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Es prioritario activar el consumo en mercados ya consolidados. FRUMAEX

Más allá de la búsqueda de nuevos mercados, en Frumaex apuntan la necesidad de incrementar el consumo en destinos habituales y evitar así la saturación por exceso de producción. Para ello es clave ofrecer fruta que deleite al consumidor.


La fruta de hueso está llegando de forma escalonada a los mercados, una situación a priori muy positiva para todo el sector, alejando así el temor a que se repitan situaciones como las vividas el año pasado, con mercados saturados desde casi el inicio del ejercicio. Esta es la primera impresión que nos traslada Jesús Hernández, responsable de la firma Frumaex, durante nuestra visita a sus instalaciones.

Al margen de esta apreciación comercial, desde el punto de vista agronómico, la campaña en Extremadura arranca con una producción normal en melocotón y nectarina, sin embargo en lo que se refiere a ciruela sí se registra una merma en los volúmenes, debido principalmente a la vecería de los árboles. En términos globales, la producción de fruta de hueso de esta región podría rondar las 280.000 Tn (Datos AFRUEX).

En el caso de Frumaex, ese descenso en ciruela no será apreciable comercialmente, pues cuentan con nuevas plantaciones que entran en producción, permitiéndoles a su vez llegar antes a los mercados. «Dentro de nuestro plan de renovación varietal, hemos apostado por variedades con mayor sabor, calibre, color y productividad, pero también hemos buscado la precocidad, pues esto supone un valor en alza de cara a nuestros clientes», señala Hernández.

Activar el consumo

Se de o no en esta campaña, el miedo a esa posible saturación de los mercados siempre está presente, y al igual que el veto ruso ha dejado en evidencia la necesidad de ampliar los destinos para este producto, es también importante activar el consumo en aquellos donde ya se está posicionado, una medida que según Hernández podría contribuir a absorber los excesos de producción que se registran a lo largo de la campaña. «Para ello debemos ofrecer una fruta más atractiva y con mejores cualidades gustativas», apunta Jesús Hernández. Son precisamente estos los valores que definen la actual oferta de Frumaex.

En tiempos de vacas flacas, una empresa comercializadora/exportadora nunca debe caer en el inmovilismo. Deber seguir avanzando en base a proyecto empresarial, pues de él depende que cuando lleguen momentos de bonanzas, no haya perdido su posición.


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  15. Amanda 29/10/2015

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