La Palma to launch La Palma eRoom at MACFRUT Digital 2020

Thu 03/09/2020 by Richard Wilkinson
La Palma to launch La Palma eRoom at MACFRUT Digital 2020

MACFRUT Digital 2020 will be held from 8-10 September. This international fruit and vegetable fair welcomed more than 1,000 exhibitors from 90 countries in the 2019 edition, over 43,500 visitors and was scheduled to be held last May in Rimini (Italy). Eventually, due to the current health crisis, it was moved to September in a virtual format, where exhibitors will have a privileged channel to dialogue with buyers registered on the platform.

La Palma, a leading international fruit and vegetable company, will participate in this meeting to of strengthen its presence in the European market and work side by side with all the links in the production and distribution chain, from the seed house to the final consumer. “These exceptional circumstances have led us to consider this new form of meeting with our clients as an alternative to the face-to-face fairs that we usually attend. For us, proximity is essential,” said the cooperative’s management in a press release.

Last May, in anticipation of the current situation, Cooperativa La Palma held what was to be its first virtual assembly in its 47-year history, an event that was followed by its 700 farmers who connected online from their homes.

This time, the cooperative is going a step further in its digital transformation. For MACFRUT Digital 2020, and in anticipation of future virtual fairs such as Fruit Attraction LIVEConnect, La Palma will inaugurate a new digital room, La Palma eRoom. It is an area created especially for the occasion where the commercial team can arrange e-meetings with any part of the world from its main headquarters in Carchuna. All this will take place in a fully equipped space that is reminiscent of one of its fair stands. La Palma eRoom is also another advance in sustainability, offering even greater efficiency and significant logistical savings compared to face-to-face fairs.

“The idea arises from trying to transfer the concept of the fair stand to our facilities in the most faithful way possible. We wanted to take a step forward and adapt so that distance does not pose a problem when it comes to communicating with our customers. At La Palma, we have always been characterised by our innovative character. On this occasion, we have used our state-of-the-art facilities to create La Palma eRoom. Continuing our usual line of work, we are prepared to offer the most innovative experiences.”

In order to maintain the excellence that characterises Cooperativa La Palma, it has been developing an innovative, highly professional and constantly improving agriculture, a “Positive Agriculture” as the firm calls it. The company anticipates and adapts to new consumer demands to maintain high levels of quality and consolidate its strong position in the European market in the segment of cherry tomato and specialty mini vegetables.

Regarding the product offer, La Palma maintains its leadership in the range of mini-vegetables with a wide variety of specialty tomatoes, snack cucumbers and mini peppers. To this is added a line of subtropicals: custard apple, avocado and mango, where increased production will guarantee supply to European countries.

At the same time, the cooperative continues to invest in brands. We can see brands of high quality and personality such as the Amela® tomato, which has revolutionised the market by presenting a unique consumption experience, uniting sweetness and acidity in one product while also offering extraordinary organoleptic qualities: a gourmet tomato of recognised prestige in Japan that has already conquered European palates thanks to La Palma.

Another example is the exquisite Adora®, an unsurpassed brown ribbed tomato that has received outstanding awards in the sector, quickly positioning itself as the market leader in its category. We will be able to find the tomato again in stores very soon when harvest season begins in October.

The company is currently working on developing new lines of higher-quality products, studying different shapes, colours and flavours to continue to amaze consumers. “Having established ourselves as a benchmark in the world of mini-vegetables, we now seek to surprise consumers by transferring the intense flavour of these small vegetables to other larger-format products,” said the press release.

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