AMC Fresh Group has launched FRESCO (Fresh Goods Research and Engagement for Strategic Consumer Opportunities), which studies the profiles of consumers of fresh products. The first phase of the project has started in Spain, the UK, Germany and the US, and uses Big Data to learn in greater detail the preferences of consumers of fresh fruit at the time of purchase, and their consumption habits in the home.
The results will allow users to make integral business decisions, involving the different parties involved in the production process, from innovation and product development to the optimisation of the current offer and the varietal portfolio to future. AMC will work globally with retailers to promote the development of its categories. The range that covers the project includes citrus, grape and pomegranate, among other fruits.