Florette closed 2018 with record sales in Spain. The turnover amounted to 205 million Euro, which represents an increase of 8.4% over the previous year. The prospect is now to reach the 250 million Euro by 2020, driven by the firm's commitment to innovation.
"Innovation will continue to be our main drive for growth, focusing on new, ready-to-eat healthy solutions with fresh Florette vegetables, and which can include quality ingredients such as cereals, legumes or proteins," said the commercial and marketing director of Florette Ibérica, Fermín Aldaz.
The Spanish company is committed to expanding its range of "complete dishes" sold in the refrigerated area, which follow in the steps of its "full salads" or "micro recipes". Within the next five years, they estimate that these products will already account for 60% of the company's turnover.
Florette advocates to give a boost to the "food service" division, which will continue to "gain weight in the future," continuing the positive trend observed in recent months. "Florette Food Service will grow by 60% more in the next five years, with 15% of that growth in 2019," revealed Aldaz.
The commercial director said that the "great demand" for healthy solutions based on fresh vegetables for on-the-go consumption will allow the company, which is currently present in 13,000 establishments (restaurants, hotels and cafeterias) to reach 20,000 stores by 2020.
Thus, Florette has chosen to continue supplying new products and categories adapted to current trends. "A lot of our growth is a result of these launches, which have a great reception among consumers," he explained.
Fermín Aldaz added that "in the next few years, the focus of our business will be on ready-to-eat dishes with fresh vegetables; healthy options made with the highest quality ingredients, and marketed under the Florette label."
Regarding the reduction of plastic use, Aldaz recalled that the company has been working for years on a "Plan for the Reduction of Plastic Use;" a "strategic and transversal plan already underway which covers the entire portfolio," he explained.
"Given the agricultural nature of our activity, making a positive, sustainable and responsible contribution to the protection of the environment is a current and future priority for Florette," he concluded.