According to José Francisco Amer, the company’s Sales Director, “wholesale markets are meeting points that provide customers with reliability. They enable us to establish direct, trust-based relationships with clients, understand their needs first-hand and respond accordingly.”
Regarding the company’s objectives, Amer explains: “We aim to continue growing alongside those who believe in us and who share one of our core principles: loyalty is earned by offering a quality product.”
Own brand
The Catalan company markets oranges, mandarins, melons and watermelons under its own Plasencia brand, a differentiation tool that adds value to every piece of fruit.
Amer analyses the changing profile and diversity of buyers visiting the Central Fruit and Vegetable Market: “In the aisles of the market halls, you can find everyone from an international operator to an independent retailer, as well as every type of buyer in between. Their requirements can be equally diverse: some need a specific product, such as fresh-cut produce; others prioritise flavour above all else; and some focus on origin and seek locally sourced products.”
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He supports this view by noting that “wholesalers collectively offer a broad and comprehensive range of fruit and vegetables from all over the world, as the market’s statistics demonstrate. This range can meet the needs of every type of buyer. It is also one of the main attractions for international customers, who know they will find the product they are looking for at Mercabarna.”
He also stresses that “we always talk about product quality and the professionalism of the wholesalers who make up this market.”
Frutas Plasencia has more than 50 years of experience. Today, the second generation is at the helm of the family business, continuing to work towards its goal of delivering product excellence to consumers.
