Anne Igartiburu, new prescriber

On May 5 this year, in the Spanish Heart Foundation building (Madrid), the AGF Group started its new 2016 campaign.
Fashion Watermelon has a fantastic new patron, the actress and presenter Anne Igartiburu, who is the new image for the product’s promotion campaign. It also has another great ally, the designer Agatha Ruiz de la Prada, who is in charge of designing the labelling.
On the same day that the campaign was presented, the AGT Group, as part of its social commitment, awarded, in collaboration with the Spanish Heart Foundation, the Fashion Watermelon Prize for the ‘sweetest’ charity work to the Menudos Corazones Foundation, with which the presenter has been working for some time.
Igartiburu highlighted all the effort and professionalism behind Fashion Watermelon, remembering all the families that make a living from the different agricultural tasks, resulting in the sweet taste of these unique watermelons.
The event also featured the participation of the nutritionist Vanesa León, who gave a brief, practical talk on food, stressing the consumption of fruit and vegetables in order to prevent cardiovascular disease. And the truth is that some fruits, like watermelon, can have a favourable impact in this regard.
Therefore, since 2011, Fashion Watermelon has featured the seal of the Spanish Heart Foundation’s Food and Health Programme (PASFEC). This seal has the main objective of helping consumers choose the most suitable food for their cardiovascular health.
New manager, new offices. As of this season, the Fashion Group has a new manager, Antonio Rodríguez Vela. His main challenge is optimising all departments, as well as attaining maximum cohesion among them in the short- and mid-term.
Likewise, this season has seen the opening of new offices in El Ejido (Almeria), where seven professionals work and all the partners’ meetings will be held.
The Fashion brand was created 14 years ago and has since been consolidated as an essential pillar in a brand of sweet, seedless watermelons. At present, its production amounts to more than 2,000 hectares; last year, 75,000 tons were sold compared to 70,000 in the two previous years. It has a current turnover of around 30 million euros.
The Fashion brand is characterised by its great taste, its sweetness, its lack of seeds and by preserving the traditional look and taste of regular watermelons. This fruit is a natural source of citrulline and lycopene, is cholesterol free and contains calcium, phosphorous, iron, beta-carotene and vitamins C, A, B1, B2 and B6. The Spanish Heart Foundation has renewed one year more the agreement recognising the watermelon as a heart-healthy food.
The AGF Group was established in 2002 and encompasses 17 companies from different parts of Spain, covering the provinces of Almeria, Granada, Seville, Murcia, Alicante, Valencia, Castellon, Tarragona, Ciudad Real and Balearic Islands.