“For the past 2-3 years, we have been wanting to propose a new range of processed products in Spain, to promote the merchandise that cannot be valued among first-range products, and also to offer the consumer products that are healthy, easy to prepare and easy to consume,” explains Hervé Tapia, from the sales department of Anecoop France.
This range includes items only made from fresh fruits and vegetables. None of them contain any animal products, additives, dyes, added sugars or gluten. The products are therefore entirely compatible with vegan and vegetarian diets.
Success already achieved with Spanish consumers
“Last year, we started marketing the range on the Spanish market. The products were first tested in some Carrefour stores in Valencia. Very quickly, the success was such that the retailer decided to sell the entire range at the national level. For the past few months, we have started introducing these new products on the French market.
At this first stage of presentation, we can say that the feedback after tasting is promising. We must however keep in mind that we are a Spanish cooperative, so most of the products we market in this range come from Spain. We are aware that French consumers are more interested in local products, and that for some traditional products, our Spanish origin will be less attractive. However, we wish to stick to our primary purpose, which is to market the fruit and vegetable production of our cooperatives. For products that are more original, such as organic soups, vegan pitas or pasta appetizers, or more typically Spanish like gazpacho or guacamole, the Spanish origin of the raw materials is less subject to discussion for French buyers,” explains Hervé.
Organic and conventional
“Our job is to market fresh products, naturally good for the health. It was therefore important for us to keep these characteristics in our range of processed products. That’s why we offer both organic and conventional processed products, as long as they are good for the health. Indeed, organic products that are originally healthier can sometimes no longer be beneficial once processed, depending on the additives or how the different ingredients are proportioned in the recipe (mostly water in a soup recipe, for example).”
Anecoop gathers 72 Spanish cooperatives. The company also wants to introduce this range of products to other markets, like England or Germany where the group is already present with first-range products. “We are aware that depending on the eating habits of each country, we will have to adapt the range to the market.”