The new offering kicks off the Monterosa Moments initiative, aimed at finding new ways to enjoy the iconic tomato variety
Fitó and La Palma debuted the new Monterosa pink gazpacho at this week’s Fruit Attraction. The launch marks the start of Momentos Monterosa (Monterosa Moments) an initiative that seeks to expand the brand beyond the fresh produce category and find new ways of reaching consumers.
Currently, one in three tomato-buying households in Spain is familiar with Monterosa, and 66 per cent of them purchase the variety.
The project was jointly developed by Fitó – owner of the Monterosa brand – and Granada La Palma. “This collaboration combines Fitó’s knowledge of the brand and the Monterosa tomato with La Palma’s expertise in production, selection, processing, and marketing. This approach allowed for a comprehensive launch strategy and the creation of a value-added product,” the two companies said.
La Palma will also be responsible for producing and marketing the new gazpacho, which is due to hit store shelves during the current tomato season.
According to Fitó and La Palma, the aim of the project is not simply to add another product to the shelf, but to develop an offering with a unique identity. Consequently, the recipe was carefully crafted to highlight the quality and signature flavour of the Monterosa tomato.
“The new gazpacho contains 32 per cent Monterosa tomato, water, cherry tomato, cucumber, extra virgin olive oil, red pepper, Sherry vinegar, salt, beetroot, and garlic. The selection of premium ingredients enhances the flavour of Monterosa, offering a balanced, unique, and distinctive experience,” the said.
“The result is authentic pink gazpacho – a product that elevates the attributes consumers associate with Monterosa (freshness, local sourcing, natural quality, well-being, and Mediterranean authenticity) to a new category.”
Monterosa pink gazpacho is produced using high-pressure technology – a process chosen to extend the product’s shelf-life while preserving its flavour, texture and colour.
As well as opening up new commercial opportunities for the brand, the project helps optimise production and maximise the use of Monterosa tomatoes by channelling them into a high-value-added processed product, without compromising the quality standards that define the brand.
