The company began to work with some distribution chains. Until then, it sold its product to central markets. This shift was in response to the change in consumer habits, which in the last decade of the last century had opted for large hypermarkets when filling the shopping cart.
The opening of this channel meant the transition from bulk potatoes to bagged ones and the creation of its own brand. Hijolusa launched its first brand in 1997: La huerta de Doña Rogelia . “Since then, we began to segment. That is how we began our expansion, which has been based on brands that are closely linked to different customers, to set a different standard,” says the CEO.
The company has been adding different brands of bagged potatoes to its catalogue, all of them under the umbrella of the Hijolusa brand. Some of the most representative ones are Val de slovenia phone data Picones , La granja de José Luis , La patata rurales de Hijolusa or Patatas premium Hijolusa . In addition, in 2011 the company entered the segment of the so-called IV range – ready-to-eat fruits and vegetables – with Baby Pat , its line of microwaveable steamed potatoes, which has been completed with Sweet Pat sweet potatoes .
“Depending on the clients we work with, we work with different brands. But the quality of the product, the traceability parameters and the processes are the same,” he says.
The launch of these brands has allowed Hijolusa to differentiate itself from its competitors at the point of sale. This brand-building strategy has been decisively helped by its investment in advertising, something very unusual for a basic product such as potatoes. Anyone who listens to the radio regularly will have heard its advertisements frequently.