The Moroccan Delassus Group was founded over sixty years ago. They fully dedicated themselves to the production of cherry tomatoes fifteen years ago and were one of the first nurseries to do so. Annual production, of around 25,000 tons, is exported through their own company Duroc.
Consumption of cherry tomatoes is increasing, but the competition also is growing. How does Delassus keep in the game? "The Moroccan market primarily focuses on France, we focus on the British market," said Fatiha Charrat of Delassus. When it comes to the British market, Spanish production is the most prominent.
The company is aware of the increasing competition on the market. Growers are switching from peppers to tomatoes. Delassus maintains its position with the focus on quality. "Years ago, we chose to grow using substrates to cultivate with a higher quality. With new varieties and product development, we keep our focus on the quality. This is reflected in product innovation, the company is extending the assortment from six to ten segments.”
In addition to product innovation and quality, contact with the customer is also of great importance. Delassus has been supplying the four major UK retailers for years. "We communicate regularly about crop status, products and they also come and visit us," said Charrat. The annual programs are pre-discussed – productions peak is in November and December and April and May, but year round the quality is consistent. "You might have more contact with store chains in regards to specialized products, but I think it is especially due to our good relationship with our buyers. We want them to know what is going on and vice versa. "
