Fashion is growing, maintaining the same line and focussing on the Arab markets, which value its high quality.
Watermelons have had a couple of very good campaigns in general, with an increase both in surface area (more obvious particularly in open air production) and demand. The good work by companies has been a key point for this positive evolution, but if one company stands out, this must be the AGF Group, singled out by everyone in the sector as the spearhead that leads the increase in quality standards. Indeed, when preparing a Special Edition about the campaign, we talked with the group to find out what forecasts they have for this year. Joaquín Hidalgo, general coordinator and production manager for the AGF Group, advances that their volumes will increase again and they will market 80 million kilos from their 1,800 hectares, from April to the end of September, officially closing the campaign at Fruit Attraction.
Between 45-55% of the total Fashion watermelons are exported, mainly to European countries such as Germany, but increasingly more to the Arab Emirates where they are having “very good experiences” due to the acceptance of the produce. “They are specialised clients who demand high quality fruit. In order to arrive with the best guarantees, we are opting for air transport”, Hidalgo explains. As a reference to their culture and to strengthening ties, last year a specific label was made to celebrate Ramadan with the consumers and the positive response received has led them to repeat this action during this campaign.
Another of the recent developments that they have been introducing are the boxes with the new labelling aimed at homogenising their image (last year they launched it on the watermelon stickers and now this design by Ágatha Ruiz de la Prada is being passed on to the packaging); and the launching of a line of fruit juices that they are bringing out as co-branding with AMC Juices under the brand name ‘We Squeeze’, distributed in El Corte Inglés. “It allows us to be present on the supermarket shelves outside the fresh sales campaign” with a different product, but always based on watermelons.
From the marketing and communication department, they have launched their new web site, with a blog that will be used to spread news and contents of interest such as the already well-established Fashion Watermelon Recipe Book (it has been available for ten years now); and they are going to boost their social networks, since “today there is no sense for a company to be off them”. And the fact is that the interaction with clients and end consumers is essential to consolidate the brand image and to advertise the produce’s properties and values.
Future challenges? Currently they prefer to continue with the same line to strengthen the (many) achievements that they have already reached.
