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AM FRESH Group defines the future of Fresh Foods

"We are uniquely positioned to understand the market trends in each country"

With a turnover of approximately 1 billion euros and projections to double this figure by 2025, the Spanish company AM FRESH Group is the global leader in agribusiness and agriscience of citrus and table grapes, in addition to growing segments such as exotic fruits, super foods, plant-based foods and flowers.

FreshPlaza interviewed Mateu Chilet, Business Development Manager of Genesis Innovation Group and Patrícia Sagarmínaga, Marketing & Communications Manager at AM FRESH Group in Càrcer, Valencia. 

The company, which recently changed its corporate identity from AMC Fresh Group to AM FRESH Group and a new website seeks to project a global view of the group and strengthen its international expansion. The rebranding also includes the unification of its global business units which now operate under the umbrella of AM FRESH. The company has over 85 years of experience, is present in over 50 countries and is comprised of 5,700 employees.

Experimental fields of AM Fresh in Càrcer, Valencia.

"The key to our success and point of differentiation is our vertically-integrated model, leading varietal innovation and development through applied biotechnology", explains Patricia Sagarminaga, Marketing & Communications Manager at AM FRESH Group. This is one of the pivotal growth engines of this company which develops new varieties through natural hybridization, the result of their own varietal development programs for citrus, pomegranates and exotic fruits (Genesis Innovation Group) and table grapes (SNFL, Special New Fruit Licensing) and already have more than 100 IP protected varieties.

"In Genesis Innovation Group we have developed an international network of highly-specialized companies that manage protected new varieties worldwide. Our corporate mission is to bring together the best breeders and producers to promote the consumption of fruit with a fresh, distinctive and high-quality offer,” says Mateu Chilet, Business Development Manager of Genesis.

Experimental fields of AM Fresh in Càrcer, Valencia.

The company performs extensive farming and commercialization of fresh foods to serve consumers and retailers around the world. The company has a specialized Consumer Insights platform, FRESCO™ which focuses on consumer behavior, detecting and analyzing changing consumer trends to identify new market opportunities.

AM FRESH stresses the importance of its geographic expansion into Asia as well as the consolidation of its commercial operations in North America as part of the group’s key strategic levers.  Additionally, new long-term partnerships with strategic retailers in different markets, the launch of new varieties which are the result of 25 years of research in applied biotechnology, as well as the entry into new categories of fresh foods comprise this company growth ambition.

TESCO, Marks & Spencer, Sainsbury's, El Corte Ingles, EDEKA are among the key retail partners in its portfolio in addition to a long-term contract with Walmart for the exclusive commercialization of new patented varieties of table grapes developed and designed for the retailer through natural hybridization led by SNFL.

"Perhaps our greatest point of differentiation lies in that we have managed to globalize our activities while working with prestigious breeders, farming industry leaders and major supermarket chains worldwide. Thanks to this, we are uniquely positioned to understand the needs of the producer and market trends in each country, which we can efficiently select and promote the varieties marketed in each territory," adds Mateu.

Asian markets and the US in the spotlight
While AM FRESH supplies many countries around the world, Asia and the United States are currently in focus.

"The opportunities in Asia and the United States are paramount. Our ambition is to increase our sales of seedless grapes and citrus in several countries throughout Asia where we believe we have significant competitive advantages and can drive incremental sales with our differentiated proposition” concludes Patricia. An example of this is the creation of its colorful new brand LOCO™ for Asian markets as well as other exciting brands that the company will be launching soon."


For further information:
Patricia Sagarmínaga
T: +34 961 801402

Mateu Chilet
Citrus Genesis Innovation
T:+34 659 10 49 97

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