The seed company works closely with every link in the chain, from growers to the final consumer, with the goal of driving demand for healthy, flavorful, high-quality food.

Promoting the demand for healthy, tasty, premium-quality produce is the mission of Harmoniz, a tomato specialist that entered the Bell pepper market two seasons ago. As Mauricio Fernández, General Manager of Harmoniz Ibérica, explains: “We see varietal development as a process that connects the grower, the distribution sector, and the consumer.”

This process begins with “a deep understanding of consumer purchasing habits and expectations,” which are then integrated with agronomic and commercial product requirements.

Thanks to this strategy, the company has established itself as a “trusted partner for the entire value chain” in tomato, and is now applying that interdisciplinary expertise to make solid progress in Bell peppers. Harmoniz has focused on the Bell type, predominant in Almería, and two seasons ago introduced its first varieties: Bernabel (red) and Bonáyar (yellow), both for the late cycle.

In such a competitive market segment, “we differentiate ourselves in two key ways,” Fernández notes. The first is agronomic profitability for growers, delivered through open, less vegetative plant structures that help reduce costs and limit the impact of pests such as Thrips parvispinus.

The second is consistent product quality, highly valued by distributors and marketers, with firm fruits, uniform color, and excellent shelf presentation. “We prioritize pepper varieties that combine outstanding visual and organoleptic qualities,” Fernández explains, adding: “We look for fruits with uniform, glossy color, regular shape, and firm texture—capable of conveying freshness and value at first glance on the shelf.”

Diversification for the Consumer

Harmoniz continues to strengthen its position in peppers and is currently pursuing two lines of work. On the one hand, developing new varieties to complement Bernabel and Bonáyar in the late cycle; on the other, and as part of its consumer-focused strategy, creating “unique specialties.”

In this respect, “consumers are showing growing curiosity for formats and colors beyond the traditional red Bell,” a trend that “opens opportunities to expand the category with differentiated products, always backed by consistent supply programs.”