Grupo Caparrós expects to increase its volume by 10%
In recent years we have seen ‘boom’ in watermelons, mainly caused by the exceptional quality that this fruit has reached. Brands such as Caparrós Premium are one of the flagships of this sweet spot the sector is experiencing, and the query now is how long this growth can carry on. At Grupo Caparrós they affirm that “the consumers hold the answer, but we believe that there is still a long way to go before we reach the ceiling, as there is room to increase the sales, extending the calendar and making consumption easier with pre-prepared formats, for example.” In the case of the company from Almeria, fresh watermelon marketing continues until October and the forecast for this campaign shows a 10% growth.
Caparrós Premium represents 60% of its watermelon range. Although it is already very consolidated on the market as a reference for quality and flavour (it is harvested at its perfect point of ripeness with high quality standards and it stands out due to its sweetness and texture), during this new campaign, promotional activities will continue, always linked to fruit and vegetable consumption as a basis of a healthy diet. “In addition to its flavour and sweetness, consumers are increasingly opting for this seedless variety as it is a source of energy and vitamins.” Aware of the importance today’s society gives to all health-related issues, the company is developing trials to analyse the citrulline content of its watermelons. In addition to this, its important commitment to innovation continues, with its participation in four Task Forces.
Alongside watermelon in the fresh produce area, Caparrós also has produce from the pre-prepared and pre-cooked ranges such as gazpachos made from watermelon, Lobello and Raf cherry pear tomatoes that are showing good results due to their high quality and an “exceptional and different” flavour and texture”.
Although the company is immersed in the summer campaign, it has not lost sight of the following year. And the fact is that next year will be very special for the Grupo Caparrós. It will be celebrating its 35th anniversary and the result “could not be more positive.”
