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WATERMELON fashion branded " without pips ", property of A.G.F., continues its marketing in 2009

Another year comes to the point of sale with the brand name Fashion watermelon "without pips", an incomparable fruit that brings together all the qualities that the consumer looks for in a fruit: quality, exquisite flavour and comfort. During 2009, A.G.F. continues supporting it's clients with a strong presence in mass media and special promotions in Spain.

The Fashion watermelon is a strong and healthy plant with a high productive capacity, of round and very visually attractive fruits, and which weight ranges between the 5 and 7 kg. The Fashion watermelon is characterized by its great flavour, for not having seeds and for supporting the aspect of the traditional watermelon look. It possesses excellent quality, with a meat of intense red colour and a very sweet taste, uniform from the skin up to the centre and that is the principal reason for it's final flavour (minimum 10 º brix in qualit protocol). A fresh, tasty and healthy product ideal for consumption by the whole family and clearly differentiated from the rest of watermelons of the market.

A.G.F. (Association Group Fashion) is the owner of the Fashion watermelon brand. They are made up of 23 companies from all over Spain. The association  is from the provinces of Almeria, Granada, Seville, Murcia, Alicante, Valencia, Castellon, Tarragona, Huesca, Ciudad Real and Balearics Islands.

This Association is a totally innovative model of management in Spain. It's principal labour centres on the standardization of criteria to guarantee to all its clients and to all the consumers, no matter the channel of distribution, a uniform product in quality and identification, which constitutes the unique situation in Spain.

A.G.F. promotes and supports the unique Fashion watermelon brand, a perfect coordination of the production and the commercial supply, as well as a few procedures to be fulfilled, supported economically by all the companies belonging to the Association. In addition, A.G.F. relies on the collaboration of the prestigious company Nunhems Spain, S.A., creators of the seed that has given life to this premium product.

The Fashion watermelon brand is the only one that offers traceability of the product in all its phases by means of a computer program, own certification of the brand by the fulfilment of the quality regulations of the production of A.G.F. (which are much more demanding than the official CE 1093/07) and the certification and coordination of the production are audited by an independent company of the Association.

During 2008 A.G.F. produced and marketed more than 40.000 tons of black watermelon, without pips, under the Fashion brand which has turned it into a brand name with a great reputation on the local as well as the European market. The variety "without seeds" and A.G.F. has become a consortium of major importance to the primary sector in Spain. In 2009 it expects to increase the volume of production up to 50.000 tons, thanks to the incorporation into the Association of new companies and to the increase of surface area cultivated for this product, both in greenhouse and in open air.

The Fashion watermelon brand has obtained a formula of success thanks to a good and coordinated supply to the whole commercial process, as well as to an elegant and out-standing promotion of the brand image, which separates the Fashion watermelon at the point of sale for quality, presence and personality, emphasizing its stickers and very attractive boxes for the consumer, and posters for decoration at the point of sale. In addition, the clients rely on the support of a marketing campaign and advertising without precedent in the sector, focused principally on making the brand name and the product known to the customers and the traders.

To this end, Fashion watermelon has a marketing campaign for 2009, this includes an advertising campaign in professional distribution magazines, as well as heavy advertising on TV, which will promote the product amongst the consumers. Between May and June, the Fashion watermelon is making a special appearance in the famous Spanish series " Scenes of marriage" and " I am Bea ", where the actors of the series will use the watermelon and speak about its qualities.

During these months there will also be a TV commercial campaign on TV 5 at prime time. It will be continued by tastings and demonstrations in supermarkets, and all of this accompanied by a campaign of informative communication of the characteristics of the product and A.G.F.'s actions in media, economic and general information, health and womans magazines.

A.G.F. hope in the future for a continued and stable investment in marketing and advertising, focusing its efforts on making professionals and consumers in Spain and in Europe, recognize the Fashion watermelon brand as a product of the highest quality and of maximum confidence.

Already we can speak about the brand with a great reputation " without seeds " on the domestic and European market.  

When it comes to watermelon, choose Fashion, you will be right.

More information:

Loreto Moneva
atwork agencia de publicidad

Publication date: 6/10/2009


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