After a challenging berry campaign due to the impact of the weather, the Sociedad Cooperativa Andaluza Santa María de la Rábida (Fresón de Palos) has managed to grow in terms of volume compared to the previous season and continues to increase its export activity while consolidating its leading position as a berry brand in Spain.
From now on, the cooperative will be led by Rafael Garrido Domínguez, who is taking over the presidency from Emilio José Vázquez Vázquez after a period of eight years. Elected at the extraordinary general assembly of members, Garrido, who has 30 years' experience in the sector and is part of the second generation of a farming family, will chair the new Governing Council for the next four years.
© Fresón de Palos
Rafael Garrido, new president of Fresón de Palos.
"This has been a particularly difficult season from a meteorological point of view. Persistent rains and lack of sunshine during key weeks have had a direct impact on the plants. Cycles have been slowed down and the production has been affected at certain times," says Enrique Muñoz, Marketing Manager for Fresón de Palos.
"Despite this, we have managed to finish the season with somewhat higher volumes than the previous year; a testament to the excellent technical work done in the field, as well as to our growers' capacity to adapt. We have also managed to maintain very high quality standards, recognized by both our national and international clients. This combination of quality and volume, together with good sales management, has resulted in a reasonably positive season in terms of profitability for the grower, despite the challenges," he says.
Fresón de Palos produces around 60 million kilos of fruit per year, mainly strawberries, although it also works with smaller volumes of other berries, such as blueberries and raspberries.
"This figure reflects both our production capacity and the strength of our cooperative model, which brings more than 150 grower members together. Despite variations each season, which are normal and linked mainly to climatic factors, we aim to deliver stable volumes, prioritizing quality and continuity in the supply, rather than growth for growth's sake," says Enrique Muñoz.
Spain's most renowned berry brand expects to continue growing in exports
The domestic market absorbs approximately 40% of Fresón de Palos' total production, which makes it its main commercial destination. Over the last few years, it has managed not only to maintain but also to strengthen its position in Spain, partly thanks to the consolidation of its brand.
Today, Fresón de Palos is the third most renowned brand in Spain's fresh fruit sector and the first in the berry category, according to the Brand Footprint, Kantar's ranking of the FMCG brands most frequently purchased in Spain.
"This notoriety has translated into greater consumer loyalty and a strong presence on the shelves of the country's main retailers. In an environment where consumers are increasingly demanding and looking for reliable products, staying close to the consumer and being easily recognized is a key value for us," says Enrique.
The company plans to continue expanding its export business. "Internationalization is one of our most important strategic lines," says the new president of the company, Rafael Garrido. "At present, markets such as Germany, Italy and France are fully consolidated and represent a very significant part of our exports. We are also growing strongly in destinations such as Poland, Portugal and Eastern Europe in general, where berry consumption is on the rise and there is plenty of room for development."
"We are also seeking opportunities in regions such as the Middle East and Asia, where Europe's reputation as a quality supplier and the interest in healthy products are opening new doors," says Garrido. "These markets are more demanding in terms of logistics and health requirements, but we are ready to face them. Geographical diversification is key to spreading risks and continuing to offer stability to our producers."
The great challenges ahead for the sector, according to Rafael Garrido
According to the new president of Fresón de Palos, the berry sector is facing various structural challenges that will mark its roadmap in the coming years:
"The lack of water infrastructure is having an impact on the water supply, so efficient management is undoubtedly one of the biggest challenges, especially in a region such as Huelva, where the water balance is becoming increasingly delicate," he says. "Added to this is the growing difficulty in finding sufficient labor, which is forcing us to look for structural solutions and to focus on attracting talent."
"Another critical issue is soil disinfection, as European regulations have led to increasing limitations in the tools available, putting plant health at risk and forcing us to find innovative solutions in a very short time. And, of course, we cannot lose sight of the global context, marked by competition from third countries with much lower costs, regulatory pressure, and increasing market demands for sustainability. In this scenario, the Governing Council over which I preside is firmly committed to making progress in innovation, sustainability, and the defense of the co-operative model as a solid and responsible response to all these challenges," he says.
Rafael Garrido is thus beginning his first term as President, accompanied by Cristian Cumbreras as Vice-President, Joaquín Garrido as Secretary and Rosendo Cerezo as Treasurer. The Governing Council also features Gregorio Gómez, Mario Hernández, Juan Francisco Cabeza, Alfonso Domínguez, Domingo Camacho, Antonio Luis Cabeza, Enrique Molina, Daniel Gómez, Ildefonso González and Alberto Garrocho as members.
For more information:
Enrique Muñoz
Fresón de Palos
[email protected]
www.fresondepalos.es
