crops. Among its latest additions are the Gabor mini-plum tomato and the bell peppers for late-cycle cultivation, Bernabel in red, as well as Bonáyar in yellow.
Regarding Gabor, Mauricio Fernández highlights its exceptional quality: “It’s considered a premium tomato without actually being labeled as one.” Gabor not only offers high yields but also boasts a high sugar content. Additionally, it includes the full package of standard resistances, plus intermediate resistance (IR) to the Tomato Brown Rugose Fruit Virus (ToBRFV).
Cultivation of Gabor, new ToBRFV-resistant mini plum.
Bernabel and Bonáyar are the two bell peppers varieties for late cycles with which the seed company made its market debut last season. “We have an ambitious program focused mainly on two areas: bell/blocky types and unique specialties.”
In this way, Harmoniz continues to improve its products and services throughout the supply chain, providing solutions to farmers’ needs for production, resistance, and quality, all while keeping the consumer experience in mind. After all, it’s not just about selling a tomato or pepper from Harmoniz; it’s about encouraging repeat purchases.
