"Selecting the right seeds is vital if you want to cultivate products with the colors and flavors that are most appreciated by the consumer. Choosing the right variety allows you to have quality, optimal organoleptic characteristics and, in some cases, an earlier start of the season. An example of this is our Primafiori lemon, which allows us to be the first on the market," says Lucía Bello, national sales and marketing director at Grupo G's.
"Climate change and the warmer winters are encouraging the search for varieties adapted to this new context," says Lucia Bello.
"At G's, we look for unique products and processes that can bring added value, such as our range of exotic citrus, featuring striped lemon, limequat or kumquat. Since 2017, in line with this development and adaptation to the market's needs, we have been offering value-added products at the new minimum processing factory in Murcia. Our goal: to provide the market with a different way of perceiving and consuming vegetables," she says.
"Largest organic acreage in Campo de Cartagena"
Another important milestone for G's Spain has been the introduction of the organic line in 2007, responding to the growing market demand.
"With a total of 310 hectares of organic production, we are the company with the largest organic acreage in Campo de Cartagena, where we have almost 200 hectares. Producing on a large scale is not incompatible with our commitment; on the contrary, by 2020, we want to reduce CO2 emissions by 30%, water consumption by 20%, and we expect the volume of discarded materials to fall by 10% each year. Furthermore, we are committed to safe, ethical and respectful work, supporting suppliers and clients in the promotion of sustainability throughout the supply chain," explains Lucia Bello.
Integrated vertical production: improving the fresh cut range
"In a vertical production, the whole process is taken care of: from the seed to the product's shipment and everything in between (harvesting, packing and cooling). Choosing the right seed is essential to meet the consumer demands when it comes to quality and taste. This process is carried out in seedbeds," says the sales director.
"In the case of celery, for example, we grow traditional varieties, but also others with a milder flavor that attract new consumers. Innovation is part of our culture. In the 2019/20 campaign, we re-launched the Pascual Selección Natural brand offering more than 14 first quality product references, whose supply was simplified by centralizing different products under a single supplier. Moreover, under our fresh cut brand Love Fresh, we market fun snacks that are easy to consume anytime and anywhere," says Lucia Bello.
G's, a family business founded in 1952 by Guy Shropshire in East Anglia, United Kingdom, is the largest producer and marketer of celery in Europe and the second largest in the world. In 1985, it created the Spanish subsidiary based in Murcia. With 5,800 hectares distributed in Campo de Cartagena, Murcia, Almeria, Albacete and Alicante, it has facilities and crops in the United Kingdom, Poland, the Czech Republic and Senegal.
For more information:
Lucía Bello
Grupo G´s
Ctra. El Jimenado
30700 Torre Pacheco, Murcia. Spain
T +34968188600
info@gsgrupo.com
www.gsgrupo.com