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Tozer Seeds Ibérica launches first promotional campaign in Spain

Tozer Seeds Ibérica launches first promotional campaign in Spain
Photo: Tozer Seeds Ibérica

Tozer Ibérica, the Spanish subsidiary of British seed company Tozer Seeds, has launched its first communication campaign in Spain to raise brand recognition in the Spanish agricultural sector. 

José Carlos Grajeda, commercial technician at Tozer Ibérica, said: “Although we have been operating in Spain since 2010, we know that there are still many professionals who do not know us. For this reason, at Tozer Ibérica we consider that the time has come to take a step forward so that Spanish producers can see the work we can develop together and know that they can count on us to optimize their vegetable production and go hand in hand to the linear . We want to offer them added value, accompanying them from the beginning to retail, minimising the producer’s risk and providing added value with new varieties.” 

The constant investment in R&D as well as the permanent commitment to the environment, which is reflected in the company’s policy of perfecting plant varieties without genetic modification, are the hallmarks of Tozer Ibérica.

“We have chosen the slogan ‘Naturally innovative’ because it expresses our philosophy very well both as a company and individually. We want to continue betting on new varieties, but always with respect for our environment and support for our customers. You can be innovative in a natural way and at Tozer Ibérica we strive to demonstrate it every day,” said Grajeda.

Strategic alliances, special actions or direct marketing are some of the actions planned in this campaign that is now beginning. They will be complemented with the constant information that Tozer Ibérica will publish on their newly launched profiles on LinkedIn and Twitter.

From its offices in the Murcian town of Fuente Álamo and with a team of 12 people, Tozer Ibérica has not stopped growing since its foundation a decade ago. Its catalogue, in constant evolution, is strongly marked by high horticultural specialisation. Celery, leek, chard, spinach, cabbage, kale, tomato, pak choi, pumpkin, rocket or Kalette (finalist at the 2013 FLIA innovation awards), complete the firm’s offer.


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Celery, parsnip the seeds to Tozer’s success

After last year’s successful launch of the Flower Sprout –  a small green and purple sprout with curly leaves – throughout Europe, particularly in the UK and Scandinavian markets, Tozer Seeds is looking for new business opportunities in the US, Australia and New Zealand.

Tozer Seeds has long been a European market leader in celery and parsnip varietal development and now this British vegetable breeding company is looking for new markets in which to introduce these crops.

Additionally, after last year’s successful launch of the Flower Sprout –  a small green and purple sprout with curly leaves – throughout Europe, particularly in the UK and Scandinavian markets, the firm is looking for new business opportunities in the US, Australia and New Zealand.

“Sales are performing well – duplicating turnover each year – so this will be the year of the Flower Sprout,” UK sales director David Rogers said. To support the international expansion of this fresh product,

Tozer Seeds is preparing a global campaign of Kalettes (the name for Flower Sprouts in the US), to be available in September.


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Flower Sprout® and Kalettes® in the US & Australia

Tozer Seeds takes Kalettes®, their cross between Brussels sprouts and kale, across the pond to the US.

Tozer Seeds is the European market leader in parsnip and celery varieties and has been for decades although this year has been a little more difficult than previous ones due to overproduction of parsnips in the UK. Despite this, Tozer Seeds has seen growth in various markets this year. Celery has had a good season in many countries and there is more interest in varieties which are extremely suitable for the upright stalk market. As Robin Bartels, Sales and Marketing Manager for Tozer Seeds says, their company offers a complete portfolio and can be seen as one of the celery experts in the market and is constantly working to develop varieties with better resistance and flavour.

Breeding is the heart and soul of this company and Tozer Seeds’ breeders use both traditional breeding methods and modern molecular biology (although they do not use GM) as well as their own intuition to come up with new vegetables with an emphasis on flavour and uniqueness and the ability to thrive in the field around the world. The process usually starts with screening a wide range of existing cultivars and sometimes wild relatives for plants with desirable characteristics. Individual plants showing the desirable characteristics are selected and pollinated in subsequent generations until the required characteristics are stabilised. This process can often take up to a decade.

Their newest products are coloured kales and kalettes or flower sprouts and in this case the process has taken 15 years from start to finish. It was come across more or less by accident with no way of knowing that it would become such a trendy product because of its health benefits and would hit the market just at the right time to take off. How could any one know 15 years ago that a kale hybrid would become the hot new vegetable of 2015 in the US? This brassica mash up started as a way of lessening the bitterness that bothers brussel sprout detractors and a way of making kale more versatile. As a result this new super vegetable looks like a mini cabbage with delicate, kale-like leaves and has a sweet, nutty taste and can be roasted, sautéed, grilled, microwaved and even eaten raw.

This hybrid of kale and Brussels sprouts is being marketed in Europe under the brand name Flower Sprout® and Kalettes® in the USA and Australia due to the different perception the different markets have. Kale is the vegetable of the moment in the USA but will forever be thought of as fodder for cattle whereas sprouts have slightly better press in the UK than in the US where George Bush said that one of the perks of being president was not having to eat your Brussels. New varieties and colours are being developed in these ranges to increase hardiness and extend the maturity window of these products as this leafy vegetable has one major drawback: it is seasonal and for the moment is only available between November and March. 

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This article appeared on page 123 of edition 141, Jan/Feb 2016, of Eurofresh Distribution magazine. Read that issue online here.