MONTEROSA: A UNIQUE TOMATO TO REACH THE MOST DEMANDING CONSUMER

After years of research, the Catalan company Phyton seeds, specialized in vegetables, fodder and cereals, developed a new winter variety that reminds us of the flavor of the old summer tomatoes. He patented it and named it Monterosa, for its shape reminiscent of small mountains and the pink color produced by its maturity. Jordi Ballester, Director of Business Development at Semillas Fitó and "father" of the Monterosa tomato, tells us what the process of creating a brand aimed at the final consumer has been like and its internationalization strategy.