Campo de Lorca-Cricket is returning to its annual appointment with Fruit Logística (Hall 18, A40). An essential meeting within a campaign with a “highly complicated” start due to the warm temperatures and the drought. “We are at the midpoint of the campaign and our presence in Berlin allows us to strengthen ties with our most international clients at an essential moment in the second phase of the winter production,” explains the General Manager, Juan Marín.
“Fruit Logística gives us the chance to emphasise internationally the value of our brassica production, in addition to taking stock as to how the campaign is going, allowing us to pool our challenges and to re-establish, adjust and organise the programmes. However, the most important aspect lies in strengthening trust with our clients.”
Following the communication line established at Fruit Attraction, the central concept of the stand will be ‘Care of the land, which offers us the best.’ This slogan alludes to the company’s work on sustainability and taking care of the soil with a production model based on regenerative agriculture, where the vegetable crop protects and improves the health of soil, biodiversity and water. “We are starting off the year with a new certificate, LEAF (Linking Environment and Farming), which certifies that our vegetables have been produced in a responsible and sustainable way. Some of the techniques that we are applying are the comprehensive handling of pests, improving flora and fauna, and a responsible use of resources,” Toñi Piernas, Marketing Manager, comments.
As specialists in brassicas, they are maintaining their normal portfolio of products, with the main references being broccoli and cauliflowers. In this campaign, the volumes are similar to the last one: broccoli (50,000 tonnes), cauliflowers (20,000 t), artichokes (12,000 t), and in the rest of the brassica range they are continuing according to the programmes agreed on with their clients.
Bio produce now makes up 10% of their invoicing
Regarding bio production, they continue with an annual increase of 10%, consolidated over the past 3 years owing to the increase in demand from their clients. In this campaign, they are incorporating another 50 has, reaching 250 has of their own production in bio, which already represents 10% of their total invoicing.
With respect to sustainability, they have consolidated the Green Manners project, a plan with its own brand name that was born in 2020 to implant, monitor and assess continuous improvement actions for the environment. This plan came to a successful conclusion in 2023, laying the foundations for certifying the goals reached based on the SDGs.
As far as innovation is concerned, during the days of the trade fair and parallel to the marketing work, they will emphasise all the research that they have been developing over the past year, mainly focusing on analysing consumption trends and consumer types to offer products with high added value. Work that has resulted in the innovative range of Crackers with vegetables ‘Soy Un Crack’ (I’m a star), taking the concept of healthy snacks to a higher level.
The range has 5 references: broccoli, cauliflower, kale, Lombard cabbage, artichoke and a mix of all the flavours in the same pack. “It was created by thinking about a type of consumer who is looking for healthy new developments on the supermarket shelves. We took the pilot trial to Fruit Attraction, and we will present the final product at Fruit Logística.”
