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Ecuador to launch ‘Premium and Sustainable’ brand at Fruit Logistica 2020

Ecuador to launch ‘Premium and Sustainable’ brand at Fruit Logistica 2020
Launching event in Ecuador.

The trade show’s Partner Country will bring its largest and most diverse delegation yet, featuring senior government dignitaries and 38 produce grower-exporters across a 600m2 pavilion.

Ecuador’s Minister of Agriculture, Mr Xavier Lazo, will launch the ‘Ecuador: Premium And Sustainable’ fresh produce brand at Fruit Logistica 2020, during the Latin American country’s biggest-ever participation at the world’s largest fresh fruit and vegetable trade fair, on 5-7 February 2020 in Berlin, Germany.

The brand, which will accompany Ecuador’s highest quality produce exports to Europe, is based on five pillars within the country’s agricultural vision:

  1. New Cooperativism: A new form of association to help progress the agricultural sector;
  2. Rural Women Empowerment and Rural Young Entrepreneur: Empowering women in family agriculture, as well as fostering the rural youth to use their creativity and innovation to solve problems and improve production in the agricultural sector;
  3. Zero Deforestation: Implementing deforestation-free practices in the agricultural sector;
  4. Productivity, Quality and Traceability: Showing the story behind each product; in other words, when and where the product was produced, and by whom; and
  5. Zero Rural Poverty: This is the main goal; to achieve progress in rural areas in order to put a stop to poverty; assuring an Ecuador with success, hope and progress – an Ecuador: Premium And Sustainable.

Ecuadorian produce supplied under the Ecuador: Premium And Sustainable banner will enter the most demanding consumer markets distinguished by its social and environmental sustainability and its premium quality. The logo is inspired by the ‘Chakana’, or Southern Cross, and serves to illustrate the five pillars of Ecuador’s agricultural sector; reflecting the country’s agricultural vision for the next 10 years.

Minister Lazo will present the marque at Fruit Logistica during a press conference on Wednesday 5 February at 11.30am in the Press Center, Hall 6.3, Room B, to demonstrate the real action undertaken across Ecuador to modernize fruit production processes, strengthen quality controls and raise sustainability efforts, particularly within the banana sector.

In celebration of being named the official Fruit Logistica Partner Country for 2020, Ecuador is bringing to Berlin its biggest-ever delegation, including the Vice-President of Ecuador, Mr Otto Sonnenholzner; Ecuador’s Minister of Production, International Trade, Investment and Fishery, Mr Ivan Ontaneda; and Ecuador’s Environment Minister, Mr Raúl Ledesma.

Also present for Ecuador’s 18th appearance at the international produce exhibition will be trade organisations PRO ECUADOR, CORPEI (Ecuadorian Corporation of Exports Promotion and Investments) the Ecuadorian banana cluster (formed by banana associations AEBE, Acorbanec and Agroban), Ecuador’s National Institute of Agricultural Research (INIAP) and Ecuador’s Phytosanitary and Animal Health Control and Regulation Agency (Agrocalidad).

Across the three-day show, suppliers will seek to establish new contacts in both the wholesale and retail channels, and especially with importers seeking high quality and sustainable produce. As a result of Fruit Logistica 2020, Ecuador estimates it will generate sales of more than US$21.8 million.

In recognition of Ecuador’s status as the largest banana exporter in the world, half of Ecuador’s overall delegation will comprise suppliers of bananas, baby bananas, red bananas and plantain. Furthermore, as Ecuador’s continues to diversify its commercial fruit export offer, a greater number of suppliers will showcase produce including: pineapples, mangoes, Hass avocados, dragon fruit, physalis, papayas and pepino melon, among others. All products to be presented are grown under the Ecuador: Premium And Sustainable banner.

Following the ‘Ecuador: Premium And Sustainable’ press conference on Wednesday 5 February, PRO ECUADOR will launch its ‘Exquisite Ecuador’ website, which showcases Ecuadorian gastronomy using exotic fruits. PRO ECUADOR’s Vice-Minister Veronica Chávez and Ecuadorian Chef Carlos Gallardo will make the announcement at the PRO ECUADOR stand in Hall 23, E-08, at 12.10pm. A drinks and canapé reception will follow, allowing attendees the opportunity to try Ecuadorian cuisine.

For more information in English or Spanish about the ‘Ecuador: Premium And Sustainable’ brand, visit:


PRO ECUADOR is the promotional arm for exports and investment of Ecuador’s Vice-Ministry for Export and Investment Promotion, and Ecuador’s Ministry for Production, International Trade, Investment and Fishery. PRO ECUADOR operates a network of trade offices worldwide.

Source: Press release
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Retail & Brand Experience confirms its commitment to the digitalisation of stores and brands

Retail & Brand Experience confirms its commitment to the digitalisation of stores and brands

The event closed its first edition with the participation of 210 speakers and 100 companies

Retail & Brand Experience confirms its commitment to the digitalisation of stores and brands

Retail & Brand Experience World Congress lowered the curtain last wednesday on a first edition that highlighted the need for the sector to adapt to the current technological transformation, with highlighted presentations from leading industry experts and innovations presented by participating companies.

The director of the Retail & Brand Experience World Congress, Alba Batiste, stressed that “in this first edition we have been able to see the great interest in the transformation that brands and businesses must face at a key moment of change in the digital environment and in the way customers buy and consume”. In this sense, Batiste added that “the event has managed to place Barcelona as a benchmark and lever for the digital transformation of the retail sector”.

During the three days of the event, 120 sessions were held around six themes (customer experience, omnichannel and digital, real estate sector, retail technologies, personalisation and new models and trends) and eight sectors (fashion, mass consumption, department stores and shopping centres, beauty, electronics, online, furniture and banking). Standing out among the sessions that had the most follow-up among the visiting public were ones that addressed changes in the customer experience in the era of the big e-commerce operators; new retail formats in China; personalisation and the digital experience; the digital transformation among the big retailers; smart data; the future of food retail; omnichannel strategies; or new business models.

In total, more than 210 speakers from leading companies such as Ikea, Purina Petcare, British Airways, Google, Carrefour, Hoff, Mvideo, Renova, Value Retail, Levi’s, Via Emilia, El Corte Inglés, Casa Ametller and Muji, among others, took part.

As for the exhibition area, the technological applications from companies like Cisco, SAP, Accenture, Beabloo or Deloitte, such as interactive mirrors, smart labels, robots, cameras that detect products and recognise faces, or solutions that allow for the all types of data analysis, have raised great interest among visitors.

Best Start-up Awards

Likewise, start-ups have also played a leading role, with an exhibition area, an auditorium and a conference area, which saw the participation of 64 newly created companies. The event has awarded the best emerging proposals with the “Next Awards.

Oyper won in the disruptive technology category with an intelligent shopping assistant; Aura Vision, in digital initiative for a camera that detects the busiest areas of stores and the age range of visitors; and Localoo, the best digital brand, with an application that makes it possible to manage and enhance the web visibility and GPS of stores. Also, the routes through certain Barcelona stores currently applying the new retail trends, which were organised by the trade fair over the three days, were very well received by visitors.

The event closed its first edition on wednesday afternoon with nearly 5,500 visitors. The second edition of the Retail & Brand Experience World Congress will take place in May 2020 at Fira de Barcelona.

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Citrus District of Sicily – a network of quality producers

The Citrus District of Sicily is the first ground-breaking consortium formed in the region to create synergy between private marketing and processing companies, along with local authorities and the farming world.

An increasing number of wholesalers and operators in the fruit and vegetable markets are seeking out Italian fruit, due to the sentiment and identity bound up with certainty about its geographical origin, guaranteed by its PDO and PGI certificates and its quality, and also because they realise that Italian consumers are willing to buy citrus fruit when they know it comes from Sicily.

Synergies are needed to promote the excellent quality of Sicilian agri-food products at every level, as this is probably the only way to make more space for the firms in this value chain and improve their returns. Founded in 2011, the Citrus District of Sicily is the first ground-breaking consortium formed in the region to create synergy between private marketing and processing companies, along with local authorities and the farming world. The district, chaired since its foundation by agronomist Federica Argentati, represents over 2,000 sector members and over 21,000 ha of orchards and has an annual turnover of over €400 million.

Discussing upcoming strategies, Argentati believes it is necessary for the district to also become a monitoring authority for citrus production in Sicily, since it is currently almost impossible to gain clear knowledge of the volumes produced, as the information sent is often incomplete or confused, with reports often even contradicting each other. “To be more competitive, we need to know about the production volumes in real-time, as well as the quality of our products,” Argentati said.

Image source: ‘Sicilian citrus fruits. A day in the island of the sun.’ video