Gruventa sets internationalisation goals in the Asian market

The fruit and vegetable exporter Gruventa, based on Lorquí, in the Spanish region of Murcia, is setting its business internationalisation goals to consolidate its position in the Asian market. In this regard, the General Manager of the firm, Fermín Sánchez Navarro, explained, "Asia is showing increasing interest in Spanish fruit and vegetables; they appreciate their quality and consumers are willing to pay for the extra value our products offer."

Gruventa commercialises 20,000 tonnes annually, selling 25 articles distributed in more than 33 countries. At the same time, the exporter professionally distributes its products through a dozen international distribution chains.

Fermín Sánchez, at his stand at the recent Fruit Attraction 2012

According to Gruventa's leader, "we have efficiently positioned ourselves in the European markets and now our sights are set on Asia, as well as Eastern Europe, particularly Russia, where there is great potential for the consumption of horticultural products."

Gruventa's representative also explained that "we produce and commercialise high-end fruits and vegetables, both in terms of quality and food safety, which are highly demanded by our customers."

Concentration in supply
Fermín Sánchez believes that the greatest challenge for the horticultural sector in Murcia is to "concentrate supply" and "manage it effectively," because, in his opinion, "this way producers can obtain a greater value added."

Within the same context, Gruventa's representative points out that "our sector really needs to advance in other fundamental aspects, such as promotion, on-line marketing, the opening of new export markets and, especially, in giving more unity to the sector."

"Our sector can still make lots of progress in the reduction of production costs and should also try to unify the production and commercialisation structures so that distribution platforms can be created allowing for a more direct relationship with the large distribution chains," explains Fermín Sánchez.

Gruventa's leader admits that "we are very satisfied with the progress our firm has made and we know that the key lies in working professionally and always looking after the interests of our partnered producers."

For more information:
Francisco Seva (Press Office)
GRUVENTA
paco@comimaginacion.es
www.gruventa.es