EL MASOVE is a company dedicated to home delivery of traditional Mediterranean diet food products and other consumer products.
With a quality product of its own brand, EL MASOVE specializes in wines, oils and spirits of all kinds, while complementing its offer with groceries and varied consumer products to make the service more efficient and complete.
Based in Sabadell, the company EL MASOVE homogenizes the traditional past of the company with the technology of the present to reach the maximum number of consumers and provide a more comfortable and quality service to all those who have trusted us and for all those recently arrived who will find in MASOVE the seriousness and quality of a company that, above all, values proximity to the customer and the satisfaction of their needs.
EL MASOVE, makes life a little easier.
WHERE DOES “EL MASOVE” COME FROM?
A centuries-old tradition...
1ST GENERATION, the Great-Grandfather
In 1910 the town of Ullastrell was supported by agriculture and the figure of the "wine aisle" it was key to getting the vineyard's product to all of Catalonia. Our great-grandfather was the first to dedicate himself to the trade, traveling to the nearest towns and cities to offer the wine produced by the farmers of Ullastrell. Then each farmhouse and family in the town produced its wine individually and stored it in barrels and vats. Thanks to this activity, the great-grandfather managed to meet many people and built up an important client portfolio.
2nd GENERATION, Grandfather
The grandfather began to buy the crops from the peasants to centralize all the wine sales and meet the demand. The result was a more versatile management and an improvement in the quality of the product, basically for three reasons: the wine was made more precisely, the batch blends were standardized and the marketing of the varied and small batches was made easier peasant productions. With a cellar in the basement of the house and with a truck that loaded a large wooden boot, it was from where the grandfather carried all the volume of the business.
Due to the growth in demand, the warehouse became small. At that moment, the grandfather decided with his children to open a new warehouse in Sabadell, bigger and closer to consumers.
3rd GENERATION, the Father and the Uncle
The main product was still wine, but there were some changes that made them consider oil marketing more seriously.
The father and uncle made several changes that were decisive for the consolidation of the business. Work was distributed due to the significant increase in both production and distribution of wine. In addition, consumer habits were changing: Coca-Cola and soft drinks became popular and beer was consumed in greater quantities to the detriment of wine.
Around the 60s, Spanish society was seduced by the new marketing techniques of the USA and it seemed that everything coming from outside was better.
So the two brothers decided to mechanize production, control details, improve quality and promote other products such as oil. It was also the time when the distribution was expanded by applying the "home service"
The plan was too ambitious to be a centralized business and the father decided to deal with distribution by opening another place, in La Sagrera (Barcelona). The business continued to progress with the service to individuals, which countered the drop in consumption. The uncle, who distributed wholesale, was in charge of supplying the products with new formats, and of promoting the oil as a new value by taking advantage of the increase in the consumption of the product. It introduced new lighter containers for wine that were more convenient for customers to transport and use. Finally, the winery was mechanized and he took charge of quality control in production in Sabadell.
4th GENERATION, El Masove
It is in the present that we decided to look for a brand that identifies our products and services. In memory of our grandmother, who lived in Casa Masove in Sant Joan de Samora (Barcelona), we adopt this motif as a legalized trademark.
The denomination also has its history. In the first writings, the name appears without an accent and without the final "r", perhaps because it dates back to a time before Pompeu Fabra's rules. Therefore we remain faithful to the principles of family history.
Finally, based in Sabadell to expand the home distribution channel, we no longer only serve oil and wine to private individuals, but our products have diversified depending on demand.
Scientific advances demonstrate the good properties of wine and oil becoming foods appreciated for their health benefits and for being a fundamental pillar of the Mediterranean diet.
We too keep moving forward, and the demands of modern society demand new ways of contacting customers. We are constantly adapting to new customs and consumer habits, while providing a personal and humane treatment.
We make use of new technologies but above all, those of us who work at EL MASOVE like the personal treatment with our customers.
