Cricket returns to Berlin with “great enthusiasm” and the goal of strengthening relationships, staying close to its strategic customers and moving forward with planning that brings stability across the entire supply chain.
Germany and Central Europe are priority destinations for winter crops and, with the season in full swing, Fruit Logistica “is the best place” to carry out an initial assessment and adjust programmes and promotions for the coming quarter, according to Juan Marín, Managing Director of Cricket.
At this edition of the trade fair, the company is reinforcing its positioning as a brassica specialist with the new claim “We are committed to the future of everyone”, aligned with its vision of agricultural activity and its relationship with the market.
A season shaped by weather and costs
The start of the season has not been without challenges. Overlaps with European production during November and December made the initial phase more difficult, although a sudden change in weather and falling temperatures have marked a turning point, helping to stabilise the situation.
In cauliflower, supply issues in Italy and France contrast with the continuity of Spanish supply, while in broccoli the arrival of cold weather has helped regulate production and bring to an end European campaigns that had extended almost until Christmas due to mild conditions. “We expect the situation to stabilise and prices to be more in line with recent weeks, which did not allow production costs to be covered.”
Changes in the commercial landscape
The spot market and day-to-day trading generate uncertainty, while retail is moving towards models that prioritise supply security and continuity. “For them, planning is a guarantee, and for us, it is essential in order to be efficient.”
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The growth of large buying groups and their ongoing consolidation are making the scenario more demanding. “The key is to stay very close, share information and create agreements that provide stability for everyone.”
Organic: stability without growth
The main strength of organic production lies in its stability; the main challenge is price pressure, especially in an economic context that “is tightening” and leads consumers to “compare more and pay closer attention to promotions.”
For Cricket, organic remains a strategic line, although without short-term growth expectations. “In some Central European markets, including Germany, consumption is stagnating due to the economic situation. Rising prices mean consumers are more promotion-driven and far less impulsive.”
The German market—mature, consolidated and with loyal consumers—continues to be Cricket’s main destination. “This year we have slightly increased our organic volumes to meet the demands of our German customers, reaching 8% of our total volume.”
A cross-cutting sustainability approach
“Adopting more sustainable methodologies is essential for our future agricultural plan,” says Toñi Piernas, Communications Director.
Sustainability is part of the company’s day-to-day planning. Cricket is implementing the BiodiversityGrow programme across all its farms, a pioneering biodiversity methodology aimed at achieving a more balanced agricultural ecosystem.
