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Organic products: the market is still tentative (part 2)

28/05/2019 - François-Xavier Branthôme
Spain: Valfrutta Bio, a first organic products line for Juver
At the end of January, the Spanish regional press announced that Juver Alimentación (a subsidiary of the Conserve Italia group) was introducing its very first organic products, with the Valfrutta Bio line. With this launch, the company is consolidating its offer in the premium products range, seeking to focus on the consumer at the heart of its operations by promoting an offer that is varied, wide-ranging and high quality (see our article published 6 March 2019). 
Along with its range of fruit juices (orange, pineapple, apple and peach) in 1 liter glass bottles, Valfrutta Bio, will also offer crushed "triturado" tomatoes in 700 g glass bottles.
For Juver Alimentación, it is vital to adapt to the new lifestyle of its clients. José María Velasco, the marketing director of the company, estimates that "it is essential for the company to maintain an active role in improving well-being, [...] by proposing products that are adapted to a healthy lifestyle."
Official figures published by the Ministry of Agriculture, Fisheries and Food indicate an increasing trend among consumers to select organic products. The sale of organic food in Spain has increased by 55% over the past five years, and one third of Spanish consumers have already bought this type of product.
To date, all of the products made by the Spanish company based in Murcia have been marketed under its main reference brand label, Juver. However, with this new launch, the company is counting on the "Valfrutta Bio" brand, defined by its "reference to the Italian market", and distributed by agricultural cooperative and parent company Conserve Italia.

The labels of Valfrutta BIO products will be made of recycled paper and are aimed at communicating company values, which are "honesty, product excellence, sustainability and respect for the environment", explained José María Velasco.

Italy: Petti leads the organic market in Italy
At the end of January 2019, the Tuscany-based brand of premium canned tomatoes confirmed the positive trend observed in 2018, which allowed it to become the leader of the organic tomato products market in Italy.

According to official IRI figures, the Italian market for tomato products, which accounts for a total value of approximately EUR 475 million, ended the year with an overall drop of 4.6% in terms of value compared to the results recorded in December 2017. In this context, the Tuscan processor's brand consolidated its third position in the sector, with double-figure growth (+24%) for its turnover, ending the year on a result of some EUR 29 million (data provided by Iri Iper, Super e Libero Servizio).
Petti and Alce Nero are among the main players in the Italian organic tomato products segment, a market of close on EUR 30 million that grew 2.8% last year, and whose two brands together accounted for close on half of the sales. Since its launch on the market, Petti has focused strategically on organic products, with a complete range that now includes more than 20 products that are certified 100% of Tuscan origin.

The company ended 2018 by reporting growth of close on 29% compared to the previous year for the organic segment and claiming 22.9% of the total market, which positions it in first place for the organic processed tomato sector in Italy.


This article is an extract from the 2019 Processed Tomato Yearbook which was distributed to attendees at the Tomato News Conference and which can be purchased from this website (go to GET LISTED) or by sending the order form.

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