"After two really negative strawberry campaigns, we are not sure what to expect, but for now we can assure that the weather conditions so far have been suitable and that plants are producing early and with good quality. We're thus a little ahead compared to last year, with a little more volume than usual," says Carlos Cumbreras, manager of Grufesa.
"The situation is normal, with acceptable price and good prospects. I don't expect a repeat of a campaign like last year's."
Founded in 1983 in the municipality of Moguer, the Grufesa cooperative has 40 members with some 440 hectares, where approximately 20,000 tonnes of strawberries per year are produced, which are then shipped mainly to European markets.
The Spanish strawberry sector must communicate more to become more competitive
According to Carlos Cumbreras, the Spanish strawberry sector needs, above all, to enhance its image with joint actions allowing for greater differentiation from its competitors.
"In addition to further improvements in terms of quality, the Spanish strawberry sector must be able to protect its image. We must be identified as the only supplier in Europe during the first months of the year. To achieve this, we must learn, as a sector, to promote the particularities of our strawberries amongst European consumers, so that it can be perceived as something unique. This year we'll see a first attempt in this direction, as a communication campaign, supported by the entire sector, will be launched.
Remaining a specialist in a diversified sector
Although it has become clearer this season that the sector aims towards diversification with the production of other berries, Grufesa is convinced that its best weapon is its specialisation in strawberries; a product with which it continues to grow.
"There's a huge trend towards product diversification, but we are convinced that specialisation also provides value. Strawberry production is what we excel at," points out Carlos Cumbreras. In fact, while Huelva's strawberry acreage has fallen by about 10% this year, Grufesa has increased it by 5%.
The Healthy Berry concept; the way to produce in the future
Grufesa has implemented a sustainable, residue-free production process based on projects such as Bayer CropScience's Food Chain Partnership (since 2010) and on resource optimisation systems. This philosophy allows the company to produce a sustainable and healthy strawberry; an image now further strengthened by The Healthy Berry concept.
"The Healthy Berry is not a direct incentive to justify the product's price, but it is intended rather to bring peace to the consumer, and that's the difference we seek. We speak of a productive philosophy that takes into account aspects such as environmental sustainability, zero residue production and maximum beneficial properties; a global concept leading towards smart or clever berries. This definitely gives us more chances with large distributors in the most demanding markets."
"I think the future of Grufesa will be marked by its consolidation as a specialist in strawberries, but above all, by the way in which we produce, which is a broader and more innovative concept," he concludes.
For more information:
Carlos Cumbreras
Grufesa
T: +34 959 372335
T: +34 959 372346
info@grufesa.com
sales@grufesa.com
www.grufesa.com
Para más información: