To mark the milestone, the tomato brand has launched its first-ever TV advertising campaign
The Monterosa tomato, one of the most iconic varieties in Semillas Fitó’s catalogue, celebrated its tenth anniversary on 11 December with an event that brought together marketing companies, producers, media, and industry representatives in El Ejido under the slogan “A decade of cultivating value.”
The event highlighted the working model behind Monterosa: a project built from genetic improvement to the end consumer, based on long-term collaboration with its growing partners and a brand strategy that focuses on authenticity and differentiation as key pillars. The breeder said this pioneering approach has made Monterosa a benchmark for its organoleptic quality, visual appeal, and consistent shelf presence.
“Monterosa demonstrates that when we align genetics, farmers, distributors, and brand, we are able to create and protect value for the entire agri-food chain,” said Eduard Fitó, president of Semillas Fitó, during the event.
Over the past ten years, Monterosa has established itself as a benchmark in the salad tomato market, recognised for its flavour, distinctive character, and a consistent and carefully crafted brand presence. According to José Cárdenas, Monterosa brand manager, the brand combines varietal innovation, collaborative work with partner producers, and a long-term communication strategy:
“Monterosa isn’t just the tomato that was positioned in the market; it’s the brand that conquered it thanks to a shared vision and the efforts of everyone involved in the project,” Cárdenas noted.
The event also highlighted the key role of the project’s partner producers who have contributed to the brand’s expansion in Spain and across Europe. As part of the celebration, Semillas Fitó presented awards to five farmers who have stood out for their commitment to the project over the years.
During the event, Neus Fernando, head of value chain communication at Semillas Fitó, presented Monterosa’s first television advert, developed in collaboration with the creative agency Assai Comunicación.
The commercial will be the centrepiece of the new marketing campaign, launching in January. “Under the slogan ‘Something very much ours,’ the spot encapsulates the emotional connection Monterosa has built with its consumers and underscores the authenticity behind the label of every tomato,” Fernando said.
“With this campaign, we wanted to bring Monterosa closer to consumers’ everyday lives, so they can recognize themselves in the scenes and feel that this brand is also part of their table.”
