Story of Pere Meya, sales manager at Saborum Origen
‘The pink tomato Tip Top is a perfect combination of size, colour and flavour’
A few months ago, the Catalan high-end retailer Ametller Origen started selling Rijk Zwaan’s pink beef tomato TY12 RZ under the Tip Top brand name. Pere Meya, sales manager at the company Saborum Origen which grows and sells these tomatoes, is very excited: “This beef tomato is probably the most complete tomato we have. It has a pink colour and is thin-skinned, very aromatic and tasty – ideal for salads.” TY12 RZ is part of Rijk Zwaan’s Colourful Life palette.
Contributing to people’s health
The Spanish Ametller Origen Group owns 104 stores in Cataluña and controls the entire food value chain. Its model integrates agricultural production, processing and marketing all with the same objective: to contribute decisively to improving people’s nutrition and health. One of the companies in the Ametller Origen Group is Saborum Origen, located in Almería. It cultivates all kinds of vegetables, with a strong focus on tomatoes.
Pere Meya explains why the TY12 RZ beef tomato is produced and sold under the Ametller brand name Tip Top: “For consumers, Tip Top is a guarantee of flavour and a ‘must’ on their shopping list. TY12 RZ is probably the most complete tomato we have. Because of its colour, thin skin and aromatic taste, it is an ideal tomato for salads. The more mature tomatoes are exceptional for preparing gazpachos and sauces. In the space of just a few months, this tomato has established itself as a leader in its category. It is superior to any other long-life pink variety on the market thanks to its genetics and crop management. Within the beef category, we consider it to be a specialty due to its uniqueness in terms of texture, flavour and aroma... and that’s exactly what the Tip Top brand stands for.”
The company is now planning to expand its production of the pink tomato TY12 RZ. “The idea is to have this beef tomato on the shelves in shops, with the highest possible quality, for all 12 months of the year. We are currently producing it in Almería, which is the tomato-growing area par excellence, in autumn and winter, and in Catalonia in summer. We are now starting to produce TY12 RZ in Portugal too,” Meya says.
Scaling up in Europe
Meya also plans to scale up this Tip Top tomato in terms of sales in the near future: “We mainly sell it in the Spanish market, but little by little Tip Top is being introduced elsewhere in Europe, in countries such as Poland, France and Germany. We are currently fine-tuning the brand values, which we will reflect on our new website as well as through social media networks in order to highlight to consumers the position and value of Tip Top as a brand.” The sales manager really appreciates the collaboration with Rijk Zwaan. “For us, Rijk Zwaan is an important partner in chain projects. Their experience and leadership in the fresh produce chain are of great value.”
About Rijk Zwaan’s Colourful Life palette
To stimulate retailers, traders and other chain partners all over the world to add more colour in the fresh produce category, Rijk Zwaan will showcase its colourful palette of bright, healthy and inspiring vegetables at a series of international events, including Fruit Logistica from 5-7 April in Berlin. Come and talk to us, either in person or online via live studio meetings!
Do you want to reach out to Pere Meya? Please find his contact details here:
- +34 671 63 78 30