During the Modern Buyer RO-Fruit and Vegetables show on the 21st of November Tatayoyo once again secured an award, this time the Best Product Award.
The journey of Tatayoyo in Romania
The story began in 2023 when a team from Romanian retailer Mega Image, along with the management of Holland Farming Agro srl., visited the Rijk Zwaan stand at Fruit Logistica. Their interest in bringing Tatayoyo to Romanian consumers coincided with Tatayoyo winning the Fruit Logistica Innovation Award.
Preperation for a successful introduction
Soon after the initial interest, discussions about the introduction of Tatayoyo intensified. Throughout 2023, meetings, feedback sessions, and market research studies were conducted to ensure that taste-related consumer habits and local quality requirements in Romania were thoroughly considered. This preparation spanned the entire year, down to the last detail. The final kick-off meeting took place in December, bringing together all parties: Mega Image RO, the Romanian producer Holland Farming Agro LTD., and the teams from Rijk Zwaan Berlin and Budapest.
As a result of these collective efforts, every detail was finalized, including quantities, timeframe, and availability. Packaging, design, and joint promotional activities, particularly on social media, were also discussed and later managed by the Rijk Zwaan Holland marketing department team. The Tatayoyo campaign was ready to begin.
Market introduction
In May 2024, Tatayoyo made its debut in Romania, focusing on Bucharest and Mega Image's flagship stores. The product's launch was a resounding success, bolstered by targeted social media campaigns on LoveMySalad, Mega Image's media channels, and local sites.
For more information:
Rijk Zwaan
www.rijkzwaan.com