The Challenge: How to differentiate an agricultural commodity product such as tomato?
Answer: Revolution not Evolution
Step 1: Introducing a broad range of Innovations in Greenhouse Production (Cluster type tomatoes, Hydroponic cultivation method, Natural pollination by bumble bees, Beneficial organisms against pests and diseases instead of pesticides, Climate management by computers, Special packing house and Renewable fuel (olive core) for heating)
Step 2: Branded tomato product named PRIMA
Step 3 : Branding policy in all aspects of the organizatiion
Project period: 1992 - 1996