This year's exceptional circumstances have not allowed Anecoop to organize a face-to-face presentation of its watermelon campaign, which has already started. In 2019, the cooperative sold 136,500 tons of watermelons; 11% more than in the previous year and a record all-time figure. This helped it stand out as the leading operator of this product at a European level. The prospect for this campaign is to reach 150,000 tons.
The cooperative has designed production and marketing plans focused on striped red watermelons, which are undoubtedly the most popular in the main countries of Europe, although black skinned watermelons and the organic production are gaining ground due to the demand for them, with the latter even tripling its production.
One of the innovations introduced this campaign by Anecoop has been a new variety of seedless watermelon with a very thin skin, a deep red color and a very sweet flavor, which will be marketed under the Bouquet Premium brand. This watermelon is the result of the research work of the Production and Development department, which is currently testing another 39 varieties.
The commercial director of Anecoop, Miguel Abril, said that "our objective is to increase our export quota by 1.5 points and reach 14%. This would result in us leading the category and Bouquet becoming the leading brand in the seedless watermelon segment."
Regarding the connection between watermelon consumption and COVID-19, Abril has expressed his conviction that “the fruit will be a favorite in the shopping basket this summer, since although we know that the pandemic is going to make things difficult for us at first, watermelon has three great advantages: it is a fruit that is associated with good temperatures, it is more affordable than other products and it is ideal to share at home with the family.”
The campaign is expected to peak in the months of August and September, during which Anecoop traditionally notices an increase in consumption. In this sense, the schedule prepared together with its members, especially with the cooperative Santiago Apóstol de Tomelloso, recently incorporated into the Group, will allow it to meet the high demand at the end of the campaign.
The Bouquet watermelon was the first seedless watermelon on the market and today, 28 years later, Anecoop continues to be the number one Spanish watermelon trader in the European market.
According to the president of Anecoop, Alejandro Monzón, "Bouquet watermelons have great social value, with a production schedule that covers six different provinces and allows numerous growers and their families to continue with their agricultural activities throughout the year."
The general director of Anecoop, Joan Mir, says that “the coronavirus crisis and its consequences have been a test for the national agricultural sector, which has continued to ensure the supply of basic foods to the population, despite all the obstacles.” He is also encouraging everyone to express their full support for the sector. “This is the time to become aware of the strategic value of agriculture as a strong and independent sector; one that allows us to face situations such as the current one and reduce dependence on food imports from third countries.”
Anecoop will invest over 860,000 Euro in communication actions, appearances in television programs and radio and air advertising on Mediterranean beaches, as well as campaigns in France, the Czech Republic, Belarus and Ukraine.
For more information:
Piedad Coscollá Toledo
ANECOOP S.COOP.
T: +34.963.938.500
pcoscolla@anecoop.com
anecoop.com