Image: Ader.
Internationalization Strategy
The Rioja-based company Tradición Casera, partly owned by the Reina Group, is planning an ambitious international expansion to reach 40 markets by 2027. Its competitive advantage lies in its own technology for manufacturing long-life yogurts that do not require refrigeration.
The Riojan company Tradición CaseraA company specializing in the manufacture of long-life yogurts and dairy desserts has announced an ambitious international expansion plan. Following a visit from the president of La Rioja, Gonzalo CapellánThe company has confirmed its objective of to market its products in 40 countries by 2027, exceeding the 25 markets in which it currently operates.
During their visit to the facilities in Lardero, accompanied by the manager of the Agencia de Desarrollo Económico de La Rioja (ADER), Luis Pérez EchegurenThe regional president highlighted how Tradición Casera "It combines a traditional, high-quality product with innovation and technological advancement," a project developed over five years that exemplifies the competitive nature of the region's business fabric.
Technology and innovation as an engine for exports
The main differentiating factor of Tradición Casera It is their own technology, which allows them to develop products with a Shelf life of between nine and twelve months without the need for a cold chainThis innovation is crucial to their business model, which is primarily export-oriented, as it facilitates logistics and distribution to distant and complex markets.
As its founder explained, Félix SanzThe project has evolved into a highly specialized model. "90% of our sales are now made outside of..." Europa"We are committed to highly specialized technology that allows us to be more competitive, open new markets and offer a product with great added value," he said. SanzThis specialization focuses not only on the final product, but also on the manufacturing technology itself, which the company plans to export in the future.
Expansion plans and strategic alliance with Grupo Reina
To cope with the increased demand, Tradición Casera plans to install a second production line before the end of 2026This move is key to reaching the goal of 40 markets by 2027. The plant, in addition to being a production center, will function as a showroom technological. "We want this plant to also be a showroom from which we can support other countries when they decide to produce these types of products there," he stated. Félix Sanz.
The project's growth has been consolidated by the acquisition in 2024 of a majority stake by Grupo Reina (Postres ReinaThis alliance with the largest Spanish dairy dessert group, headquartered in Caravaca de la Cruz (Murcia), brings solid industrial experience and a broad international commercial network, giving the Rioja project "great potential," in the words of Capellán.
| Concept | Figure/Data |
|---|---|
| Investment made | Over 10 million euros |
| Current employees | 19 people |
| Current markets | 25 countries |
| Target markets (2027) | 40 countries |
| Percentage of sales outside of Europe | 90 % |
| Product shelf life | 9-12 months (without cold chain) |
The president of La Rioja concluded by reiterating the commitment of the regional government and of the ADER to continue supporting companies in their growth, innovation and internationalization processes, highlighting projects such as the Tradición Casera that demonstrate the region's capacity in strategic sectors.
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