First came the variety, then AGF, and later the brand. Now, AGF and BASF | Nunhems want to recognise the crucial role that producers have played in driving Sandía Fashion®—a brand with over 20 years on the market that has earned a strong place in the minds of consumers and helped boost the consumption of the category.
To that end, they have just created the Fashion® Producers Club, an exclusive community for farmers who “strive for excellence, innovation, and authentic flavour,” says Crisanto Ampuero, Consumer & Customer Manager at BASF.
According to Ampuero, “the producer is one of the key pillars in the brand’s success,” and as such, “we want to recognise their work—after all, Fashion® is a production-driven project.”
This “natural step” for Sandía Fashion®, as described by Joaquín Hidalgo, General Coordinator at Grupo AGF, will be rolled out in several phases. First, AGF and BASF | Nunhems aim to register in the club the producers who belong to the companies that own the greenhouse-grown Fashion® brand. Later, it will be the turn of open-field producers.
A value ecosystem
By joining this club, Fashion® producers will be able to connect with other growers, share information and ideas, access crop management recommendations or personalised technical support, and take part in exclusive events where they can learn, share, and enjoy—ultimately helping their business grow.
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But above all, they will be part of a “value ecosystem around the Fashion® brand and BASF | Nunhems’ expertise in variety development,” emphasises Hidalgo, who points to the key role of BASF | Nunhems as the technological partner in a project that began to take shape in the year 2000.
“We want to open a qualified and direct channel with the producer. In addition to rewarding those who have been with us from the beginning or for many years, we want them to have a guide and a reference point for continuing to build the Fashion® brand.”
