Last week, Anecoop organized an event with the media and its watermelon producing partners in Almeria and Murcia in order to present the Bouquet Watermelon 2019 Campaign. In Almería, where the production schedule starts and a significant part of the total volume is harvested, the managers have announced their prospects, both in terms of production and marketing and product promotion.
Since 1991, Bouquet watermelons have been marketed by the main distribution chains in 30 countries. As explained at the start of the press conference by the CEO of Anecoop, Joan Mir, "Bouquet watermelons have brought many things to Anecoop, but above all, they have given us leadership, growth, innovation, diversification, brand development (the brand Bouquet), integration of partners and cooperatives, an important commercial structure and a greater international presence." It is also a crop with an important social value, since it allows "many producers and their families to supplement their productions and live off their agricultural activities almost all year round," says Joan Mir.
The product's performance in the international market is the result of unified commercial action and the application of R+D+i. The company has two test fields, one in Almería and the other in Valencia, with greenhouse and open ground cultivation. The company continues to work on its production processes and in new forms of cultivation.
Worthy of note is the trend favoring the production of smaller calibers with a high internal quality and great flavor, which has allowed it to become a reference in the market launch of new varieties.
Leadership and planning
The production calendar starts in April in Almeria and then continues in Murcia, Alicante, Valencia and Castellon. The productions of Seville and Castile-La Mancha complete the campaign's schedule. All procedures in the entire process are kept under control, from the varietal selection and the agronomic management of the varieties to the integration of the production, the diversification of the supply and the marketing.
For his part, the commercial director of Anecoop, Miguel Abril, has announced the watermelon volume that the second degree cooperative plans to market this campaign: approximately 150,000 tons, stating that "our priority is the Spanish production. We seek to extend the campaign with varieties that will continue to help our quality stand out in terms of flavor and color, compared to the fruit of other origins. We differentiate ourselves by our products' greater freshness and lower carbon footprint, as shipments are carried out over shorter distances." Miguel Abril also highlighted the firm's product diversification, as it is the only one on the market whose range includes four types of watermelons: red and yellow with striped skin, black skin and mini - also available as organic and zero waste.
Promotional campaign and 1st Bouquet Inclusive Rugby Festival
One of the main pillars of the Bouquet promotional campaign is a series of solidarity actions carried out in the framework of the entity's commitment to promoting inclusion through sports. As pointed out by the president of Anecoop, Alejandro Monzón, during the presentation, "our commitment to promoting inclusion and diversity through sports is based on our corporate and cooperative values. We contribute by providing visibility to groups that need the support of every member of society."
This social commitment is materialized in initiatives such as the collaboration agreement that Anecoop and Unión Rugby Almería signed last November, and which has led them to organize the 1st Inclusive Rugby Festival, held on Saturday, May 18, at the Juan Rojas Municipal Rugby Stadium. The event has counted with the participation of the teams URA Clan of Almería, Cullera Rugby Club and Les Abelles of Valencia.
Other actions of a similar nature include the Inclusion and Sports Challenge, organized by AVAPACE on May 3, 4 and 5 in Valencia; the event "La Mar Solidaria", to be held on June 1 in Alicante, and the collaboration with the race "Marea Azul Solidaria", in the municipality of Silla, in Valencia, on May 11.
Furthermore, as explained by the head of marketing of Anecoop, Piedad Coscollá, the company will conduct an intense communication and marketing campaign, which has required an investment of close to 900,000 Euro. This will have an impact in Spain, France, the Czech Republic, Belarus and Poland, with actions at points of sale and promotions on radio, TV, social media, aerial advertising, sporting events and meetings with the media.
A noteworthy part of the campaign is the loyalty program of the Bouquet brand, organized in partnership with large distributors, which will result in all consumers of Bouquet watermelons receiving gifts based on different types of experiences of different categories (sport and adventure, beauty and health, leisure and home, gastronomy, children and hotel nights).
For more information:
Anecoop
Carlota Pardo
+34 636 98 70 32
cpardo@anecoop.com