Valencia tomatoes are celebrated for their succulent, juicy flesh, a sweetness that lingers, and a texture that many growers describe as extraordinary. Experts attribute these qualities to the soil conditions where the fruit is cultivated, making the Valencia a unique product that has earned a loyal following. It travels across borders through digital channels, yet maintains a local, close-to-the-earth appeal.
As digitization reshapes agriculture and the industry faces its challenges, farmers are refining their business models to stay viable. Javier Orts, a grower and owner of Verdures Gorrito, a family operation in Meliana, specializes in this tomato. Representatives from the Unió de Llauradors note that selling traditionally spread largely by word of mouth, but recently the farm embraced online selling to reach new customers. Orts points out that while production costs in the market are often just covered, the aim of online sales is to broaden the customer base and improve living standards by increasing revenue.
Selling online brings tangible benefits for both buyers and growers. E-commerce provides around-the-clock access to products, reduces operating expenses by cutting intermediaries, and enables broader reach, including international markets. Verdures Gorrito now handles on-demand online orders so customers receive tomatoes at their preferred ripening point, ensuring peak flavor and quality. The promise is that flavor seekers will discover delicious, high-quality produce at affordable prices. For farmers, the streamlined sales process not only speeds transactions but also boosts income and profit margins by removing middlemen.
The principal customers of Verdures Gorrito are people who value good, honest food. Their clientele includes local restaurants, grocery stores, and supermarkets, as well as individual home cooks seeking a gourmet experience.
Platforms like Naranjasyfrutas.com offer a free channel where farmers can publish product details and contact information, allowing interested buyers to reach out quickly. John Joseph Bass, the platform’s CEO, explains that the goal is to help farmers achieve better prices and make crops easily accessible to businesses and professionals looking to source them.
Naranjasyfrutas.com brings several advantages. For buyers, advanced filters simplify the search for specific crops, while farmers can publish harvest information rapidly, increasing visibility to potential customers. The resulting ease of discovery helps farmers connect with businesses and scale their operations with less friction.
Platforms like these open doors to international trade for crops and products. Export-oriented growers engage directly with buyers operating in Europe’s major wholesale markets. They coordinate collection, processing, and packaging for export, with primary buyers located in France, Germany, Belgium, and the United Kingdom. Rising costs, narrowing profit margins, and competition from lower-priced imports highlight the sector’s challenges. Both John Joseph Bass and Javier Orts view e-commerce as a practical tool to address these pressures, improving efficiency by expanding opportunities and pricing options. When tomatoes move straight from garden to plate, consumers can enjoy enhanced flavor and quality through online avenues. [Citation: Verdures Gorrito; Naranjasyfrutas.com]”