Cool Fresh starts new export line for Spanish citrus to China
Paco Serrano, director of Cool Fresh España says that during March 2014, his company also achieved a unique feat by being the first Spanish company to export Spanish citrus to China. “In cooperation with the producer BIOFESA, we packed and exported Spanish grapefruit for exports to China for the first time since the protocol was signed in 2005. The deal was executed by Cool Fresh España in Valencia (as exporter) and Cool Fresh China in Shanghai as importer. We packed the program in our top brand BonJus, which has taken the market by storm since we launched it in 2013”.
During the coming weeks more shipments are on the way to China, programmed for delivery to Chinese clients for the remainder of the Spanish season. With this achievement, Cool Fresh España has enabled Cool Fresh China to supply its clients with Spanish citrus from immediately after the end of Southern Hemisphere season. Serrano says that in complementing the Southern Hemisphere season with Spanish citrus, the companies can now be active in the Chinese market with citrus for almost a full year.
Mike Su of Cool Fresh China confirms that secret of the success of the Cool Fresh Group for its long distance business lies in controlling the entire chain. “Forming close relationships with growers, sharing of know-how between producers in different parts of the world, managing all export/import and logistics activities in Spain and the final destination…. and in the case of China, also conducting professional distribution to retail clients. Last but not least, we secure payment from origin until the end, and for growers this remains a crucial activity”.
According to Paco Serrano the next step in the strategy will be to develop the export opportunities for a broad range of Spanish fruit. Cool Fresh España is now discussing close collaboration with different Spanish producers who are interested in exporting their products to the Far East markets, especially China.
The company expects to experience solid growth in Asia and the Pacific. Other objectives include the opening of export lines from Spain to our Group’s network in North, Central and South America, growing the export volumes to our clients in Africa and the Middle East, and starting exports by air of berries, cherries, vegetables and exotics from Spain.
For more information:
Paco Serrano
Agromarketing Cool Fresh España
Tel: + 34 963 495 728
E-mail: info@coolfreshspain.com
www.coolfreshspain.com