Rovira Agrícola is a 2nd generation family business with over 30 years’ experience, mainly specialising in top-quality yellow onions, cultivated in the Valencia area and La Mancha. In addition to the Spanish market (20%), its efficient marketing has traditionally focused on the United Kingdom (30%), The Netherlands (30%) and other European markets (20%).
Nevertheless, Rovira Agrícola is a company at the forefront of its sector and faces the future from a clearly leading position. This is why commercial director Arcadio Rovira plans to intensify the strategy of diversifying into markets beyond the European Union: “We are interested in closer ties with countries such as Brazil and the United Arab Emirates, and hope to gain footholds in areas of North Africa, especially at times of greater supply.”
Analysing last season 2014-15, the commercial director confirmed reports of high yield and plentiful production. “Both factors led to lower prices than previous years,” Rovira said, “nevertheless, the demand was good, which meant all the produce could be sold. On the other hand, this year 2015-16 a lot less product was sown. Along with this, we foresee much lower yields, which means forecasts of roughly 20% lower onion volumes available this season.”