Vega Cañada might be a relative newcomer to the tomato business, but it has a wealth of well-established resources at its disposal. From the natural benefits of the La Cañada region to the expertise of its staff, the company’s stated aim is to supply the best quality tomatoes, 12 months of the year - and it has both the facilities and technology to do exactly that.
Thanks to a privileged microclimate, good drainage and salt water Almería’s La Cañada region has long been famed for the production of premium quality tomatoes. But in addition to the area’s natural benefits it is the company’s investment in its facilities that really sets Vega Cañada apart. The newly built warehouse and packhouse complex is located on an 11 hectare site. The horticulture and fruit centre covers 20,000m2 and is divided into three large units which are in turn sub-divided. With a cooling capacity for 7,000 tonnes of produce a day, from the moment produce enters the facility it stays at a constant temperature of 12°C whatever stage of the production process it is at. To retain optimum quality, produce is pre-cooled just minutes after being picked.
“To my knowledge we are the only company that has got high humidity rapid pre-cooling,” says managing director Antonio Quirantes. “We have also installed air conditioning so we can pre-cool immediately after harvesting. That way we can capture all of the flavour and also give the product a longer shelf-life.”
Appropriate pre-cooling has many benefits. It ensures a reduction in both water loss and shrivelling of the product, as well as in tomato respiration and micro-organism growth and also, a reduction in the production of ethylene. This method allows the fruit to hold its just-picked quality for as long as possible and as a consequence, tomatoes reach the end-market in better shape, keeping optimum appearance for longer.
Realising the importance of continuity of supply, the company has recently added to its existing 500ha with the production of 100ha in the foothills of the Sierra Nevada mountain range. It is hoped that this will close the supply gap for plum tomatoes and the premium variety, Raf that is characterised by a green skin with dark shoulders and what Quirantes describes as “an extraordinary flavour”. Unlike other tomatoes, this variety has to be eaten green, he says. “Year-round supply has already been achieved for long-life, salad, vine, cluster and super taste tomatoes.”
Specialist knowledge is required to grow this unusual tomato, says Quirantes. “Not only are special soils and good water required but growers also need the correct expertise. Ultimately that is what characterises Vega Cañada and sets it apart because its staff have been growing tomatoes for generations.”
Raf might be a lucrative premium line but Vega Cañada is hoping to expand its range and is in the process of planning organic production with some of its growers who have expressed an interest. “Several of them have approached us so we are now putting plans into place,” says Quirantes.
The company also has a firm commitment to variety trialling. “We have a good programme of new varieties,” Quirantes continues, “and are conducting trials into what we call super-flavour varieties. No effort will be spared in developing the flavour characteristics of our produce and we are now developing plum-on-the-vine - a product that very few people do. This has the benefit of low acidity and a good consistent flavour.”
Vega Cañada distributes its produce using a fleet of trucks with refrigeration systems controlled by satellite. Prior to loading, all trucks are washed and disinfected and the temperature is rigorously controlled and registered on thermographs. All trucks have a crew of two specialised drivers to ensure the produce arrives at its final destination on time and in optimum condition and the Vega Cañada logistics crew is always on hand to organise air transport should there be a sudden surge in sales.
With its sights firmly fixed on the UK market, Vega Cañada has plans to open a distribution centre in Spalding. “Vega Cañada will soon open its own distribution centre in the UK in order to ensure that it can give the right service levels and the right quality at the right price,” says commercial director UK, José Hernández. “We are expecting our sales and volumes to expand. In addition to tomatoes we also grow other products such as cucumbers, courgettes, aubergines and Piel de Sapo melons, the latter of which we have developed a mini-version with a view to supplying the UK. Eventually we anticipate that all our products will be sold in the UK.”
As a new enterprise that has embraced the latest technology, Vega Cañada is likely to flourish. “We have invested in the latest technology for our facilities,” says Hernández, “because by doing this we are able to give a better service to our customers. Originally the company was born out of the recognition that businesses must become more consumer orientated, and as such, the knowledge of our growers and our commercial awareness go hand-in-hand. Our aim is to give consumers a better eating experience and also to achieve consistency of supply. If we are ever asked to sell additional produce at short notice then we are the people to do it.”
Right from the outset, all the company’s growers were made aware of the need for traceability, says Hernández. “There is a real need to have the right quality, good flavour and a longer shelf-life in order to satisfy market demands. We have been able to harness the benefits of the micro-climate that exists in this region and to combine it with the knowledge of our growers to produce tomatoes that have exceptional flavour. Thanks to our facilities and pre-cooling, we are also able to provide a longer shelf-life. This is why we have already been approached by leading European supermarket buyers who are interested in the high quality of our produce.”
Hernández firmly believes that Vega Cañada’s produce easily exceeds the quality requirements in Spain, and that the produce is recognised at a national level. “We also have no difficulty in meeting the requirements of the UK market,” he says, “Our growers take pride in produce that is the best it can be. Although the company is new, many of them have been growing tomatoes for generations so they have the knowledge and the expertise at their fingertips. Everything for the UK market is EurepGAP certified and we are gradually working towards Nature’s Choice. We fully expect the focus of the business to move towards quality of service because in the future there will be no room for mediocre or careless growers who are only interested in quantity. The tomato sector is very competitive and we want to focus in on what we do best and assure the sustainable quality of our produce.”
Tomatoes produced by Vega Cañada growers reach the consumer endorsed by the Cañada Natural brand. One of the cornerstones of the company’s corporate policy is to back its own brand by means of a strategic communication action programme targeting end consumers, says marketing manager Andrés Soler. “This has been implemented in order to position the company brand as synonymous with high quality horticultural produce,” says Soler. A specific communication programme aimed at rewarding producers’ good growing practices and compliance with quality regulations as a way of achieving greater added value for its products is also in place.
Handling and packing is carried out by experienced personnel using advanced technological product selection and classification systems.
Vega Cañada’s roots run deep in the area in which it works, and in addition to its commitment to use advanced agricultural systems in harmony with the environment, it also supports and sponsors local initiatives, for example sport for children. These activities are carried out by various organisations and social institutions. It also pays close attention to the training of its growers and there is a permanent contract between agricultural engineers and growers at the greenhouses not just to give advice, but also to guarantee optimisation of quality controls in crops. “We provide growers with courses and aim to make them highly skilled in everything they do,” says Hernández. “If we have the right knowledge and continue to innovate with the facilities, we can ensure success. At the end of the day, our aim is to supply consumers with a better eating product at a competitive price, with direct supplies and to ensure a good return to growers,” he says. “That, in turn, makes it possible to increase production to meet the sales increase we anticipate by giving the consumer a better-eating product.”
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