Marie-Pierre Derouet, marketing manager, Italy, for Florette, told FreshPlaza, “We believe that our consumers need complete transparency in how we work, in order for them to trust us. Because of this, we show our productive processes on our newly launched Italian website. The goal is ‘to get closer’ to the consumers, providing them with recipes and explanations on ingredients and on the company’s production processes”.
The brand will be present in Madrid (Fruit Attraction, 23-26 October 2018 Hall 10, Stand 10E01) where both the novelties of the Primaéle branded first range and the fourth range references.
During the event, Florette showcases its wide range of products, from fresh juices to new high-pressure cream products such as Hummus and Guacamole. But also pre-made food such as fresh Gazpacho, Asian Wok, with veggies to roast, and a wide selection of fresh purees and soups.
Gazpacho is a typical Spanish dish, especially in the Andalusia area: it is an extremely refreshing summer soup that must be eaten strictly cold.
The two new products with exotic flavours are Tomato Caviar and Tzatziki Sauce. The former is a perfect match of herbs and tomato, ideal for bruschetta and for a fresh summer dip.
The Tzatziki Sauce is a traditional Greek recipe made with cucumber and Greek yoghurt, perfect with meat, fish, and Florette salads obviously!
Asian Wok with veggies to roast
Marie-Pierre highlighted, “Florette is rapidly growing in the Italian market too. We have been present for 10 years, with offices in the Novara province. From our plant in Casaleggio, we are able to deliver fruit all over Italy through all sales channels – Gdo, wholesale markets and food service – thus ensuring a continuity of the product for 12 months per year.
With 18 plants in Europe and a revenue of more than 600 million euros, Florette is the leader in Europe of the production and marketing of salads and fourth range fresh products – iceberg, baby leaf, crudités and mix to cook – especially in the French, Spanish, British, German and Benelux markets.