The brand's strong sales in the processed vegetables and salads sector have been cemented on the launch of new references of products incorporated over the past three years, which account for 25% of the revenue.
"It has been a very positive year for Florette, with a consolidation of its business activities and a very satisfactory integration of Sogesol into our operations after its recent acquisition," explained Florette marketing director, Fermín Aldaz Ariz.
In 2013, consumers responded "to our efforts in innovation and development with the introduction of new products and formats. Salads are still the heart of our business, but what evolves are the ingredients," said Aldaz, stressing that "the emerging segments are the ones allowing consumers to adopt new ways for consumption."
"Our company's two main goals in focusing on innovation are, on the one hand, to guarantee the maximum freshness of our products, and on the other hand, to provide easier ways for people to consume healthier food." Innovation also affects the cultivation, post-harvest and handling stages," stressed Aldaz. "The same standards are enforced for the company's 7,000 distribution points in Spain and Portugal."
Fermín Aldaz expects a 3% growth this year in the fresh-cut segment (fresh, washed and packed vegetable products with a shelf life slightly shorter than a week). "The goal is to continue growing and the results so far in January and February have been very positive," he announced.
Regarding the current economic situation, the company stresses that both entrepreneurs and consumers have been affected by the recession, "which is why we need to use all our resources to provide value added to the consumers and consequently boost sales," concluded the marketing director.
Source: Europapress