During this campaign, the company will add Club varieties Envy and Evelina to its extensive portfolio.
At its farm La Rasa, in Soria, one of the largest in Europe, Nufri has started developing two highly promising Club varieties: Envy and Evelina.
Envy takes up the first part of the campaign and Evelina will correspond to the second part of the season. “We have opted for these two club varieties because we strongly believe in them. The first one belongs to a super-sweet category and we know that there is a market segment that is highly appreciative of this characteristic; the second one corresponds to a red variety, which is very juicy and aromatic, with a long shelf life and high yield, which has good qualities for ecological production,” explains Ignasi Argilés, production manager at Nufri.
Regarding the development maintained by club varieties compared to the more traditional varieties, the executive comments that “working with them means a high level of investment and specialisation, but if the right ones are chosen, consumers know how to appreciate it.”
The Nufri business group produces, imports and markets products from the five continents, but its star fruit must be the apple. Producer and panellist for important brands, its production of 1,000 hectares of high mountain apples in the technified farm of La Rasa (Soria) has meant a real revolution in the fruit and vegetable growing sector. This is the venue where the Group has decided to take its first steps with the club varieties recently included in its offer. All of this without forgetting the company’s own brands Livinda.
“Our aim as a company is to meet any kind of demand for a product in which we have traditionally been specialists and one to which we are strongly committed. We are open to a whole world of possibilities, since the market is ever-changing and our purpose is to cater for it.”
The company has not forgotten its market-focused subject and last year it started up several promotional initiatives, with the campaign “They are from here” (“Ellas son de aquí”) to sponsor women’s sports, as well as labelling their apples with the most usual girl’s names.
Along these lines, the company will carry out different tasting days in the main Spanish wholesale markets to show retailers the goodness of both Envy and Evelina.