Here, we present an interview between one of Spain’s leading journals specialized in the fruits and vegetables market, Revistamercados, with Esther Oliva, Marketing manager of CASI, Cooperative Agricola de San Isidro, Europe’s leading producer of tomatoes.

Spain’s largest tomato producer, CASI, has decided to use Obeikanmdf packaging for their most exclusive high value tomato, the RAF tomato, as this packaging has the potential of providing an excellent presentation. With the same concept CASI plans to implement this packaging type for other product lines too, as explains in the interview Esther Oliva, Marketing Manager.

Revistamercados:
You’ve chosen the packaging of the company “Obeikan” for your most selective product, CASI’s “Authentic Pata Negra” brand tomato RAF. What were the reason for taking such a decision?

EO: The reasons are obvious. This great presentation displays a high quality image which were not achievable with other packaging forms, not only with the high resolution printing, but also with the material used for the manufacturing, an environmental friendly packaging made of renewable resources. As we needed a one-way packaging, with this solution we can save the entire process of packaging return, the ground breaking process of box assembly without the need of nails and other metal pieces in the packaging, and the entire packaging image adding value to our brand, improving the buying process at the point of sales. What more could we ask for?

Revistamercados:
Do you plan to apply this type of packaging for other products too?

EO:
Yes, actually we are in the process of launching various product lines with different packaging formats in the extra quality category: racimo, longlife, green …
We’ve started the co-operation with Obeikanmdf in this season of 2010/11 and we think this may be a beginning of a long lasting business relation. Our customer are very satisfied and the markets have rapidly built up loyalty.

Revistamercados:
The 2010/11 season appears to be a turning point between the “old CASI” and the “new CASI”, which is characterized by the launch of new business concept, new management and new products. How is the development of this new strategy and how was the reception of it?

EO: There are inevitable changes in the general markets and CASI could not be exempt of them. The new organization of CASI is working on the new strategy focused on leading the national and international tomato business expanding our commercial mission on new potential and emerging markets.

Revistamercados:
Which is the action plan and projects that that CASI plans to implement on short and long term?

EO: This new project involves a series of action points both short and medium term, nevertheless once the new organization has been implemented, the focus shall be on reducing costs, optimize the production processes, improve efficiency and increase the motivation level of all involved with CASI, shareholders, customers and employees. Part of the improvement action plan of course is to add value to our brand through innovation which shall mark the difference between us and our competitors. This objective of differentiation has been the main driver of the project between CASI and Obeikan.