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Packaging must be sustainable and functional

"Fresh cut and ready-made products are no longer a trend, but a need"

At this year's edition of Fruit Attraction, there has been a noteworthy rise in the popularity of fresh cut and ready-made products. Among the new ones, Primeale has stood out with its innovative microwave range, with three kinds of potatoes in exclusive packaging, one of Brussels sprout hearts and another of Bobby beans that can be cooked after just two knife cuts.

Left: David López Cerro, commercial and marketing director; right: Mikel Elorza, general director of Primeale.

Fresh cut products take hold at Fruit Attraction
Primeale has developed new products that facilitate the preparation of vegetables, and these are included in the Gourmet range. In addition to offering an innovative concept for cooking that helps the consumer enjoy a quality dish in just a few minutes, the greatest feature of the Primeale Gourmet brand is the quality of its carefully selected products.

For David López Cerro, commercial and marketing director of Primeale, the company's participation in this edition “has been our passage to adulthood. We are no longer just a producer of fresh, unprocessed products, and we are seeking to revolutionize the sector with new formats and innovative concepts when it comes to cooking.”

Among the new releases presented by Primeale there is a microwave range consisting of three references of Jazzy and Laurette potatoes with an exclusive packaging of kraft paper and another of Brussels sprouts hearts, in addition to Bobby beans ready to be cooked after just two knife cuts. “Customers who have visited us at our stand have seen this revolution and have expressed their satisfaction with our commitment and with the way we perceive the future of the category. We are very happy with the launch of the Primeale Gourmet brand and the drive towards innovation that it has given us,” said López Cerro.

"If your team believes in an idea, customers will too"
Regarding the brand attributes of Primeale Gourmet, which are in line with trends like convenience and practicality, Mikel Elorza, general director of Primeale España says: “If you want your clients to believe in your ideas, everyone at the company has to believe in them first. The launch of the Primeale Gourmet brand is the result of a necessary commitment from all workers to a premium range. It is a change of mentality in which we have been working for several years.”

Trends turned into needs
Healthy eating and the growing popularity of the fresh cut and ready-made range have been among the most visible trends at Fruit Attraction. In this regard, the fruit and vegetable sector has all the ingredients to lead the way towards healthy, tasty and practical alternatives for everyday use. It is a sector with the potential to continue growing and developing ideas and formats that adapt to consumer demands in terms of mobility, immediacy and health.

The functions of sustainable packaging
Sustainability in packaging is becoming increasingly important and there is an on-going search for materials that can replace plastic: paper, cardboard, recycled PET or even, as many suppliers exhibited at the fair, biodegradable formats made from organic substances.

"In this regard," says Primeale, "there is a considerable lack of information about the real implications of using one material or another, taking into account that packaging has several functions, including:

  • Protecting the quality of the raw material
  • Facilitating the product's transportation and distribution
  • Attracting the attention of the consumer
  • Providing information to the customers
  • And, in the case of microwaveable products, serving as a medium for cooking."

Mikel Elorza, general director of Premiale, and Anylú Vidal, head of marketing and communication

Primeale España, a producer, packer and marketer in the fruit and vegetable sector, belongs to the second largest food cooperative group in France: Agrial. Its fresh division has three greatly recognized brands: Primeale for top-of-the-range vegetables, Florette for washed and ready-to-eat salads, and Créaline for already cooked creams and soups.

In Spain, Primeale has facilities and production areas in two locations: Jerez de la Frontera, in the province of Cádiz, and Portillo, in Valladolid.

A wide range of vegetables are cultivated, including carrots, leeks, cauliflowers, Brussels sprouts, beans of special varieties, such as Bobby or Kenya, garden peas, tear peas or radishes, as well as products with greater added value, such as the Jazzy potatoes of the microwave range, and the Brussels sprouts hearts marketed under the Primeale and Primeale Gourmet brands.


More information:
Anylú Vidal
Head of marketing and communication
Ctra. Nueva Jarilla, Km 1,2
11591 Gualdalcacín
Jerez de la Frontera, Cádiz. Spain
T: +34 956 15 77 49

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