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La fruta de hueso no puede ser un commodity. TANY NATURE

En la firma Tany Nature están convencidos de que aún es posible darle mayor valor a la fruta de hueso, y que no se convierta en un producto commodity. Para ello, acaban de finalizar las obras de una nueva ampliación de su central en Zurbarán (Badajoz), que les permitirá no solo aumentar su capacidad de manipulación, sino también ofrecer un servicio especializado.

Comparte

En nuestra visita a la central hortofrutícola de Tany Nature, tenemos la sensación de que esta empresa camina a un ritmo diferente al resto del sector. Con una facturación que supera los 47 millones de euros, y un volumen comercializado en torno a los 52 millones de kilos de fruta de hueso por campaña, Tany Nature es hoy un referente a nivel internacional.

Su responsable del Departamento de Marketing, José María Naranjo nos recibe mostrándonos ilusionado la última ampliación que acaban de finalizar de su central (llevan ya varias), y operativa desde mediados de abril. «Hace unos años apostamos por incrementar nuestra producción, con variedades de calidad, por lo que necesitamos mayor capacidad de manipulación y envasado. De ahí esta ampliación, donde hemos invertido más de 5 millones de euros», nos explica Naranjo.

La nueva central, que pasará ahora a ocupar una superficie de 80.000 m2, está dotada con tecnología de última generación, lo que les permitirá aumentar su capacidad de trabajo casi un 60% (776 Tn diarias). Pero en Tany Nature no sólo persiguen este objetivo, sino, sobre todo, poder ofrecer un servicio exclusivo, huyendo de los productos commodity. «Cada vez nos demandan una mayor especialización, y si hoy Tany Nature ocupa el lugar que ocupa es por tener capacidad de respuesta y porque estamos convencidos de que podemos ofrecer una diferenciación, tanto a los grandes clientes como a los más pequeños, y hacerlo de una forma eficiente y efectiva, controlando todo el proceso», detalla Naranjo, quien nos avanza que en breve presentarán un producto innovador.

Nuevos mercados

Actualmente Tany Nature está presente en más de 38 países, principalmente en Europa y en Latinoamérica, pero también en Asia y África. «Cuando llegas a un nuevo mercado, debes hacerlo garantizando siempre una misma calidad y servicio, es la única forma de fidelizar a los clientes», nos explica el responsable de Marketing, remarcando que hoy en esta entidad, a la vez que trata de abrir nuevos destinos, han vuelto a mirar al mercado interno, al percibir un cambio de tendencia, con una demanda de mayor calidad y ante el incremento de los niveles de consumo.

 

Hoy en Tany Nature nos han presentado este nuevo proyecto, ya hecho realidad. Ambicioso e ilusionante al mismo tiempo, convencidos de que la fruta de hueso no es un producto commodity y que aún pueden aportar mucho valor al consumidor.

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  21. Francisco 29/10/2015

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  22. Javi Roig 03/07/2015

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