Pnow pure riceconcepts Seafood Rice and export is oppositebecause, if the grass is overcooked, the food is no longer worth anything, and of course, cooking it Valencia and eating it in Paris or Berlin seems impossible to the minimally demanding palate. The Valencian company does not think in Gastraval and actually produces paella and rice dishes every week in their factory in Catarroja already sold in 13 countries. Moreover, according to director Mattieu Allais, they are now aiming to make the leap to North America and Asia.
company Founded in 1983 by the Velarte family as a takeaway paella business that later spread to the convenience food industry. In 2007 the founders sold the company to Tecnofoods, a machinery company, and in 2013 PP and the Generalitat Valenciana’s Stator Management fund headed by Máximo Buch, former Minister of Economy, entered with the majority of the capital. These investments have allowed the company to grow steadily, employing one hundred people. It aims to reach 14 million turnover this yearwith a 12% increase compared to 2021, when it already grew 70% and reached 11.6.
this Gastraval’s core business is rice and fideuàThe first attempts to make pasta and risotto have been abandoned. Allais explains that the company follows a “very traditional” process because “we make them in fizzy paella.” There are actually 20 of these containers, each one and a half meters in diameter. The company’s best-selling mixed paella (meat and fish), but also Valenciana, arroz a banda, black rice or cooked rice.
“Then we pack them in plastic trays, we pasteurize and sell frozen or chilled », says Allais, who solves the cooking point problem this way: “We studied the formula, taking into account the whole process, so that the rice does not overdo it. We cook a little less than usual.”
Additionally, the Valencia firm produces what it calls the basics for preparing rice: namely broths and fried. It sells its products in large stores and supermarkets, both under its own brand and under the distributor brand, and on the Horeca channel (hotels, restaurants and cafeterias). In the first case, what is mainly marketed is the finished rice dishes, while the bases are what they buy, especially the second ones, adding the accompanying vegetables, meat, fish or seafood to broths, broths, fish or seafood shortens preparation times and accompanies rice or noodles for french fries.
The company produces 200,000 servings of paella and bases each week.. Currently 95% of sales are concentrated at the moment. Spain and, in a unique way, to honor the theme of tourism, beach and some rice in the Mediterranean. However, the company has already started its export route with the sale of its products in 13 countries. The UK is its main foreign market, followed by France and Belgium.
Allais guarantees each country “interprets paella in its own way and adapts it according to the customer”. This means that rice sold in France must contain sausage and peas. In the UK, it was previously supposed to contain the same sausage, but now mixed paella dominates. In other countries, consumers want the food to contain less salt than in Spain. No one ever wanted it to be spicy.
Currently, the company’s R&D department is focused on, among other things: manages to make a paella that “does not require cold and is served preserved”. Under the premise that “Spanish gastronomy is very popular everywhere”, it is one of its aims to explore international expansion currently through the United States and Asia, with China and Korea as initial targets.
Allais assures that Gastraval’s growing success has led its owners to consider increasing their existing facility, which covers an area of 3,000 square meters, or even investing in a new factory to meet the growing demand.
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