The firm's strategy is focused on providing the highest quality. Global GAP certifies its plantations and every shipment is certified before being exported. "We are small exporters and we are aware that the only way to compete against the big brands is by offering the best quality. We haven't had any complaints in the two years that we've been exporting; not even from the demanding Japanese market, where the Ecuadorian fruit didn't have a good reputation, which is increasing the volumes it orders every week," states Hugo Castro Alvear, General Manager of GinaFruit.
Currently, the most favourable markets for the company, regarding price, are China, Japan and Chile. Generally speaking, Europe is a difficult market. "We're in the middle of negotiations to enter the United States next year, even though that market is dominated by international companies such as Del Monte and Chiquita," said Hugo. "It is a favourable market as it is near us and would allow us to produce more."
Regarding promotion, GinaFruit has tried to be present in the major food fairs for the past five years, such as in Berlin's Fruit Logistica, where it got its first customers. "Customers appreciate the quality of our fruit so it is then recognized. In Japan, for example, the price of our fruit is higher than that of Chiquita or Del Monte in the two cities where we sell our products, this gives us presence and prestige," concluded the CEO.
For more information:
GinaFruit S.A.Ecuador
Ing. Hugo Castro Alvear, Gerente General
Teléfono: (593) 999423369
www.ginafruit.com.ec