The new brand, registered in six languages, will be marketed in biodegradable packaging.
“The launch of this new range intends to strengthen our commitment to the development of a business activity, which at the same time is responsible with the environment and its surroundings,” explains Silvia Gómez, the new general manager of the cooperative entity.
The cooperative from Huelva is the first European strawberry operator and one of the top ten in the world. Its production reaches around 82,000 tonnes of strawberries from around 1,400 hectares. Unlike what is happening in other production areas, Fresón de Palos maintains an excellent social environment and the generational changeover of the cooperative is guaranteed.
Gómez believes that “the economic effects of the pandemic in the medium and long term are going to be inevitable, although it will not be easy to estimate the specific incidence in our sector. Therefore, we have no alternative other than to carry on working together and giving our all.”
In addition, the executive explains that “although there could be a trend by other operators to bring their normal productions forward or to delay them, at our cooperative this trend is not noticeable.”
AENOR Certificate for COVID
Fresón de Palos is the first company in the sector that has obtained AENOR certification for its COVID protocol. “The certification allows us to strengthen our plan of preventive steps aimed at protecting the health, both of the employees and of the farmers and the suppliers, with the final target being to guarantee the food safety and to ensure the supply throughout the season.”
In the promotional aspect, and after the successful marketing campaigns carried out in recent years, the cooperative will continue working on its brand strategy that strengthens and consolidates as ‘top of mind’, year after year for the category amongst Spanish consumers.