More than a hundred years of successful operations vouch for the professional skill of Martinez De Somalo a cold cuts and ham company in La Rioja. Founded in 1901 by José Martínez Campo in a small establishment where pork products were sold. Today, it has become a solid industry with modern facilities (2 working plants) and the emblem of La Rioja's chorizo (sausage). Both facilitates are co-located (Baños de Río Tobía, La Rioja) and run under the direction of the same family (currently running on the fourth generation) without losing any of its traditional knowledge.
Today, the Martínez Somalo family, together with experts in the industry, is seeking to add innovation to their products, without renouncing to their artisan trait, but adapting to the tastes of their new consumers. Delivering on this ambition they have launched a new assortment of chorizo barbacoa de sabores (barbecue-flavored sausage) developed in collaboration with the Centro Tecnológico Empresarial Agroalimentario CTIC-CITA. These new technologies have been developed are innovation of the of the traditional agricultural and food industry were created following the TRADEIT philosophy. We have interviewed Elena Martínez, the company's CEO.
Running a family business for more than a hundred years is quite an achievement. Which are the main changes occurred during this period?
The company has had a market- and society-oriented evolution. We have certified our products and processes in order to offer greater quality and provide all the production chain with food security. Within a family context, the main reasons for success are the equilibrium and generosity from the people that have managed the company, and an exemplary family succession from the third generation (my father, Lino Martínez, is truely responsible for what the company is today) to the fourth, his children, including me. All of this has been done by reinforcing the company management with professionals from outside the family.
Although ham curing takes most part of the production, we can speak of one product that Martínez Somalo has helped to closely link to Baños de Río Tobía. I am talking about La Rioja's chorizo. What is so special about this type of cold cut that even enjoys its own geographical indication?
It is a reference product within Spanish gastronomy. The sarta-type chorizo is elaborated as it was in its origins, made of meat and selected ingredients following a careful process. It is the genuine one, and it has not been perverted by price.
Would La Rioja's gastronomy be understood without the chorizo?
It would be difficult, as it is an ingredient that can be found in most of its traditional dishes, such as potatoes, beans, stews, etc. And of course, something that can be eaten at any time. It should be pointed out that it reached England several years ago, but it is only recently that it has taken great meaning. Chorizo, just as it sounds, no translation, is used as an additional ingredient for different fish dishes and salads, new uses that had never been considered up until now. So, we have to encourage every consumer to try it out.
All cold cuts and hams from your company follow a traditional process. Why is it so important to stick to tradition?
In most of our products, we follow the traditional making process, of course with the help of the latest technologies. This might sound inconsistent, but is not. If we use the appropriate raw material and we respect the process by giving it the necessary time and performing it in the appropriate way, we can obtain a traditionally made product, with the same natural and tasty flavor. And this is what the consumer is looking for. Both those who know it and those who taste it for the first time want that ‘traditional’ flavor to be tasty, and we want them to like it. When it comes to our products, tradition means respecting the quality of the raw material and following a careful making-process.
In that respect, we have brought back a successful product, jamón pimentonado (pepper-flavored cured ham), with a process that was used by our great-grandparents more than a hundred years ago.
And, at the same time, you are trying to add new ingredients and formats, as the chorizo barbacoa de sabores. Can you tell us about this new line of product?
Consumers like traditional products, but they also want to be surprised. The barbacoa sabores (barbecue flavors) includes five products. Each of them is a piece of fresh chorizo, ideal for grill, pan, or microwave. This product can become a flavor tasting, something to enjoy, to surprise the consumer. The flavors are fresh chorizo with curry, fine herbs (Mediterranean), tex-mex (Grill Arizona), VERY spicy (Inferno), and with wine (it could not be any otherwise, being from La Rioja). The image we have given the product is eye-catching, and it will not let you unmoved.
How have you worked so as not to pervert the classic concept of chorizo?
Chorizo has a lot of 'power', a lot of flavor. And so do the ingredients used to make it. But, although they can be savored in the product giving it new hints, they do not transform it; they add to it.
Obtaining these kinds of products is only possible thanks to research and new technologies. Could you describe your experience working together with Centro Tecnológico Empresarial Alimentario CTIC-CITA?
The CTIC-CITA has great professionals that are close to the company at every level. They are not only experts in the technical part; they also understand the problems within the industry, the problems with the consumer, the economic dimension of the company and its size when it comes to making a project. This is very important because they integrate into the company as if they were an R&D&I department of their own.
How do you evaluate innovation within an industry that cares so much for popular knowledge such as the traditional food sector?
They can and must live together. Tradition can grow and there must be an evolution, it has always been so. Consumers want a traditional product, but there are some elements that pervert the idea of such product, and those are the ones that can coexist.
Accordingly, those projects of knowledge and technology transferring, such as TRADEIT, can be of much help. What part does Martínez Somalo play on this project?
I would like to take this opportunity to thank the CLUSTER FOOD +i for offering this fantastic chance of helping us to be part of this project. No doubt, projects such as Tradeit are very interesting, since they bring together several factors so as to share our knowledge, worries, and ideas, etc. about the industry and the companies. They even contribute to the gathering of people from other sectors. All of it favors the professional growth of the participants, which would not have been possible any other way.
What benefits can be obtained from Project TRADEIT?
Without leaving aside funding matters, which are undoubtedly important, on Tradeit we can find the appropriate discussion forums regarding important aspects about the company which remain forgotten in the day-to-day tasks. There is a chance to become acquainted with new companies from other regions in the country and from other countries, making it possible to share knowledge with them. As these companies belong to other countries, cultures, and different consumption habits, it will be an inspiring and enlightening experience for every participant. And, of course, and should the possibility present itself, we can help each other or even work together.
How does a hundred-year-old company foresee the future? Which are your main challenges and needs?
The Martínez Somalo family is optimistic by nature. We have outlined the path and we are following it, celebrating every time we beat the market’s challenges. We have to always look ahead and to our sides, and keep on learning, or even change our path at a particular moment. Everything is moving very fast, this is a change of era and we have to keep adapting to the new paradigms.
Our challenge is sustainable growth, without forgetting the values we have outlined as a company and as a family, which are collected in the corporate policy. Investments on innovation and technology improvement are two of our main needs, and we are working on that.
