The potato sector has been developing based on consumer demand and new trends and formats, adapting to aspects such as the reduction in the size of families and households, or the increasing demand for quality products.
Juan Manuel Coello, Operations Director of Patatas Meléndez, said that “our formats have been evolving in order to better adapt to consumer habits, betting on new products and presentations characterized by aspects such as the ease of use, healthiness and sustainability.”
To achieve this, the company's R&D work has been focusing on well-defined targets that are making it possible to meet the current demand. The development of new products and the diversification of the company's activity are two key factors. A clear example of this is the work being done with sweet potatoes, with which it is also aimed to offer another alternative to producers.
Also, it is crucial to give support to traditional varieties with a high culinary quality, as is the case of the Agria potato, boosting their value beyond the months of the campaign, as well as "betting on the potatoes from Castile-Leon and the rest of Spain in order to meet consumer demand 365 days a year,” said the director of Operations for Patatas Meléndez.
Innovation in consumer formats and environmental sustainability are also fundamental for the Valladolid-based company.
Adapting to new trends, Patatas Meléndez has expanded its sales channels by betting on online marketing. "Patatas Meléndez has been working through two such sales lines for several years," says Juan Manuel Coello. "On the one hand, we have been developing, modernizing and updating our own online store almost daily and, on the other, making use of platforms such as Amazon, where our products have been available for years."