The cranberry exporter Vitalberry, tied to Eduardo Elberg and Ignacio del Río, expects a strong growth in sales, as stated by their CFO, Felipe Carlin, who said that "for the 2012-2013 season we expect sales to increase by 30%."
Analysing last year's campaign, the executive said that "despite the recession, we experienced an important growth in Europe, which has to do with our market share. We are still number one in Europe (27.5% share, 2nd has 8.1%) and we are the main cranberry provider for the southern hemisphere, as we ship 50.5% of our production there."
Carlin pointed out that "this season we are exporting 3.8% less to the US and Canada, but we have grown by 23 and 40.3% in Europe and Asia respectively. Our strategy is to focus on those two markets, because they are the ones growing the most and generating greater returns."
As for the market, the executive said that "demand for cranberries grows faster than supply, and we believe that volumes and prices will remain stable."
Regarding investment plans, Carlin said that "recently we started a new firm in the US, called Vital Fresh, which is oriented towards the medium size chains, commonly supplied by intermediary firms. Our competitors cannot do that, because they are contractually tied to large local distributors."
As for the market, the executive said that "demand for cranberries grows faster than supply, and we believe that volumes and prices will remain stable."
Regarding investment plans, Carlin said that "recently we started a new firm in the US, called Vital Fresh, which is oriented towards the medium size chains, commonly supplied by intermediary firms. Our competitors cannot do that, because they are contractually tied to large local distributors."
Furthermore, the executive said that the other great commercial project is taking place in Asia. "We formed an association with San Clemente and we are opening offices in China." Additionally, Carlin said that they have been developing their own varieties for the past eight years, and that this year they will create the firm Vitalgene, which will mainly focus on research. "Within the next five years we wish to launch 15 patented varieties."
Finally, Carlin pointed out that "in 2013 alone, we will invest US$ 8 million in new developments."
Source: Estrategia
Finally, Carlin pointed out that "in 2013 alone, we will invest US$ 8 million in new developments."
Source: Estrategia