In early March, the Spanish retailer El Corte Inglés launched a new range of fresh fruits sliced in halves and packed in modified atmosphere conditions by PERIS.
The range was presented at Fruit Logistica with great success, mostly due to the products' long shelf life, which reaches an average of ten days. Currently, and given their initial success, PERIS is in contact with European retailers interested in bringing these products to their shelves.
Over fifty years ago, the Valencian company Vicente Peris, devoted to the production and marketing of melons and watermelons, was founded. Its brands have become very prestigious over the past four decades and the company has become a leading supplier for retailers across the country. The growth of its competitors forced the firm to define new business strategies, leading the new generation at Vicente Peris to explore new markets. That is why, in addition to working directly with associated melon, watermelon, pumpkin, white onion and celery producers, Vicente Peris has decided to go further and differentiate itself with processed products.
"We saw that there were still concepts that could be developed on the cucurbits market. Many retail chains and greengrocers are selling half pieces of melon and watermelon sliced on their own premises, without complying with food safety regulations regarding handling and storage, and that could lead to problems with salmonella or listeria," explains Alberto Montaña, marketing director at Vicente Peris.
"This is a cultural aspect. Traditional consumers are used to having fruit traders slice the fruit at the store. This is very different in Europe, where consumers only see advantages in this concept whenever prices do not vary much with respect to those of conventional products," he continues.
With these formats, Vicente Peris aims to adapt to the consumer trends of current households, which tend to be smaller. "Spanish melons usually weight an average of 3 to 4 kilos and often end up wasted," states Alberto.
Sliced fruit is promoted as a healthy alternative to snacking, with much higher demand in the European markets and potential even for the vending sector. In Spain, for now, there is room for melon, watermelon and pineapple halves.
More information:
Alberto Montaña
Vicente Peris
Travesía de Roca,1-3
46134 Foios, Valencia, Spain
T:+34 961491106
vicenteperis@vicenteperis.com
www.vicenteperis.com