For Campo de Lorca (Cricket), Fruit Logistica has been an “essential event” for over 30 years. In this edition, the Murcian firm aims to solidify its presence in Germany, a country that represents more than 30% of its total export volume and 7% of its organic volume.
“It is a well-established market where our quality, service, reliability, specialization, and food safety have made us the first choice,” says CEO Juan Marín.
At its stand in Hall 18, Cricket seeks not only to strengthen its network of international clients but also to showcase its capacity for innovation in a demanding and ever-changing market.
“The event at the Messe is a strategic meeting point to reinforce commercial relationships with our international clients and maintain our position as specialists in brassicas. Additionally, it coincides with the midpoint of the winter campaign, allowing us to evaluate its progress and plan for the coming months.”
Innovation Tailored to the German Market
Germany has become one of the most significant markets for Cricket.
“We are their first choice. They choose us for our quality, service, reliability, specialization, and food safety, as we meet the rigorous standards of discount retailers, which are higher than those of other chains and countries.”
Cricket’s priority is to respond to consumer demands, as German consumers increasingly value sustainable and healthy products.
Regarding organic products, Germany has been a pioneer. However,
“Inflation is limiting significant short-term growth, and we expect this trend to remain stable in the coming years.”
German preferences remain relatively stable, with no significant changes in product specifications expected in the near future. In contrast, in countries like Switzerland and Belgium,
“We have observed greater acceptance of broccoli weight ranges between 350 to 650 grams, instead of the traditional 500 grams.”
Cricket has been promoting this shift for years as the more sustainable option.
“Some countries have already accepted and implemented it in certain areas where they study consumer behavior to determine if the format is accepted and then apply it to other regions and countries. European markets are beginning to understand the nature of the product and are adapting to this demand from producers.”
In Berlin, Cricket will present its slogan, “Well-being: a way of being and acting”.
“With it, we want to highlight not only the quality of our products but also our philosophy of sustainable production and our commitment to caring for the land,” explains Toñi Piernas, Communication Director.
Regulatory Challenges
The European agricultural sector faces a series of key regulatory changes. Cricket has implemented internal adjustments to comply with the new Packaging and Packaging Waste Regulation (PPWR).
“This requires additional internal management and increased costs, but we see it as another step forward on the path to sustainability.”
Over the past three years, Cricket has reduced its use of phytosanitary products by 15% through sustainable techniques. Additionally, the company is closely monitoring developments in NGTs (New Genomic Techniques), recognizing their potential to transform the sector.
