CRICKET arrives in Madrid under the slogan “Taking care of the process means taking care of who we are”, an idea that sums up its way of working and its commitment to specialisation and quality. The company believes that the quality of the final product is the result of everything that comes before it: knowledge, planning, decisions, time and, above all, people.
The process itself is the central theme of its image at the trade fair. Artist Jesús Fernández is working on an original oil painting inspired by broccoli. “We want to draw a parallel between two different processes: the journey that begins in the field and ends with the final product, and the creative process that starts with a canvas and becomes a work of art,” the company explains.
The product will also take centre stage at the stand with The Brassicas Experience, a show cooking event led by its gastronomic ambassador Pablo González, a two-Michelin-starred chef, showcasing the quality, versatility and culinary potential of its brassicas.
Efficiency
This year, the company is focusing on showcasing the progress it is making in developing and improving its processes, both in the field and in the packing facility, as well as in management. These advances include the automation of lines and workflows, mechanisation and the progressive integration of artificial intelligence into its management system and other areas.
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In the field, AI is being applied to crop planning and irrigation and fertigation management; while on the management side, it is being used for cost analysis, programme planning and decision-making support, with the aim of obtaining more accurate information and improving process efficiency.
“It is not simply about reducing costs, but about making better use of our resources and becoming more competitive while maintaining our quality standards,” the company explains.
Innovation
CRICKET is renewing its commitment to BiodiversityGrow, with a greater focus on energy efficiency, and continues to collaborate with IMIDA on projects aimed at improving and preserving soils.
At the same time, its R&D&I activities include exploring new projects focused on developing alternative ways of consuming products made from its produce, adapting to new trends and consumption habits. The company is also working to promote and enhance the value of its products through its own channels, social media and CRICKET brand ambassadors, encouraging vegetable consumption as part of a healthy lifestyle, as well as through its participation in +Brócoli and Alcachofa de España.
The company is a leading specialist in broccoli, cauliflower, kale, Bimi® and artichokes, as well as producing organic broccoli and cauliflower under the CRICKET BIO brand, further consolidating its position as one of Europe’s leading brassica producers.
