Plus Berries is the result of the merger of five family businesses and is formed by young producers. They are all mainly specialised in the production of berries. The five companies are Agromartín (specialist in strawberries), Agrícola El Bosque (blackberries), Frutas Hermanos Pulido and Tilla Berries (blueberries) and Frutas Remolino (raspberries), and all are members of a business group created to strive for greater international competitiveness.
Plus Berries was created just over five years ago, when Agrícola El Bosque sought the merger with Frutas Remolino and Frutas Hermanos Pulido, striving for greater competitiveness in its international expansion process, and focused on blackberries, raspberries and blueberries. Agromartín, a major producer of strawberries, joined them in February 2012.
The Plus Berries initiative became consolidated in July 2013, when the SAT was formed. Plus Berries thus unified the commercial management of the companies, with a specialist for each berry in direct contact with the producers, and established an international trade strategy accompanied by a major boost at marketing level.
In June 2014, the group welcomes another partner: Tilla Berries, a new blueberry producer that adheres to the same philosophy and strengthens the capacity to react to large demands for fruit.
This constant expansion, based on specialisation and differentiation, has helped build a common project that has strengthened the group's image and boosted its commercial expansion internationally.
Thus, blackberries, raspberries, blueberries and strawberries are supplied under high quality parameters, allowing for savings in logistics and ensuring direct contact with the producer of each fruit. "While, by joining forces we are able to supply a complete range of berries, we continue to work in a way that allows each to maintain its own identity, thus guaranteeing a direct relationship with the customers, who receive the highest quality berries and the best service," points out Javier Velo, director of La Canastita and president of Plus Berries.
In its early stages, the business group always had it clear that differentiation had to be protected; thus, its plan was not just to offer the full range of berries, but also to bring innovation and expertise into the production process. This has motivated Plus Berries to carry out different research projects on new varieties in order to have fruit all year round, completing the production cycle and offering improvements in aspects such as conservation and flavour.
This week, the incorporation of a new partner, Grupo Caver (specialist in the cultivation of stonefruit) will be publicly presented in the framework of the fair Fruit Attraction, to be held at Ifema in Madrid from 5 to 7 October.
Source: huelvainformacion.es
