Axarfruit is taking a further step in its corporate expansion with the creation this year of the company Freshfy, which is completely devoted to the production of fresh-cut and ready-cooked articles. This subsidiary joins other companies in the AF Group, such as Axarfruit itself (specialising in subtropical fruit production) and Sur Axarfruit, for plantations.
This year, the AF Group is landing at Fruit Attraction strongly promoting its presence through an eye-catching, spirited stand. There, they will highlight a new development with which they intend to differentiate themselves in the fresh-cut and ready-cooked segments: their new avocado flesh with goat’s cheese spread. “It is a different product, a departure from traditional guacamole.” It will be presented in different formats, with tubs containing 125 g, 500 g and 1kg. Regarding the image, there will be a sash around the tub showing the main ingredients. As part of the official presentation of this new reference, they will carry out tastings of different recipes linked to the product during the trade fair.
The company’s evolution in the fresh-cut and ready-cooked segments is continuing slowly, but surely. “We are moving little by little. The market is very full, and it is difficult to make a niche,” the Manager, Álvaro Martínez, explains. Aware of the growing offer of transformed products in the subtropical segment, at Axarfruit they are emphasising R&D, looking for innovative products that make them stand out. “Our aim is to bring added value through differentiation,” he points out.
On a sales level, they are introducing this line on chains where they already work with fresh produce. The first phase will take place in Spain, and then they will extend the fresh-cut and ready-cooked articles to other markets. In order to give it publicity, they are opting for trade fairs specialising in food with an important presence of fresh-cut and ready-cooked articles. “It is a new world, which has nothing to do with fresh produce.” Alongside the spread, they offer normal, spicy and bio guacamole.
Regarding the fresh tropical fruit campaign, Álvaro Martínez details that. as there are considerably fewer mangos compared to other years, the prices are high and not very affordable for most consumers. “Sales are being positioned in countries with the highest spending power.” And he advances, “in October an incredible shortage of avocados is expected.”
