Spanish company Grufesa’s first year up and running in the English market has brought a positive balance for the strawberry specialists from Huelva.
“Although we see that the UK is a highly demanding market, we do have all the necessary conditions to meet demand and we are quickly adapting to its requirements,” said manager Carlos Cumbreras.
Due to the strong focus on international exports, Grufesa has developed brands such as Hanna and Mister Blue, whose personality has worked very well in communicating the values of the produce, which is very well accepted by British consumers.
As packaging is a powerful tool to reach the consumer, the company has always been at the cutting-edge of innovation and proposing new formats.
“We’re now getting into new technologies so that the film protecting the berries will be more transparent, making the product more visible,” Cumbreras said.
“Always thinking of the final consumer: what they are like and what they like. We’re interested in bringing them new “consumer experiences”, either in groups or individually.”
Proof of the pudding is last year’s successful LOVE packaging, launched for sweethearts around St Valentine’s Day.
And this year, it is highlighted by the high demand for the COLOR ME interactive container, designed for children to colour in.
With 500 ha located in Huelva, Grufesa has earned a solid reputation as a strawberry specialist. However, in recent year it has diversified supply, repeating its success with premium blueberry and raspberry programmes, traded under the Mister Blue and Hanna brands.
About 30% of the fruit is grown by integrated production, with zero residues.
Always firm in its commitment to environmental stewardship and rigorous food safety, Grufesa will be the first European company to be Food Chain certified through GlobalG.A.P.