Primaflor continues to promote special lines in a setting of growing competitiveness
Although it has not lost sight of innovations in the fresh category, in recent years Primaflor has doubled its efforts to develop its range of ready-to-eat produce. Particularly in the case of bowls, a line with which it has reached an invoicing of approximately 14M€ and with a forecast of reaching 20M€ in two years. Consumption continues to rise, meaning that more and more fruit and vegetable growing companies are jumping on the bandwagon of ready-prepared and ready-cooked ranges, attracted by the ‘ready-to-eat’ trend. Will this influence the prices? What advantages or disadvantages could this bring? Fruit Today talked to Cecilio Peregrín, Corporate Manager of Primaflor, who predicts that “if the offer increases with new agents, they will certainly try to occupy the space using price policies and this is never an advantage, quite the opposite.” At Primaflor, “we will try to carry on working to offer our clients differentiating aspects. We cannot stop the momentum. We are in a free market and each person can do whatever they deem appropriate.”
For this campaign, the company from Almeria is maintaining its crop surface area of around 6,400 hectares and its volumes of approximately 160,000 tonnes, including all their references. A slight drop in iceberg lettuces is worth mentioning, which continues with the downward trend seen in previous campaigns, but that is being compensated by the increase in more specialised lines for processed produce, where new references are being incorporated. However, Peregrín reminds us that Fresh produce “is where we come from and our raison d’être and it is what we really are: farmers who look after the land to try to leave a more sustainable world.”
The company’s commitment to sustainability can be seen in its daily work, with continuous improvements in terms of water optimisation and other factors such as backing more sustainable packaging, with new developments in packing that they will launch in the near future and that are in line with “maximum respect for the environment, without losing any of the quality that has been acquired to date.”
