Ice peach, colour and flavour make a difference

For this campaign, Naturcrex plans to market around 30 million kilos including plums, peaches, nectarines, flat peaches, apricots and pears. The cooperative Crex, its parent company, sells 80% of its produce. Naturcrex has backed varieties that are unconventional externally and they emphasise premium quality. This is the case of Ice peach, a very eye-catching, white-fleshed and skinned peach that is also tasty (it has a minimum of 13 Brix degrees), with delicate, refreshing notes that stand out. The company from Extremadura is one of the few authorised to market it (there are only 4 in Spain), and it also has the advantage of being the first one to start the harvest. Framed within a high level segment, it is designed for consumers who opt for delicatessen produce, mainly from northern Europe. Naturcrex’s sales manager, Frank Serra, explains that to produce this variety high specialisation is required due to the delicacy of the fruit. “It is harvested carefully and packaged directly in the fields, without any washing or brushing to prevent imperfections”. The commercial format is very attractive, with white boxes and the Ice peach logo, the registered trade name.