Cradle of Platero stands out in the World Congress of Berries that the innovation and the marketing are key in his development
The participants in the panel «Maintaining the marketing momentum», from the Global Berry Congress held in Rotterdam, shared experiences on the marketing strategies being developed by the main berry producers worldwide to connect with consumers and meet their expectations, taking into account the growth of the berry sector in recent years. years. From merchandising and packaging, which are revolutionizing supermarket fresh produce shelves, to movements to strengthen cooperation between producers and sellers and Cuna de Platero's 360-degree approach to marketing. Which shows that there is no shortage of new ideas to boost the sector.
In her presentation, Ela Daher, Exportation commercial from Cuna de Platero, highlighted the main marketing strategies that the cooperative is developing to maintain fluid communication with its different interest groups, based on the advantages and immediacy that new technologies and new technologies provide. social media; as well as the constant innovation, in processes and products, which it is incorporating to stay at the forefront of the sector.
Daher, presented Fresh Picking, the revolutionary fresh fruit collection system applied in high temperature days and devised by Cuna de Platero to improve fruit quality, working conditions and energy savings; and Berrycatessen berries Premium, the brand under which it is only marketing high-quality raspberries, blueberries and blackberries and with which it is achieving a differentiated position in European markets.
Global Berry Congress 2016
Throughout the congress, an exhaustive analysis of the berry sector was carried out from different points of view, contributed by experts from all over the world. The forum began by assessing the growth in demand for berries in the main consumer markets, where consumers are willing to pay a little more for good quality fruit, which allows the development of new varieties and responsible and respectful cultivation. environment.
Juan Báñez, general director, Ela Daher, export commercial, and Sergio Sainz, commercial director of Cuna de Platero.
Next, professionals from around the world shared experiences and discussed with experts on the key issues affecting the sector: an overview of current trends in the retail food market, where fresh food suppliers will be the driving force behind the innovation and efficiency in the coming years.
Anticipating that as the market matures, producers able to supply their customers throughout the year will be successful and closer cooperation between producers, distributors and sellers, which will lead to greater efficiency in the supply chain. To survive, small distributors will have to focus on specialized products and sectors.
The quality approach was reinforced. Several panellists argued that success in new markets will depend on developing varieties that combine excellent taste and long shelf life. The potential of berries was also exposed to the awareness of consumers about the importance of a balanced diet and healthy lifestyles.
Finally, the current and future trends of the berries sector were studied. Experts and professionals agreed that quality and differentiation, based on innovation and marketing, can maintain the momentum that has been generated in the last decade, ensuring the growth of global demand in the coming years.
If the crop is the basis on which the success of the sector is built, it is essential to ensure that this message of quality and responsibility is reaching consumers, who in addition to sophisticated flavors demand that the berries be grown in an environmentally friendly way. and socially responsible. The success of cropping programs must take into account these needs and at the same time ensure that the varieties are profitable for the farmer.
Source: Agrodiariohuelva.es
Previous article
Chile: Three specimens of fruit fly detected in ValparaísoARTÍCULOS RELACIONADOS
