Motivated by this notable growth, the firm has decided to open its new subsidiary in Germany; an ambitious project led by Alberto Aldazosa, Market Development Manager for the German market. It has happened taking advantage of the company's participation in the Internorga Fair, currently considered one of the most important events for professionals in the Foodservice and Horeca sector in Europe, with more than 93,000 visitors and 1,300 exhibitors.
This new subsidiary of ZUMEX® in Germany joins the already consolidated ones in the United States, Mexico, France and the United Kingdom. Together with its own delegations and its headquarters, located in Spain, the firm has an extensive network of distributors that allows it to reach more than 100 countries in five continents.
In fact, the company already has some of the best retailers and foodservice chains in the country among its customers. Not at all surprising, considering that juice consumption is high in Germany and exceeds 40 litres per person per year. To this we must add the growth in the number of the so-called LOHAS (Lifestyle of Health and Sustainability); young people who are committed to enjoying healthy and sustainable lifestyles. This has given a push to healthy consumption trends in these markets, boosting the consumption of freshly squeezed juice.
A market with potential for ZUMEX®
The truth is that the brand's penetration in Germany, as well as in its neighbouring countries and northern Europe, continues unstoppably. So much so, that ZUMEX® has grown by over 200% in the German market in the last three years and its strategic plan seeks to maintain stable growth over the coming years.
"We see the opening of this subsidiary as a possibility to maximise the capillarity of ZUMEX® in a very attractive market for us," explains the CEO of the company, Víctor Bertolín, who points out that in Germany "they especially appreciate the strategic advisory service that we provide for the development of emerging businesses. We are experts in this field, with more than 30 years of experience, and we have access to the best professional solutions for squeezing. That has made us strong and turned us into one of the first options for the main HORECA and retail chains in this country."