Hortifrut Peru, the agro-industrial company, has been involved in the sales of blueberries in the retail channel since the beginning of 2019. Its first customer was Tottus Hypermarkets; at the end of 2020 it made the first sale in Peruvian Supermarkets (Plaza Vea, Vivanda, and Makro); in 2021 it increased volumes in both supermarkets and, at the beginning of 2022, it entered Cencosud (Wong and Metro) with its eco-friendly packaging, managing to be present in the main chains nationwide.
“Through our own brand and white brand presentations (store brands) we have managed to represent 50% of the blueberry market in supermarkets. Likewise, we expect to increase sales in the retail channel by 40% by the end of this year thanks to the variety of presentations we have, the innovation of our eco-friendly packaging, and the optimization of operational and logistics processes," stated Eduardo Watson, CFO of Hortifrut Peru.
The company offers a variety of blueberries in the supermarkets that it supplies. In Tottus it sells blueberries under the store's brand in 125, 250, and 500-gram formats, and raspberries in 200-gram formats. In addition, it expects to launch a 900-gram presentation on blueberries in a short time. Meanwhile, in Peruvian Supermarkets, the presentations are in packs of 100 and 500 in blueberries, as well as 100 grams in raspberries, where it also expects to launch a presentation of 220 grams as soon as production increases.
"We have managed to sell up to 7,500 kilos of blueberries per week in supermarkets. When we started, our average barely exceeded 500 kilos. Achieving this volume is very good for us and has largely been the result of the variety and innovation that we have been doing with our presentations and packaging, which has allowed us to increase sales in a sustained manner and with a lot of growth projection," stated Eduardo Watson.
"We are very happy to have developed our first sustainable packaging with the Hortifrut brand for Peruvian retail. This eco-friendly presentation is different, unique, and unmatched. It is made from Kraft paper with 70% recycled paper and 30% fiber certified as biodegradable and Food Contact Safe, in addition to having a recycled plastic cap with the same certifications. This is how we take care of the environment and maintain the quality of our blueberries," stated Julio Cesar Bartra, Head of Sales at Hortifrut Peru.
The company's main challenge for the end of the year is to continue positioning the brand. Reaching 50% of the retail channel has been a great success, and this motivates the company to continue innovating since it is a factor that consumers really like. "The public is increasingly demanding. They demand different varieties and formats. Once they taste the products we offer, they recognize the quality of Hortifrut berries," Bartra said.
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