In this interview, the company reaffirms its commitment to portfolio diversification, strengthening brand quality and growth in organic produce.
Where is your new strategic focus?
In general terms, Bollo follows a common strategy across all markets, albeit with nuances. In the domestic market, we are one of the fruit brands with the highest recognition. Therefore, our focus is on strengthening our presence in the traditional channel in Spain, where the brand is truly built, while continuing to extend it into retail. In international markets, the objective is to grow branded product by working directly with distribution.
We are already seeing success stories in countries such as France and Germany.
And regardind an increase in products?
We continue to focus on diversification. The Bollo brand enjoys extremely high recognition associated with quality, although historically it has been built around melon. What we want now is to transfer those best practices across the entire product range, such as citrus, fresh cut (IV gama) and pineapple, among others. We want to give consumers the option to enjoy any high-quality fruit under the Bollo brand and to align ourselves with the growing trend towards ready-to-eat products.
What is the Proof project?
It is an agricultural system, a proprietary certification that identifies a bio-inclusive farming model. We cultivate using biological control, without pesticides, plant protection products or chemicals, not only on the fruit but also in the soil and the surrounding environment.
A key element is the farm’s ground cover, which makes it possible to regulate pests naturally and supports ecosystem restoration, encouraging the natural return of flora and fauna. Today we manage 2,000 hectares.
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The success of this project lies in the fact that, beyond being an in-house practice, we have been able to extend it successfully to external growers.
You state that the brand is built in the traditional market. Why?
We have conducted consumer behaviour studies segmented by channel, and we see that the buyers who are most sensitive to quality and most brand-oriented are those who shop through the traditional channel, at least in Spain.
Consumers are not exclusive to a single channel: they shop at greengrocers, supermarkets or even online. The role of the traditional channel helps consumers recognise the brand and then demand it in retail.
What objectives does a fair like Fruit Logistica serve for Bollo?
We want to continue taking the brand beyond Spain. Our latest major commitment is to increase organic production capacity. We were already working in this segment, but we are now planning to double production and processing capacity.
