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There was a world of advertising back in 2000, where women fantasized about the truck driver from

.

With a cream-colored jumpsuit, wild in shape, although tanned in beauty, a young man from Navarre would go to any supermarket.

He was slender, down to earth and folksy.

No one could stop looking at that boy

wooden wheelbarrow without temporary wear.

Two decades later, with a renewed image,

fully immersed in the ready meals industry.

The canned asparagus tests have become tastings of food ready in five minutes with a seal of naturalness and country origin.

Like a modern Navarrese Sisyphus, his forklift driver

The most famous asparagus in Spain has a history that begins

before planting itself in our microwave dishes.

To date, the brand has had to go to many places trying to achieve the best possible harvest for its income.

At the beginning of the Navarra canning company, the first seed sprouted in a point in the north of

and ended up growing to form part of

in 1985 and later a giant such as

In 2015, after years of a good positioning of the Navarran brand, the Portobello venture capital fund

due to the growth of the prepared food industry by almost 30% in Spain, in which

It was one of the pioneer brands.

In 2020, the investment company directed and founded by Luis Peñarrocha,

,

and

decided to create a parallel fund of 350 million euros to retain the company and also incorporate

Forklift can of asparagus

The main fund of the investor brings together

supermarket chain or the

legal services platform .

currently has assets worth 1.8 billion.

After more than 25 years carrying out market operations, its most recent investee has been

, a company that changed its name to

a few days ago and is dedicated to infrastructure management.

Currently directed by

,

is one of the most valuable companies for the Spanish fund.

In 2020, the company had a

per year that remained stable for years to come.

Although

is the most valuable brand within

, the food brand has other labels on the shelves such as

Taboada

or

Born in

in 1973,

began its journey as a local cooperative.

After several years dedicated to the processing of vegetables, in 1985 he decided to take over the handles of

A decision that brought growth to a company that already in the 90s began to have annual profits of more than 50 million.

Currently,

The economic contribution of

was so great that already in 1989, the group had to extend its crops for canned vegetables, and more specifically asparagus, outside

It was decided to study several suitable lands around Spain and the world until the ideal conditions were found in two towns in

and

Necessary operation to meet the demand of a

and that guarantees extra quality in its product.

Forklift's new forklifter in the 2020 campaign run by the Ms. Rushmore agency

The history

In 1875, in the Navarran river town of San Adrián, a young merchant named

decided to create an innovative canning business.

With land on his property, this father of the family grew asparagus on his farm and then took it to the workshop where he developed his idea, which consisted of

and then selling them in glass jars. .

A delicacy that soon became popular in the area and decades later throughout Spain.

Born under the name of

, this family business created one of the most modern canneries in Europe in its town, employing local men and women.

During the first years, an identification label was created on its jars and later tin cans with the icon of a cook carrying asparagus in a wheelbarrow.

With the turn of the century, the company ceased to belong to the

family and is currently seeking to expand throughout the world.

After making itself known in various television

to the general public, the brand currently focuses its efforts on its prepared dishes. Its latest advertising campaign, called

agency ,

symbolizes the new needs that a worker he has to eat like all his life and at the same time fully devote himself to the culture of haste.

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