Comenzamos una nueva campaña comercial, con ecos aún de la pasada. ¿Qué mecanismos activaron en su entidad para minimizar los efectos del veto ruso?
Fue una campaña realmente complicada, no solo por el veto ruso, sino también porque ya teníamos un mercado muy saturado debido al solapamiento de todas las zonas de producción. En nuestro caso, y para tratar de mitigar el cierre de esas fronteras, redirigimos nuestra producción hacia los canales con los que habitualmente trabajamos en Europa, y destinos de ultramar. Afortunadamente, este año, aunque esperamos una producción similar, confiamos llegar a los mercados de forma escalonada, permitiéndonos una mejor gestión del producto en destino. Como objetivo particular, nos marcamos incrementar las ventas con clientes ya consolidados, y afianzar nuevos mercados en los que ya llevamos trabajando varios meses, siempre muy limitados por el transit time y la vida útil del producto, y, en este sentido, ya hemos explorado los destinos que están dentro de estos «límites».
¿Existen nuevos destinos?
Yo creo que sí, y además somos moderadamente optimistas a este respecto, pues esperamos abrir nuevas vías comerciales, aunque lo realmente importante para nosotros es que contamos con un producto de alta calidad que nos brinda muchas posibilidades.
Se habla de la necesidad de recuperar al consumidor a través de fruta con sabor, ¿consideran que la oferta varietal disponible hoy os permite satisfacer esa demanda?
Claramente. Tenemos un calendario varietal, renovado y en evolución constante, focalizado en la búsqueda del sabor principalmente, pero donde valoramos también el aspecto externo de ésta y su vida útil. Y ese calendario nos permite cumplir las demandas del consumidor desde el principio hasta el final de la campaña.
¿Con qué estrategias diferenciadoras se presenta su empresa en el lineal?
Sobre todo, tratamos de ofrecer continuidad con un producto de calidad, para que el acto de compra se repita de forma automática. Pero no solo ofrecemos el mejor producto, sino que nuestro lema La buena fruta debe ir acorde con esa calidad. Por ello, hemos rediseñado y modernizado nuestra marca, en todos los formatos. Y porque consideramos clave promocionar el consumo, apoyamos las campañas que se llevan a cabo desde asociaciones de productores y organismos públicos, acciones que de forma particular también desarrollamos entre diferentes colectivos, principalmente los más jóvenes, a quienes tratamos de concienciar de la necesidad de incorporar La buena fruta a su dieta habitual.
22 comentarios en «Nuevos destinos, pero limitados por la vida útil de la fruta. FRUITS DE PONENT»
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