Prices and the margins of distributors, among the difficulties for the fresh cut sector

"We have managed to extend the shelf life of cut fruit to fifteen days"

There is an increasingly greater awareness about health issues. We want to eat healthy and tasty food, but we also want that food to be easy and quick to prepare. That is why the fresh cut fruit and vegetable segment is growing non-stop. In addition to the convenience of not having to peel or cut the fruit, flavor is another of the main reasons why consumers buy this kind of products, which often have a limited shelf life. Hence, companies like the Valencian Vicente Peris, under its Frutifresh brand, continue to innovate with new tasty formats that extend the shelf life of those products with natural ingredients.

In the most recent edition of the Fruit and Vegetable Congress AECOC, in Valencia, FrutiFresh showcased its new formats of peeled and sliced fruit in syrup. "We have three different formats: pineapple, orange and fruit mix (orange, pineapple, apple and grape)," says Christian Palacios, head of marketing at FrutiFresh. "The supermarket chains to which these products are sold are delighted with its durability."

Flavor is an essential quality for the consumer, so seasonal fruit usually offers the best guarantees. Pineapples are the only fruit for which seasonality no longer exists, since a very homogeneous taste and quality are available all year round.

According to Palacios, in the fresh cut segment there is a division between premium products and the rest. "Two of the biggest hurdles for the sale of those high-end products are the price and the margins of distributors. The concepts are still relatively new, which is why we hope that markets like the Spanish one will slowly become more mature. In fact, the domestic market is still relatively conservative, which is why we have been looking for opportunities in the Benelux, France and possibly Italy. In France, we believe that chopped grapefruit may have a lot of potential, so it could soon become part of our range."


For more information:
Christian Palacios
T+34 961491106

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