During Fruit Attraction in Madrid, Staay Food Group presented itself with international flair at a new stand located at the entrance of the Holland Pavilion. Here, the family-owned company was able to showcase its full range to visitors, from its own Dulce melons from Brazil and Costa Rica and outdoor production in Spain to its Dutch greenhouses growing lettuce and tomatoes.
© Staay Food Group
Dulce melons
The company also launched a new brand identity for its three pear club varieties: Dazzling Gold, Early Desire, and Red Conference. "These three pear varieties, which we grow exclusively in the Netherlands and Belgium, stand out for their colour, flavour, and storage qualities. To further highlight this exclusivity, we decided to give them a distinct brand name," says marketing manager Mark Loojenga.
According to Mark, the trio of club varieties has developed very well in recent years. The pears are now sold to retail, foodservice, and wholesale customers in more than 25 European countries. "But we also see future opportunities outside Europe, for example, for the Red Conference in Asia."
Brand concept well received
The colourful 'Deliciously Dressed' brand concept was well received, according to the marketing manager. "There were even customers at the fair who said they would like to have the pears on the shelves straight away, that's how enthusiastic the buyers were about the packaging." When asked why Staay chose an exclusive club model, Mark explains, "The advantage of this model is that we can maintain a good balance between supply and demand for these pears. For now, the acreage is growing steadily, but in a controlled manner."
© Staay Food Group
Expanding the 'Deliciously Dressed' brand to include other pear varieties is something Mark does not rule out. "We aim for distinction in the pear category, and we have that with these three club varieties, but more varieties could certainly fit under this umbrella."
Breadth of range visible in new stand
Mark looks back on the fair with satisfaction, where Staay Food Group presented itself with a new stand under the banner 'The world is our garden'. "We were able to clearly communicate the breadth of our range, the scale of our network, and our own cultivation. Our new company video also highlighted the product groups we specialise in: Top and stone fruit, fruit, leafy and field vegetables, citrus, and pineapple/melons."
© Staay Food Group
"The fair days were pleasantly busy, with the second day being particularly strong, though we were also remarkably active on the third day. We had productive conversations with all our target groups and were able to make new agreements, both on the sourcing and marketing sides. What we clearly notice is that there is a lot of movement in the market."
"Another group we met at the fair consisted of eighteen fourth-year HAS students from Den Bosch. Perhaps not a target group you would immediately expect at the fair, but right after the event, we received requests from these students asking whether they could write a strategic advisory report for us, and we gladly agreed. As an organisation, we are evolving and increasingly focusing on young talent by partnering with educational institutions such as HAS and Fontys University of Applied Sciences."
For more information:
Mark Loojenga
Staay Food Group
Tel: +31 (0)180 6799179
[email protected]
www.staayfoodgroup.nl
