The innovation in the supply and the development of new product lines, as well as the objective of offering a unique service, have led The Fresh Co. to launch a new line of exotics.
"It is a step we considered taking about 9 months ago," says Leonardo Juárez, manager of this Spanish company devoted to the production and marketing of fruit and vegetable products. "We saw a very interesting market niche that would allow us to strengthen the reputation of our brand and its presence in all international markets," he says.
Leonardo says that initially, the Fresh Co.'s range of exotics consists of three products: citrus caviar, whose campaign has just ended; kumquat, which the company will start marketing in a couple of weeks, in mid-December; and pitaya.
"All the products come from the region of Murcia, where we currently buy them from small and medium producers, although our goal in the near future is to produce the entire range ourselves," he says.
Despite the fact that these exclusive fruits aimed at the haute cuisine segment have had to deal with the closure of the hospitality industry due to COVID-19, the market has experienced great growth. The company's first experience with citrus caviar has been positive.
Leonardo says that “it has certainly been a difficult time, but we have seen that these niche products still have a very interesting potential, not only for the horeca channel, but also for supermarkets. In fact, thanks to our experience in the marketing of fruits and vegetables, we are in talks with some supermarkets to discuss the possibility of arranging supply programs with them."
"Our idea is to have a consolidated range of exotics and continue to expand the supply with new products, such as Buddha's hand or yuzu," he says.
Marked international character
The Murcia-based company, which has a sales office in Vienna, has a wide network of national and international suppliers that allows it to offer a wide range of conventional and organic fruits and vegetables, adapting to the needs of each client. It also has its own production facilities in the Middle East, specifically in Tehran, Iran, where they currently grow tomatoes.
"We have a highly international profile," says Leonardo. "In addition to marketing fruits and vegetables in Western European countries, such as Italy, France, Germany, the UK or Portugal, we have long started to focus on distant markets, which almost all producers see as difficult. We are an atypical company because we like challenges, and a challenge we set for 2020 was to enter the Asian market. And we've done it,” he says. “Right now, we are present in Malaysia and Singapore, where we sell grapes and pomegranates, although we have also sold various other products, such as onions. Now we are starting off strong with the vegetable campaign,” says Leonardo.
“In the end, more than a fruit and vegetable company, we are a service company. We are part of an agricultural business group where everything from production to research is under control,” he says. "Knowing how to adapt to the markets and looking beyond Western Europe with professionalism and efficiency is what has allowed us to grow."