Cool Fresh Group to increase volumes packed in own premium brand

Both Paco Serrano and Enrique Ezcurdia from Cool Fresh Espana are seasoned fresh produce specialists, and spoke to Freshplaza about their expectations for the coming season. Paco says that in one way or another it seems as if everybody in Valencia is involved in the growing of fresh produce, and the city just oozes the passionate Spanish temperament.

Paco: “It is with this in mind that we are calling our campaign for the 2015 campaign ‘‘Mira, sonrie, saborea y disfruta!’ With ‘See, smile, taste and enjoy’ we want to draw the consumer’s attention to the fact that fresh fruit from Spain appeals to all the senses. Not only do the sun-drenched products look so great that one just has to smile when seeing it, the taste is always more pronounced than that of fruit which has to travel for longer periods by sea before reaching the consumer. Total enjoyment is the result of all the sense being satisfied."

Peter van der Sandt (right) from Cool Fresh International in the Netherlands is responsible for the supply/demand coordination of the season. He expects to pack at least 25% more during the stonefruit season in 2015, compared to the 2013-14 season. “We are especially optimistic about the quality of the apricots, peaches and nectarines which we will be packing in the BonJus brand. We have selected really professional, yet artisanal growers with whom to run this program. Keeping the BonJus brand synonymous with top quality is of crucial importance to us, because we want to give our clients an exciting brand experience throughout the year. In this regard BonJus stonefruit from Spain sets the trend for other origins which follow the Spanish season”.

In addition to strawberries, apricots, peaches and nectarines the company will also be marketing cherries, melons, watermelons, wild (flat) peaches and new potatoes during the coming summer season.

Enrique Ezcurdia, (product specialist of Cool Fresh Espana), says that both he and Paco are also ready to take on the ‘Chinese challenge’, in the event that China opens its markets to Spanish stonefruit and grapes. “In the 2014 we achieved a unique feat by being the first Spanish company to export Spanish citrus to China for the first time since the protocol was signed in 2005. Also this program was packed in BonJus, and we believe that the Chinese will respond just as favourably to BonJus stonefruit and grapes.”

For more information:
Paco Serrano/Enrique Ezcurdia Peter van der Sandt
AgroMarketing Cool Fresh Espana SRL Cool Fresh International BV
Tel: + 34 963 495 728 Tel: + 31 88 3 777 111
info@coolfreshspain.com peter@coolfresh.nl