Succulent, juicy, sweet and extraordinary texture. That’s how it defines the Valencia tomato. According to the professionals in the sector, these qualities are formed thanks to the soil in which they are grown. A unique product that has become the favorite of many consumers and that crosses borders thanks to the virtual world and stands out with its proximity.
With the advent of digitization and an industry in crisis, many farmers have had to adapt their business models to survive. Javier Orts A farmer and owner of Verdures Gorrito, a family business located in the garden of Meliana, he specializes in this product. Javier OrtsThe Unió de Llauradors representative says their means of selling the product “almost always spread by word of mouth”, but a few months ago they decided to take up a new challenge and enter the world of the Internet. sell directly and generate better revenue.” Orts says that in the market, “production costs are barely covered, so the main purpose of online sales is to be able to sell more to gain customers and at the same time improve quality of life.”
Selling ‘online’ offers a number of advantages for the customer as well as the farmer. According to experts, ‘e-commerce’ – electronic commerce – offers several advantages over traditional sales channels, such as generating revenue 24 hours a day, 365 days a year, reducing expenses and intermediaries, or selling internationally. . At Verdures Gorrito, they make on-demand online orders so the consumer receives “extra-quality products at their desired ripening point.” middles It guarantees that those looking for flavor will “find delicious and quality tomatoes at an affordable price”. Among the advantages for the farmer, it should be noted that the sales process is more agile due to the elimination of intermediaries, thereby higher income and profits as a final result.
The main consumers of Verdures Gorrito are those who want good food. Customers ranging from local restaurants, grocery stores or supermarkets to those who want to taste a more exclusive and gourmet product at home.
There are platforms like Naranjasyfrutas.com, which also offer a completely free service, where farmers can publish their products’ data and contact information, so businesses interested in these products can get in touch quickly and easily. Farmer. John Joseph BassThe Naranjasyfrutas.com CEO explains that the main purpose of the platform is to “help farmers get better prices for their crops, making their products easily available to any business or professional looking to buy it.”
Naranjasyfrutas.com offers a number of benefits. On the one hand, when it comes to businesses, when they need to buy crops, it is very easy to find them, as filters can be used to quickly find what they are looking for. For the farmer, it publishes its harvest quickly and is already visible to any business looking to find its offering.
Thanks to platforms like this, the doors to international trade are opened as anyone from all over the world has access to these crops and products. Export-oriented farmers are in direct contact with businesses operating in Europe’s major wholesale markets. They are in charge of collecting your product, making it and finally putting it in boxes ready for export. The main countries purchasing from these farmers are France, Germany, Belgium and the United Kingdom.
The increase in costs, the lack of profitability of the crops and unfair competition from third countries such as Morocco, which sell products at much lower prices, make it clear that the industry is going through a crisis, so both John Joseph Bass What Javier Orts They think that ‘e-commerce’ is one of the solutions to deal with this problem. For top“Online selling is a helper in improving the industry as it makes the industry more efficient, because by getting more offers the farmer will increase the possibilities to sell his product at a better price”. middles Since tomatoes go directly from the garden to the plate, it guarantees that you “gain taste and quality” in online sales.