“Now you sell produce, not the packaging”

Consumers want full flavoured, high quality fruit at the expense of other secondary aspects.

Recently, the trend in fresh produce has been changing fast, and consumers, tired of fruit and vegetables that look amazing, but that do not tickle your tastebuds, are now demanding FLAVOUR in capital letters. Claudia González, manager of Alanfruits, confirms this: “end consumers are becoming increasingly demanding regarding quality and flavour”. The packaging has taken a backseat. Starting with these premises, the producer-marketing company chooses the varieties it works with and that make up a long list: peaches, nectarines, flat peaches in all the possible colours (of flesh and skin), to offer everything necessary to its customers and adapt its offer to the requirements of any destination. This means a differentiating point compared to its competitors: “every week we have new varieties, and we also streamline the chain so that the fruit goes from the tree to the supermarket shelves in a maximum period of 7 days”.

Amongst the new developments from the company is variety renewal, which covers 50% of its surface area, adding earlier produce that allow peaches, nectarines and plums to be marketed from the 15th of May to the 15th of June, linking with the production on the region’s traditional dates, that is to say, until October, with mid-season and late varieties. “Stone fruit is being increasingly demanded at early dates; we saw a hole in the calendar and decided to cover it to supply our customers for longer”, González explains. Additionally, another of the new developments from Alanfruits is the extension of its crop and production land (+50%), which will allow the company to reach 9 million kilos in 2017, half in plums and the rest in peaches and nectarines.

This reorganisation of the company responds to the increase in the market share to respond to the closing of Russian and Algerian borders, which meant 15% of the sales.


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