First was the variety, then AGF, and then the brand. Now AGF and BASF | Nunhems want to recognize the crucial role of producers in promoting the Fashion Watermelon. This brand has managed to consolidate itself among consumers and boost consumption of the category in the more than 20 years that it's been in the market.
To this end, they have just created the Fashion Producers' Club, an exclusive community for growers "committed to excellence, innovation, and authentic flavor," stated Crisanto Ampuero, Consumer & Customer Manager at BASF. According to Ampuero, "the producer is one of the key pillars of the brand's success."
© Grupo AGF Fashion S.L.
According to Joaquín Hidalgo, General Coordinator of the AGF Group, this is a natural step for the Fashion watermelon and will be carried out in different phases. AGF and BASF | Nunhems' first goal is to enroll growers who are part of the companies that grow Fashion watermelons in greenhouses in this club. Then, they will enroll those who grow it outdoors.
By joining this club, Fashion producers will be able to connect with other growers, share information and ideas, have access to management recommendations, personalised technical support, and participate in exclusive events that will help them grow their business.
Most importantly, they will be part of a "value ecosystem around the Fashion brand and BASF | Nunhems' variety development experience," stressed Hidalgo, highlighting the key role of BASF | Nunhems as a technological partner of a project that began to germinate in 2000.
"We want to open a qualified and direct channel with the producer, reward producers who have been with us since the beginning, or for many years. We want them to have a guide and a reference to continue building the Fashion brand," Hidalgo stated.
For more information:
BASF
www.basf.com
