How has the year evolved for the company in terms of imports of your main products? Are exotics a growing segment?
At Cultivar, the year has been marked by positive growth in our imports. Exotic products have clearly established themselves as a growing segment. Consumer demand continues to increase, driven by a greater interest in healthy eating, international cuisine and the search for new gastronomic experiences.
How is market floor sales evolving for Cultivar in Mercamadrid?
We are seeing a shift in the customer profile. On the one hand, there is a gradual decline in the traditional customer, largely due to the lack of generational renewal. On the other hand, there has been a significant increase in customers from outside the EU, who are gaining prominence within the market.
In addition, we are observing a growing trend towards higher value-added products, such as ready-to-eat exotics, berries or yellow kiwis, reflecting a change in consumption habits towards higher-quality solutions.
Has there been any technological renewal at Cultivar? New cold rooms, state-of-the-art machinery…
Over the past year, we have implemented various technological upgrades aimed at optimising product preservation, as well as improving operational and energy efficiency.
It is worth highlighting our commitment to energy savings, with the installation of solar panels, which help reduce our environmental impact and optimise costs.
How does the banana business work at Cultivar?
We have developed our own brand, Exótica, with the aim of adding differentiation within the category. It is a carefully selected banana sourced from a trusted supplier chosen for the excellent quality of its fruit and consistency of supply.
RELATED NEWS: Cultivar continues to grow
We have designed a specific box format that allows for a clean, organised and highly visual display at the point of sale, helping to improve rotation and reinforce the perception of quality among consumers.
With Exótica bananas, we aim to offer a more refined and differentiated proposal within a traditional product, adapting to new market demands and adding value both for the customer and the point of sale.
Do you think Mercamadrid has a future, or is it a market heading towards decline?
At Cultivar, we believe Mercamadrid still has a future, but we consider that management needs to be closer to wholesale operators. For the market to fully develop, operators and management must work hand in hand to implement real improvements.
Firstly, we believe a new, more efficient schedule is necessary to allow better organisation and work-life balance. At the same time, we see the need to update and implement regulations that will drive the evolution of the market.
Only through closer collaboration between daily operators and market management will it be possible to resolve current challenges and unlock Mercamadrid’s full potential as a strategic distribution hub.
