The Spanish company Bio Montaña S.L. along with another two companies from the Best Fresh Group are creating a trademark to join forces and market their products
Safety in numbers. This could sound like a cliché, but it still rings as true as ever, particularly when we are talking about a market such as the ecological one, where the boom in the offer is threatening price stability, something that previously was intrinsic. For this reason, three of the companies in the Best Fresh Group have decided to become allies and sell their products jointly under the same brand name or trademark, which will be presented next month. We are talking about the company from Granada, Bio Montaña, the German company, Biofrucht Niederrhein and BioWorld in Holland. Job van den Berg, manager of the first company, will lead the conglomerate, working as the general manager. In an interview with Fruit Today, Van den Berg described some of the foundations on which this project is based. “Our intention is to unify the work to make a single contact point with the suppliers and to ensure that they have direct access to the three companies and their product ranges in an easier and more flexible way.” And the fact is that, today more than ever before, in the ecological sector the key to success is organisation and joint work with farmers and suppliers. “The bio market has changed: we have gone from having a great deal of demand to having a great deal of supply. It continues to be profitable, but now the relations with the farmers and customers are more important. We also believe that loyalty is essential on this point, because on the one hand, we need to know that we are going to be able to rely on certain volumes and the quality that we demand and on the other hand, the supermarkets want to know the source of the produce.”
The new philosophy will be presented on the Best Fresh Group’s stand at Fruit Logistica (Hall 3.2 C-26). To begin with, it will bring together some of the main products from the three companies (cucumbers, beans, tomatoes and peppers) and later on, new references could well be added.
Regarding Bio Montaña S.L.
The Spanish subsidiary of the Best Fresh Group started out in 2015 and since then it has grown exponentially (this year they expect a growth of around 15-20%). Vegetables make up the main part of its business volume, although they are redirecting the strategy to become differentiated, giving greater importance to exotic fruit. “Now we are working hard on importing ginger, turmeric and passion fruit. Our imports from South America are on the rise.”
