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Spain: Valencian horticultural platform serving over 2,300 companies in the world

In less than a year of activity, the Valencian company, Freshdeal, has more than 2,300 companies in the horticultural sector from more than 120 countries around the world betting on its digital platform to carry out their transactions.

It is the first B2B platform in the Agrotech sector created in Spain and its strategy is based on replacing traditional marketing channels with new information and communication technologies (ICT) with the goal of gaining an international presence in the Fruit & Veg marketplace.

Freshdeal General Director José Manuel Donate explained that after detecting that the sector was technologically obsolete and online marketing was "scarce and done in a disorderly and anarchic way," they opted for a solution "which would give all firms in the sector access to online sales and, consequently, to the world market with just one click."

The platform, according to a statement, operates in 120 countries and has become the leading name in its field thanks, among other reasons, to its entry into the United States.

"At the end of last year, we integrated a B2B platform based in New York City. This alliance has allowed us to access the Canadian market, in addition to the US and Latin American markets, and to become a leader in the number of users," added Donate.

Freshdeal currently has around 1,500 offers from about 2,300 fruit and vegetable firms, both wholesalers and traders, as well as small and large producers, and trade through the platform has reached an annual value of 50 million Euro.

In addition to Spain, the United States and Canada, the platform has a strong presence in Italy, France, Egypt, India, Peru, Vietnam, Ukraine, Turkey and South Africa and has its own offices in New York, Dubai, Valencia and the German city Of Tauberbischofsheim, in the north-east of Baden-Württemberg.

For the expansion process, Freshdeal's seven founding partners have carried out a capital increase with the participation of Tauber Solar Group, the German fund specialising in investments linked to the environment and renewable energies, which has entered with a 6% stake.

The platform expects to reach 15,000 users and sales worth 1.8 million Euro by 2019 and start an exponential growth from there.

During its first year of activity, Freshdeal has focused on reaching a sufficient critical mass to be able to lead the B2B marketplace for fruits and vegetables, and after this, it has undertaken an improvement process in order to guarantee greater functionality and facilitate navigation and the closing of operations.

It has designed its platform to allow for an integral management of the transactions, with offers presented in a clear and simple way, the transactions made in real time and the user receiving information about complementary services, such as consulting, logistics or certifications.

Furthermore, as an application, Freshdeal makes it possible to carry out any operation from your mobile phone.

"The buyer and the seller only need to register on the platform to offer their products or to know what's on offer from the producers in real time. The operation can be carried out in two minutes, with full transparency and without intermediaries," stated Donate.

The objective, he added, is "to optimise the time it takes for transactions to be completed, without forgetting the benefits of ICTs: comfort, agility, security and ease of payment, and all this without working-hour restrictions."

Source: EFE

Publication date: 7/13/2017


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