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According to the Company Director José Ramón Lozano, “it’s been a long while since potato was simply sold as potato; instead there are now specific varieties or types (for boiling or frying) for specific clients and these types can vary depending on the particular needs of those clients. Our export sales are related to a very distinct segmentation with potatoes that stand up well to washing, retain all their skin and are top quality. Certified potatoes”.
The company from Cordoba handles an annual volume of around 6,000 tonnes. “We are not interested in increasing this volume. We are after top quality and in order to obtain this we track the whole process in detail.”
“We produce using very strict controls. Thirty percent of our sales come from our own crops. The remainder comes from estates that are being run by professionals with lots of experience. This is the only way that we can successfully produce the new varieties demanded every year by our European clients.”
At the same time, Cereales Lozano has no hesitation in investing whatever is necessary to achieve this objective. “Potato is harvested and sent to the client every day. In exceptional circumstances, if there are any logistical hiccups, we have cold stores that can protect the recently harvested potato from the extreme heat that is common around harvest time. The midday sun in Andalusia can cause a lot of damage to produce. Cold stores are still a rarity in the area. Details such as these, together with the transparency of our management processes are highly appreciated by clients. We have a very good relationship with all of them”, continues Lozano.
This season, the early Andalusian potato crop has been reduced by 10 to 15%. “This year only the professionals have sown potato. Many others have decided to go for cereal where the investment risk is much lower and market prices have risen markedly.”
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José Ramón Lozano