Carlos Olmos, Marketing and Commercial Director at Primaflor, notes that the initial stages have been marked “by overproduction caused by high temperatures, labour shortages, substantial cost increases and weak demand during the first weeks.” All of this has resulted in “negative profitability in the field.”
Despite this context, the company is maintaining its planning: “Overall volumes are very similar to last year, and the product mix varies only according to the programmed demand from customers,” he explains.
The fresh-cut segment and ready-to-eat products continue to show strong momentum. New launches — including Mixed Salad, Selecta Tender Leaves, Chopped Oak Leaf, the Salmon Wrap and the new bowls — have been “very well received” during this initial phase.
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With processed products now accounting for 65% of the total, Primaflor expects this trend to continue: “Fresh cut offers flavour, convenience and health. It will grow and keep growing, although fresh product will not disappear.”
