Flavour and brand image, the keys of El Ciruelo
Esta empresa murciana cuida al detalle la presentación de su gama de fruta de hueso, para darle el valor que se merece la alta calidad que ofrecen.
Known in the sector as a referent in terms of innovation, in particular regarding seedless grape and their convenience products for New Year’s Eve, Grupo El Ciruelo also stands out for its broad line of stone fruit, showcased every year at Fruit Attraction. Thus, this Murcia-based firm produces and markets peaches, nectarines, saturn peaches, saturn nectarines, plums, and apricots.
Its farmland is scattered in the area between Murcia and Almería, from their earliest producer plot in the Cabo de Gata Natural Park, to Alhama de Murcia, Molina, Cieza, Yecla, and even Minateda, in the north of the Region, where they grow large volumes of high quality fruit from 20th April onwards.
This extensive farmland allows them to give confidence to big supermarket chains, making easier for them to start the season with certain strength two weeks earlier than usual, which in turns results in the possibility of performing promotional actions since the first week of May. Thus, they offer a broad range of stone fruit for their customers, which are mostly importers from third countries.
The success of their products is linked ta a strong commitment to flavour, with a constant variety renewal and a continuous supply of quality above all. El Ciruelo also stands out for the significant they grant to their brand image. ‘In this sense, we are constantly innovating in terms of formats, designs, packaging…’, stated Cristina Gutiérrez, the firm’s commercial officer.