With the opening of Me Fresh Market in Pilar de La Horadada (Alicante), a new distribution concept with fresh produce as its main feature has arrived
Fruit Today visited the new space, which opened in June and will be joined by a second store before the end of the year, along with Simón Conesa, who for many years was one of Mercadona’s integrated suppliers and is currently the owner of this establishment.
The main elements in this new supermarket are the butcher’s department, with 12 professionals who cut up the produce in store; the bakery, where there is no frozen bread to be found; the fishmonger’s with very fresh, local fish, and the fruit and vegetable shelves, which we will look at in depth.
The new store, with 2,000 m² of shop space, has modern lines and is open plan, brightly coloured, with efficient, white lighting and is spotlessly clean at all times. Its aisles are wider than usual, with low central shelving units that are accessible to everyone and ensure a complete view of the entire store.
The freezers and wall refrigerators, fitted with glass doors, ensure greater energy efficiency and produce lifespan.
The new store also has a cafeteria where, in the near future, the fresh produce acquired may be eaten. The till zone uses the latest technology and there is a large gourmet area, where up to ten different types of salt may be found.
Fruit and vegetables. On the fruit and vegetable shelves there are no manufacturer’s pool boxes or cardboard containers. The supermarket’s own wooden boxes provide a stylish, very homogeneous image. The display covers a fresh produce shelving unit, 18 metres long, fitted with humidification systems.
When you enter this store, you really think you are in another country: it uses a new style and a series of concepts that mark out the differences.
This was exactly the point we wanted to emphasise. And I believe that we have managed it. It is the result of a great deal of travelling and observation, which was then adapted to the Spanish essence. The Fresh Market is the concept of the traditional village market square, where above all, variety, selection and quality is bought.
What inspired you to create this new model?
There are some supermarket chains in the United States that are a pleasure to the senses and where a walk through the supermarket is really spectacular. Some of them are only for ecological produce and they do not sell alcohol. Nearer to home, here in Europe, there are other centres similar to this one, but without any household products or tinned goods on sale, where customers can only purchase fresh produce.
We are neither one thing nor the other, but we have opted for introducing many new features which customers are not used to yet.
Has your experience as an integrated supplier for Mercadona been useful /taken advantage to you?
Of course, all experiences are valid. But the model I am following is not the same.
Is this a top range supermarket?
Yes, obviously it is. Nothing could be further from my intention than bringing my idea closer to a discount store or to formulas adopted by other supermarkets, although they are not in themselves discount stores.
What is the distinction regarding the fruit and vegetable department?
In the first place, the proximity to the suppliers. If we want some fruit and vegetables with guaranteed freshness, the suppliers must be close by, local farmers. And the geographical point where we are located means that we can obtain this because most of the produce comes from a radius of 20 kilometres around us or from Mercamurcia. And on the other hand, combined with the previously mentioned aspect, there must be a wide range of produce. Here we have over 16 metres of shelving and a specific section for ecological produce. For pre-prepared and prepared convenience foods, we have made a significant commitment to prestigious brands, without using any white label products.
I can see that you have a very special produce display.
The most important point is the produce itself and we should not distract our customers’ attention with manufacturers’ logotypes on the boxes. To show that one of our interests is sustainability, we use wooden boxes.
Most of the fruit and vegetables are sold loose and there is no assisted selling.
Yes, that is true. Customers can choose the amount of produce they want. If we finally decide to use trays of fruit, they will be prepared here.
I can also see something that is still not very usual in Spanish supermarkets: aromatic herbs sold as plants.
All of these plants come from a nearby nursery. It is normal practice in European supermarkets because it is very practical, although here we also offer traditional packaged herbs as well.
And an area for tasting fruit, set up by the supermarket, without being sponsored by any brand in particular.
We intend to go back to the traditional sales methods and shopkeepers have always offered produce for customers to try.
