Novofrut demands involvement by the Administrations to break down the obstacle hindering the sector
The growing demand for avocados has turned this product into the sector’s ‘green gold’. This summer they reached prices “never seen before” with boxes at between € 18 and € 20. However, what could clearly be a segment to be exploited, with a potential that would generate thousands of direct and indirect jobs in Andalusia, is being hindered by a resource as basic as water. José Francisco Novo, the company’s sales manager, does not hide his indignation and describes politicians as “scoundrels who aren’t looking out for the wellbeing of citizens or of the sector.” In areas of the province of Granada, such as Molvízar and Almuñécar, more subtropical fruit farms could be planted, but the lack of water infrastructures prevents this. A situation that is “tiresome” for Novo.
While the long-awaited channelling of the Rules dam is being finished, companies are starting up different strategies that allow them to obtain maximum profitability with the available space. In the case of Novofrut, they have committed to bio as a new business line. They started this in 2017 and it already represents almost 35% of their 4,000 t of total volume.
For this campaign, the company from Granada expects its production to increase by 15% compared to the previous year, owing to the new farms coming into production. Its market share, which is very concentrated on export, will be extended this year to a new destination, as they are making their first foray into Poland. Alongside Europe, other markets on which they are already implanted include Morocco, where its markets second categories of avocados and custard apples, and Canada, where it mainly sends mangos, custard apples and medlar fruit during the period between November and February.
Amongst its new developments is the gradual replacement of plastic by other paper and cardboard-based materials, in line with its commitment to sustainability.