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"Piece Fruit" latest addition to product range
Procomel looks forward to next campaign with great optimism

The main objectives of the Spanish melon specialist Procomel in the production of melons for the next campaign are to increase production and reinforce marketing channels. In addition, next June, the firm that sells the well known brands ‘Melones del Abuelo’ and ‘Sugar Baby Melon’ will start with a new product, ‘Piece Fruit’, which is a step forward in the supply chain of fresh cut and packed fruit.

The expectation is to increase the cultivated area in the regions of Murcia and Ciudad Real with 15%. In Senegal, Procomel's production could be doubled, as declared by the General Director at Procomel, Celedonio Buendía. “All these projections make us to think the consolidation of our products in the markets where we are working on”.

The well-known “Melones del Abuelo” conquest new markets with a projected production of 12,000 tons. The markets to target in this campaign include for the first time: Belgium, Portugal and Switzerland. Referring to the “Sugar baby Melon”, Mr. Buendía confesses “these is one of the major bets, because we think this product fits the new needs of the consumer, who is looking for smaller fruits but full of flavor”.

The “Piece Fruit” will be launched in June to conquest the market of cut and packed fruit. It is totally fresh, the only conservation mean is the cold in packagings of 250 and 500 grams. A good reception of retailers is expected says Mr. Buendía. He notices that “price is an important factor when one talks about cut and packed fruit”. The perspectives for producers depend on the capacity to join themselves in supply. Mr. Buendía argues “producers have to join efforts, establish the necessary mechanisms to defend better their own interests”.
Procomel belongs to the horiculture consortium Grupo Hortiberia, which traded last year a volume for more than 400.000 tons and it is present in more than 35 countries.

Publication date: 3/18/2008
Author: Jahir Lombana


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