The CEO of Extenda, Arturo Bernal, and the president of Freshuelva-Onubense Association of Strawberry Producers and Exporters, Alberto garrocho, have signed a collaboration agreement to promote the international promotion of Huelva berries. With this heading, the objective of optimizing and coordinating their respective resources, programs and activities is pursued, to enhance the international promotion of a sector that Andalusia leads in Spain with exports worth 1.208 million euros in the last year 2020.

Through this public-private alliance, both entities will share information related to companies in your field interested in the internationalization process, as well as data on the sector that can serve as a basis for the design of brand or sectorial internationalization strategies. They will also carry out, jointly, informative activities such as conferences and seminars; preparation of sector studies; and organization of international visits.

On the other hand, Extenda-Andalucía Exportación e Inversión Extranjera will make available to Freshuelva and its associated firms its training services, information, consulting programs, and their commercial actions in all the markets of the world, including those it covers through its Foreign Network present in 62 markets, and the actions programmed from its geographical areas for America, Asia-Pacific, Africa-Middle East and Europe.

Arturo Bernal, CEO of Extenda, highlighted the importance of the implementation of this agreement, “due to the progress it represents for public-private collaboration under a common objective, which is to reinforce the leadership of the Andalusian red fruits in the world, and where Huelva is the leading province with 76% of national sales and 1.098 million euros ”. In addition, it showed Extenda's commitment to continue supporting "a sector that has managed to grow from the innovation of all its production and marketing processes, and that faces the challenge of diversifying the destinations of its sales to continue growing."

In turn, Bernal stressed the importance of making this agreement with Freshuelva, "A benchmark entity in the Andalusian agri-food sector, with 93 associated companies that account for more than 85% of the sector's turnover in Spain, and an experience that has made them ambassadors for Andalusian fruits in international markets." "And it is that Freshuelva represents almost half of the Andalusian exporting firms of red fruits, which have also grown in the last year by 7,7% until reaching 211", added the CEO of Extenda.

Arturo Bernal finally advanced that, “as a result of this commitment, we will soon carry out Support actions for the organization of the Red Fruit Congress organized by Freshuelva, and which will be held in person next September, as well as organizing information sessions on opportunities in the sector in strategic growth areas in North America or Latin America ”.

For his part, the president of Feshuelva, Alberto Garrocho, expressed his satisfaction at being able to translate into an agreement the collaboration that both entities have maintained for years, above all, promoting the presence of the red fruits of Huelva at the international fairs Fruit Attraction and Fruit Logística.

Alberto Garrocho thanked Extenda the support he has always shown to the Huelva berry sector and that it will now continue within the framework of this agreement, with which “we will influence, even more if possible, in the internationalization of our red fruits thanks to conferences, exchanges and commercial actions that complement and reinforce the opening of new markets in which Freshuelva works. , as is the case of Brazil for blueberries or Canada for strawberries, which have recently been established ”.

New varieties

On the consumer side, attention should be focused on improving the product. Although western states like Washington and Oregon have increased productivity in recent years, some older varieties are still grown. "While they may be great producers, they lack good taste." Newer varieties taste better, earning growers a premium and keeping consumers coming back for repeat purchases. In South America, Driscoll's works almost exclusively with new varieties from the company's own breeding program, and the market rewards the availability of premium varieties. “Our Arana variety is sold under the special Sweetest Batch label and super premium varieties like these receive 30 to 40 percent more fob” Bjorn is confident that southern retailers will reward locally grown, great tasting varieties with a premium. .

With a focus on product improvement, there is an opportunity for the national industry to maintain the momentum of blueberries.