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“It’s necessary to anticipate market’s demands”. AGRUPACIÓN COOP. VALLE JERTE

En breve comenzará una nueva campaña en el Valle del Jerte, un ejercicio que se espera con ilusión, especialmente en la Agrupación de Cooperativas, donde han realizado importantes inversiones para poder ampliar sus mercados. Así nos lo describe su gerente, Miguel Perera.


The cherry sector of Jerte Valley has marked 2014 as a good season. In the case of the Association of Cooperatives, how much volume did you marketed?

It was a very good year and it could have been better it hadn’t been raining during the end of campaign. In our case, commercialization exceeded 21,000 tonnes, from which 7,500 tonnes were Picota cherry. A good part of that is certified by the Protected Designation of Origin, a fruit that offers a higher qualitative safety to final client.

With these volumes, exportation may have been a record too…

For some years we have been working with the main distribution chains in entire Europe. Besides, we have to emphasize that our current commercial strategy aims to market diversification. At these moments we are increasing our presence in Northern Europe and South America and there exist very good perspectives in some countries from Middle East and Asia.

You have made a large investment to upgrade your packaging lines. What targets do you intend to reach?

We intend to create value for our clients. We want them to see us as a partner. For that, it’s necessary to invest in modernization and improvements to be able to adapt our machinery to satisfy our clients’ demands. Then, this year we are to invest over 4 million euros to extend our facilities with a new calibrating machine, to upgrade the software of others’ and cooling equipment. We have also bet for setting up completely-automatic packaging lines which will allow us to optimize our processes. For this last task we have trusted INDUSER with which we had previously worked with very good results. This occasion we have chosen its collaboration again for this project.

Despite the cherry from Chile not being direct competitors of the Spanish fruit, maybe it is a good sample to study how it has been able to position in so-distant markets, don’t you think?

In Chile, due to its low internal demand, almost the whole production has focused towards exportation. Hence, they have developed methods to extend the useful life of fruit. These practices haven’t been necessary here because of the proximity and power of European markets. In that point is where I understand we must continue growing to compete better.

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