Fruit Today magazine had the opportunity to speak with Jordi Martí, National Sales Director of CMR, about the company’s import trends, market evolution, and future challenges.
How has the past year been for CMR’s import operations?
“We continue to expand our commercialization volume annually, and 2024 was no exception. Consequently, both our national partners during the season and our international partners in the counter-season have increased their shipments to CMR to meet our growing demand. This demand has also been supplemented by new suppliers who joined us last year.”
How is your commercialization evolving in Spain and across Europe?
“Our expanding supply needs arise from our commitment to fulfilling the increasing global demand for fresh produce.”
Across the Iberian Peninsula, Italy, and North Africa, we operate through our central unit near Mercabarna, in addition to our sales points in Mercabarna, Mercamadrid, Mercaleón, and CMR Portugal.
In France, we manage operations through our commercial offices in Perpignan and Paris.
In Central, Eastern, and Northern Europe, we rely on our unit in the Netherlands.
As major importers of melon and watermelon, how has this season performed?
“The start of the season was challenging due to the overlap between the domestic and counter-season supply. However, overall, the season has been highly successful in both volume and quality, particularly for Piel de Sapo and Yellow melon.”
A key highlight has been the strong reception of our Cosarica watermelon, available in both striped and seedless black varieties, which have gained recognition for their quality and consistent supply. “This success is largely due to our direct control over production and supply from our CMR Brasil farms, where we have *expert teams specializing in cultivation and quality control.”
How is the wholesale market performing in Madrid and Barcelona?
“The most accurate word to describe it is stability. While modern retail distribution is growing, the traditional market remains a key player in small-scale distribution.”
We have always supported this channel, maintaining a strong network of sales points in Mercabarna, Mercamadrid, and Mercaleón. Our commitment to wholesalers remains a fundamental part of our identity.
One year after the launch of the new Cosarica brand image, what is your assessment?
“The new brand identity for Piel de Sapo, Yellow melon, and watermelon has been highly welcomed.”
The label is visually appealing, distinctive, and highly recognizable, thanks to its color scheme, typography, and graphic elements, reinforcing its connection to a fresh and natural origin.
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The introduction of a “STAR” category label for premium selections has further helped differentiate the best pieces, handpicked by our expert team.
Avocados continue to boom worldwide. What can you share about your Aurum pre-ripened avocados?
“The market recognizes and rewards our high quality standards, achieved through careful pre-selection, monitored ripening, precise calibration, and distinctive packaging and labeling under the Aurum brand.”
Aurum mangoes and avocados are becoming increasingly visible in premium retail outlets worldwide, as demand grows.
This demand is fueled by both product quality and a strategic communication campaign, featuring:
- Compelling social media content
- Recipes, serving ideas, and consumption moments
- Nutritional information and product benefits
These initiatives enhance brand awareness and consumer interest, ultimately driving retail sales.
What challenges and opportunities does CMR face in the coming years?
“Our objective is to continue expanding into new destinations and distribution channels, introducing new formats, and tailoring our offerings to evolving market demands.”
This constant growth strategy presents exciting business opportunities, not only for our existing suppliers but also for the new partners who join CMR each year from around the world.
