The smallest pineapple sizes are being dropped from the catalog of the Costa Rican company Grupo VISA, one of the main producers in the country, with around 120,000 tons of the fruit per year.
"From now on, we will be marketing big," says Merilyn Acuña, Marketing Executive of Grupo VISA. "We decided to focus our strategic objectives on marketing premium quality sweet pineapples, and we believe that calibers 5, 6, 7 and 8 fit into this concept."
"From now on, the smaller sizes, the 9s and 10s, will be dropped from our catalog so we can devote ourselves to the production of crownless pineapples for processing and deliver an exceptional color in our pineapples with crown, with a greater focus and specialization in the marketing of the larger sizes. Most of the demand is for the 5's, 6's, 7's and 8's and our goal is to achieve a better performance and have a better relationship with our customers," says Merilyn Acuña.
The Costa Rican family-owned company controls the entire production chain, from cultivation on its more than 2,700 hectares of pineapple farms to the packing plant. It also has its own distribution company in Houston, Texas called VISA FRUIT LLC.
Its pineapples are marketed year-round, reaching more than 23 countries in North America, Europe, Asia and the Caribbean. They also produce and export other products, such as dehydrated and frozen pineapple, cassava and other tubers.
"With this strategy, we will be the first to focus on the largest calibers, differentiating ourselves from our competitors while remaining committed to providing the best quality," he says.
For more information:
Merilyn Acuña
Grupo VISA
T:+506 24733112
Pital, San Carlos. Alajuela. Costa Rica
mercadeo@visasa.com :
www.visafruit.com