Fruit Logistica 2012

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AMALIA DEL RĂ?O, DIRECTORA REVISTA MERCADOS

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Mistrust in the European market A new edition of Fruit Logistica has arrived under the shadow and mistrust generated by the E. coli food crisis, which resulted in consumption decrease and consequently in price fall for the Spanish sector of fruits and vegetables.

There is no happiness, the hope that surrounded this event in previous years has vanished, and the year that just ended was a very difficult one for the sector, which learnt a lesson, above all, that it doesn’t matter how hard they worked to obtain safe products because it could become unsafe in just a

blink. All this, together with the economic crisis, drove to a critical situation that ruined many, a situation from which it is difficult to escape as there is no promising future; things are not going to change much.

But there is still the hope that crisis times are times for opportunities too for those who dare to innovate and trust their possibilities. We reflect on our pages the concerns of a sector that fights every day, as the Commissioner for Agriculture Dacian Ciolos well said, to have quick reaction capacity against crises that helped them to carry on.

ÂĄSĂ­guenos! @AmaliaMercados / @RevistaMercados (Twitter) RevistaMercados (Facebook) EDITA: LamĂŠyer S.L. DIRECCIĂ“N: Amalia del RĂ­o LamĂŠyer REDACCIĂ“N: Alicia Lozano, Marga LĂłpez PRODUCCIĂ“N EMPRESAS: Alicia Lozano, Marga LĂłpez ADMINISTRACIĂ“N: Jorge Cobos. FotografĂ­as Interiores: LamĂŠyer S.L. y otros TRADUCCIĂ“N: LĂĄzaro Entrenas DISEĂ‘O Y MAQUETACIĂ“N: Juan Olivares DISEĂ‘O PORTADA: Circus. FOTOGRAFĂ?A PORTADA: Planasa. Variedad Sabrina REDACCIĂ“N Y ADMINISTRACIĂ“N: Ctra. Sevilla-MĂĄlaga, Km. 1. Mercasevilla 41020 Sevilla. TelĂŠfono: 954 25 88 51 - 954 25 71 25 Fax: 954 25 19 94 E-mail: redaccion@revistamercados.com - www.revistamercados.com FILMACIĂ“N E IMPRESIĂ“N: EscandĂłn Impresores Dep. Legal; SE - 917 - 1994 La editora no se hace responsable de los contenidos ďŹ rmados por cada autor, ni tiene porquĂŠ compartirlos. Se prohĂ­be la reproducciĂłn total o parcial de los artĂ­culos publicados.

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DACIAN CIOLOS, COMISARIO EUROPEO DE AGRICULTURA Y DESARROLLO RURAL DESDE 2010.

“We need to acquire the capacity to quickly react against crises�

Dacian Ciolos, European Commissioner for Agriculture and Rural Development since 2010.

It is a pleasure to take part in this special issue of Mercados journal on the occasion of Fruit Logistica 2012. In each edition, this trade fair shows with splendour the diversity and significance of the sector of fruits and vegetables for Spain, and also for the European Union on the whole.

The year 2011 has been a difficult one, and it will remain in everyone spirits’ as the year of the E. coli crisis, no doubt. Evidently, such a crisis lasts always too long and violent. But I would like to highlight that, without your work, and the sound strap of trust that has been woven year after year with consumers, this chapter would have surely been pretty much longer. European consumers are back into fruits and vegetables. We must seize every opportunity to tell them to what extent consuming these products is good for our health, and to tell them how convenient is developing good habits at a young age. This is what drove me to suggest, within the CAP reform, a

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significant amount of the budget allocation for the “School fruit� scheme.

I would also like to take advantage of this opportunity to insist in the need of acquiring the capacity to quickly react against the crises that threaten to sweep complete sectors of our agriculture. As we saw regarding E. coli, the key for an effective crisis management lies on our capacity of quick reaction, before it’s too late. That is what we exceptionally achieved this year. But we must be better equipped not to be disarmed in the worst moment, typical of juridical errors. For that reason, I proposed to set in motion an enlarged urgency clause that will enable us to quickly solve crises, from 2013 on.

Parallel to the CAP reform, I will closely track the sector of fruits and vegetables, and I will analyse its evolution. We must give response to the insufficient payment to growers on one hand, which raises an issue of economic health within the sector, and on the

Fruit logística ’12

other hand, to the problem of structural slowdown of consumption of fruits and vegetables, which raises an issue of public health for the whole society.

I’m sure that the sector of fruits and vegetables has all the means to face these two big economic and citizen challenge. It offers consumers a wide range of healthy, quality products that allow for reducing the risks of cardiovascular diseases and cancer. We have a dynamic sector in Europe, able to mobilise professional competences unlike any other in the world.

Besides, the sector’s dynamism translated in the latest years into avant-garde approaches, not only as for production techniques but also regarding direct or online contact between producers and consumers.

For all these reasons, I trust in the future and the capacity of the sector to be further innovative and better organised, aiming at facing tomorrow’s challenges.

Fruit lo gística

Fruit logística ’12

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Big challenges for our Minister The year 2011 bade farewell with the appointment of Miguel Arias CaĂąete as Minister for Agriculture, Food, and the Environment, which meant a double recovery; on one hand, Arias CaĂąete holds this position again, as he also did between the years 2000 and 2004, on the others, the name “agricultureâ€?, something much acclaimed by many the sector.

Nevertheless, Arias Caùete arrives at the Ministry with a very important task ahead. Part of it would be achieving that the imminent reform of the CAP didn’t avoid the major claims of Spanish agriculture; the other part, focusing on fruits and vegetables, that the renewal of the Association agreement between the EU and Morocco didn’t finally displace Spanish products out of European markets.

It’s been hardly a month since he was appointed and, during these weeks, we all could see how the Minister’s agenda got filled with meetings and appointments, all them preceded by endless compliments from every link of the value chain. For the Spanish Agro-food cooperatives, the sectors gains weight in Europa thanks to this appointments, at the same time it claims for policies that allowed for restoring the balance in the agro-food chain, strengthening supply concentration and commercial integration of producers, a matter in which cooperatives must be the main players. In this sense, Arias Caùete stated that supply concentration and cooperative integration are two necessary factors to improve the sector’s competitiveness and to restore the balance in the agro-food chain; he also showed himself willing to work hand-in-hand to search for

Fruit logística ’12

the most adequate instruments to accomplish both objectives.

In turn, the professional association HORTYFRUTA asked him to firmly support measures yet to come to reactivate the sector of fruits and vegetables in Andalusia, as would be a Law on Quality, as well as changes that introduced Template Contracts for trade of fruits and vegetables, and actions against abuse of agro-food distributors that are driving producers of fruits and vegetables to bankrupt. Regarding the Association Agreement between the EU and Morocco, he affirmed to FEPEX that his ministry asked the European Commissioner for Agriculture, Dacian Ciolos, for a reform of the entry prices system in order to avoid the social dumping that Moroccan tomatoes bring by entering the EU even below production costs.

Likewise, speakers from FEPEX said that they consider Miguel Arias CaĂąete a sound asset to solve the crisis in the sphere of agriculture, particularly within the sectors of fruits and vegetables, given his expertise and knowledge of agricultural and Community policy, as well as of how European institutions work.

Thus, we face a true challenge for the new Minister and the new Ministry (MAAMA for its name in Spanish), with many obstacles to overcome and many sectors to be contented. Let’s hope that when it comes to make a review in four years’ time, we will be able to write down a long list with all those accomplished goals, and above all, we will see how our agriculture gains back the political, social, and institutional significance it deserves.

Fruit lo gística

Fruit logística ’12

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SITUACIÓN DEL SECTOR HORTOFRUT�COLA EN ESPAÑA, SOLUCIONES t 1SPEVDDJÆO &TUJNBEB &O &TQBÅB t 4VQFSm DJF 1SPEVDUJWB &O &TQBÅB

CIRILO ARNANDIS NÚÑEZ, SEC. FRUTAS Y HORTALIZAS DE COOPERATIVAS AGROALIMENTARIAS

PRESIDENTE

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de las principales caracterĂ­sticas del sector hortofrutĂ­cola espaĂąol es su importancia econĂłmica, que ha seguido una evoluciĂłn creciente tanto en valor como en su contribuciĂłn al conjunto del sector agrario, pues es la principal rama de la producciĂłn agraria de EspaĂąa. En 2009, representĂł, con 14.500 millones de â‚Ź, el 61,1% de la producciĂłn WFHFUBM m OBM FO &TQBĂ…B MP RVF SFQSFTFOUB VO GVFSUF JODSFNFOUP DPO relaciĂłn a los aĂąos anteriores; en 1998 representaba el 51% y en 2002 el 55%. Es previsible que la tendencia creciente de la participaciĂłn del sector en la producciĂłn agraria se incremente en el futuro como consecuencia de la aplicaciĂłn de la reforma de la PAC y el consiguiente desacoplamiento de las ayudas. En EspaĂąa, este sector estĂĄ orientado claramente a la exportaciĂłn, que supone el 40% de la producciĂłn por tĂŠrmino medio, llegando en algunos casos hasta el 70% de la producciĂłn, como es el caso de los cĂ­tricos, o las producciones hortĂ­colas de invernadero. La producciĂłn de frutas y hortalizas alcanzĂł en 2009 las 24.500.000 t, de los cuales el 63,2% del volumen total correspondieron al grupo de hortalizas y patata, en particular a tomate, cebolla, melĂłn y pimiento. Le siguieron en importancia los cĂ­tricos, con el 22,4% en volumen, destacando las naranjas y pequeĂąos cĂ­tricos, que concentran casi el 90% de la producciĂłn y el valor de este grupo. Los frutales no cĂ­tricos supusieron el 10,5% de la producciĂłn hortofrutĂ­cola.

Como ejemplo para mostrar y entender la situaciĂłn del sector productor hortofrutĂ­cola, por ser el que mejor conozco pongo el citrĂ­cola:

8

Fruit logística ’12

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Con una facturaciĂłn de 3.000 millones de â‚Ź, de los cuales el 80% es exportaciĂłn. Esta producciĂłn es comercializada por 480 operadores de los que 150 son cooperativas, generando mĂĄs de 70.000 empleos.

El valor aĂąadido generado en una campaĂąa en transporte es del orden de 220.000 envĂ­os por camiĂłn, mĂĄs barco y tren, ademĂĄs del transporte interno o de almacĂŠn. Se utilizan 600 millones de cajas por campaĂąa, elaboradas por 60 pequeĂąas empresas dispersas por todo el ĂĄmbito rural que emplean mĂĄs de 3.000 personas. Se estima que los viveros dan trabajo a mĂĄs de 2.000 personas. La industria de transformaciĂłn: 31 empresas que emplean a 700 personas dando valor a la fruta que no tiene aptitud para comercializar en fresco. El valor del zumo exportado es de 158 millones de â‚Ź. Hay 4 industrias de transformaciĂłn de mandarinas que ocupa a 2.400 personas y factura 40 millones de â‚Ź. Las industrias quĂ­micas, las fĂĄbricas de maquinaria, tractores, herramientas y toda la investigaciĂłn en I+D con su industria para los almacenes de confecciĂłn. Todo esto estĂĄ en juego y subsiste gracias a una fruta llamada naranja y clementina de la que el agricultor aĂąo tras aĂąo pierde dinero al producirla, y que va a decir “BASTAâ€?.

Este ejemplo no es huÊrfano, sino que sirve para todas las frutas, hortalizas y multiplica su repercusión del valor aùadido en la producción FO JOWFSOBEFSPT &TUPT EBUPT EFCFSà BO IBDFS SFn FYJPOBS B OVFTUSPT políticos respecto de la defensa de una política agrícola nacional y europea, especialmente a la de las frutas y hortalizas, por su capacidad de generación de empleo, riqueza y valor aùadido, que por sí solo, con el 10% del suelo agrícola, factura el 62% del valor de la producción total agraria y da empleo al 60% del empleo de la rama agrícola. Las causas de esta situación son varias: la liberalización de las importaciones, una tendencia de consumo poco propicia, en algún momento agravada por las condiciones climåticas pero sobre todo por la crisis de consumo generalizada, la situación delicada de la industria BGFDUBEB QPS MB DSJTJT FDPOÆNJDB Z m OBODJFSB Z QPS MB TVQSFTJÆO EF MBT ayudas a la transformación, que ha atacado directamente a socios y cooperativas, ocasionando problemas de liquidez, inseguridad en la exportación o riesgo de insolvencia de clientes; las condiciones climåticas, que en unos casos han frenado el consumo y en otros han hecho que se solapen los periodos de comercialización de las distintas variedades. Pero hay dos factores que hay que destacar por encima de los anteriores: el desequilibrio de poder de la cadena alimentaria y la falta de un sistema público de regulación de mercado.

El mayor de los problemas del sector agrario es el desequilibrio de poder en la cadena agroalimentaria. Los productores, mayoritariamente atomizados, se enfrentan a una distribuciĂłn cada vez mĂĄs concentrada.

"TĂ MP IBO EFDMBSBEP iPm DJBMNFOUFw FO MPT Ă‹MUJNPT NFTFT MB $PNJTJÆO FM Parlamento Europeo, varios EEMM, en referencia a varios sectores. En FTBT EFDMBSBDJPOFT TJFNQSF BQBSFDF MB m HVSB EF MB 01 DPNP IFSSBNJFOUB B QPUFODJBS Ă‹UJM QBSB FM SFRVJMJCSJP FO CFOFm DJP EFM QSPEVDUPS 4JO FNCBSHP en el sector FH, donde ya estĂĄn implantadas las OP, sigue habiendo desequilibrio. No hay mĂĄs que ver el sistema de pago de la fruta al agricultor. Las OP agrupan a menos del 50% del sector y, ademĂĄs, las OP son muy pequeĂąas: tenemos mĂĄs de 600 en EspaĂąa, con una facturaciĂłn media de menos de 10Mâ‚Ź; una cooperativa “muy grandeâ€?, en tĂŠrminos relativos, factura 400Mâ‚Ź. En el otro lado de la balanza, la empresa de distribuciĂłn alimentaria que mĂĄs factura sobrepasa los 10.000Mâ‚Ź y los 5 mĂĄs grandes de la distribuciĂłn alimentaria, concentran mĂĄs del 60%...

Fruit lo gística

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Fruit logística ’12

9

Perso na lida d es / Perso na lities

&- 1-"$&3 -" &91&3*&/$*" Y LA CONVENIENCIA DE LO SALUDABLE

Es JOSÉ Mª BONMAT�, DIRECTOR GENERAL DE AECOC, UNA DE LAS MAYORES ASOCIACIONES EMPRESARIALES DE

ESPAĂ‘A Y LA ĂšNICA EN QUE FABRICANTES Y DISTRIBUIDORES TRABAJAN CONJUNTAMENTE PARA LA MEJORA DEL SECTOR CON EL FIN DE APORTAR MAYOR VALOR AL CONSUMIDOR.

10

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Fruit logística ’12

The pleasure, the experience, and the convenience of what’s healthy JosÊ Mª Bonmatí, Director General at AECOC, one of the biggest enterprise association in Spain and the only one in which manufacturers and distributors work alongside to improve the sector, aiming at providing higher value to consumers.

A new year just started and, as usual, it’s time to make a review, but above all to define the best strategies to face this new year. Nobody is alien to the fact that the complex economic situation, which first affected the most expendable goods and services, already hit the sector of agriculture and food, and in a market with “new game rules� the old tactics won’t do. Therefore it is essential to be now closer to consumers than ever, for despite being very struck by the crisis won’t give up quality or pleasure.

These are then two important drivers of consumption and two factors that the sector of fruits and vegetables should take advance of. Regarding the first one, the sector has an important advantage for no other product can be proud of being an example of healthy product, matching the lifestyle that more and more consumers want to adopt. Nevertheless, regarding pleasure, the sector still has a long path to walk.

For that reason, it is important that enterprises –industry and distributors- dared to innovate, and to do it in the broadest sense of the word, that is, in product, packaging, assortment, information/communication to consumers, purchasing experience, creation of new consumption moments, etc. Always getting a competitive advantage from innovation.

Also pursuing that global aim of improving competitiveness, enterprises in the sector must be able to study the opportunities that other markets give them, economies that are less damaged by the crisis and that may be a good option in a complex moment for the domestic market. All this, not forgetting the significant opportunities for improvement that the value chain offers, which must be now more than ever regarded as a unity without cleavage or inefficiency.

Aiming at that goal, the business standards promoted and developed in Spain by AECOC in fields like product identification or e-commerce –EDI, e-invoice‌- or efficient practices in logistics and transport, commercialisation, demand, etc. are always a good ally, but particularly in a moment like this, when the capacity to save resources is a rising value.

New consumers, future consumers will only commit to those who differentiated themselves from their competitors, who innovated, who provided more value, definitely: those who count for them. That and no other is the true challenge.

Fruit lo gística

Fruit logística ’12

11

Perso na lida d es / Perso na lities

13&$*04 +64504 .œ3(&/&4 +64504 Y PAGOS JUSTOS

FRANCISCO SANCHEZ PRO, GERENTE DE

ONUBAFRUIT, LA MAYOR BERRIES DE

COMERCIALIZADORA DE

EUROPA, CON UN VOLUMEN DE NEGOCIO CERCANO A LOS 130 MILLONES DE â‚Ź.

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Fair prices, fair margins, fair payments Francisco Sanchez Pro, manager at Onubafruit, Europe’s biggest marketer of berries with a turnover close to ₏ 130 million.

Analysing the situation that the sector of fruits and vegetables is experiencing we must take into account several factors that helped us to understand why prices fall unstoppably.

Maybe the most highlighted is the much mentioned crisis we are living, that is resulting in excessive purchase recession due to fear of a new relapse, which makes consumers be ultraconservative. This is but a mistake for if we don’t consume, we will feed more and more the fall of prices, we will increase the enterprise crisis and ours too definitely.

On the other hand, big distribution is fighting its own battle, which looks more like a war for its stupidity, as their aims are not clear. They fight to see who will market the cheapest product, the most submissive, the one which losses more, the one with lowest quality. The most used sentence is “I less‌â€?, as if being less nowadays was some kind of value added. Faced with it, distribution chains with clear aims, which are very few truth be told, are growing much more than the rest, offering enough profitability and, which is more important, helping their suppliers to get out of the crisis. Examples are AhorramĂĄs in Spain, COOP in Switzerland, LIDL in Germany, and in general the English chains,

12

stood out for their own business strategies, and there are they: they grow and their suppliers are happy. I would recommend for big distribution to bank on acknowledge and appreciate the quality of our fruits and vegetables.

The media are playing a fundamental role in this price crisis, besides organisations and growers in general. We blame distribution for everything. Today it’s abusive prices that result in consumption drop; tomorrow it will be pretty low prices resulting in profit loss. Let’s clear up our mind and stop looking at our own belly. We can’t compare prices at origin and at destination without a comparative basis, driving distribution to lower the already risible prices and to ruin ourselves a bit more. Comparisons should be made with the same product quality, size, manufacturing, transport, etc. for easy comparisons using extreme value and without a basis only harm us and lower prices even further. As I said before, the responsibility for low prices is a matter of everyone and it is pointless to blame distribution for low prices today, high prices tomorrow, and whatever the day after. Let’s ask for fair prices, fair margins, the observance of the Trade Laws and that’s it. The rest will come on its own.

Fruit logística ’12

All this situation of low prices makes growers consider, too frequently, their expenses, which have a direct impact on quality. If I don’t get paid I don’t produce well, but we must be aware that if I don’t produce well I will get paid less and back to the beginning.

Despite everything, producers must place on supermarket shelves quality products that could be massively consumed, no matter the price. This is our only and most important weapon. Holding the banner of quality will be able to have credibility and reasons for effective protests, we will fight a battle of equals. And without quality we do nothing but increasing our own ruin.

I don’t want to forget the lack of union that there is amongst producer, unlike what happens in distribution, which upsets the balance. If we don’t unite, they will sweep us. But it seems that the feeling of independence lasts to ruin and poverty. Few effective unions succeed and even fewer are known. Disunity is trendier.

But that is just another mistake, and one of the biggest. If we don’t know how to collaborate with our peers, we will only end deeper and deeper into barren lands.

Onubafruit is union, and this is not a mistake.

Fruit lo gĂ­stica

EL ESFUERZO DE PROMOCIĂ“N DE ONUBAFRUIT AYUDA A ALCANZAR 130 MILLONES DE EUROS DE FACTURACIĂ“N ONUBAFRUIT, LA EMPRESA ONUBENSE LĂ?DER EN EXPORTACIĂ“N DE BERRIES EN EUROPA Y QUE ESTĂ INTEGRADA POR LAS COOPERATIVAS COBELLA, CARTAYFRES, COOPHUELVA, FRESLUCENA, BONAFRU Y SAT CONDADO, FINALIZĂ“ EL PASADO AĂ‘O CON UN INCREMENTO DE 29 MILLONES DE EUROS EN LA FACTURACIĂ“N CON RESPECTO A LA TEMPORADA ANTERIOR, PASANDO DE LOS 101 MILLONES DE 2010 A 130 MILLONES EN 2011.

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Onubafruit’s efforts on promotion help to reach â‚Ź 130 million worth turnover Onubafruit, the Huelva-based enterprise that is Europe’s main exporter of berries, which gathers the cooperatives Cobella, Cartayfres, CoopHuelva, Freslucena, Bonafru and SAT Condado, ended 2011 with an increase of â‚Ź 29 million in invoicing over the previous campaign, going from 101 to 130 million In this line, Onubafruit’s CEO, Antonio Tirado, explains that the company will keep working to “make headway for the joint commercialisation of up to one third of Huelva’s production, with supply able to satisfy the needs of national and international big distribution as for quality, customer service, price, and production technology, keys to guarantee direct interaction and progressive increase of negotiation capacity with Europe’s big chains, obviating the intervention of commercial agents, an effort that allowed for saving â‚Ź 5.5 million in commissions since 2003.â€?

In this sense, Tirado highlights that “these figures reinforce the position of our company in European markets, and also strengthen the upward trend that the company has followed since its beginning in 2004, despite the economic crisis�. On these figures, Onubafruit’s CEO stresses that success is based on “the quality of the circa 75,000 tonnes of fruit we handled in the last campaigns, as well as on the joint work of the cooperatives and Onubafruit.�

But the work of this Huelva enterprise doesn’t only reflect on figures, as they made a strong effort to improve their internal and external communication channels in the

last campaign, at the same time they kept on making progress on diffusion and promotion of their products. An example of it is the modernisation of their corporate image, the edition of a professional bulletin, and their attendance to the most relevant trade fairs and forums in the sector of agriculture at the national and international level.

Promotion efforts Framed in their strategy of actions to keep boosting international commercialisation, amongst other events, Onubafruit attended Fruit Attraction with its own stand in 2011, carrying out diverse promotion actions such as the sponsoring of the I Conecta Awards to Distribution, organised by Mercados magazine and the agency Circus. With this initiative, the Huelva company contributes to foster the approach of producers and marketers to big distribution as the only mechanism to achieve managerial growth in the sector of fruits and vegetables, so that Onubafruit takes another leap for the sake of commercialisation in Huelva.

Fruit logística ’12

13

Perso na lida d es / Perso na lities

-" $"%&/" "-*.&/5"3*" ENCARANDO EL FUTURO DESDE EL CUARTO AĂ‘O DE CRISIS

PROF. JOSÉ ANTONIO BOCCHERINI BOGERT, DIRECTOR – DEPARTAMENTO DE EMPRESAS A LIMENTARIAS. INSTITUTO INTERNACIONAL SAN TELMO

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Food chain: facing the future from the fourth year of crisis Prof. JosÊ Antonio Boccherini Bogert, Director – Department of Food Enterprises. San Telmo International Institute.

After three years of crisis, the food chain will face 2012 with good and bad news.

Good news is that we all still need to eat and food will be one of the least affected sectors. Bad news is that adjustment measures imposed by the sovereign-debt crisis will keep restraining consumption.

The crisis is prompting structural changes that will persist once the storm was over.

To deal with the short run, good financial health will be necessary, and having done our homework too. In order to tackle the future, one must understand the structural nature of changes and develop new capacities.

Regarding structural factors, consumers will keep buying cheap, as they already gave economical products a try (private brand, for instance), and saw they have good quality. They won’t pay more for products that don’t give differential value.

Quality is essential, but not enough.

Efficiency and low cost (without compromising quality) will be essential. We must keep optimising the processes and looking for economies of scale, increasing the business dimension. We will see concentration operations (mergers, alliances, etc.) at all levels. It will also be necessary to globalise operations, acquiring global efficiencies as for procurement and production, in order to contend on equal terms with competitors from emerging countries.

Launching new products will still have sense, but they must provide differential, tangible value: it will be difficult to make consumers pay for unnecessary

14

Fruit logística ’12

differences. Besides, it will be difficult to find room on shelves so that the new products will have to contribute value to the channel, helping it to overcome its profitability issues. And, to a channel, value means margin, rotation, and logistics efficiency.

The developed markets (Europe and North America above all) will show little growth. Consumption will fall in emerging countries, so that internationalisation will be the main priority for the companies that wanted to grow.

Consumers are becoming digital and they feel more and more comfortable on the internet. They are overcoming their reticence (to great extent involving payment safety). They will use the internet to get informed about products (trusting more a friend from a social network than advertising campaigns), to compare prices (those who don’t adapt their prices won’t survive), and to look for convenience and comfort (they don’t want to lose their time going shopping). They will have more power and brands will have to learn to relate with them within the digital ecosystem, and to have influence on their purchase decisions. Few know how to do it nowadays.

Growing in international markets, being very efficient, gaining dimension, providing real value, and embarking on digital transformation. These are the priorities. A world full with opportunities for companies that knew how to develop the necessary capacities.

Entida d es / O rga nizatio ns

%&4%& -"4 &4$6&-"4 %& /&(0$*0 ¿QUÉ SE APORTA AL SECTOR AGROALIMENTARIO?

JAVIER DE DOMINGO MORALES, DIRECTOR DEL Ă REA DE EMPRESAS Y A DMINISTRACIĂ“N PĂšBLICA DE EOI ESCUELA DE ORGANIZACIĂ“N INDUSTRIAL.

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16

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What do business school contribute to the sector of agro-food?

By Javier María de Domingo Morales, EOI Escuela de Organización Industrial, in charge of the Programmes of Agro-food Business Management for FAECA www.eoi.es The sector of agro-food, mainly identified with producers, agro-food industries and distributors, is undoubtedly starred by these. Other players and entities that also work for and in the sector are: auxiliary industries, technology centres, business associations‌ Business Schools also play a significant role, like EOI Escuela de Organización Industrial does, whose mission includes training and keeping executives up to date with necessary knowledge and skills in the current context.

In the last years, EOI has been strengthening an interesting project destined to professionals in the sector of agrofood. What would you highlight of it? Undoubtedly, the tailored programmes of business management that we have been developing since longer than 8 years ago for executives and managers of the cooperatives member to FAECA (Andalusian Federation of Agricultural Cooperative Enterprises), or for federations of agrofood cooperatives in Castile – La Mancha, the Basque Country, and Aragon. Next February, in collaboration with the CAAE Association, we will start the second programme of Organic Enterprise Management; in March, the fifth edition of the Programmes of Agro-food Business Management for enterprises member to FAECA will be set in motion.

At present, we also bank on open training, that is, programmes of agro-food business management with participation of various enterprises and organisations that are interested in staying up to date. We are to start the second edition of the High Training Course on Agrofood Business Management next February in Seville; it is a 120-hour, open programme course.

We couldn’t forget that we have been training executive and middle-rank officers of enterprises in the sector since

Fruit logística ’12

1955 thanks to our master courses and programmes. A new edition of the MBA Executive will start next February at our offices in Seville and Madrid.

What “does one learn� in the programmes of agro-food executive development at EOI? One thinks about and learns how to better manage. We help participants to face the challenges of the sector; mainly to achieve enterprise survival in the long run, to learn doing, to be efficient as for production, to orient their decisions to the market, to develop brand value and differentiation, to search for a greater dimension, to achieve internationalisation, to be competitive, and to generate value in their local and global spheres.

What else would you highlight regarding EOI’s training programmes? They are professional-to-professional training. Likewise trainees, teachers in our training programmes are professional in the agro-food sector.

They are high rank officers that devote part of their time to teach, sharing their day-after-day experiences and focusing on joint reflection with trainees.

Tell a reason to “abandon our daily routine� and devote part of our time to training. One doesn’t need to abandon their daily routine; our programmes for professionals are compatibles with their calendars. More so, we aim at their daily routine to be part of the debate within the classroom.

Undoubtedly, taking part in training programmes is but an opportunity to enter a forum in which to debate on solutions to the possible difficulties of our business, and to discover new opportunities above all. For instance, social networks as a tool to strengthen brands and business strategies and as a powerful communication channel.

Fruit lo gística

t Quién es quién en ENTIDADES t

ADESVA, CENTRO TECNOLÓGICO DE LA AGROINDUSTRIA Chairman: Esteban Sánchez Manager: Aurelio Gómez Commercial Director: José Bourre Parque Empresarial La Gravera 1. Apdo.

394. 21440 Lepe (Huelva, España) Phone / Fax: +34 959 64 90 62 / +34 959 64 90 61 www.citadesva.com Main product: R & D projects AFRUCAT Chairman: Francesc Argilés Felip Manager: Manel Simón i Barbero Avd. Tortosa 1. 25001 Lleida (España) Phone / Fax: +34 973 22 01 49 / +34 973 22 04 37 www.afrucat.com Main product: Stone fruit & Pomes AFRUEX. ASOCIACIÓN DE FRUTICULTORES DE EXTREMADURA Chairman: Antonio Chavero Manager: Miguel Ángel Gómez-Carsoso Cánovas del Castillo, s/n. 06800 Mérida (Badajoz, España) Phone: +34 924 30 42 00 www.afruex.com Main product: Summer fruit AILIMPO Chairman: Rafael Sánchez Manager: José Antonio García C/ Villaleal, 3 bajo. 30001 Murcia (España) Phone: +34 968 21 66 19 www.ailimpo.com informacion@ailimpo.com Main product: Lemon and grapefruit ANAPE (Asociación Nacional de Poliestireno Expandido)

AREFLH

ASOCIACIÓN CAAE

Manager: Jacques Dasque 37 Avenue du Géneral de Larminat.

Inmeuble Point Centre 33000 Bordeaux. France Phone / Fax: +33 (0) 556 48 88 48 / +33 (0) 556 48 88 40 www.areflh.org Main product: Fruits and vegetables

Chairman: Francisco Casero Manager: José Luís García Melgarejo Commercial Director: Arantxa Eslava Avda Emilio Lemos,2. Edif Torre Este, Mod. 603. 41020 Sevilla (España) Phone / Fax: + 34 902 521 555/ + 34 955 029 491 www.caae.es / caae@caae.es / comunicacion@caae.es Main product: Ecological agriculture services

ASOC. PRODUCTORES COMERCIALIZADORES GRANADAS DE ELCHE Chairman: Andrés Irles Ibarra Porta Oriola 6 bajo 03203 Elche (Alicante, España) Phone / Fax: +34 902 36 57 35 / +34 966 61 35 63 www.granadasdeelche.org / info@granadasdeelche.org Main product: Pomegranates Mollar ASOC. PROMOCIÓN DE LA PERA DE RINCÓN DE SOTO Chairman: Eduardo Pérez Malo Avda. Príncipe Felipe, 7, bajo.

26550 Rincón de Soto (La Rioja - España) Phone / Fax: +34 941 14 19 54 / +34 941 14 19 55 consejo@perasderincondesoto.com / perasderincondesoto@hotmail.com Main product: Pear (Blanquilla y Conferencia) ASOC. CITRIC. PROV. DE HUELVA Ctra. N.431,km.111 apdo.96.

21450 Huelva Phone / Fax: 43 959 39 07 52 / 34 959 39 22 59 citricos@caymasa.es Main product: Citrus

Asociación de Empresarios Mayoristas del Mercado Central de Frutas de Madrid ASOMAFRUT Manager: Luis Alberto Carrión Mercamadrid, Carretera Villaverde a Vallecas km 3,8. Nave J-2 Entrada Norte. 28053 Madrid (España) Phone: +34 917 85 32 11 www.asomafrut.com Main product: Fruit and vegetables ASOCIACIÓN DE PRODUCTORES Y COMERCIALIZADORES DE ANDALUCÍA (A.P.R.O.C.O.A.) Chairman: Miguel del Pino Nieto Ancha 21. 14548 Montalbán de Córdoba (Córdoba, España) Phone: +34 607 55 55 82 mpinon@terra.es Main product: Garlic

ASOCIACIÓN PARA LA PROMOCIÓN DEL MELÓN DE LA MANCHA Chairman: Ramón Lara Sánchez C/ Pedro Domecq, 2. 13700 Tomelloso (Ciudad Real, España) Phone: +34 926 53 82 16 igpmelonmancha@castillalamancha.es Main product: Melon from La Mancha ASOCIACIÓN PINK LADY EUROPA Chairman: Didier Crabos Manager: Thierry Mellenotte Trade Marketing Director: Jean-Louis Colombat 436, Avenue Charles de Gaulle. 84100 Orange (Francia) Phone / Fax: +33 490 119180 / +33 432 81 13 31 contact@pinkladyeurope.com Main product: Pink Lady Apples ASOCIACIÓN PROFESIONAL CITRÍCOLA PALMANARANJA Chairman: Teodoro Revilla Manager: Mª Fuensanta Álvarez Avda. Félix Rodríguez de la Fuente s/n.

14700 Palma del Río (Córdoba, España) Phone / Fax: +34 957 64 40 34 / +34 957 64 40 34 www.palmanaranja,com / palmanaranja@palmanaranja.com Main product: Citrus ASOCIAFRUIT

ASOCIACIÓN ESPAÑOLA DE COSECHEROS EXPORTADORES DE CEBOLLA (ACEC) Chairman: Alfonso Tarazona C/ Hernán Cortés, 4 46004 Valencia (España) Phone / Fax: +34 963 51 74 09 www.acec.info / acec@acec.info Main product: Onion

Chairman: Enrique Pérez Saturnino Manager: Luís Marín Lamparero Avda de Málaga, 16, 1ºC. 41004 Sevilla (España) Phone / Fax: +34 954 42 42 98 / +34 954 41 00 60 www.asociafruit.com / asociafruit@fepex.es Main product: Summer fruit, citrus, potato, carrot, etc.

ASPROCAN Chairman: Francisco Rodríguez Manager: Esther Domínguez Palarea Avda. José Manuel Guimerá, nº3. Edif.

Urbis, 5º piso. Oficina C.D. 38003 Santa Cruz de Tenerife (Islas Canarias, España) Phone / Fax: +34 922 53 51 42 / +34 922 53 51 39 asprocan@infoplatano.com Main product: Plátano AUTORIDAD PORTUARIA DE CARTAGENA Chairman: Adrián Ángel Viudes Manager: José Pedro Vindel Commercial Director: Fernando Muñoz Plaza Héroes de Cavite s/n. 30201 Cartagena (Murcia, España) Phone / Fax: +34 968 325 800 / +34 968 325 815 www.apc.es / cartagena@apc.es Main product: Services C. R. .I. G. P. PATATA DE GALICIA Chairman: Julio Gómez Fernández Manager: Ricardo Losada Blanco Finca Devesa s/n.

32630 Xinzo De Limia (Ourense, España) Phone / Fax: +34 988 46 26 50 www.patacadegalicia.es / patacadegalicia@patacadegalicia.es Main product: Potato PGI Regulatory Board. Kennebec variety C. R. I. G. P. DEL MELÓN DE TORRE PACHECO Avda. Luis Manzanares, s/n (Ed. Vivero de Empresas) 30700 Torre Pacheco (Murcia, España) Phone / Fax: +34 968 576 634 igp.melon@torrepacheco.es Main product: Melon

Chairman: José María Font Manager: Raquel López de la Banda Pº de la Castellana, 203. 1º Izq. 28046 Madrid (España) Phone / Fax: +34 913140807 / +34 913 78 80 01 www.anape.es / eps@anape.es Main product: Applications of expanded polystyrene APOEXPA (A. Productores y Exportadores Fruta de Hueso, Uva de Mesa y otros productos agrícolas) Chairman: Joaquín Gómez C/ San Martín de Porres, nº 3, 1ª. 30001 Murcia (España) Phone / Fax: +34 968 20 49 49/ +34 968 20 48 77 www.apoexpa.es Main product: Stone fruit and grape table

Fruit logística ’12

17

Entida d es / O rga nizatio ns

AMENAZA, DESAFĂ?OS Y OPORTUNIDADES

Qu

eriendo olvidar el 2011, que sin duda ha sido el aĂąo mĂĄs complicado que conozco en la historia del sector de frutas y verduras frescas, y dejando a un lado la volatilidad de MPT NFSDBEPT mOBODJFSPT RVJTJFSB NBOEBS VO mensaje de ĂĄnimo a productores, exportadores y comercializadores en general de nuestro sector.

Sin duda, estamos preparados para lo que venga en este 2012, aunque sea lo peor, pero debemos pensar que debe ser el punto de JOnFYJÆO EF FTUB HSBWF JOFTUBCJMJEBE RVF EF una manera mås o menos incierta, nos ha estado azotando en los últimos cuatro aùos.

Unas empresas habrån desaparecido y otras se habrån visto fortalecidas por una mayor FTQFDJBMJ[BDJÆO VOB NBZPS EJWFSTJmDBDJÆO P teniendo productos novedosos y diferentes. &O DVBMRVJFS DBTP FM mMP TFSœ MB FmDJFODJB la calidad y, por tanto, la competitividad.

En la industria de frutas y verduras GSFTDBT BMMœ FO FM FTMBCÆO FO FM RVF OPT encontremos, debemos buscar un camino

R AMĂ“N REY, FRESHFEL. A SOCIACIĂ“N EUROPEA DE FRUTAS Y HORTALIZAS FRESCAS, QUE INCORPORA A MĂ S DE 200 MIEMBROS PRESIDENTE DE

DE TODA LA CADENA DEL SECTOR DE FRUTAS Y HORTALIZAS CON INTERÉS EN EL MERCADO EUROPEO.

conjunto para incrementar el consumo de las frutas y verduras en fresco.

Gozamos de una imagen saludable como producto, sin embargo, no sabemos venderlo o comunicarlo de una manera adecuada y en DPNËO B MB PQJOJÆO QËCMJDB Z FO FTUF BÅP EF NœT iWBDBT nBDBTw FTF EFCF TFS FM QSJODJQBM PCKFUJWP QBSB UPEB MB JOUFSQSPGFTJÆO 1BSB vender mås, el consumidor debe apreciar mås nuestros productos y realizar una compra repetitiva, y para ello le debemos convencer de una manera coordinada, no solamente desde FM QSPEVDUPS IBTUB FM EFUBMMJTUB mOBM TJOP empezando desde las compaùías de semillas de suministros para riegos o fertilizantes, cartoneras, transportistas y todo el resto de sectores que giran alrededor del nuestro.

Todo esto estĂĄ sintetizado y conjugado en la plataforma www.enjoyfresh.eu, a la cual saludo desde estas lĂ­neas, apoyo y aliento, y a la que les animo a apoyar e incorporarse. Es nuestro desafĂ­o y nuestra oportunidad. Todos juntos.Q

Threats, challenges, opportunities

By RamĂłn Rey, president at Freshfel. European Association of Fresh Fruits and Vegetables, which gathers 200 plus players of the whole chain in the sector of fruits and vegetables, with interests in the European market.

Wanting to forget 2011, which has undoubtedly been the most complex year I’ve ever seen in the history of the sector of fresh fruits and vegetables, and leaving aside the volatility of financial markets, I would like to send a message of courage to producers, exporters, and marketer in general in our sector.

Undoubtedly, we are ready for what is to come in 2012, even for the worst, but we should think that it must be the turning point of this severe instability that has whipped us during the last four years, one way or another. Some enterprises disappeared;

others grew stronger thanks to further specialisation, diversification, or thanks to novel and different products. Anyway, the edge will be efficiency, quality, and therefore competitiveness.

In the sector of fresh fruits and vegetables, no matter the link of the chain, we must look for a shared path to increase consumption.

We enjoy a reputation of healthy product but we don’t manage to sell or communicate it adequately and widespread to the public, and this should be the main aim for the sector in this year of shortage. In order

to sell more, consumers must appreciate our products and repeat their purchases, and we need to coordinate to convince them, not only from producers to retailers but from breeders, irrigation suppliers, producers of fertilisers, cardboard manufacturers, hauliers, and the rest of professionals that orbit around our sector.

All this is synthesised and balanced on the platform www.enjoyfresh.eu, to which I send my greetings, support, and encouragement from these lines, and which I foster you to support and join. It is our challenge and our opportunity. All together.

t QuiĂŠn es quiĂŠn en ENTIDADES t

C. R. I.G.P. ESPĂ RRAGO DE NAVARRA Chairman: MartĂ­n Barbarin LogroĂąo Manager: Ana Juanena Lazcano Avda. Serapio Huici, 22 31610 Villava (Navarra, EspaĂąa) Phone / Fax: +34 948 01 3 045 www.denominacionesnavarra.com / esparrago@icannavarra.com Main product: White Asparagus C.R. I. G. P. CEREZAS DE LA MONTAĂ‘A DE ALICANTE Chairman: Elvira SĂĄnchez Mengual Ctra. Albaida-Denia, s/n. 03788 AlpatrĂł. La Vall de Gallinera

18

(Alicante, EspaĂąa) Phone / Fax: +34 966 40 66 40 / +34 966 40 66 11 www.cerezas.org Main product: Cherry C. R. I.G.P. TOMATE LA CAĂ‘ADA NĂ?JAR Chairman: Francisco LĂłpez CertiďŹ cation Director: CristĂłbal JosĂŠ Múùoz FernĂĄndez Ctra de Ronda nÂş 11 Bajo. 04004 AlmerĂ­a (EspaĂąa) Phone / Fax: +34 950 28 03 80 / tomate-lcn@agrocolor.es Main product: Tomato La CaĂąada NĂ­jar

Fruit logística ’12

C.R.D.E. ESPà RRAGO DE HUÉTOR Tà JAR Chairman: Antonio Fco Zamora Manager: Encarnación Campaùa Commercial Director: Antonio Sanjuan Pinilla Ctra. De la Estación s/n.

18360 HuĂŠtor-TĂĄjar (Granada, EspaĂąa) Phone / Fax: +34 958 33 34 43 / +34 958 33 25 22 www.esparragodehuetortajar.com / esparragodehuetortajar@ andaluciajunta.es Main product: Huetor TĂĄjar greenpurple asparagus. Fresh and canned

C. R. D.O. CEREZA DEL JERTE Chairman: JosÊ Fernåndez García Manager: Pilar Díaz Flores Ctra. N110 Km 381. 10613 Navaconcejo (Cåceres, Espaùa) Phone / Fax: +34 927 47 11 01 / +34 927 47 10 67 www.cerezadeljerte.org / Main product: Picota del Jerte Cherry C. R. D.O. KAKI RIBERA DEL XUQUER Chairman: Cirilo Arnandis Manager: Rafael Perucho Plaza Pais Valencia, 7 46250 L´Alcudia (Valencia, Espaùa)

Phone / Fax: +34 962 99 77 02 d.o.kaki@kakifruit.com / www.kakifruit.com Main product: Kaki Persimon C.R.D.O. MANZANA REINETA DEL BIERZO Chairman: Ă ngel Garnelo Abramo Manager: Pablo Linares Barreal Ctra. N.VI, km 398.

24549 Carrecedelo (LeĂłn, EspaĂąa) Phone / Fax: +34 987 56 28 66 / +34 987 56 28 69 www.manzanareinetadelbierzo.es Main product: Reineta del Bierzo Apple

Fruit lo gística

t Quién es quién en ENTIDADES t

ECOHAL GRANADA (Asociación Empresarios Comercializadores Hortofrutícolas de Granada) Chairman: José Muñoz Manager: Alfonso Zamora Marqués de Vistabella 16-2º D. 18600 Motril (Granada, España) Phone / Fax: +34 958 83 41 93 / +34 958 83 41 16 alf_659@hotmail.com

COMITÉ DE GESTIÓN DE CÍTRICOS

Chairman: Samuel Sancho Villarroya Manager: Ana Omedes Jordán C/ Muro Sta María s/n.Edif. Mayor. 1ª planta. 44600 Alcañiz (Teruel, España) Phone / Fax: +34 978 83 56 93 / +34 978 83 43 58 info@melocotondecalanda.com Main product: Peach from Calanda

Chairman: Antonio Muñoz - Vicente Bordils Manager: Francisco José Martínez Monjas de Santa Catalina, 8 4º. 46002 Valencia (España) Phone / Fax: +34 963 52 11 02 / +34 963 51 07 18 comite@citricos.org Main product: Citrus

C.R.D.O. UVA MESA EMBOLSADA VINALOPO

D.O.P. COSTA TROPICAL GRANADA-MÁLAGA

Chairman: José Bernabeu Manager: Luis González Virgen del Remedio, nº33. 03660 Novelda (Alicante, España) Phone / Fax: +34 965 60 48 59 / +34 965 60 48 59 info@uva-vinalopo.org Main product: Grape

Chairman: Antonio Osuna Carillo de Albornoz Manager: Coordinadora: Pilar Fajardo Aneas Avda Juan Carlos I. Edif Estación s/n.

Apdo 648. Almuñécar (Granada, España) Phone / Fax: +34 958 63 58 65 / +34 958 63 92 01 www.crchirimoya.org / chirimoya@crchirimoya.org Main product: Custard apple cherimoya with qualit certification protected designation of origin

CEBACAT Chairman: Ramón Jounou Manager: Josep Boque Avinguda Lleida, 81, 25250 Bellpuig Lleida Spain Phone / Fax: +34 973 337 281 / +34 973 602 209 www.cebacat.com / info@cebacat.com Main product: Onions COEXPHAL Chairman: Manuel Galdeano Manager: Juan Colomina Figueredo Ctra. Ronda nº11. 1º. 04004 Almería (España) Phone / Fax: +34 950 62 11 62 www.coexphal.es / coexphal@coexphal.es Main product: Fruits and vegetables

INTERCITRUS. Interprofesional Cítricola Española

Chairman: José Suárez Osa Manager: Juan Martínez Bravo Plaza Arrabal del Coso s/n. 16660 Las Pedroñeras (Cuenca, España) Phone / Fax: +34 967 139 333 / +34 967 139 334 www.igpajomorado.es / info@igpajomorado.es Main product: Purple garlic

Chairman: Felipe Juan Calle de la Paz, 14p-7. 46003 Valencia (España) Phone / Fax: +34 963 94 22 20 / +34 963 52 47 90 intercitrus@intercitrus.org Main product: Citrus

EXCOFRUT. Asoc. Profesional de Frutas y Hortalizas de Huesca

I.G.P. CÍTRICOS VALENCIANOS

Chairman: José Antonio Coll Bean C/ Huesca, 66. Altillo 22520 Fraga (Huesca, España) Phone / Fax: +34 974 47 17 00 / +34 974 45 38 64 www.excofrut.com / info@excofrut.com Main product: Peach, nectarine, paraguaya, pear, apple, apricot, cherry, plum, fig

Chairman: José Barrés Manager: Juan Bta. Juan Gimeno C/ Guillem de Castro, 51. 46007 Valencia (España) Phone / Fax: +34 963 15 40 52 / +34 963 15 51 93 info@citricosvalencianos.com Main product: Citrus Fruits (orange, tangerine and lemon), Certification of Citrus

FRESHUELVA

C.R.D.O. MELOCOTÓN DE CALANDA

I.G.P. AJO MORADO DE LAS PEDROÑERAS

Chairman: Alberto Garrocho Manager: Rafael Domínguez Guillén C/ Manuel Sánchez Rodríguez 1 Apdo.

Correos. 140 21001 Huelva (España) Phone / Fax: +34 959 24 82 22 / +34 959 25 83 73 www.freshuelva.es / freshuelva@fepex.es Main product: Berries

I.G.P. PATATES DE PRADES Chairman: Antonio Anselmo Pons Manager: Inma Sahún Jové Avda. Verge de L’Abellera,1. 43364 Prades (Tarragona, España) Phone / Fax: +34 977 86 84 40 / +34 977 86 81 78 coopprades@retemail.es Main product: Potato de Prades I.G.P. POMA DE GIRONA

HORTYFRUTA. Interprofesional de Frutas y Hortalizas de Andalucía Chairman: Fulgencio Torres Manager: María José Pardo Avda. Montserrat 16, 5º 04006 Almería (España) Phone / Fax: +34 950 26 9161 www.hortyfruta.es / prensa@hortyfruta.es Main product: Fruits and vegetables

Chairman: Venanci Grau Mas Badia 17134 La Tallada d´Empordá (Girona, España) Phone / Fax: +34 972 78 08 16 / +34 972 78 05 17 www.pomadegirona.cat / info@pomadegirona.cat Main product: Apple (Golden, Royal Gala, Granny Smith and Red Delicious)

MARCA DE GARANTIA PERA CONFERENCIA DEL BIERZO Chairman: Mª Eugenia Alba Potes Manager: Pablo Linares Barreal Ctra. N-VI km.398. 24549 Carracedelo (León, España) Phone / Fax: +34 987 56 27 13 / +34 987 56 28 69 www.peraconferenciadelbierzo.es / info@peraconferenciadelbierzo.es Main product: Conferencia del Bierzo Pear PROEXPORT (Asociación de Productores - Exportadores de Frutas y Hortalizas de la Región de Murcia) Chairman: Juan Marín Bravo Manager: Fernando P. Gómez Molina Ronda Levante, 1 - Entlo. 30008 Murcia (España) Phone / Fax: +34 968 27 17 79 / +34 968 20 00 98 proexport@proexport.es Main product: Fruits and vegetables RED ANDALUZA DE SEMILLAS CULTIVANDO BIODIVERSIDAD-RAS Manager: Alonso Navarro Chaves Caracola del CIR, Parque de San Jerónimo s/n 41015 Sevilla (España) Phone / Fax: +34 954 40 64 23 info@redandaluzadesemillas.org / www.redandaluzadesemillas.org

D.O.P. PERA DE JUMILLA Chairman: Diego García Manager: José Ferrándiz C/ Almería, 1 bajo. 30520 Jumilla (Murcia, España) Phone / Fax: +34 968 716 267 info@peradejumilla.com Main product: Pear

Fruit logística ’12

19

To m ate / To m ato

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20

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"DVFSEP EF "TPDJBDJÆO FOUSF MB 6& Z .BSSVFDPT IB QSPWPDBEP MB EFTUSVDDJÆO EF FNQMFPT FO MPT ËMUJNPT EPT BÅPT FO FM TFDUPS EFM UPNBUF "TÁ QPS DBEB NJM UPOFMBEBT EF UPNBUF RVF TF EFKBO EF FYQPSUBS TF QJFSEFO DJODVFOUB FNQMFPT FO MBT [POBT EF QSPEVDDJÆO EF UPNBUF FOUSF FMMBT "OEBMVDÁB .VSDJB $BOBSJBT Z $PNVOJEBE 7BMFODJBOB DPNVOJEBEFT BVUÆOPNBT RVF UJFOFO MBT N¶T BMUBT UBTBT EF QBSP EF MB 6& TFHËO &VSPTUBU 1SÆYJNP BDVFSEP DPO .BSSVFDPT &O GFCSFSP FTU¶ QSFWJTUP RVF FM 1BSMBNFOUP &VSPQFP SBUJmRVF EF OVFWP FM 1SPUPDPMP "HSÁDPMB EFM "DVFSEP EF "TPDJBDJÆO 6& .BSSVFDPT DVZP PCKFUJWP FT QSPGVOEJ[BS FO MB MJCFSBMJ[BDJÆO SFDÁQSPDB EFM DPNFSDJP EF QSPEVDUPT BHSÁDPMBT BHSÁDPMBT USBOTGPSNBEPT Z EF MB QFTDB 1PS QBSUF EF .BSSVFDPT TF PGSFDF MB MJCFSBMJ[BDJÆO JONFEJBUB QBSB FM EF MBT

Fruit logística ’12

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Fruit lo gĂ­stica

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Morocco replaces Spanish tomato in Europe > Many claim not to ratify the new EU-Morocco agreement. < > The E. coli crisis cut the worth of Spanish tomato exports by 27% in 2011. < The sector of tomato in Spain has undergone a significant crisis in the last years, which shrank general production and triggered the disappearing of many enterprises in diverse producer areas. Thus, production hit 4,797,900 tonnes and farmland 63,800 hectares in 2009 whereas, according to the Ministry for the Environment and Rural and Marine Affairs, up to October 2011, production only reached 3,891,000 tonnes and farmland only 51,500 hectares. Both figures dropped by 20% in just two years.

This decrease was mainly due to competition from Moroccan tomato after the passing of the Agricultural Protocol within the Association Agreement signed between the EU and Morocco in 2010, which set an increase of the allowed quota at zero tariff, and that meant the entry with almost no control of Moroccan produce in Europe, not observing the allowed volume nor the minimum price. This violation of the agreement resulted in a situation of unfair competition against European producers of tomato, particularly affecting Spain, as our production dates coincide.

An example of this violation is that 23,335 tonnes of Moroccan tomato entered the EU last October exceeding the fixed monthly quota -10,600 tonnes- by 120%; besides, 14,000 tonnes entered through Perpignan at lower prices than the agreed. So Morocco replaces Spanish tomato in what had been its traditional, main market: France. Thus, in November, Moroccan exports to Perpignan reached 27,589 tonnes, five times the 4,879 tonnes exported by Spain. This and other instances were denounced by the Spanish Government to the European Commission.

The Spanish sector finds them impossible to compete with this country, considering that Almeria tomatoes are sold for â&#x201A;Ź 0.80 apiece, whereas Moroccan ones hardly reach â&#x201A;Ź 0.40. Furthermore, salaries in Almeria are â&#x201A;Ź 45 per day, and only â&#x201A;Ź 0.60 per hour in Morocco.

In this sense, Fepex warned that the Association Agreement between the EU and Morocco prompted the destruction of 12,500 jobs within the sector of tomato in the last year.

Thus, every 1,000 tonnes of tomato that we stop exporting mean 50 jobs less in tomato producer areas, amongst which we find Andalusia, Murcia, the Canaries and the Valencian Community, regions with the highest unemployment rates in the EU according to Eurostat.

New agreement with Morocco The European Parliament is expected to ratify again the Agricultural Protocol within the EU-Morocco Association Agreement next February; the aim is getting deeper in the reciprocal free trade of agricultural produce, fresh and manufactured, and fisheries. Morocco offers immediate free trade for 45% of the Community agro-food exports, 61% in five years, and 70% in ten yearsâ&#x20AC;&#x2122; time. Amongst the benefited products: fruits, vegetable, canned products, and dairy products.

The EU in turn offers almost complete free trade to Morocco for fresh and manufactured agricultural produce but for some sensitive produce like tomato, zucchini, cucumber, clementine, and strawberry. Reduced rights or tariffed quotas are set for these products.

As for tomato, the quota has been raised by 50,000 tonnes; entry price still reduced.

The Spanish sector of tomato hopes the agreement will be rejected after the voting next February and demands the Moroccan tomato to meet the same requirements European producers are demanded.

This strong competition and the liberalisation of imports from third countries to the EU have driven the enterprises in the sector of tomato, the most exported vegetable from Spain, to innovate, to diversify their supply as a way to keep growing, to optimise resources, to modernise production structures, and to advance in biological fight as well. They also claim for the need of adapting the enterprises to the new varieties demanded by consumers, and for top quality to be a trademark of Spanish exports.

The E. coli crisis and the Spanish sector of tomato The E. coli scandal has had enormous consequences for the Spanish sector of tomato. To Fepex, this crisis resulted in damage due to production loss and also to non-commercialisation of produce, commercial damage because of the general price drop, and also harmed the product image and consumersâ&#x20AC;&#x2122; trust. In the first months of 2011, exports registered a positive evolution until the alarm was raised on 26th May. From that moment on, our sales abroad plummeted, not only cucumber but also tomato and all fruits and vegetables in general. In particular, and according to figures provided

by Fepex, exports of tomato dropped by almost 17% from June to September 2011 compared to the same period of 2010, from 88,703 to 74,043 tonnes. Regarding the economic worth of it, the fall reached 27%: â&#x201A;Ź 95 million in 2010 against 69 million in the same dates in 2011.

Fruit logĂ­stica â&#x20AC;&#x2122;12

21

To m ate / To m ato

EL E.COLI Y LAS IMPORTACIONES DE MARRUECOS, FACTORES DETERMINANTES DE LA CRISIS DEL SECTOR HORTOFRUTÍCOLA

La

JORGE BROTONS, FEPEX, 1987, ESTÁ INTEGRADA POR 26 PRESIDENTE DE CREADA EN

ASOCIACIONES DE ÁMBITO AUTONÓMICO O PROVINCIAL, QUE A SU VEZ ESTÁN CONSTITUIDAS POR MÁS DE

1.500 EMPRESAS

AGRARIAS Y COMERCIALES.

crisis que hemos vivido en 2011 en el sector del tomate y, en general, en las frutas y hortalizas, se ha debido principalmente a dos factores: la epidemia de E.coli y las importaciones de Marruecos. &O MPT QSJNFSPT NFTFT EF MB FYQPSUBDJÆO SFHJTUSÆ VOB FWPMVDJÆO QPTJUJWB RVF TF USVODÆ FM EF NBZP DVBOEP TF USBTMBEÆ FSSÆOFBNFOUF B MB PQJOJÆO QËCMJDB RVF MPT pepinos españoles eran la causa del brote de E.coli que sufrió Alemania. Desde ese momento la exportación cayó drásticamente afectando OP TÆMP B MPT QFQJOPT TJOP UBNCJ½O BM UPNBUF Z en general a todas las frutas y hortalizas.

Hasta mayo las exportaciones aumentaron de forma continua; en enero de 2011 el valor de MPT FOWÁPT BM FYUFSJPS TF JODSFNFOUÆ VO DPO relación al mismo mes de 2010; en febrero un 1,7%, en marzo un 1%, en abril un 2,6%; en mayo un 6%. En junio la exportación cayó un 10%, en julio un 23,5% y en agosto un 6%.

Para FEPEX, los daños causados por la crisis del E.coli han sido de tres tipos: QPS Q½SEJEB EF producción y por no comercialización de productos; daños comerciales por el descenso de precios HFOFSBMJ[BEPT Z EBÅPT FO MB JNBHFO Z DPOmBO[B EF los consumidores. La Comisión Europea aprobó dos medidas: compensaciones para la retirada de cinco productos y medidas de apoyo a la promoción, que no han compensado el daño provocado. Esta crisis

ha puesto en evidencia, por un lado, el mal funcionamiento de los servicios de la Comisión responsables de las alertas TBOJUBSJBT Z QPS PUSP MB JOFmDBDJB EF MBT NFEJEBT EF QPMÁUJDB agraria comunitaria de gestión de crisis de mercado.

Por otro lado, el fuerte crecimiento de las importaciones procedentes de Marruecos de productos como fresa, calabacín o tomate han agudizado la crisis en 2011. &O FM DBTP EFM UPNBUF MB FYQPSUBDJÆO NBSSPRVÁ BM NFSDBEP de Saint Charles, en Perpignan, Francia, cuadruplicó a la española en el mes de octubre y la quintuplicó en noviembre, lo que para FEPEX supone que Marruecos ha expulsado al tomate español del que ha sido su tradicional y principal mercado. El fuerte incremento de exportaciones se está produciendo, además, incumpliendo el Acuerdo con la UE. En octubre, Marruecos sobrepasó lo establecido en el Acuerdo un 120% y en noviembre un 37%.

Ante esta situación, FEPEX ha pedido a los eurodiputados FTQBÅPMFT RVF WPUFO FO DPOUSB EF MB SBUJmDBDJÆO FM OVFWP QSPUPDPMP BHSÁDPMB EFM "DVFSEP EF "TPDJBDJÆO, cuya votación esta prevista en el pleno del Parlamento &VSPQFP EF GFCSFSP QPSRVF BCPDBSÁB B MB Q½SEJEB EF FNQMFP EF FYQMPUBDJPOFT Z FO EFmOJUJWB B MB EFTBQBSJDJÆO del sector, dadas las diferencias abismales existentes entre los salarios (0,60 € hora en Marruecos) y las condiciones de producción en España y Marruecos. Y las más perjudicadas serán las comunidades que concentran la mayor parte EF MB QSPEVDDJÆO IPSUPGSVUÁDPMB FTQBÅPMB DPNP $BOBSJBT "OEBMVDÁB .VSDJB Z $PNVOJEBE 7BMFODJBOB RVF TPO BEFN¶T las que tienen las tasas más altas de paro de la UE.Q

E. coli and imports from Morocco, determining factors for the crisis of fruits and vegetables

By Jorge Brotons, chair at FEPEX. Established in 1987, this entity is composed by 26 regional or provincial associations, which in turn gather 1,500 plus enterprises in the sector of agriculture and commerce.

The crisis we have experienced in 2011 in the sector of tomato, and in the whole sector of fresh produce in general was prompted mainly by two factors: the E. coli scandal and the imports from Morocco.

Exports recorded a positive development in the first months of 2011. It changed later, on 26th May, when Spanish cucumbers were wrongly and unfairly pointed as the cause of the E. coli outbreak that happened in Germany. From that moment on, exports dropped dramatically, not being cucumbers the only affected but also tomatoes and all fruits and vegetables in general.

Exports increased continuously until May; in January 2011, the worth of our sales to foreign markets was 19% higher than that of January 2010; in February 1.7%, 1% in March, 2.6% in April, in May 6%. In June, exports dropped by 10%, in July by 23.5%, and in August 6%.

To FEPEX, the damage caused by the E. coli crisis has had three components: production loss and non-commercialisation of produce; commercial damage due to general fall of prices; damage to the product image and consumers’ trust. The European Commission passed two measures: payments for withdrawal of five products, and support for promotion; neither of them compensated the harm caused. This crisis took out into the open the improper functioning of the Commission’s services in charge of

22

Fruit logística ’12

sanitary alerts on one hand, and on the other, the ineffectiveness of the measures of the common agricultural policy for market crisis management.

Besides, the significant rise of Moroccan imports of strawberry, zucchini, or tomato worsened the crisis in 2011. As for tomato, the Moroccan exports to the Saint Charles market in Perpignan (France) were four times the Spanish batch in October, five times in November; according to FEPEX, it means that Morocco has just expelled Spanish tomato from its traditional, main market. Furthermore, the great increase of exports doesn’t comply with the Agreement signed with the EU; in October, Morocco exceeded the quota established in the Agreement by 120%, in November by 37%.

Faced with this situation, FEPEX asked the Spanish members of the EU Parliament to vote against the new agricultural protocol framed in the Association Agreement, which is expected to be voted in the European Parliament plenary session in February, for it would lead to job destruction, farms closure, and to the disappearing of the sector, given the profound differences between salaries (€ 0.60/hour in Morocco) and production conditions in Spain and Morocco. And the most affected would be the regions that concentrate most of the Spanish production of fruits and vegetables, namely the Canaries, Andalusia, Murcia, and the Region of Valencia, which are also those with the highest unemployment rates in the whole EU.

Fruit lo gĂ­stica

CĂ&#x201C;MO MANTENER Y AUMENTAR INGRESOS EN SU EMPRESA DURANTE ESTA CRISIS MANUEL MADRID, GERENTE DE

FRUITPROFITS,

EMPRESA DE ASESORĂ?A DEDICADA AL AUMENTO DE PRODUCTIVIDAD Y MEJORA DE VENTAS DE FRUTAS Y HORTALIZAS MEDIANTE EL ANĂ LISIS DE SUS PROCESOS, ESTRATEGIA DE MARKETING Y APLICACIĂ&#x201C;N DE TECNOLOGĂ?A. WWW.FRUITPROFITS.COM MANUEL.MADRID@FRUITPROFITS.COM

Nu

estra industria estĂĄ sufriendo una de sus peores crisis en dĂŠcadas, con precios tan bajos que no permiten cubrir ni los costes de producciĂłn. Las perspectivas de los principales organismos econĂłmicos indican que no habrĂĄ una recuperaciĂłn econĂłmica global en varios aĂąos. Mirando hacia delante, la concentraciĂłn de la distribuciĂłn da pocas perspectivas de mejora en los precios en los prĂłximos aĂąos.

Sin embargo, en medio de estas condiciones, existen ciertas empresas del sector hortofrutĂ­cola que estĂĄn aumentando sus ventas y cuota de mercado, hasta un 20% anual. ÂżCĂłmo lo estĂĄn haciendo?

Mediante dos claves: innovaciĂłn y marketing &M QSPGFTPS 1FUFS %SVDLFS QJPOFSP EF MPT FTUVEJPT EF FNQSFTB FO && 66 EFm OJĂ&#x2020; en los aĂąos 80 que las dos Ăşnicas fuentes de creaciĂłn de valor de la empresa son la innovaciĂłn y el marketing. Todas las otras funciones son costes. &TUB EFm OJDJĂ&#x2020;O BQMJDBEB B MB FNQSFTB EF GSVUBT Z WFSEVSBT P EF QSPEVDUPT Z TFSWJDJPT para la horticultura) siempre ha dado resultados, incluso en ĂŠpocas de recesiĂłn. La innovaciĂłn asegura la disponibilidad de productos atractivos para los clientes; el marketing asegura que todos los clientes potenciales conocen las ventajas de mis productos.

Empecemos por innovaciĂłn. AquĂ­ hay un pequeĂąo test que medirĂĄ el progreso de su actividad en la innovaciĂłn: t {$VÂśOUPT QSPEVDUPT OVFWPT IB QSFTFOUBEP FO MPT Ă&#x2039;MUJNPT BĂ&#x2026;PT t {2V½ QSPDFTPT EF QSPEVDDJĂ&#x2020;O DPTFDIB FOGSJBEP P FOWBTBEP IB NFKPSBEP t {&O RV½ NBOFSB IB DBNCJBEP QSPDFTPT QBSB BVNFOUBS Fm DJFODJB SFEVDJS costes, bajar pĂŠrdidas o aumentar calidad del producto? t {)B JOUSPEVDJEP OVFWBT WBSJFEBEFT TJTUFNBT NFKPSBEPT EF NBEVSBDJĂ&#x2020;O EF manejo de inventario, de la programaciĂłn de la producciĂłn o del enfriado? t {2V½ OVFWBT GPSNBT EF WFOUB P EJTUSJCVDJĂ&#x2020;O IB JOUSPEVDJEP FO MPT Ă&#x2039;MUJNPT BĂ&#x2026;PT La innovaciĂłn en la empresa puede ser de nuevos productos, nuevos procesos o nuevos modelos de negocio. La funciĂłn del gerente, mĂĄs allĂĄ del dĂ­a a dĂ­a, debe ser prepararse para nuevos escenarios en el futuro, formas en las que complacer a los clientes con nuevos QSPEVDUPT DPNP OVFWBT WBSJFEBEFT FOWBTFT mĂĄs calidad, mejor sabor, oferta de calidad DPOUJOVB P CJFO WPMWFSTF NÂśT Fm DJFOUF FO sus procesos, es decir, cĂłmo producir mĂĄs DPO NFOPT NFOPT FOFSHĂ B NFOPT BHVB menos mano de obra, menos capitalâ&#x20AC;Ś) SĂłlo aquellos profesionales que se diferencian de los demĂĄs con mejores tĂŠcnicas de producciĂłn, recolecciĂłn, envase y transporte pueden mejorar cuota de mercado, un BVNFOUP EF WFOUBT Z NFKPSFT CFOFm DJPT La segunda herramienta importante es el marketing. El marketing son todos aquellos

pasos que facilitan que la venta se haga fĂĄcil a todos mis clientes potenciales. Empieza por una actividad de estudio del posible mercado, analizando la demanda que hay hacia mi producto y los similares, y nuevas formas de llegar a mĂĄs clientes, vender mĂĄs por momento de compra y aumentar la frecuencia de compras. &M NBSLFUJOH DPNJFO[B QPS MB EFm OJDJĂ&#x2020;O EF NJ QSPQVFTUB Ă&#x2039;OJDB EF WFOUB {2V½ FT Ă&#x2039;OJDP en mi producto o servicio respecto a mis competidores? ÂżEn quĂŠ me diferencio? Si no hay diferenciaciĂłn, probablemente las ventas estĂĄn basadas en costumbre o relaciĂłn personal, que no son duraderas frente a las enormes fuerzas de la oferta y la demanda.

5BNCJ½O SFRVJFSF VOB FTUSBUFHJB EF EFm OJDJĂ&#x2020;O del cliente: segmentaciĂłn, posicionamiento y acercamiento. AquĂ­ la estrategia de comunicaciĂłn por todos los medios disponibles es clave. ÂżCĂłmo pueden las empresas hortofrutĂ­colas acelerar sus procesos de innovaciĂłn y marketing? )BDFO GBMUB EFm OJS VO PCKFUJWP EF JOOPWBDJĂ&#x2020;O DVÂśOUPT QSPEVDUPT OVFWPT en los prĂłximos aĂąos) y aumento de la QSPEVDUJWJEBE RV½ EF NFKPSB EFEJDBS recursos humanos y capital adecuado, y NJSBS BM NFEJP QMB[P NĂ OJNP BĂ&#x2026;PT

"TJNJTNP IBZ RVF EFm OJS VO QMBO EF marketing, mĂĄs allĂĄ de la comunicaciĂłn, y actuar consistentemente en ĂŠl. Finalmente es importante utilizar la asesorĂ­a de empresas especializadas en innovaciĂłn tecnolĂłgica y marketing, pues existe el riesgo, si no se estĂĄ bien asesorado, de invertir en innovaciĂłn o marketing y no PCUFOFS SFTVMUBEPT TJHOJm DBUJWPT Q

Fruit logĂ­stica â&#x20AC;&#x2122;12

23

To m ate / To m ato

t Quién es quién en el sector DEL TOMATE t CASI, SCA

AGRUPALMERIA, S.A.

Chairman: José Mª Andújar Ctra. Níjar-Los Partidores.

04120 La Cañada (Almería, España) Phone / Fax: +34 950 62 60 07 / +34 950 62 61 85 www.casi.es / correo@casi.es Yearly turnover: 193.499.852 € Main product: Tomato Production volume: 248.495 t

Chairman: Francisco J. García Quero Ctra. De Níjar km 8. Frente Aeropuerto 04120 La Cañada (Almería, España) Phone / Fax: +34 950 29 06 60 / +34 950 29 23 10 administracion@agrupalmeria.com Yearly turnover: 75.000.000 € Main product: Tomatoes, bunch, plum, lose, green salda, marmande Raf Production volume: 100.000 t

BONNYSA AGROALIMENTARIA Chairman: Jorge F. Brotons Campillo Commercial Director: Teresa Brotons C/ La Font, 1. 03550 San Juan (Alicante, España) Phone / Fax: +34 965 65 37 00 / +34 965 94 03 42 teresabrotons@bonnysa.es Yearly turnover: 190.000.000 € Main product: Tomato, banana and tropical fruits Production volume: 160.000 t VICASOL, S.C.A. Chairman: Juan Antonio González Real Manager: José Manuel Fernández Commercial Director: Isidoro Sánchez y Manuel Barrionuevo C/ Vicasol 37. 04738 Puebla de Vícar (Almería, España) Phone: +34 950 55 32 00 vicasol@vicasol.com Yearly turnover: 90.000.000 € Main product: Tomato, cucumber, pepper, aubergine and melon Production volume: 100.000 t GRANADA LA PALMA, S.C.A. Chairman: Pedro Ruiz Manager: David Del Pino Commercial Director: Carmelo Salguero Crta. Nac. 340 km 342. 18730 Carchuna (Granada, España) Phone / Fax: +34 958 62 39 03/ www.lapalmacoop.com / central@granadalapalma.com Yearly turnover: 88.455.090 € Main product: Cherry tomato, tomato and cucumber Production volume: 56.000 t

GRUPO LA CAÑA (MIGUEL GARCÍA SÁNCHEZ E HIJOS S.A. Y EUROCASTELL, S.A.T.) Manager: Jesús Fco. García Puertas Commercial Director: Antonio García Puertas Ctra. Vieja de Carchuna s/n. Puntalón.

18600 Motril (Granada, España) Phone / Fax: +34 958 60 10 52 / +34 958 83 04 06 antonio_garcia@mgsehijos.es Yearly turnover: 67.300.000 € Main product: Cherry tomato, pepper, avocado, mango, custard apple, etc.

Production volume: 90.000 t AN, S. Coop.

Chairman: Francisco Arraras Manager: Jesús Sarasa Commercial Director: Iván Romero / Juan Miguel Artazcoz Campo de Tajonar, s/n. 31192 Tajonar (Navarra, España) Phone / Fax: + 34 948 29 94 00 / + 34 948 29 94 20 www.grupoan.com Yearly turnover: 67.000.000 € Main product: Tomato, lettuce, asparragus, peach, apple Production volume: 170.000 t DUNIA CAMPOALMERÍA S.L. Chairman: Serafín Mateos Callejón Paraje la Cumbre s/n. 04700 El Ejido (Almería, España) Phone / Fax: +34 950 02 12 24 / info@duniacampo.com Yearly turnover: 45.000.000 €

Main product: Tomato Production volume: 60.000 t S.A.T. AGRÍCOLA PERICHAN Chairman: Celestino Méndez Raja Manager: Celestino Méndez Raja Commercial Director: Juan Cruz Sánchez Cabezas Cañada de Gallego, s/n.

30876 Mazarrón (Murcia, España) Phone / Fax: +34 968 15 88 10 / +34 968 15 88 12 perichan@perichan.com Yearly turnover: 45.000.000 € Main product: Tomato, cucumber and beans Production volume: 60.000 t FULGENCIO SPA, S.L. Chairman: Fulgencio Spa Vázquez Manager: Javier Jiménez Medina Commercial Director: Francisco Ruiz Reyes Avda. de las Palmeras, 9 Carchuna-Motril (Granada, España) Phone: + 34 958 623 136 www.fsagro.com / javier@fsagro.com Yearly turnover: 43.000.000 € Main product: Tomato, cucumber, cherry and beans Production volume: 45.000 t HORTAMAR, S.C.A. Chairman: Juan Montoya Jiménez Commercial Director: Juan Vergara Góndora Ctra. De Alicún, 148.

04740 Roquetas del Mar (Almería, España) Phone / Fax: +34 950 33 82 05 / +34 950 33 82 50 www.hortamar.es / info@hortamar.com Yearly turnover: 35.750.000 € Main product: Tomato, cucumber, pepper and melon Production volume: 50.000 t

CASUR, S.C.A.

MERCOMOTRIL S.A.

Chairman: José Martínez Portero Manager: Antonio Mª Martín Campos Commercial Director: Miembro de UNICA GROUP, S.C.A. Paraje Pisaica de la Virgen s/n. 04210 Viator (Almería, España) Phone / Fax: + 34 950 30 60 00 / +34 950 30 60 17 www.casur.com / amartin@casur.com Yearly turnover: 33.000.000 € Main product: Tomato (specialists with more than 6 references) Production volume: 31.000 t

Chairman: Ad Ven Der Windt Manager: Adrian Picazo Martínez Commercial Director: Antonio Palamós Montañana Pol. Alborán. Parc 54. 18600 Motril (Granada, España) Phone / Fax: +34 958 60 16 00 / +34 958 82 08 62 www.mercomotril.com / mercomotril@mercomotril.com Yearly turnover: 25.000.000 € Main product: Cherry tomato, cucumber Production volume: 22.000 t

FERVA S.A.T.

NTRA. SRA. DE LAS VIRTUDES, S.C.A.

Chairman: Marcos Hidalgo López Manager: Francisco Sabio Pérez Commercial Director: Emilio Villegas Benalides Ctra. De Málaga, km 417,7.

Diseminado, 3. San Nicolás, La Mojonera (Almería, España) Phone / Fax: +34 950 60 33 07 / +34 950 60 34 30 / +34 950 60 34 33 www.ferva.com / ferva@ferva.com Yearly turnover: 33.000.000 € Main product: Tomato S.A.T. HORTICHUELAS

Chairman: Bartolomé Ramírez Sánchez Manager: Gregorio Sánchez Caro Commercial Director: Antonio Sánchez Muñoz Ctra. Cádiz-Málaga km 21. 11149 Conil de la Frontera (Cádiz, España) Phone / Fax: +34 956 44 08 35/ +34 956 44 07 61 www.coagrico.com / info@coagrico.com Yearly turnover: 19.500.000 € Main product: Tomato, pepper Production volume: 23.000 t

Chairman: Juan Antonio Maldonado Valdecillos Manager: Manuel Escamez García Barrio Ojeda s/n El Parador. 04721 Roquetas de Mar (Almería, España) Phone / Fax: +34 950 34 90 16 / +34 950 34 23 58 www.hortichuelas.es / comercial@hortichuelas.es Yearly turnover: 30.000.000 € Main product: Tomato Production volume: 30.000 t

LAS MARISMAS DE LEBRIJA

CAPARROS NATURE, S.L.

FRUNET S.L.

Chairman: Pedro Caparrós Ctra de Níjar km 8,400.

04130 El Alquián (Almería, España) Phone / Fax: +34 950 60 02 31 / +34 950 297 268 www.caparrosnature.com / comercial@caparosnature.com / facebook/caparrosnature Yearly turnover: 28.000.000 € Main product: Tomato Production volume: 30.000 t

Chairman: Antonio Lavao Commercial Director: Javier López Ctra. Algarrobo km 2,5. 29750 El Agarrobo (Málaga, España) Phone / Fax: +34 952 52 75 10 / +34 952 52 75 11 www.frunet.net / frunet@frunet.net Yearly turnover: 15.750.000 € Main product: Cherry tomato Production volume: 8.400 t

Chairman: Jesús Valencia Matos Manager: Juan García González Pol.Ind Las Marismas P.1029.

41740 Lebrija (Sevilla, España) Phone / Fax: +34 955 97 70 11 / +34 955 97 70 27 marismas@marismas.com Yearly turnover: 18.000.000 € Main product: Tomato concentrate Production volume: 33.000 t

MERCOPHAL, S.L. S.A.T HORTOVENTAS N. 4534 Chairman: Salvador Martín Martín Manager: Jesús Palma Commercial Director: Mario Moreno C/ Estación s/n. 18125 Ventas de Zafarraya (Granada, España) Phone / Fax: +34 958 36 21 90 / +34 958 36 20 01 hortoventas@telefonica.net Yearly turnover: 27.000.000 € Main product: Salad tomato, artichoke, beans, cauliflower and lettuce Production volume: 45.000 t

24

Fruit logística ’12

Commercial Director: Juan José Vargas Bulevar Ciudad de Vícar, 1226 04738 Puebla de Vícar (Almería, España) Phone / Fax: + 34 950 34 61 15 / + 34 950 34 09 29 mercophal@infonegocio.com Yearly turnover: 14.500.000 € Main product: Tomato and lettuce Production volume: 12.000 t

Fruit lo gística

t Quién es quién en el sector DEL TOMATE t PARQUE NATURAL S.COOP.AND.

VEGA COSTA MOTRIL, S.L.

Chairman: José Ángel González García Manager: Director Financiera: José Mariano López Galindo Commercial Director: Juan Gabriel Hernández Ctra. San José km 5. 04117 Níjar (Almería, España) Phone / Fax: +34 950 61 10 40 / +34 950 61 10 42 www.parquenat.com Yearly turnover: 14.000.000 € Main product: Tomato Production volume: 18.500 t

Chairman: Manuel Fernández Soler Manager: Modesto Gaspar Monllor Ctra. De Almería, km 3,4. 18720 Motril (Granada, España) Phone / Fax: +34 958 83 55 60 / +34 958 83 56 80 vegacosta@vegacosta.net Yearly turnover: 11.000.000 € Main product: Cherry tomato Production volume: 4.500 t

PROCAM S.C.A. Chairman: Antonio Castilla Alcaide Manager: Fernando Martín Callejón Commercial Director: José María Cuadrado Ctra. Almería km 1,6. 18600 Motril (Granada, España) Phone / Fax: +34 958 820 197 / +34 958 600 306 www.procamsca.com / jquadrado@terra.es Yearly turnover: 13.000.000 € Main product: Dutch cucumber and cherry tomato (convencional and organic) and subtropical fruits (avocado and cherimoyas) Production volume: 14.000 t

S.A.T. VALERÓN Chairman: Ismael López Falcón Manager: Ismael López Falcón, Narciso López Pérez Commercial Director: Tomás López Falcón Angel Guimerá, 3. 35259 Ingenio (Gran Canaria, España) Phone / Fax: +34 928 12 42 63 / +34 928 12 42 67 tomas@tomatesvaleron.com Yearly turnover: 5.000.000 € Main product: Round tomato, pear and cocktail Production volume: 8.000 t VEGACAÑADA S.A. Chairman: Diego Amat Navarro Manager: Francisco López Commercial Director: Andrés Soler Autovía del Mediterráneo, Salida 456.

Paraje Los Mayorales s/n.

04130 El Alquián (Almería, España) Phone / Fax: +34 902 50 10 95 / +34 902 50 10 96 vegac@vegac.com Main product: Tomato Production volume: 60.200 t COPROHNIJAR, S.C.A. Chairman: Antonio García Padilla Commercial Director: Miguel Pérez López Olivar, s/n. 04117 Níjar (Almería, España) Phone / Fax: +34 950 36 60 15 / +34 950 36 60 89 www.coprohnijar.com / coprohnijar@cajamar.es Main product: Tomato, squash, pepper Production volume: 40.000 t INVER S.T. Chairman: Manuel López Ojeda Manager: Manuel López Martínez Ctra. Málaga, 427. 04740 Roquetas de Mar (Almería, España) Phone / Fax: +34 950 34 24 62 / +34 950 34 37 14 www.satinver.com Main product: Tomato, pepper, melon and cucumber Production volume: 16.800 t

AGRÍCOLA NAVARRO DE HARO, S.L. Manager: José Alonso Navarro Flores Ctra de Palomares a Cueva km 2. 04617 Palomares (Almería, España) Phone / Fax: +34 950 46 75 39 / +34 950 46 73 92 antoniojimenez@agricolanavarrodeharo.es Main product: Tomato and watermelon Production volume: Tomato: 6.000 t, melon and watermelon: 21.000 t, iceberg lettuce and escarole: 14.500.000 unid.

LOOIJE AGUILAS S.L.

HORTASOL Ctra. San José km 2,5. 04117 Níjar (Almería, España) Phone / Fax: + 34 950 380 673 / + 34 950 380 672 hortasol@avired.com Main product: Tomato TOMARAF Ciudad del Transporte. Parcela 10. Nave 7. 04740 La Mojonera (Almería, España) Phone / Fax: + 34 950 558 393 info@tomaraf.com Main product: Tomato

Chairman: Jos Looije Manager: Juan José López Commercial Director: Juan José López Ctra. Los arejos km 5,2. 30880 Aguilas (Murcia, España) Phone / Fax: +34 968 43 92 87 www.looijetomaten.nl / juan.looije@es.inter.net Main product: Cherry tomato Production volume: 1.500 t BLAKY FRUIT, S.L. Matagorda. Ctra. Almerimar, 04700 El Ejido (Almería, España) Phone / Fax: + 34 950 498 508 / + 34 950 498 507 blakyfruit@cajamar.es Main product: Tomato and pepper

Fruit logística ’12

25

Im p o rta d o res / Im p o rters

i&41"ÂŤ" &45Â&#x153; .6: #*&/ 104*$*0/"%" EN EL MERCADO ALEMĂ Nâ&#x20AC;?

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ENTREVISTA A MARTĂ?N BAUMERT, DIRECTOR GERENTE DE

L ANDGARD OBST - GEMĂ&#x153;SE GMBH,

GRUPO IMPORTADOR ALEMĂ N INTEGRADO POR PRODUCTORES DE FRUTAS Y HORTALIZAS, FLORES Y PLANTAS.

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â&#x20AC;&#x153;Spain is very well positioned in the German marketâ&#x20AC;?

Interview with Martin Baumert, managing director at Landgard Obst - GemĂźse GmbH, German importer that gathers producers of fruits, vegetables, flowers, and plants.

Which is the situation of Spanish products in the German market?

The crisis and the E. coli issues we experienced last year in Germany have had a strong influence on consumption, but we can say that Spain has gained back these consumersâ&#x20AC;&#x2122; trust. Furthermore, during summer, autumn and winter, Spanish products are principal in Germany. Iâ&#x20AC;&#x2122;m sure that there are not enough alternatives now in winter, which reinforces Spainâ&#x20AC;&#x2122;s role, which is as important as it used to be in Germany. In general, I consider that Spain is very well positioned in the German market.

What didnâ&#x20AC;&#x2122;t recover are product prices, mostly of vegetables and citrus during 2011. For that reason, our work with a view to the future is collaborating with customers and producers to know their needs and to study how we can add more value to the product, aiming at higher profitability.

Why big distribution bases its strategy on price only?

I think each supermarket is looking for its own philosophy, its own path, whether it is product quality, packaging, price, etc. adapting to current demands, as the situation of families also changed in Germany like in Europe: there are more singles with different purchasing systems. For instance, in Germany, local productions will be very important as a strategy for the demand of these has grown after the E. coli crisis, given that German consumers are more demanding now and look for total product reliability; they want to know what they are eating, where it comes from, they want to consume products grown in their region,

Fruit logĂ­stica â&#x20AC;&#x2122;12

they are concerned about the environment, haulage costs, they want their products to have undergone as few treatments as possible, etc. Many factors now and German supermarkets must find a new formula to earn customersâ&#x20AC;&#x2122; trust.

To meet these needs of German consumers, what should Spanish producers do?

We work in a very dynamic market, so that Spanish producers must be in constant evolution as for their customersâ&#x20AC;&#x2122; demand, always alert, trying to innovate for customers to differentiate them from their competitors.

Spanish producers must be watching the business, collaborating closely with their main customer, with the market; one cannot sleep, and what was talked about one year ago, is history.

Do you think that consumers, besides asking for low prices, are looking for experiences being willing to pay more for them?

I think there are always customers willing to pay more for a product, and there still will be, like those who prefer organic or local produce. But 50% German consumers go to discount establishments and they want to acquire good products, so that we will always be under pressure as for quality, and we must find a way where price made up for that quality. One of the possible paths would involve that distributors and producers cut their costs. In the end, this is the only formula to guarantee success, together with good collaboration between producers and department stores, and finally, between all members of the value chain.

Fruit lo gística

NOTICIA

EMBALAJE ESTANDARIZADO Y SOSTENIBLE EN FRUIT LOGÍSTICA LA MARCA ESPAÑOLA PLAFORM PRESENTARÁ EN BERLÍN LAS PRINCIPALES VENTAJAS DE SUS CAJAS DE CARTÓN ONDULADO PARA FRUTAS Y HORTALIZAS: CALIDAD, AHORRO DE COSTES, COMPATIBILIDAD, HIGIENE, SOSTENIBILIDAD, FUERZA DE GRUPO Y MARKETING. Con el apoyo del ICEX, el Grupo Plaform asiste, un año más, a la cita de Berlín para promocionar su embalaje estandarizado y sostenible.

En el stand A-5, situado en el Hall 11.2, divulgará las principales ventajas competitivas del envase de cartón ondulado líder en el segmento de frutas y hortalizas.

Plaform es un sistema compatible. Ha sido la primera marca española en adherirse al Common Footprint (CF), un sistema de estandarización de tamaños promovido a nivel europeo por FEFCO, la Federación Europea de Fabricantes de Cartón Ondulado. El CF facilita los intercambios comerciales entre diversos productores de Europa y EEUU. Las bandejas Plaform ya llevan el sello CF creado por FEFCO. Así, el Grupo Plaform asume el liderazgo en la implantación de este estándar, que en España es la Norma UNE 137005.

Gracias a esta homologación de las medidas exteriores de las cajas, es posible paletizar y comercializar de manera conjunta cualquier tipo de frutas y hortalizas en bandejas apilables. Se pueden configurar palés mixtos seguros y con suficiente altura para aprovechar al máximo el espacio en camiones y almacenes. Además, con la estandarización se logra un gran impacto en el punto de venta, que resulta más atractivo y refuerza la imagen de marca.

Fruit logística ’12

27

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28

Fruit logรญstica โ 12

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Fruit lo gĂ­stica

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Pepper, at a crossroads of low prices and high costs > 56% of sales of fresh pepper in Spain take place at traditional retailers. < > The sector of pepper to experience a drop of income by 32% in the 2011/2012 trade campaign. < If there is a crop we could link to a â&#x20AC;&#x153;Green Revolutionâ&#x20AC;?, it is undoubtedly pepper. Whether it is due to self-imposed reasons or to the sectorâ&#x20AC;&#x2122;s own conviction, the truth is that this sector has banked almost completely on Integrated Production, particularly using biological control. In this sense, we must highlight that in provinces like Almeria, that gathers most of the land devoted to grow this vegetable (8,578 ha in the 2011/2012 season), insects are used to fight plagues on 100% of the production, hence minimising the use of phytosanitary products.

However, it is value added that isnâ&#x20AC;&#x2122;t reflected in product retail prices, although contributes to increase production costs. Nevertheless, the sector keeps banking on it as a differentiating element from our competitors.

Precisely that is the sectorâ&#x20AC;&#x2122;s main challenge, cutting those production costs since, according to the Survey on Pepper Value Chain and Price Formation (Ministry for the Environment and Rural and Marine Affairs, 2009), and considering Lamuyo and California varieties, production costs mean presently 34% and 32% of retail price in traditional and modern distribution channels respectively. It is therefore the sectorâ&#x20AC;&#x2122;s unresolved matter and to solve it, the Survey affirms amongst its conclusions that the aim should be achieving higher yields, which can be done by improving the technology used in greenhouses.

But this survey also analyses the strong impact that handling and packaging costs also have on retail prices: 24% considering traditional distribution, and 29% if sold through modern channels, so that it encourages improving the technology used in manufac-

turing centres and central markets, aiming at reducing processing times and discards. In this sense, we must highlight the strong investments being made in Almeria, for instance by Murgiverde, to whose CEO Manuel Galdeano, this is the only alternative to the increase of production costs and the stagnation of sale prices.

All this contrasts with the fact that 85% of fresh peppers marketed in Spain are sold bulk, so that the extra cost linked to packaging is not particularly valued in our country.

Regarding commercialisation, certain traditional nature still prevails in Spain. Specialist retailers hold the biggest market share (56%) against modern distribution establishments (supermarket 25%; department stores 12%; discount retailers 5%).

Exporting nature The truth is that exports are essential for Spanish pepper, ranking fourth amongst our vegetables exports (434,666 tonnes in 2010, FEPEX), that is, 47% of the national production. Amongst exporter countries worldwide, we rank third to Mexico and the Netherland hence the Spanish sector choses packaging despite it isnâ&#x20AC;&#x2122;t demanded in our country.

Precisely that exporting nature is the reason why pepper has been one of the vegetables that the E. coli crisis and the subsequent border closure affected the most, although the sector itself has confirmed that, fortunately, the 2010/2011 season was already coming to an end. But when they talk about their consequences with a view to the present trade campaign, they donâ&#x20AC;&#x2122;t hesitate and attack the

bad management of the aforementioned crisis and of the negative effects it will have on the image of Spanish fruits and vegetables in general, pepper in particular Little encouraging figures Although it is true that pepper was one of the few vegetables that experienced an increase of average prices during the last trade campaign, this year isnâ&#x20AC;&#x2122;t going as the sector had predicted at first. It has been foreseen that production will fall by about 20% but average prices paid donâ&#x20AC;&#x2122;t match that reduction. According to figures of the sector itself, prices fell by 32%, which led them to demonstrate at the entrances of supermarkets and department stores, where they threw massive amounts of pepper to the ground.

Thus, syndicates, central markets, and the interprofessional association itself (Hortyfruta) look at the strong pressure made by big distribution, blaming them for the low prices of pepper. Faced with it, the National Commission of Competition Defence reminded through fines to diverse entities in the province that agreeing minimum prices is a forbidden practice, which besides doesnâ&#x20AC;&#x2122;t solve the sectorâ&#x20AC;&#x2122;s structural problems.

Not retrieving importance from that pressure on prices, which is a matter of fact, we go back to the Ministryâ&#x20AC;&#x2122;s Survey on the Value Chain, which proves that the two first links of the chain (producers and marketers at origin) are the ones who most affect production costs: 34% and 24% in traditional channels, 32% and 29% in modern distribution channels. Back to a figure mentioned before too, 56% of peppers marketed in Spain are sold in traditional retailers.

Fruit logĂ­stica â&#x20AC;&#x2122;12

29

Pimiento / Pe pp er

-0 26& *.1035" UN PIMIENTO

POR CECILIO GUILLĂ&#x2030;N, PRESIDENTE DE

AGRUPAEJIDO. LĂ?DER

ALMERIENSE EN COMERCIALIZACIĂ&#x201C;N DE PRODUCTOS HORTOFRUTĂ?COLAS, CON MĂ S DE

160 MILLONES DE KILOS, ENTRE CUYOS

PRODUCTOS DESTACA EL PIMIENTO.

"

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What a pepper is worth

By Cecilio GuillĂŠn, chair at AgrupaEjido. Leaders in Almeria of commercialisation of vegetables, marketing 160 plus million kilos; amongst their products, pepper stands out.

In Spain, itâ&#x20AC;&#x2122;s common to hear the colloquial expression â&#x20AC;&#x153;me importa un pimientoâ&#x20AC;? (more or less â&#x20AC;&#x153;itâ&#x20AC;&#x2122;s not worth a pepperâ&#x20AC;?), meaning â&#x20AC;&#x153;I donâ&#x20AC;&#x2122;t give a tossâ&#x20AC;?. We in AgrupaEjido never shared that expression. To us, a single pepper, each one of our thousands kilos of peppers, is worth a lot. It is our star product in auctions and also in national and European markets. Our group has become one of the main suppliers of this produce to European consumers as years have gone by.

During the last trade campaign, more than half million tonnes of all varieties of pepper were produced in AlmerĂ­a. 60% of it was destined to export, mainly supplying Germany, but also the Netherlands, France, or United Kingdom, and the revenue exceeded â&#x201A;Ź 400 million. The figures make one feel dizzy but there are tens of thousands of direct and indirect jobs in Southeastern Spain.

30

Thanks to the intensive farming performed in Almeria, the whole Europe can consume quality peppers during the coldest months. Our production peaks take place just in winter, when the other producer areas are stopped. If you eat peppers these days in Fruit Logistica, bear in mind that they probably will come from growers in our region, and very probably were marketed by AgrupaEjido.

In the Group AgrupaEjido we know what we do, our expertise endorses us. Pepper arrived in our continent after Columbusâ&#x20AC;&#x2122; travel in late 15th century, and it entered Spain through Andalusia, where our greenhouses are located. As years have gone by, science and research contributed to increase production and quality. We can affirm nowadays that we have the best.

Ours are the best growers, and the best peppers. We commit to total quality and total safety. For that reason,

Fruit logĂ­stica â&#x20AC;&#x2122;12

100% of them are grown under integrated fight and biological control. All our products undergo constant controls and analyses throughout the whole campaign in order to offer healthy products to consumers.

Almeria peppers are a fantastic source of health.

They are full of vitamin C, more than twice the amount we can find in oranges or strawberries. In the last campaign, we sold more than 35 million kilos of all varieties of pepper in Spain and Europe, and the figure keeps growing this season, having sold almost 20 million kilos already.

Ours is not only a quantitative bet. It is a qualitative one mainly. Quality and safety of our peppers is above all. For that reason, our customers trust our products, and consumers may be calm about our vegetables. For that reason, to us in AgrupaEjido, a pepper is worth a lot.

Fruit lo gística

Fruit logística ’12

31

Pimiento / Pe pp er

NOTICIA

LA XXVII EXPO AGRO ALMERÍA VOLVERÁ A REUNIR EN ABRIL A TODO EL SECTOR EN TORNO A LA SEGURIDAD ALIMENTARIA CON EL SLOGAN ‘MODELO ALMERÍA: POR UN MUNDO MÁS SALUDABLE’ LA FERIA IMPULSA EL CONCEPTO CLAVE PARA EL NEGOCIO AGROALIMENTARIO BASADO EN LA SEGURIDAD Y EN LA CALIDAD DE LOS PRODUCTOS ALMERIENSES.

Acto de presentación de la XXVII Expo Agro Almería 2012 La XXVII edición de Expo Agro Almería 2012 vuelve a su cita con el mercado internacional del 18 al 20 del próximo abril. Para la actual edición, la feria se basará en tres claves que sin duda, consolidarán este evento como fiel reflejo del sector hortofrutícola almeriense. La primera de ellas incide en la integración del sector al completo en la organización de este evento, continuando con el regreso a la feria del subsector de la comercialización y que tiene como objetivo final centrar Expo Agro en su punto de partida, el agricultor.

Cierran los ejes vertebradores de la feria, la seguridad alimentaria y el ‘Modelo Almería’ como claves del negocio agroalimentario, tal y como se refleja en el eslogan de la feria de este año: ‘Modelo Almería: por un mundo más saludable’ y en la definición de la Expo Agro: ‘Feria Internacional del Modelo Almería: Agricultura y Seguridad Alimentaria’.

En este sentido, el presidente de la Cámara de Comercio, Diego Martínez Cano, ha detallado que “un evento estratégico como éste para la provincia de Almería, se refuerza con el compromiso de todos los agentes que lo integran así como, las instituciones y entidades,

que le dan soporte desde todas los ámbitos, como la consejería de Agricultura e Innovación de la Junta de Andalucía, además de asociaciones como Coexphal, Ecohal y Tecnova, así como otras como el IFAPA, Cajamar a través de Las Palmerillas y la Universidad”.

Un segundo aspecto que ha ocupado los esfuerzos de la organización ha sido el regreso del sector comercializador a la feria. A lo largo de su historia, Expo Agro se ha ido adaptando a las exigencias del mercado y tras su protagonismo en los últimos años de la industria auxiliar, el Comité Organizador ha valorado la importancia de la comercialización para hacer de la feria un fiel reflejo del sector.

Para cerrar las claves que centrarán Expo Agro 2012, la apuesta por la seguridad alimentaria ha calado en el compromiso de la organización, re-definiendo Expo Agro a ‘Feria Internacional del Modelo Almería: Agricultura y Seguridad Alimentaria’. Con este compromiso, se persigue cumplir un doble objetivo, por un lado continuar con su labor de promoción del Modelo Almería, es decir, de las buenas prácticas que se llevan a cabo para ofrecer al mercado un producto seguro y de calidad; y por otro, ser una herramienta decisiva para los prescriptores y las centrales de compra que despejen cualquier incertidumbre sobre los productos de Almería.

En este sentido, Martínez Cano ha destacado que “tras la crisis del E.Coli, Expo Agro debe mostrar cuál es la verdadera realidad de nuestro modelo y nuestra agricultura, con instrumentos como la trazabilidad y los controles de calidad y seguridad, que contribuyan a generar marca, concentrar la oferta y adquirir valor añadido. Son mensajes que puede hacer suyos Expo Agro para la defensa del sector y fijar nuestro territorio, el que aporta los mejores productos, con más seguridad y más saludables”.

Por su parte, el presidente de Expo Agro, Miguel López, ha declarado que “Almería ha demostrado, que ha trabajado concienzudamente para presentar nuestros productos y otorgarles total seguridad y Expo Agro quiere reivindicar que cumplen con las máximas exigencias. En Expo Agro no vamos a dejar de hablar de innovación, elemento intrínseco de cualquier feria, pero en nuestro sector mucho más, puesto que la agricultura almeriense ha sido siempre muy innovadora y en ello queremos seguir insistiendo”.

t Quién es quién en el sector DEL PIMIENTO t AGRUPAEJIDO, S.A.

MURGIVERDE S.C.A

S.A.T. N 9662 AGROIRIS

SURINVER S.C.L.

SAT CANALEX

Chairman: Cecilio Guillén CEO: José Francisco Juarez.

Manager: Ricardo García Ctra. N-340 km 414 PI La Redondela.

El Ejido (Almería, España) Phone / Fax: +34 950 33 99 00 / +34 950 33 99 51 www.agrupaejido.com Yearly turnover: 140.000.000 € (51.000.000 pepper) Main product: Pepper, squash, bean, tomato and aubergine Production volume: 205.000 t

Chairman: Manuel Galdeano Manager: Honorio Sánchez Commercial Director: Antonio Ruíz C/ Pérgola nº51. 04700 El Ejido (Almería, España) Phone / Fax: +34 950 48 90 90 / +34 950 48 57 00 www.murgiverde.es / info@murgiverde.es Yearly turnover: 113.000.000 € Main product: Pepper, cucumber, watermelon, tomato, melon, zucchini and aubergine Production volume: 155.000 t

Chairman: José Luque Villegas Manager: Juan Antonio Díaz Ctra. Almerimar km 1.

El Ejido (Almería, España) Phone : +34 950 48 90 75 www.agroiris.com Yearly turnover: 90.000.000 € Main product: Pepper Production volume: 117.000 t

Chairman: Benjamín Samper Manager: José Ramón Asensi C. Director: José Ignacio Garcerán Avenida de la Cooperativa s/n.

03190 Pilar de la Horadada (Alicante, España) Phone / Fax: +34 966 76 60 68 / +34 966 72 62 50 www.surinver.es / info@surinver.es Yearly turnover: 60.000.000 € Main product: Pepper, watermelon, lettuce, celeries, lemon Production volume: 70.000 t

Chairman: Fernando Cantón Mira Manager: Juan Antonio Cantón Mira Commercial Director: Juan Diego Cantón Rubi Avd. de la Treinta, 5. 04700 El Ejido (Almería, España) Phone / Fax: +34 950 48 90 72 / +34 950 48 03 54 www.canalex.es / canalex@canalex.es Yearly turnover: 55.000.000 € Main product: Pepper, cucumber, aubergine, squash, watermelon, melon and cabbage Production volume: 60.000 t

32

Fruit logística ’12

Fruit lo gística

t Quién es quién en el sector DEL PIMIENTO t GRUPO ALHÓNDIGA LA UNION, S.A. Chairman: Gabriel Barranco Ctra. Málaga Nac. 340 km 414 El Ejido (Almería, España) Phone / Fax: +34 950 58 08 00 / +34 950 58 07 17 info@alhondigalaunion.es Yearly turnover: 49.752.000 € Main product: Pepper, tomato, squash, cucumber Production volume: 140.000 t AGROEJIDO, S.A. Chairman: Antonio Fernández Manager: Emilio Villegas Commercial Director: Ernesto González C/ La Parra s/n. 04700 El Ejido (Almería, España) Phone: +34 950 48 91 05 www.agroejido.com Yearly turnover: 42.000.000 € Main product: Pepper, cucumber, aubergine, squash, bean Production volume: 64.000 t SAT NATURE CHOICE Chairman: Manuel Sánchez Manager: Antonio J. Romero Commercial Director: Manuel Arévalo Ctra. Almerimar s/n. 04700 El Ejido (Almería, España) Phone / Fax: +34 950 60 77 77 / +34 950 60 77 83 www.naturechoice-sat.com Yearly turnover: 40.000.000 € Main product: Cucumber and pepper Production volume: 50.000 t MABE HORTOFRUTÍCOLA SAT Chairman: Antonio Ruiz Manager: Rafael López Commercial Director: Manuel Colomer Pol. Ind La Redonda, C/ VII 35 04710 Santa María del Águila (Almería, España) Phone / Fax: +34 950 58 33 11 / +34 950 58 33 13 falzueta@mabesat.com Yearly turnover: 40.000.000 € Main product: Peppers, cucumbers, zucchini, eggplant, bean, melon and watermelon Production volume: 48.000 t AGRUPAADRA, S.A. Chairman: Francisco Torres Manager: Francisco Cabrera Pasaje la Curva, s/n. Ctra N-340, km 65. Adra (Almería, España) Phone / Fax: +34 950 56 82 50 / +34 950 56 81 30 www.agrupaadra.com / ptorres@agrupaadra.com Yearly turnover: 40.000.000 € Main product: Pepper, tomato, bean, aubergine Production volume: 47.500.000 t

HORTAMIRA S.C.L.

CAMPOVICAR, S.C.A.

Chairman: José Pérez Manager: José Luís Satoca Commercial Director: Pascual Blanco Ctra. San Cayetano s/n 30739 - San Javier (Murcia, España) Phone / Fax: +34 968 174 192 / +34 968 174 083 www.hortamira.coop / satoca@hortamira.coop Yearly turnover: 39.000.000 € Main product: Pepper and other vegetables, citrus, melon and watermelon Production volume: 50.000 t

Chairman: Manuel Torreblanca Martínez Ctra Zamora km 2,702. 04738 Vícar (Almería, España) Phone / Fax: +34 950 55 38 50-4 / +34 950 55 30 83 www.ediho.es/campovicar / campovicar@larural.es Yearly turnover: 25.242.000 € Main product: Pepper, squash, tomato, cucumber and aubergine Production volume: 35.000 t

SOL Y TIERRA CAMPO DE CARTAGENA, S.L. Chairman: Antonio Galindo Manager: Ángel García Commercial Director: José Miguel Fernández Autovía San Javier - Murcia, km 22 30592 San Cayetano (Murcia, España) Phone / Fax: +34 968 33 48 00 / +34 968 58 09 85 info@soltir.com Yearly turnover: 38.586.000 € Main product: Pepper California Production volume: 86.000 t S.A.T. 9.404 INDASOL Chairman: Miguel Barbero Manager: Néstor J. Sánchez Commercial Director: Ramón Barbero Apdo. Correos 56. 04700 El Ejido (Almería, España) Phone / Fax: +34 950 48 82 50 / +34 950 48 80 34 nestor@indasol.es Yearly turnover: 35.643.577 € Main product: Pepper Production volume: 44.600 t S.A.T. SAN CAYETANO Chairman: José Madrid Egea Manager: José García Avda. Tarquinales 16, Lo Llerena. 30730 San Javier (Murcia, España) Phone / Fax: +34 968 580 111 / +34 968 580 237 www.satsancayetano.es Yearly turnover: 35.000.000 € Main product: Pepper, green celery, citrus and iceberg Production volume: 40.000 t

BERJA FRUTAS, S.A.

COHORSAN, S.C.A

ANDAL EXPORT, S.L.

Manager: Kiaus Sander Commercial Director: Dietmar Vedder / Juan Camacho Ctra. Querdias Vierjas s/n. El Ejido (Almería, España) Phone / Fax: +34 950 48 80 80 / +34 950 48 14 31 camacho@berjafrutas.es / vedder@berjafrutas.es Yearly turnover: 25.000.000 € Main product: Pepper, cucumber, aubergine, tomato Production volume: 25.000 t

Chairman: Juan Tomás Cano Manager: Ángel García Agua, 60 San Agustín. 04716 El Ejido (Almería, España) Phone : +34 950 53 60 08 / www.cohorsan.com Yearly turnover: 12.000.000 € Main product: Pepper, squash, cucumber Production volume: 17.000 t

Chairman: Francisco Martín Ruiz Cuatro Higueras s/n. Adra (Almería, España) Phone / Fax: +34 950 56 81 49 / +34 950 56 80 01 andalexport@ncs.es Yearly turnover: 2.500.000 € Main product: Pepper, squash, aubergine

SAN ISIDORO LABRADOR, S.C.A. Chairman: Salvador Manuel Palmero Manager: José Antonio García Pampanito, km 4,7. 04700 El Ejido (Almería, España) Phone / Fax: +34 950 58 18 53 / +34 950 58 19 04 copisi@larural.es Yearly turnover: 18.000.000 € Main product: Pepper and cucumber Production volume: 26.000 t HNOS. DAZA PALMERO, S.L. Manager: José Daza Palmero Paraje de los Algibillos, s/n 04700 El Ejido (Almeria, España) Phone: +34 950 48 43 11 www.dazapalmero.com Yearly turnover: 15.000.000 € Main product: Pepper, aubergine and cucumber Production volume: 15.814 t

CAMPOSOL S.C.A Chairman: José Fuentes Rodríguez Manager: Francisco Montoya Ramírez Commercial Director: José Lirola López Paraje Laimund nº 13. El Ejido (Almería, España) Phonex: +34 950 57 31 31 Yearly turnover: 11.000.000 € Main product: Pepper Production volume: 14.000 t

E.H. FEMAGO S.A. Chairman: Begoña Góngora Manager: Alfonso Sánchez C/ Bremen 2 Pol. Ind. La Redonda (Almería, España) Phone / Fax: +34 950 58 30 250 / +34 950 58 13 11 www.femago.es Main product: Pepper, squash, tomato, cucumber, aubergine Production volume: 250.000 t

SUADZ S.L. EJIDOLUZ, S.C.A. Chairman: José Francisco Suárez Nache Manager: Manuel Rodríguez Guzmán / José Francisco Suárez Nache Commercial Director: José Suárez Rodríguez Plaza de la Torre, 8. 04712 Balerma.

El Ejido (Almería, España) Phone / Fax: +34 950 40 71 80 / +34 950 40 75 36 josesuarez@agroprecios.com Yearly turnover: 8.000.000 € Main product: Pepper and cucumber Production volume: 10.000 t

Chairman: Antonio Fernández Manager: Encarni Medina Ctra. de Almerimar a Quas s/n.

04700 El Ejido (Almería, España) Phone / Fax: +34 950 49 76 00 / +34 950 49 73 00 / 71 71 www.ejidoluz.com / ejidoluz@ejidoluz.com Main product: Pepper, squash and cucumber Production volume: 30.000 t

EJIDOMAR S.C.A Chairman: José Antonio Baños Manager: Alejandro Cano Commercial Director: Rafael Roldán / Joaquín Jiménez Ctra. De Almerimar s/n. 04700 El Ejido (Almería, España) Phone / Fax: +34 950 48 35 11 / +34 950 48 40 78 ejidomar@ejidomar.es Yearly turnover: 26.000.000 € Main product: Pepper Production volume: 31.500 t

Fruit logística ’12

33

H o rtĂ­co las / Veg eta bles

/6&7"4 010356/*%"%&4 1"3" &- 4&$503 )0350'365§$0-" DE LA REGIĂ&#x201C;N DE MURCIA

El FRANCISCO SEVA RIVADULLA, PERIODISTA Y DIRECTOR

AGENCIA COM IMAGINACIĂ&#x201C;N.

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New opportunities for the sector of fruits and vegetables in the region of Murcia Francisco Seva Rivadulla, journalist and director at Agencia Com ImaginaciĂłn.

The sector of fruits and vegetables in the region of Murcia faces a very significant structural crisis, prompted by the constant changes that are happening worldwide. But we also must acknowledge it has new opportunities regarding production and commercialisation, that they must take advantage of in the short run.

Despite the price crisis that invades the world of fruits and vegetables in certain times of the year, producers and marketers in the Region of Murcia are fully aware that there are great possibilities at the international level, for instance creating strategic alliances with multinational enterprises. If we create synergies between enterprises at origin and firms at destination, production costs can evidently be largely cut, which is the sticking point nowadays.

At the same time, it is evident that opening new markets in the USA, Middle East, and Asia is another step that enterprises should walk in order to strengthen their international leadership. Although the European Union is still the traditional market, there are very interesting business ways in the aforementioned markets.

If it is important to find new destination for exports, another important challenge is to foster platforms for distribution of fruits and vegetables at destination.

These platforms would undoubtedly enable to reduce production costs significantly.

Supply planning Planning the supply is still a priority for the sector of fruits and vegetables in Murcia; together with the need

34

of a strong promotion of fruits and vegetables, it is a challenge which needs an urgent solution.

The famous concentration of supply, a utopia rather than a reality, is up to now an enigma for the sector too. Although some distribution chains applied it, concentrating and achieving much power and greater negotiation capacity, it hasnâ&#x20AC;&#x2122;t been feasible for enterprises at origin. Spanish supply of fruits and vegetables is, unfortunately, still very atomised and heavy, due to the classic individualism that is trademark of operators of fruits and vegetables; it has been impossible to carry out a real concentration of supply up to date. There are some examples, but they are minimal, as businesspersons in our sector still donâ&#x20AC;&#x2122;t want to join forces, which is very negative for the sector.

Own identity Another opportunity for the sector of fruits and vegetables of the region of Murcia is to keep championing quality and food safety, in a context in which a true own identity for the sector was developed.

Definitely, many are the opportunities and challenges of the sector of fruits and vegetables in general, but by means of hard work, efforts, and sacrifice, producers and marketers of fruits and vegetables in the region of Murcia will overcome this crisis and will beat it with optimism, gaining back the dynamism they deserve.

Fruit logĂ­stica â&#x20AC;&#x2122;12

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Fruit lo gística

Fruit logística ’12

35

H o rtĂ­co las / Veg eta bles

4","5" #655&3/65 UNA GAMA DE CALABAZAS PARA TODOS LOS MERCADOS

El JOAQUĂ?N NAVARRO, PRODUCT MANAGER DE CUCURBITĂ CEAS DE SAKATA SEEDS IBĂ&#x2030;RICA, EMPRESA ESPECIALIZADA EN LA OBTENCIĂ&#x201C;N DE VARIEDADES DE FRUTAS Y HORTALIZAS.

36

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Fruit logĂ­stica â&#x20AC;&#x2122;12

Sakata Butternut, a range of pumpkins for all markets JoaquĂ­n Navarro, Product Manager of cucurbitaceae at Sakata Seeds IbĂŠrica, an enterprise specialist in breeding varieties of fruits and vegetables.

Cultivation of pumpkin has evolved in the last years, changing from traditional, rustic practices to more specialised ones that aim at better product presentation and longer shelf-life. This coincided in time with gradual consumption increase, for it is considered a healthy product mostly made up of water, and with high contents of vitamins, fibres, and minerals like Potasium.

Northern European countries rank first amongst consumers, mainly in winter, when they use this vegetable to cook many hot dishes. Consumption trends in Spain are changing: standard, big-sizes varieties were grown and eaten in our country, cut into pieces and then sold. At present, big distribution chains are selling hybrid new varieties without previously cutting them.

These new smaller, easier to handle, hybrid varieties allow for longer market supply.

Sakata presents their new catalogue of Butternut-type pumpkins that includes a wide range of varieties, enough to meet the needs of the different market segments.

Amongst the new Sakata varieties, Atlas stands out as number one in its segment worldwide. It can be destined to auxiliary industry and fresh consumption as well, its fruits 2 to 3 kg apiece, and features great preservation properties.

As a complement, they also launch Pluto, a variety that offers high yields, middle-sized fruits from 1 to 1.5 kg, devoted to fresh market, and adaptable to any kind of soil. It is very resistant to cracking and provides high storing capacities.

Also they have Ariel, a variety destined to fresh export markets, of uniform fruits sized between 0.8 and 1.2 kg. The fruit forms easily, is resistant to cracking, and features good preservation properties.

Finally, itâ&#x20AC;&#x2122;s worth mentioning Veenas, a variety for specialists who want small fruits, from 0.6 to 1.2 kg, perfect for export market and pre-packing processes.

Fruits are very uniform and sport a magnificent looking.

With the introduction of this new range of varieties, Spanish producers have now great growth and expansion possibilities towards other markets that enabled them to open new commercial networks.

Fruit lo gística

Fruit logística ’12

37

H o rtíco las / Veg eta bles

t Quién es quién en el sector DE LOS HORTÍCOLAS t

ALIMENTOS DEL MEDITERRÁNEO, S .COOP. Chairman: Julián Díaz Manager: Jesús Juan Abenza Cmno. Villaespesa s/n, Apdo. 217 30800 Lorca (Murcia, España) Phone / Fax: +34 968 46 08 12 / +34 968 46 33 70 www.alimer.es / info@alimer.es Yearly turnover: 128.000.000 € Main product: Fruit and vegetables: broccoli, lettuces, cauliflower, watermelon, stone fruits and artichoke Production volume: 150.000 t GRUPO G’S ESPAÑA Chairman: David Abram Manager: Alan Christie C. Director: Juan Alfonso Sánchez Ctra. del Jimenado Km.1 30700 Torre Pacheco (Murcia, España) Phone / Fax: +34 968 188 600 / +34 968 188 620 www.gsgrupo.com Yearly turnover: 120.000.000 € Main product: Lettuces, celery, citrus, ecological vegetables, tomatoes Production volume: 180.000 t PRIMAFLOR Chairman: Lorenzo Belmonte Manager: Emilio Mur Gimeno Commercial Director: Export: Juan Antonio Jiménez López / National & Marketing Manager: Eduardo Córdoba C/ La Estación, 2. 04640 Pulpí (Almería, España) Phone / Fax: +34 950 46 40 11 / +34 950 46 41 18 primaflor@primaflor.com Yearly turnover: 120.000.000 € Main product: Iceberg lettuce, convenience fruit and vegetable S.A.T. COSTA DE ALMERÍA Chairman: Juan Enrique Vargas Commercial Director: Salvador Acien Ctra. de la Mojonera Km 3 - 04740 Roquetas de Mar (Almería, España) Phone / Fax: +34 950 32 62 32 / +34 950 32 62 33 www.satcostadealmeria.com Yearly turnover: 101.500.000 € Main product: Fruits and vegetables Production volume: 130.000 t EL GRUPO S.C.A. Chairman: Fulgencio Torres Manager: Miguel A. Manzano C. Director: Juan A. Martín Rambla de los Hileros s/n. 18740 Castell de Ferro (Granada, España) Phone / Fax: +34 958 83 01 46 / +34 958 65 62 87 www.elgrupo-sca.com / grupo@elgrupo-sca.com Yearly turnover: 50.000.000 € Main product: Cucumber and tomato cherry Production volume: 47.000 t

38

AGROMEDITERRANEA, S.C.L.

UNEXPORT

Chairman: Simón Conesa Commercial Director: Rafael Soto Ctra. Pozo-Aledo km 3. 30739 Dolores de Pacheco (Murcia, España) Phone: +34 968 17 30 00 www.agromediterranea.es Yearly turnover: 44.297.904 € Main product: Lettuce Production volume: 52.811 t

Chairman: Domingo Llamas Fernández Manager: Thomas Andersson C/ Vistalegre, 51 30816 La Hoya de Lorca (Murcia, España) Phone / Fax: +34 968 48 67 04 / +34 968 48 67 05 central@unexport.es Yearly turnover: 24.000.000 € Main product: Broccoli, iceberg, watermelon, stone fruits Production volume: 310.000 t

AGROMARK Chairman: Nacho Doménech Manager: Carlos Doménech C. Director: Alfonso Doménech Casa Lugar Nuevo 65. 30739 Torrepacheco (Murcia, España) Phone: +34 968 17 32 01 www.agromark.es Yearly turnover: 36.000.000 € Main product: Broccoli, cabbage, “baby” products, peppers, melon and watermelon Production volume: 30.000 t

HOYAMAR S.COOP. Commercial Director: Carmen Moya Ctra. Nac. 340, La Hoya. Lorca (Murcia, España) Phone / Fax: +34 968 48 19 19 / +34 968 48 19 21 www.grupohoyamar.es Yearly turnover: 24.000.000 € Main product: Salads and vegetables.

Production volume: 48.000 t FRANCISCO OLIVA, S.L.

AUGRO FRESH SPAIN, S.L. Chairman: Pedro Escobar C. Director: Rafael Roldán Ctra. Béjar - Alcolea km 18, 04760 Berja (Almería, España) Phone: +34 950 57 03 46 www.augrofreshgroup.com Yearly turnover: 35.000.000 € Main product: Zucchini Production volume: 25.000 t COOP. AGRÍCOLA BENICARLO Chairman: José Antonio Maura Manager: Guillermo Edo Barreda Commercial Director: Luis Montañés / Sebastián Torres Pol. Ind. Collet 301305. 12580 Benicarló (Castellón, España) Phone: +34 964 47 04 50 coop@benihort.com Yearly turnover: 30.000.000 € Main product: Vegetables / citrus Production volume: 60.000 t CABASC, S.C.A. Chairman: Francisco Martín Manager: Jorge Silva Commercial Director: Jesús Navarro Ctra. Málaga, km 400. 04713 Balanegra (Almería, España) Phone: +34 950 40 61 00 www.cabasc.com / info@cabasc.com Yearly turnover: 25.556.403 € M. product: Aubergine, pepper / beans Production volume: 26.000 t

Manager: Francisco Olvia Gómez Pol.Ind. La Alcudia. C/ Santuario de la luz s/n. 03290 Elche (Alicante, España) Phone / Fax: +34 965 45 32 76 / +34 965 45 69 59 Yearly turnover: 22.000.000 € Main product: Squash, pepper, pome granate, aubergine, citrus fruits, watermelon, Melon, Artichoke and Broad bean FRUTAS EL DULZE, S.L. Chairman: José Ángel Sánchez Alcaraz Ctra. San Cayetano, s/n. El Mirador, San Javier 30739 (Murcia, España) Phone / Fax: +34 968 174 804 / +34 968 174 023 www.eldulze.es / asuservicio@eldulze.es Yearly turnover: 21.000.000 € Main product: Lettuce Production volume: 90.000.000 piezas

Yearly turnover: 17.000.000 € Main product: Lettuce iceberg, endive, frisee, romanie, lollos, batavias, oak leaf, trocadero and melons Production volume: 27.000 t

JESÚS AGORRETA BAIGORRI, S.L. AGRUPA ÁGUILAS, S.A. Chairman: Antonio García Manager: Mariano Díaz Avd. José Jiménez Ruano, G-2 30880 Águilas (Murcia, España) Phone: +34 968 41 21 11 marianodiaz@agrupaaguilas.com Yearly turnover: 15.000.000 € Main product: Lettuce and tomato Production volume: 20.000 t

AGROPONIENTE SA Chairman: Joaquín Ortuño Plaza Manager: Francisco J. Rufías Commercial Director: José J. Ortuño C/ Mayor, 140. 03314 San Bartolomé (Alicante, España) Phone: +34 965 36 70 00 www.ole-fruit.com Yearly turnover: 10.300.000 € Main product: Artichoke Production volume: 15.000 t FRUTAS MIRA HERMANOS S.L. Manager: José Manuel Mira Quiles Partida Asprillas Polígono 2, num 48.

03292, Elche (Alicante, España) Phone: +34 965 45 35 90 comercial@altabix.com Yearly turnover: 5.000.000 € Main product: Pomegranates Production volume: 6.000 t HORTÍCOLAS GALEGAS S.L. Chairman: José Rivero Campo de Couso s/n Xinzo de Lima (Orense, España) Phone: +34 988 46 24 51 horticolasgal@terra.es Yearly turnover: 4.500.000 € Main product: Vegetables and fruits Production volume: 30.000 t IMPERATOR EXPORT IMPORT, S.L. Manager: Eduardo Costa C. Director: Manuel Vicente García Mercavalencia, Multiservicio, 51. 46013 (Valencia, España) Phone / Fax: +34 963 67 25 84 www.imperatorfruits.com Yearly turnover: 2.000.000 € Main product: Vegetables and fruits GUIVER FRUITS, S.L.

GRUPO HORTIBERIA, S.A FRUVEG S.COOP Chairman: José Madrid C/ Zagreb, 13. Apdo 2233.

Pol. Ind. Cabezo Beaza. 30353 Cartagena (Murcia, España) Phone: +34 968 32 16 20 www.hortiberia.es / Yearly turnover: 25.000.000 € Main product: Fruits and Vegetables

Fruit logística ’12

Chairman: Antonio Inglés C. Director: Laureano Montesinos Paraje Santa Cruz - El Jimenado. 30700 Torrepacheco (Murcia, España) Phone / Fax: +34 968 585 595 / +34 968 585 598 fruveg@forodigital.es

Chairman: Jesús Agorreta C. Director: Guillermo Agorreta C/ Condes de Cabardais, Fontellas (Navarra, España) Phone / Fax: +34 948 82 79 72/ +34 948 40 24 17 grupoagorreta@gmail.com Yearly turnover: 1.200.000 € Main product: Artichoke, oignon, plant of artichoke, broculi Production volume: 8.000 t

S.A.T. Nº 9890 OLÉ

AGROLITO Chairman: Enmanuel Leconte C. Director: Francisco Galian Paraje Los Leandros, 45. Ctra. Chacón.

30708 El Jimenado (Murcia, España) Phone / Fax: +34 968 587 587 / +34 968 587 643 www.agrolito.com / f.galian@agrolito.com Yearly turnover: 18.000.000 € Main product: Lettuce and baby leaves Production volume: 22.000 t

info@guiverfruits.es Yearly turnover: 1.227.501 € Main product: Vegetables and fruits Production volume: 1.250 t

Chairman: Vicente Guijarro Manager: José Vera Commercial Director: José Vera C/ Granada 12. 30739 Dolores de Pacheco (Murcia, España) Phone / Fax: +34 617 43 77 29 / +34 968 17 33 41 www.guiverfruits.es /

Chairman: Diego Amat Navarro Manager: Antorio Escobar Rubio Commercial Director: Manuel Martínez Ctra. Nacional 340 km 87. 04700 El Ejido (Almería, España) Phone: +34 950 58 30 02 / info@agroponiente.es Main product: Tomato, cucumber, peppers, zucchini, eggplant, bean, Chinese cabbage, melon and watermelon.

Production volume: 223.858 t CAMPO DE LORCA, S. COOP. LTDA. OPFH nº 818 Chairman: Fulgencio Marín Bravo Commercial Director: Juan Marín Bravo Camino Los Liforos, s/n. 30815 Lorca (Murcia, España) Phone: +34 968 465 960 www.campodelorca.com Main product: Broccoli, artichoke, pointed cabagge, cauliflower, melon (Galia, Cantaloup, Yellow and Piel de Sapo) Production volume: 65.000 t HORTOFRUTÍCOLA LAS NORIAS, S.A. C. Director: Miguel Ángel Rubio Loma Viento, 69. 04716 Las Norias de Daza, El Ejido (Almería, España) Phone: +34 950 58 72 39 www.lasnorias.com Main product: Squash Production volume: 40.000 t S.A.T. Nº 251 ACRENA Chairman: Gabriel Arcos Manager: Bernardo Castillo Commercial Director: Gaspar Romero Rambla de Bernal, 6. 04700 El Ejido (Almería, España) Phone: +34 950 58 11 00 www.acrena.es Main product: Fruits and vegetables Production volume: 30.000 t

Fruit lo gística

t Quién es quién en el sector DE LOS HORTÍCOLAS t

AGROCARCHUNA MOTRIL, S.A.

AGRUPAPULPI S.A.

FRUTAS MANTILLA, S.L.

INDALFRUTAS, S.L.

MAYES EXPORTACIÓN S.L.

Manager: Francisco Sánchez Commercial Director: José Luis Pérez Ctra Almería km 12, 18730 Carchuna-Motril (Granada, España) Phone / Fax: +34 958 62 31 55 / +34 958 62 32 69 agrocarchuna@agrocarchuna.com Main product: Cucumber Production volume: 16.000 t

Chairman: Francisco Belmonte C. Director: Rodrigo Soler Cra. Pulpí - San Juan De Los Terrenos km 0,7. 04640 Pulpí (Almería, España) Phone : +34 950 46 41 54 agrupapulpi@agrupapulpi.com Main product: Vegetables

Administrador: José García & María del Pilar López Ctra. Berja 8. 04750 Dalias (Almería, España) Phone: +34 950 49 42 17 fruts@larural.es Main product: Fruits and vegetables

Administradores: Laurent Louis Descasaux y Salvador Valero Avda. Carlos III 348. Edif. Center. 04720 Aguadulce (Almería, España) Phone: +34 950 34 90 55 / www.indalfrutas.com Main product: Fruits and vegetables

Administrador: Juan Antonio Tomás Martos & Antonio José Reyes López La Molina 97. Las Norias 04700 El Ejido (Almería, España) Phone: +34 950 58 73 98 www.mayesexport.com Main product: Marrow

ALFRUIT HORTOFRUTÍCOLA, S.L.

FRUTERA INTERNACIONAL, S.A.

INDALHUERTAS, S.L.L.

UNIÓN DE AGRICULTORES S. A. (UNIAGRO)

GRUPO HORTOFRUTÍCOLA MURCIANA DE VEGETALES, S.L.

Administrador: Gustaaf - Victor Moons Manager: Juan Gabriel Acien Calle Varadero, s/n. Urbanización Almerimar El Ejido (Almería, España) Phone: +34 950 49 73 60 / alfruit@alfruit.com Main product: Fruits and vegetables

Chairman: Manuel López Ctra. Nac. 340 km 125. 04410 Benahadux (Almería, España) Phone: +34 950 31 00 15 Main product: Fruits and vegetables

Manager: Juan Mañas Expósito Plaza Alhóndiga 6. 04738 Vícar (Almería, España) Phone: +34 950 34 87 70 Main product: Fruits and vegetables

Commercial Director: Dori Serrano Paraje Los Morenos s/n, 30320 Los Almagros – Fuente Álamo (Murcia, España) Phone / Fax: +34 968 15 12 22 / +34 968 15 11 44 www.ghmurcianadevegetales.com / correo@ghmurcianadevegetales.com Main product: Lettuce Production volume: 16.000 t EXPLOTACIONES AGRARIAS PUERTO EXPORT, S.A. Chairman: Diego García Commercial Director: Gabriel Mellinas Cañada del Esparragal s/n.

30890 Puerto Lumbreras (Murcia, España) Phone / Fax: +34 968 40 08 48 / +34 968 40 09 49 Main product: Lettuce and broccoli Production volume: 600 / 700 t AGROCAZALLA, S.L. Chairman: Juan Martín Commercial Director: Julio A. Marín Camino Cartagena, 215.

30815 Lorca (Murcia, España) Phone / Fax: +34 968 406 637 / +34 968 463 254 www.agrocazalla.com / info@agrocazalla.com Main product: Broccoli, artichoke, pointed cabagge, cauliflower, melon (Galia, Cantaloup, Yellow and Piel de Sapo) Production volume: 50 t

ALHONDIGA LA UNIÓN S.A.

Administrador: Begoña Góngora .

Francisco García Manager: Alfonso Sánchez Ctra. N-340 km 410,20 04700 El Ejido (Almería, España) Phone / Fax: +34 950 48 21 61 / +34 950 48 30 27 www.uniagro.es / bgongora@femago.es Main product: Fruits and vegetables

Chairman: Gabriel Barranco Manager: Gabriel Barranco Martín Paraje la redonda, s/n. Ctra. Málaga, km 414 04700 El Ejido (Almería, España) Phone / Fax: +34 950 58 08 00 / +34 950 58 0717 Main product: Fruits and vegetables COOP. FRUTOS DEL CAMPO Commercial Director: Javier Herce (Fresh Produce) Avda. Gonzalo de Berceo, 81. 26559 Aldeanueva del Ebro (La Rioja, España) Phone / Fax: +34 941 142 326 / +34 941 142 327 comercial@frutosdelcampo.es Main product: Fresh and tinned fruits and vegetables EXPORTACIONES AGRÍCOLAS ALDENOR, S.L. Manager: José Manuel Gómez Ctra. De Las Norias, km 1. 04716 Las Norias de Daza El Ejido (Almería, España) Phone / Fax: +34 950 58 73 12 / +34 950 58 73 22 aldenor@aldenor.com Main product: Fruits and vegetables

AGRÍCOLA SANTA EULALIA Dip. De Lébor. 30850 Totana (Murcia, España) Phone / Fax: +34 968 425 131 / +34 968 427 418 www.agricolasantaeulalia.es Main product: Broccoli, cabbage, grapes and watermelon AGRO ANDALEX, S.L. Chairman: Andre Lacoste William & José Luis Fernandez Escudero Ctra. Solera. Hoyo Cuenca 5,600 04738 Vícar (Almería, España) Phone / Fax: +34 950 32 88 68 / +34 950 32 88 82 agroandalex@agroandalex.com Main product: Fruits and vegetables

EXPORTACIONES AGRÍCOLAS CUEVAS DE ALMANZORA S.A. Administrador: Andrés Cuartero Ctra. Nac. 340. km 232,5 Paraje La Atalaya.

04600 Huercal Overa (Almería, España) Phone / Fax: +34 965 65 23 54 Main product: Fruits and vegetables EXPOVISAN S.A. Manager: Felix María Romeo Ctra. Nac 340. km 419. 04745 La Mojonera (Almería, España) Phone: +34 950 55 80 12 expovisan@cajamar.es Main product: Fruits and vegetables

Fruit logística ’12

39

S emillas / S eeds

APUESTA POR LA INTERNACIONALIZACIĂ&#x201C;N PARA CONSOLIDARSE ENTRE LAS PRINCIPALES COMPAĂ&#x2018;Ă?AS DE SEMILLAS DEL MUNDO Bank on internationalisation to strengthen amongst the main seed breeders in the world

EDUARD FITĂ&#x201C;, DESARROLLO DE NEGOCIO OPERACIONES.

DIRECTOR DE Y

X AVIER FITĂ&#x201C;, VENTAS Y MARKETING DE SEMILLAS FITĂ&#x201C;.

EN 1995 SEMILLAS FITĂ&#x201C; ESTABA CENTRADA PRĂ CTICAMENTE AL 100% DIRECTOR DE

EN EL MERCADO NACIONAL DE SEMILLAS.

15 AĂ&#x2018;OS DESPUĂ&#x2030;S, LA EXPANSIĂ&#x201C;N INTERNACIONAL HA SIDO ESPECTACULAR Y HOY YA FACTURA EN EL EXTERIOR EL

50%

DE SUS VENTAS ANUALES, QUE SUPERARON EN

2011 LOS 60 MILLONES DE â&#x201A;Ź.

Co

nseguir llegar y mantenerse entre las empresas de semillas mĂĄs importantes del mundo, tanto si analizamos el mercado de semillas hortĂ­colas, como desde el punto de vista de los obtentores de nuevas variedades (ya sean hortĂ­colas, de gran cultivo y cespitosas), es una tarea compleja.

Semillas FitĂł lo ha conseguido en los Ăşltimos 15 aĂąos gracias a un proceso de expansiĂłn internacional que ha ido desarrollĂĄndose en varias fases, llegando primero a los mercados mĂĄs cercanos y similares al nuestro, en el MediterrĂĄneo, abarcando despuĂŠs la zona de LatinoamĂŠrica y afrontando ahora el reto de los mercados en expansiĂłn de Asia.

Esta polĂ­tica de expansiĂłn internacional se ha basado en los mismos pilares que han hecho crecer a la compaùía: inversiĂłn en I+D+i a nivel local para desarrollar variedades BEBQUBEBT B DBEB [POB PQFSBS DPO PmDJOBT Z personal comercial propio en los principales mercados, creando siempre centros de ensayo e, incluso de investigaciĂłn, en cada territorio y, por Ăşltimo, la creaciĂłn de una red de agricultores colaboradores con los que mejorar juntos las variedades existentes. $PO FTUB mMPTPGĂ B 4FNJMMBT 'JUĂ&#x2020; IB DSFBEP IBTUB IPZ VO UPUBM EF DVBUSP mMJBMFT DPNFSDJBMFT en TurquĂ­a, Italia, MĂŠxico y Portugal y, en TF DSFBSÂś MB mMJBM EF 'SBODJB 5PEBT FMMBT DVFOUBO DPO PmDJOBT QSPQJBT DFOUSP EF

40

By Eduard FitĂł, director of Business Development and Operations, and Xavier FitĂł, Sales and Marketing director at Semillas FitĂł.

In 1995, Semillas FitĂł was almost completely devoted to national seed market.

15 years later, the international expansion has been spectacular and half their yearly revenue, that exceeded â&#x201A;Ź 60 million in 2011, comes from sales abroad.

Manage to enter and stay within the group of the most important breeders in the world, considering vegetable seed breeders and also new varieties breeders (vegetables, arable crops, and grass crops), is a complex task. Semillas FitĂł achieved it in the last 15 years thanks to an international expansion process that has taken place in several stages, first arriving in the closest, most similar markets to ours in the Mediterranean area, then reaching Latin America, and now facing the challenge of Asian emerging markets.

This international expansion policy was supported by the same pillars that made the company grow: investment in R&D and innovation at the local level to develop varieties adapted to each area; working with their own offices and commercial agents in the main markets, always creating testing, and even research centres in each territory; and finally, creating a network of partner growers to improve together the existent varieties.

Following this philosophy, Semillas FitĂł has created up to four commercial branches to date, in Turkey, Italy, Mexico, Portugal, and the French branch will be established in 2012. All of them have their own offices, research centres, testing plots, and hundreds of partner growers. Furthermore, the company has four

investigación, campos de ensayo y cientos de agricultores colaboradores. Ademås, dispone de con cuatro centros de desarrollo en Agadir (Marruecos), Amman (Jordania), Sao Paolo (Brasil) y Shandong (China). &O MBT mMJBMFT Z DFOUSPT EF EFTBSSPMMP trabajan 80 personas, que forman parte de los 300 empleados totales de la compaùía, y la cifra sigue subiendo poco a poco a medida que se abarcan nuevos mercados.

Todo este proceso se ha completado con una red de distribuidores en exclusiva de Semillas FitĂł en mĂĄs de 40 paĂ­ses y con una posiciĂłn de liderazgo en muchos mercados, principalmente en berenjena, melĂłn tipo europeo (Amarillo, Piel de Sapo, etc.) y pepino.

Es evidente que crecer en mercados tan diferentes como Italia, TurquĂ­a, MĂŠxico o China

Fruit logĂ­stica â&#x20AC;&#x2122;12

development centres: in Agadir (Morocco), Amman (Jordan), SĂŁo Paulo (Brazil), and Shandong (China).

In those branches and development centres, 80 of the 300 employees of the company carry out their work, and these figures keep growing gradually as they enter new markets.

All this process has been completed with a network of sole distributors for Semillas FitĂł in 40 plus countries, and with a leading position in many markets, mainly of eggplant, European-type melons (yellow, Toad Skin, etc.), and cucumber.

Evidently, growing in such different markets as Italy, Turkey, Mexico, or China, implies constant efforts to reorient the R&D lines of each and every of the product families of the company. From the beginning, the research, development, and innovation activities of Semillas FitĂł have always been focused to benefit producers (prolonging productsâ&#x20AC;&#x2122; life without losing quality) and, in case of vegetables, consumers (improving all the organoleptic properties involving looking, flavour, and texture).

In addition, the company bets on the future by banking on biotechnology (in their modern facilities in Cabrera de Mar, Barcelona), which will give them competitive advantage in a more and more global market.

implica un continuo esfuerzo en reorientar las lĂ­neas de I+D+i de cada una de las familias de productos de la compaùía. Desde el principio, la inversiĂłn en I+D+i de Semillas 'JUĂ&#x2020; IB FTUBEP TJFNQSF FOGPDBEB B CFOFmDJBS a los productores (mejorando la producciĂłn, la resistencia de la planta y la calidad del fruto), a los distribuidores (alargando la vida de los productos, pero sin perder calidad) y, en el caso de las hortĂ­colas, a los consumidores (mejorando todos los aspectos organolĂŠpticos de vista, sabor y textura).

A ello hay que sumar la apuesta de futuro de la compaùía por la biotecnología (en sus modernas instalaciones en Cabrera de Mar, Barcelona) que le van a permitir tener una ventaja competitiva en un mercado cada vez mås global.Q

Fruit lo gística

Fruit logística ’12

41

S emillas / S eeds

t Quién es quién en el sector DE LAS SEMILLAS t lcasanoves@agriset.es / info@agriset.es Yearly turnover: 2.000.000 € Main product: Hybrid onion seeds

MONSANTO AGRICULTURA ESPAÑA S.L. Chairman and CEO: Hugh Grant Manager: Dieter Holtz Global Vegetable Business Lead: Consuelo Madere Commercial Director for Iberica: Ton Kuipers Ctra. El Masnou-Granollers km 10,2.

08117 Montornés del Vallés (Barcelona, España) Phone / Fax: +34 935 76 22 10 / +34 935 68 04 04 www.seminis.es / sac.seminis@monsanto.com Yearly turnover: 628.966.235 € Main product: Aubergine, broccoli, zucchini, cauliflower, spinach, lettuce, melon, cucumber, rootstock, leek, watermelon, tomato and carrot RIJK ZWAAN

melons, squash, eggplant, pepper, cauliflower, beans…

HAZERA ESPAÑA, 90 S.A.U.

BEJO IBÉRICA, S.L. Manager: Christiaan Reynders Camino de lo Cortao 10 - Nave 5. 28700 San Sebastián de los Reyes (Madrid, España) Phone / Fax: +34 916 58 70 72 / +34 916 58 72 01 www.bejo.es Main product: Brassica, Carrot and Onion seeds

General Manager: Juan Navarro Commercial Director: José Daniel Andújar Pol. Ind. La Redonda, 63. Calle XIII 04710 Sta. María del Águila (Almería, España) Phone / Fax: +34 950 58 09 22 / +34 950 58 01 03 www.hazera.es / hazera@hazera.es Main product: Vegetables seeds

DE RUITER SEMILLAS, S.A.

SAKATA

Pjje. La Cumbre, s/n. 04700 El Ejido (Almería, España) Phone / Fax: +34 950 60 79 31 / +34 950 49 75 32 Main product: Vegetables seeds

Chairman: Javier Bernabeu Pl. Poeta Vicente Gaos, 6 bajo. 46021 Valencia (España) Phone / Fax: + 34 963 56 34 27 / + 34 963 56 34 04 sakata.iberica@sakata-eu.com Main product: Vegetables and fruit seed

Commercial Director: Ricardo Ortiz Portero Paraje el Mamí, Ctra. De Viator. 04020 La Cañada (Almería, España) Phone / Fax: +34 950 62 61 90 / +34 950 62 61 58 www.rijkzwaan.com / www.rijkzwaan.es / info@rijkzwaan.com Yearly turnover: 15.000.000 € Main product: Horticultural seeds production

FITÓ SEMILLAS

AGRISET

GAUTIER SEMENCES S.A.S.

Chairman: Lorenzo Casanoves Castello Manager: Lorenzo Casanoves Marín Commercial Director: Lorenzo Casanoves Marín Export Manager: David Casanoves Plaza Mayor, 2. Port Saplaya 46120 Alboraya (Valencia, España) Phone / Fax: + 34 963 72 04 21 / + 34 963 56 35 94 www.agriset.es / dcasanoves@agriset.es /

Chairman: Henri Gautier Manager: Jacques Gautier.

Sales Manager. Jean Marc Faou Route d’Avignon.

13630 Eyragues (Francia) Phone / Fax: +33 490 24 02 40 / +33 490 24 02 50 commercial@gautiersemences.com Main product: Breeder and producer of vegetable seeds: tomatoes, lettuces,

Chairman: Antonio Fitó and Jaime Fitó Manager: Eduardo Fitó Commercial Director: Xavier Fitó C/ Selva del Marc 111.

08019 Barcelona (España) Phone / Fax: + 34 933 03 63 60 / + 34 933 03 63 73 www.semillasfi to.es Main product: Vegetables seeds

VILMORIN IBERICA, S.A. Manager: José Luis Antequera Commercial Director: José Luis Antequera Avda. Aragón, 235. 04738 Puebla de Vícar (Almería, España) Phone / Fax: +34 902 19 34 36 / +34 965 92 20 44 www.vilmorin.com / ibericalicante@vilmorin.es Main product: Vegetables seeds (carrot, lettuce, tomato, cabbage, cucumber and pepper)

SYNGENTA SEEDS S.A. Commercial Director: Mª Carmen Gómez C/ Zurgena,4. 04738 Puebla de Vícar (Almería, España) Phone / Fax: +34 950 33 90 01 / +34 950 55 41 40 www.sg-vegetables.com / web.seesal@syngenta.com Main product: Pepper, tomato, melon, watermelon, lettuce and curly endive seeds, squash, cucumber, broccoli, cauliflower and leek

t Quién es quién en EL SECTOR DE LOS IMPORTADORES t LANDGARD Obst & Gemüse Holding Gmbh Chairman: Henning Schmidt, Stephan Weist, Martin Baumert, Thomas Bittel, Marc Beckmann, Silke Hauschildt Veilingstrasse A1. 47630 Straelen Herongen (Alemania) Phone / Fax: +49 2839 5900/ +49 2839 591999 www.landgard.de / Martin.Baumert@landgard.de Yearly turnover: 720.000.000 € Main product: vegetables, fruits, cabbage, apples, berries...

Production volume: 500.000 t KÖLLA HAMBURG OVERSEAS IMPORT GMBH & CO.KG Chairman: Herbert F. Scholdei Manager: Brigitte Gallinat Commercial Director: Ana Coira

42

Oberhafenstr, 1. 20097 Hamburg (Alemania) Phone / Fax: +49 403 03 72 70 / +49 40 30 37 2717 / www.koella.com / hamburg@koella.com Yearly turnover: 70.000.000 € Main product: Grapes, pears and overseas apples ALEXPORT Chairman: Alexander Visser Manager: Johan de Witte Nieuwland Parc 121 AE Alblasserdam (Holanda) Phone / Fax: +31 180 69 79 79 / +31 180 69 79 70 mariano@alexport.nl Yearly turnover: 69.000.000 € Main product: Iceberg lettuce, cucumber, tomato, sqaush, aubergine, watermelon, Yellow melon, Tangerine, Orange, etc.

Fruit logística ’12

PPO SERVICES AG Chairman: Dominik Strub CEO: Lothar Schaer Financial Director: Marcel Felber.

Comercial Directors: Lothar Schaer, Daniel Buchmueller, Peter Frey Untergrundstrasse 78. CH-4601 Olten (Suiza) Phone / Fax: +41 62 207 54 54 / +41 62 212 81 31 / 04 info@ppo.ch Yearly turnover: 60.000.000 € Main product: All fresh fruit & Vegetables, Exotic fruits, Dry and semidry fruit, vegetables & exotics, dates Production volume: 50.000 t ULMER GmbH & Co.KG Manager: Günter Ladny Jahnstrasse 16 D-77694 Kehl (Alemania)

Phone / Fax: +49 7851 93980 / +49 7851 75627 ladny@ulmerdirekt.de Yearly turnover: 30.000.000 € Main product: Vegetables GARCÍA MATEO & SINOVA S.L. Chairman: Pedro García Mateo and Luis Sinova Manager: Encarnación Vecino Commercial Director: Sandra Segovia Valle de Pinares Llanos, 8 A, 5º D, 28035 Madrid (España) Phone / Fax: +34 913 02 63 01 / +34 917 66 50 66 www.gm-importexport.com / gm@gm-importexport.com Yearly turnover: 16.000.000 € Main product: Green asparagus and strawberry from Peru Production volume: 4.500 t

HISPA FRUIT & VEGETABLES Chairman: Miguel González Handelscentrum ZHZ Barendrecht (Holanda) www.hispa.nl Main product: Fruits and Vegetables IBERIANA FRUCHT S.A. Manager: Enrique Clavel Apoderado:Vicente Peiró Pol. Ind. Bobalar, C/4, nº 29 y 31.

46130 Massamagrell (Valencia, España) Phone / Fax: +34 961 45 20 30 / +34 961 45 20 31 www.iberiana.es / contacto@iberiana.es Main product: Fruits and vegetables

Fruit lo gística

Fruit logística ’12

43

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-"4 7&/5"4 %& '365" -*45" 1"3" $0/46.*3 CRECEN CONSIDERABLEMENTE EN 2011 > EN LOS ÚLTIMOS 5 AÑOS EL SECTOR DE IV GAMA HA CRECIDO EN VENTAS UN 22%. < > L A FRUTA SIGUE SIENDO LA ASIGNATURA PENDIENTE DEL SECTOR PESE AL CRECIMIENTO REGISTRADO. < > “INNOVAR ES EL ÚNICO ELEMENTO QUE GARANTIZARÁ NUESTRO DESARROLLO”, SEGÚN EL PRESIDENTE DE AFHORLA. <

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Fruit logística ’12

Fruit lo gística

Sales of ready-to-eat fruit grow considerably in 2011

sector considers they have great potential, mostly in the hotel and catering industry.

> In the last 5 years, sales grew by 22% in the sector of convenience food. < > Fruit is still the unresolved matter of this sector, despite the growth experienced. < > “Innovation is the only aspect that will guarantee our development”, chairman of AFHORLA. < Despite being in an economic situation in which sales of fruits and vegetables decreased due to the slowdown of consumption and consumption containment in households, convenience products become an exception for commercialisation of these products undergoes progressive growth year after year. This affirmation can be confirmed if we look back to the year 2007, when sales in the sector increased by 13%; in 2010 they increased by 6% and by 3% in 2011 from January to August, according to figures provided by the sectoral association Afhorla and by a study performed by the consultant Symphony Iri. With all this, one can affirm that convenience products have an important potential in our country for their sales grew by 22% in the last 5 years, even despite the economic crisis.

In 2011, from January to August, sales of convenience fruits and vegetables in Spain rose up to 54.6 million kilos, while they meant 53 million kilos in 2010 for the same period (70.6 million kilos for the whole year). As for invoicing, the figures also grew, reaching € 303.8 million from January to August 2011, which is 5.5%

more than in the same period of 2010, when invoicing reached € 287.8 million.

Analysis by product Amongst the different classes of convenience products salads ranked first once again this year, reaching 31.1 million kilos (2.5% more than in 2010) and € 172.8 million. Second to them is the segment of sliced vegetables, which sold 22.5 million kilos for € 126.4 million, slightly smaller figures than those of the previous year (-0.02%).

Regarding ready-to-eat fruits, sales show very significant progress for sales went from 72,525 kilos marketed between January and August 2010 to 963,505 kilos in the same period this year; also, invoicing reached € 4.5 million kilos in 2011 compared with € 526,993in 2010.

This rising trend of convenience products is much different to that of pre-cooked food, as sales fell this year regarding both volume and invoicing due to consumers attitude towards the financial crisis; they reached 6.5 million kilos (-0.4%) and invoicing was € 22.5 million (-2.6%). But they say it is a long-run sector, as confirmed by the high sales figures in other countries, so that the

Market niches This progressive growth of the sector of convenience food is in part due to the advances made by private brands in this sector, which represent 82% of the total marketed volumes. The other 18% is assigned to catering, an industry which the sector intends to penetrate deeper in the forthcoming years, showing the possibilities of convenience fruits and vegetables to the professionals in the sector, apart from the time and money they save: these are 100% natural products, offer constant quality, help to have presentations ready in advance, and provide a creative touch to the dish elaboration and presentation. Convenience products are usual in hotel industry in many European countries, and for that reason the sector expects it to be the same in Spain too.

Given that consumers appreciate innovation as one of the main valies in this segment, producers of convenience products are working on it, placing new concepts, new ways, varieties, and presentations at the disposal of consumers and professionals of the hotel industry, with formats adapted to their needs. In this sense, and as the chairman of AFHORLA, Juan Miguel Floristán, stated in an interview with Mercados in February de 2011, “Convenience products nowadays are little like those that started the sector in the 90s and, despite the low prices, we manufacturers will keep innovating for this is the only element that will guarantee our development”.

Fruit logística ’12

45

,9 9 *D P D &R QYHQLHQ FH 3UR G X FWV

&- 4&$3&50 PARA MANTENERSE LĂ?DERES EN EL MERCADO

FERMĂ?N ALDAZ, DIRECTOR COMERCIAL DE

FLORETTE IBĂ&#x2030;RICA,

LĂ?DER EN COMERCIALIZACIĂ&#x201C;N DE VERDURAS Y ENSALADAS LISTAS PARA CONSUMIR.

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The secret to keep leading the market FermĂ­n Aldaz, commercial director at Florette IbĂŠrica Undoubtedly, the sector of fruits and vegetables was one of the first ones to suffer the symptoms of the crisis.

In 2008, this economic situation threatened the strong growth, about 13%, that the market was undergoing in the previous years.

Nevertheless, opposite to what happened in other categories, the sector of convenience products experienced recovery between 2009 and 2010, and all signs points that this year will end with a 2% growth, very similar to the results of Florette in Spain.

Given this situation, and also the stagnation of consumption, the main problem that any product faces is increasing their presence in households. For that reason, since the beginning of the crisis, we in Florette had the maxim of keeping consumersâ&#x20AC;&#x2122; trust, aiming at keeping their market share and their leading position.

Thus, since 2010, Florette IbĂŠricaâ&#x20AC;&#x2122;s penetration has increased much above the sectorâ&#x20AC;&#x2122;s average; furthermore, from June 2010 to June 2011, we managed to increase our presence in households by almost 10%.

How did we achieve these results in such an adverse environment? By banking on innovation and quality, also by launching products with value added, and differentiated from our competitors and distributorâ&#x20AC;&#x2122;s brand. The biggest increases of the brandâ&#x20AC;&#x2122;s sales in the last years are a consequence of the launch of these new products that arrive in the markets thanks to our research team, solely devoted to develop new raw materials and mixes that, together with the marketing team, develop new products every year.

Besides, we in Florette IbĂŠrica take the maximum care of our raw material, pampering selection, crop, and product treatment. All this, together with the expertise and good practices in each and every of the processes, is enough to differentiate us from our close competitors, and also to tackle the economic crisis.

Definitely, this is the secret that enables us to stay leading the market, to be a young, fresh brand that adapts 100% to the new lifestyles and consumption trends, and that works every day to innovate and offer what consumers need.

NOTICIA

CENTRO SUR SE CONSOLIDA EN EL MERCADO CON ESPĂ RRAGO TODO EL AĂ&#x2018;O CENTRO SUR, SDAD. COOP. AND., SE POSICIONA EN EL MERCADO DURANTE TODO EL AĂ&#x2018;O, CON LA COMERCIALIZACIĂ&#x201C;N DE ESPĂ RRAGO VERDE DE IMPORTACIĂ&#x201C;N, DE LA MANO DE MERCADONA. Debido al continuo aumento de demanda de espĂĄrrago verde en fresco fuera del periodo de recolecciĂłn de la zona, que abarca de marzo a junio, la firma granadina se inicia en la importaciĂłn de espĂĄrrago verde que serĂĄ comercializado exclusivamente en contraestaciĂłn.

SegĂşn el Ăşltimo estudio publicado en el aĂąo 2009, la empresa liderĂł el ranking de productores de espĂĄrrago verde espaĂąol, y en los Ăşltimos aĂąos, ha continuado con una creciente evoluciĂłn en las ventas y en la producciĂłn, previendo un incremento cercano al 30% para la campaĂąa de 2012.

46

Fruit logĂ­stica â&#x20AC;&#x2122;12

Fruit lo gística

t Quién es quién en el sector DE LA IV GAMA t

t Quién es quién en el sector DEL ESPÁRRAGO t

VEGA MAYOR S.L.

LORCA MARÍA ROSA, S.L.

ROSARIO MARÍN BARASOAIN S.L

LOS GALLOMBARES S.C.A.

General Manager: Juan Miguel Floristán Commercial Director: Fermín Aldaz P.I. El Olivo C/2- nº1.

31320 Milagro (Navarra, España) Phone / Fax: +34 948 40 92 00 / +34 948 40 90 74 correo@vegamayor.es Yearly turnover: 107.448.000 € Main product: Salads and Fourth Range Vegetable Production volume: 30.881 t

Chairman: Miguel Pastor Manager: José Mª Prieto Horeca: Juan Carlos Ortego / Colectividades: Javier Colom C/ Longitudinal 7. Parcela 44.

Mercabarna. 08040 Barcelona, España Phone: +34 932 62 70 30 www.lorca-mariarosa.com Yearly turnover: 16.000.000 € Main product: Convenience fruit and fresh vegetable Production volume: 15.000 t

Chairman: José Charral Ruiz Commercial Director: Rafael Charral Marín La Cerradilla nº11. Sartaguda (Navarra, España) Phone / Fax: +34 948 66 20 00 / +34 948 69 73 46 verdunat@verdunat.com Yearly turnover: 600.000 € Main product: Borage Production volume: 1.000 t

Chairman: Pedro Sillero Manager: Francisco Delgado Ctra. De Priego s/n Ventorro de San José – Loja (Granada, España) Phone / Fax: +34 958 31 51 95 / +34 958 31 42 21 esp@losgallombares.es Yearly turnover: 9.000.000 € Main product: Fresh green asparagus Production volume: 1.700 t (Spain) / 1.500 y (import)

PLACERES NATURALES

CENTRO SUR S.C.A.

PRIMAFLOR

VEGETALES LíNEA VERDE NAVARRA, S.A.

Chairman: Víctor Dobón Yagüe Commercial Director: Mónica García Bustamante Ctra. San Jerónimo, 15, 2º Planta.

28014 Madrid (España) Phone / Fax: +34 91 356 36 10 info@placeresnaturales.com Yearly turnover: 500.000 € Main product: Convenience food

Chairman: Antonio Francisco Zamora Ctra. De la Estación s/n. 18360 HuétorTájar (Granada, España) Phone / Fax: +34 958 33 20 20 / +34 958 33 25 22 www.cesurca.com / cesurca@cesurca.net / azamora@centro-sur.net Yearly turnover: 7.673.125 € Main product: Green asparagus, watermelon, artichoke garlic and potato Production volume: 2.500 t

Chairman: Cecilio Peregrín Martínez Manager: Emilio Mur Gimeno Export: Juan Antonio Jiménez López / National y Marketing Manager: Eduardo Córdoba C/ La Estación, 2. 04640 Pulpí (Almería, España) Phone / Fax: +34 950 46 40 11 / +34 950 46 41 18 www.primaflor.com / marketing@primaflor.com Yearly turnover: 98.810.000 € Main product: Iceberg lettuce, Convenience Fruit and Vegetable KERNEL EXPORT S.L Chairman: José A. Cánovas Martínez Manager: Juan Manuel Navarro Export Manager: Ian Claydon, José A. Canovas Zafra.

Spanish Market sales Manager: Francisca Furio, Aurora Canovas Zafra (Convenience food). Cajanature: Linda Jaern Avda Trece de Octubre. P.O. Box 88.

30710 Los Alcázares (Murcia, España) Phone / Fax: +34 968 57 40 25 / +34 968 57 53 58 www.kernelexport.es / kernel@kernelexport.es Yearly turnover: 48.000.000 € Main product: Lettuce, spinach, brasica, baby leafs, convenience food, organics and melons Production volume: 35.000 t VERDIFRESH, S.L. Chairman: Joaquín Ballester Agut Manager: Joaquín Ballester Martinavarro Commercial Director: Joaquín Ballester Martinavarro C/ Baleares, Parcela A-3.

P.I. Poyo de Reva.

46394 Ribarroja (Valencia, España) Phone / Fax: +34 961 66 70 34 / +34 961 66 73 01 www.verdifresh.com Yearly turnover: 46.800.000 € Main product: Ready-Cooked Meal Salad Production volume: 18.000 t

Chairman: Jesús Sarasa Manager: Domenico Battagliola C. Director: Antonio Juan López Ctra Corrella Km, 3 31500 Tudela (Navarra, España) Phone: +34 948 84 74 08 www.dimmidisi.es Yearly turnover: 18.000.000 € Main product: Fresh cut vegetabels and ready prepared fresh meals Production volume: 2.100 t HIJOS DE TEODORO MUNOZ S.L. Manager: Silvia Muñoz Commercial Director: Daniel Zamarrón Ctra. Segovia, 44. 40297 Sanchonuño (Segovia, España) Phone: +34 921 16 00 26 www.precocinadoselcampo.com Yearly turnover: 5.970.000 € Main product: Vacuum-packed corn and beetroot Production volume: 25.000 t

COOPERATIVA AGRÍCOLA SAN FRANCISCO S.C.A (COSAFRA) Chairman: Benito Martín Ctra del Oja km 0,6. 18360 Huétor-Tájar (Granada, España) Phone / Fax: +34 958 33 22 30 / +34 958 33 31 21 www.cosafra.com / cosafra@cosafra.com Yearly turnover: 6.000.000 € Main product: Asparagus, potato, watermelon and artichoke Production volume: 5.500 t TISCALVA, S.L.

ENSALADAS LA FUENTE S.L. Chairman: Emilio Román Commercial Director: Ana Madrid Ctra. Balsapintada km.4. 30520 (Murcia, España) Phone / Fax: +34 968 59 63 85 / +34 968 59 79 17 eroman@ensaladaslafuente.com Yearly turnover: 300.000 € Main product: Fourth Range Salads Production volume: 500 t

Chairman: Juan Solís Commercial Director: Juan José García (Administración) Pol. Ind. San Pancracio. C/ La Casualidad, nave 7. 14500 Puente Genil (Córdoba, España) Phone / Fax: +34 957 60 90 53 / +34 957 60 91 52 tiscalva@teleline.es Yearly turnover: 500.000 € Main product: Fresh green asparagus Production volume: 200 t

VITACRESS IBERIA SLU Chairman: Nuno Macedo Silva, RAR Group Manager: Luis Mesquita Dias Ctra Villaverde a Vallecas Km, 3,8, Mercamadrid. Nave Aux F4. Mod. 13 y 14. 28053 Madrid (España) Phone / Fax: +34 915 07 95 57 www.vitacress.es Yearly turnover: 5.500.000 € Main product: Conventional and organic convenience food, early potato, organic tomatoes Production volume: 1.200 t (convenience food) 700 t early potato CANARIHORTA, S.L. Chairman: Juan Luis Navarro y Antonio Domínguez Manager: Lilian C. Ramos C. Director: Carmelo Falcón C/ Trasera de Ángel Guimerá s/n.

Telde (Gran Canarias, España) Phonex: +34 928 71 07 17 canarihorta@telefonica.net Yearly turnover: 4.000.000 € Main product: Convenience food

Fruit logística ’12

47

Patata / Potato

-"4 *.1035"$*0/&4 %& 1"5"5" MARCAN EL RITMO DEL SECTOR > L A PRODUCCIÓN DE PATATA ESPAÑOLA HA DESCENDIDO MÁS DEL 53,4 % EN LAS DOS ÚLTIMAS DÉCADAS. < > EL 73% DE LO QUE IMPORTAMOS PROCEDE DE FRANCIA, DE AHÍ QUE EL PRECIO DE LA PATATA FRANCESA SEA DETERMINANTE PARA LA PRODUCCIÓN DE ESPAÑA. <

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Fruit logística ’12

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Fruit lo gística

Potato imports set the pace of the sector > Spanish production of potato fell by 53.4% plus in the last two decades. < > 73% of what we import comes from France, hence prices of French potato is determined for Spanish production. < Spanish production of potato means 0.8% of the world’s production, and 4.2% of the EU27’s, reaching 2,500,000 plus tonnes; these figures don’t match the strength of our country’s sectors of fruits and vegetables. Whereas production remained stable in most of main EU producer countries during the two last decades, the same didn’t happened to our country, where it went from 5.33 million tonnes in 1999 to 2.5 million tonnes (-53,4%).

This decrease went alongside with a reduction of farmland, having lost almost 68% of the cultivated land during the aforementioned period. Nevertheless, it is worth mentioning that most of the decrease happened between 1999 and 2000, and the second decade of the period underwent more controlled reductions, due to improvements of yields, and production, manufacturing, and commercialisation systems.

The weight of imports To explain this production decrease experienced in Spain in the last years, at the same time import volumes remained stable, the boom of modern distribution as a commercialisation channel must be considered; they are always in search for the most competitive price, regardless the origin, and imports win the upper hand regarding that.

Within the EU, Spain is the third importer country, only beaten by Germany and the Netherlands, purchasing 700,000 plus tonnes a year at an average price of € 0.30/kg (Study on the Value Chain of Fresh Potato for Consumption 2010, Ministry of the Environment and Rural and Marine Affairs). This price level makes imports very attractive for distribution, particularly French imports, which became Spain’s main supply reaching 73% of the total volume hence prices of French imported potato have a strong influence on Spanish potato price structure.

Value chain The value chain of fresh potato for consumption in our country is characterised by its too many members, which makes production costs more expensive hence striking the sector’s profit; amongst these members, it’s worth mentioning the weight of packagers. If we focus in traditional distribution, production costs rise up to € 0.892/kg, and average retail prices reach € 0.993/kg (+11.32%). In case of modern distribution, production costs are about € 0.962/kg, and average retail prices € 1.024/kg (+6.44%).

As anyone could see, the profit obtained by traditional channels is slightly higher, but it comes to negative figures at the smallest market unsteadiness.

Prices below costs And precisely market unsteadiness has marked the productive, commercial development of the last campaigns, very determined by “what happened in the previous year”. That is, depending of the results of the previous year, larger or smaller land will be farmed; such volatile planning has a negative influence on the so needed organisation of the sector.

For the sector of Andalusian Early Potato, the only new potato that can be found in the markets in spring, the E. coli crisis was a hard blow. As a result, European borders closed, which forced them to look in Spain for a new destination for their production, mainly oriented to export markets. But consumption per person is very low in Spain (34.3 kg per person per year), especially compared to other countries like the United Kingdom (102 kg per person per year), or Germany (60 kg per person per year). Besides, this progressive decrease of the last decades is resulting in market flooding hence prices are 50% lower than they were in previous years, from € 0.25/kg to € 0.12/kg (figures provided by Asociafruit).

Also negative was the campaign of middle season and late potato, for competitor imports left them out of big distribution’s shelves, a channel that nowadays represents 53% of the total market share. Faced with this situation, a whole series of movements, mainly triggered by agricultural syndicates, was generated, trying to “force” big distribution operating in Spain to get their supply from local producers, not imports. This goal, far from being achieved by “the use of force”, but should be motivated by more tangible issues like the value than our sector can and must add to potato.

Fruit logística ’12

49

Patata / Potato

i4& %&#& 4&.#3"3 SOBRE DEMANDAS REALESâ&#x20AC;?

KIM HANSEN, SOUTHERN EXPORTERS. EMPRESA ESPECIALIZADA EN LA IMPORTACIĂ&#x201C;N Y EXPORTACIĂ&#x201C;N DE PATATA, CEBOLLA Y AJO. GERENTE DE

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â&#x20AC;&#x153;Sowing must be made on real demandâ&#x20AC;?

Kim Hansen, manager at Southern Exporters, enterprise devoted to import and export of potato, onion and garlic.

Competition from Morocco and Middle Eastern Countries, whose campaign starts in February, earlier and earlier harvest in destination countries, and the large amount of old potatoes, mostly coming from France, have shrank Spainâ&#x20AC;&#x2122;s export window compared to how it was 3 or 4 years ago. France in particular, being an exporter country, affects the Spanish trade campaign as for volume and price since the moment it starts in June. Besides, department stores use potatoes as a loss-leader, which translates into low prices.

Thus, the situation hasnâ&#x20AC;&#x2122;t been very favourable as for prices of potatoes for human consumption in 2011, and prices of seeds from the Netherlands, Germany, UK, and Scandinavian countries remained the same as in previous years.

Considering early and extra-early potatoes from Andalusia, their situation is somewhat sensitive, and it is much under the pressure resulting from big distributorsâ&#x20AC;&#x2122; policies and offers from competitor countries. It seems that the situation even worsened in the last years, as there is no demand of national product until the stocks of French old potato run out. However, importation of French potato will start before the trade campaign of early potato ended.

Germany, one of the most important markets for Spain, gives priority to prices over quality, and these are marked mostly by Egyptian produce, whose quality and freshness are inferior to Spanish oneâ&#x20AC;&#x2122;s. Faced with this situation, we must achieve

50

Fruit logĂ­stica â&#x20AC;&#x2122;12

more stable programmes and prices, a stable demand above all; otherwise, it wonâ&#x20AC;&#x2122;t be possible to keep committing to this crop, whose production costs are rather high.

For that reason, we must sow on real demand, and sow specific products for each customer, with perfect variety, harvest date, and size for each market. In this sense, I think production of potato was excessive, there was some uncertainty about what varieties and qualities to produce, and there wasnâ&#x20AC;&#x2122;t a clear idea about the destination market prior to sowing; this is changing towards further professionalism nowadays.

Maybe more professionalism and quality will enable us to gain back the lost share in European markets.

We are competitive, we offer quality, mostly as for freshness and flavour, our ecological footprint is lighter than that of potatoes from farther countries, but early potato doesnâ&#x20AC;&#x2122;t have a differentiated image in the market; Spanish consumers donâ&#x20AC;&#x2122;t notice the differences between fresh produce and old harvest yet, we must try and train them a bit.

So, in order to boost this image, a promotion campaign of early potato is to start this year and will last until 2014, â&#x20AC;&#x153;Patata de EspaĂąaâ&#x20AC;?, with a large budget, aiming at benefitting the producer sector.

Another positive aspect for Spain to take into account as for commercialisation of early potato is that the tense political climate in the Middle East may have an influence on production and export of potatoes towards Europa that benefitted us.

Fruit lo gística

t Quién es quién en EL SECTOR DE LA PATATA t GV EL ZAMORANO, S.A. Chairman: Miguel García Armero Manager: Miguel García Vacas C. Director: Mateo García Longitudinal 7, parcela 35, ZAC, Mercabarna 08040 Barcelona (España) Phone / Fax: +34 93 335 40 40 / +34 93 336 73 58 www.gvelzamorano.com Yearly turnover: 23.000.000 € Main product: Potato Production volume: 65.000 t IBÉRICA PATATAS SELECTAS, S.L. Chairman: Pablo Jiménez Gómez Mercamadrid, plataforma baja, parcela B-4. 28053 Madrid (España) Phone / Fax: +34 917 85 43 12 / +34 917 85 46 14 www.ibericapatatas.com / ibericapatatas@grupoiberica.com Yearly turnover: 22.309.000 € Main product: Potato Production volume: 118.691 t PATATAS MELÉNDEZ, S.L. Chairman: Rafael Meléndez Laguna Manager: José Manuel Meléndez Juárez C. Director: Fº Javier Meléndez Pol. Ind. Escaparate. Ctra. Olmedo, km 2. 47400 Medina del Campo

(Valladolid, España) Phone / Fax: +34 983 81 29 20/ +34 983 81 39 81 www.patatasmelendez.com / melendez@patatasmelendez.com Yearly turnover: 14.600.000 € Main product: Potato and chips Production volume: 34.608 t LOS ARROYONES, S.L. Chairman: Francisco Isidro Caballero Commercial Director: Eugenio López Pol.Ind. Matachél Parcela 58/62.

Palma del Río (Córdoba, España) Phone / Fax: +34 957 64 49 66 / +34 957 64 49 67 www.losarroyones.com / oficina@losarroyones.com Yearly turnover: 10.000.000 € Main product: Potato Production volume: 60.000 t HIJOS DE JOSÉ LUIS GÓMEZ, S.A. Chairman: José Luis Gómez García Manager: José Luis Gómez Pérez C. Director: Carlos Gómez Pérez Ctra. León - Benavente km, 8.

24231 Onzonilla (León, España) Phone: + 34 987 215 634 administracion@hijolusa.es Yearly turnover: 10.000.000 € Main product: Potato Production volume: 36.000 t

INTERSUR PATATAS NATURALES, S.A. Chairman: Francisco Campillo Escriva Manager: Manuel Bernal Borrego Commercial Director: Manuel Sosa Rey Ctra. Sevilla - Los Rosales, km 7,200.

San José de la Rinconada (Sevilla, España) Phone: +34 954 79 15 71 intersur2002@hotmail.com Yearly turnover: 10.000.000 € Main product: Potato Production volume: 25.000 t S.A.T. MACONDO Chairman: Aníbal Román Manager: Marco A. Román Ctra. del Partido Resina km 3. 41849 Aznalcázar (Sevilla, España) Phone: +34 955 144 017 www.satmacondo.com Yearly turnover: 8.000.000 € Main product: Potato, melon, watermelon and sweet potato Production volume: 25.000 t DISTRISUR AGRÍCOLA S.L. Manager: José Porcel Ctra. Bética, 8. 41300 San José de la Rinconada (Sevilla, España) Phone / Fax: +34 954 79 57 00 / +34 954 79 20 09 distrisur@distrisur.net

Yearly turnover: 7.500.000 € Main product: Potato Production volume: 20.000 t AGROINNOVA, S.L. Chairman: Rafael Meléndez Manager: José Manuel Meléndez Commercial Director: Francisco Javier Meléndez Juárez Pol. Ind. La Vega. Ctra. Salamanca.

Nave 9 A y C. 47100 Tordesillas (Valladolid, España) Phone / Fax: +34 983 79 79 25 / +34 983 79 79 26 www.agroinnova.com Yearly turnover: 6.829.616 € Main product: Potato AGROMAR HISPANA, S.A. Chairman: Ángel Muñoz Tomás N-322, Km. 359,2; Apdo. Correos 222.

02080 Albacete (España) Phone: +34 967 24 07 10 Yearly turnover: 6.000.000 € Main product: Early Patatoes, seed patatoes and onion Production volume: 25.000 t COPRODUR, S.L. Chairman: Mariano Ruiz-Perea Manager: Carmen Renedo Commercial Director: Arturo Lead

Buzón Postal 102, C/ Fernando Viola s/n, Edif. Málaga II. 11405 Jerez de la Frontera (Oficina) Ctra. Nac.IV-km.630, Jerez de la Frontera (Cádiz, España) Phone / Fax: +34 956 34 11 54 / +34 956 18 68 36 www.coprodur.com / info@coprodur.com Yearly turnover: 5.900.000 € Main product: Early ware potatoes, chips, IV Gama Production volume: 10.500 t PATATAS RUBIO MARTÍNEZ Chairman: Juan Andrés Rubio Manager: Ignacio Rubio C/ San José nº175. 41300 San José de la Rinconada (Sevilla, España) Phone / Fax: +34 954 79 02 70 / +34 954 79 23 02 Yearly turnover: 5.000.000 € Main product: Potato Production volume: 25.000 t ANPASOL Chairman: Francisco Jiménez Manager: Ferdinand Vos Av. Ferrocarril, 4. 41320 Cantillana (Sevilla, España) Phone / Fax: +34 955 73 17 92 / +34 955 73 05 97 anpasol@arrakis.es Yearly turnover: 5.000.000 € Main product: Potato Production volume: 15.000 t

Fruit logística ’12

51

Patata / Potato

FRUIT ATTRACTION, UNA FERIA QUE REINVIERTE EN SUS EMPRESAS EXPOSITORAS Fruit Attraction, a trade fair that reinvests in exhibitors

By RaĂşl Calleja, director of Fruit Attraction, trade fair of the sector of fruits and vegetables.

R AĂ&#x161;L CALLEJA, FRUIT ATTRACTION, FERIA ESPECIALIZADA PARA EL SECTOR DE FRUTAS Y HORTALIZAS. DIRECTOR DE

La

prĂłxima ediciĂłn de FRUIT ATTRACTION, que tendrĂĄ lugar del 24 al 26 de Octubre de 2012, se presenta como una herramienta comercial con un gran potencial para seguir creciendo y ser plataforma de negocios para el canal hortofrutĂ­cola nacional e internacional.

De cara a su prĂłxima ediciĂłn, uno de los objetivos principales es incrementar la participaciĂłn del ĂĄmbito latinoamericano y reforzar la presencia de todas las zonas productoras espaĂąolas para potenciar uno de los factores caracterĂ­sticos del sector, que es la diversidad de oferta, producciones y calendarios.

Siempre sin olvidar las 5 premisas que hacen de FRUIT ATTRACTION el referente del sector: t 6OB GFSJB PSJFOUBEB B MB DPNFSDJBMJ[BDJĂ&#x2020;O EPOEF los actores principales son los productores. t 2VF TF DFMFCSB FO .BESJE DJVEBE FTUSBU½HJDB QBSB MPT OFHPDJPT t 6OBT GFDIBT EF DFMFCSBDJĂ&#x2020;O DMBWFT VO FWFOUP RVF TF DFMFCSB B mOBMFT EF DUVCSF NPNFOUP FO FM RVF MPT PQFSBEPSFT EF MB EJTUSJCVDJĂ&#x2020;O JOUFSOBDJPOBM QMBOJmDBO TVT DBNQBĂ&#x2026;BT BOVBMFT t %POEF BEFNÂśT TF DFMFCSBO KPSOBEBT Z conferencias de mĂĄxima actualidad. t $PO VOB DBQBDJEBE EF SFJOWFSTJĂ&#x2020;O SFBM FO FM QSPZFDUP FO Fruit Attraction invertiremos en cada empresa participante para garantizar la consecuciĂłn, la optimizaciĂłn, la rentabilidad y el retorno de la inversiĂłn realizada. : mOBMNFOUF QBSB MB FEJDJĂ&#x2020;O EF Z TJFNQSF DPOUBOEP DPO MB DPMBCPSBDJĂ&#x2020;O EF MB $ÂśNBSB EF $PNFSDJP EF .BESJE TF JOWJUBSÂś OVFWBNFOUF a los expositores para que nos indiquen cuĂĄles de sus clientes o potenciales clientes quieren que sean invitados. De esta manera se impulsarĂĄn las transacciones comerciales de las empresas participantes -especialmente al potente sector exportador espaĂąol-, ante mercados consolidados como Francia, Italia, Benelux, Alemania o Reino Unido.

Datos EdiciĂłn 2011 -PT PSHBOJ[BEPSFT EF MB GFSJB '&1&9 F *'&." RVFSFNPT SFBMJ[BS CBMBODF de los resultados tan satisfactorios de la feria de 2011. Cabe destacar que hubo un 26,5% mĂĄs de espacio expositivo que en la ediciĂłn de 2010, con un OĂ&#x2039;NFSP EF FYQPTJUPSFT mOBM EF EJSFDUPT EF MPT RVF FM 79% son empresas productoras y comercializadoras de las principales comunidades autĂłnomas y el 21% proveedores de bienes y servicios.

En conjunto, FRUIT ATTRACTION ha recibido a 26.492 participantes profesionales, de los que 18.473 eran visitantes, un 47,3% mĂĄs que en 2010, destacando el crecimiento de la asistencia internacional en un 81%.

La importante participaciĂłn registrada en 2011 revela el

52

Fruit logĂ­stica â&#x20AC;&#x2122;12

The next edition of FRUIT ATTRACTION, which will take place next 24th-26th October 2012, appears as a commercial tool with a great potential to keep growing and becoming a business platform for the channels of fruits and vegetables nation- and worldwide.

One of the trade fairâ&#x20AC;&#x2122;s main aims with a view to the next edition is increasing the participation of Latin American attendants as well as strengthening the presence of all producer areas in Spain in order to boost one of the characteristic factors in the sector, that is, supply, production, and calendar diversity.

Never forgetting the 5 premises that make FRUIT ATTRACTION a benchmark in the sector: Â&#x2021; $ WUDGH IDLU RULHQWHG WR FRPPHUFLDOLVDWLRQ ZKHUH SURGXFHUV DUH WKH PDLQ SOD\HUV Â&#x2021; +RVWHG LQ 0DGULG D VWUDWHJLF FLW\ IRU EXVLQHVV Â&#x2021; ,Q NH\ GDWHV DQ HYHQW FHOHEUDWHG LQ ODWH 2FWREHU ZKHQ RSHUDWRUV RI LQWHUQDWLRQDO distribution schedule their annual trade campaigns. Â&#x2021; &RPSOHPHQWHG ZLWK XS WR GDWH ZRUNVKRSV DQG FRQIHUHQFHV Â&#x2021; :LWK UHDO UHLQYHVWPHQW FDSDFLW\ Fruit Attraction will invest in each participant company to guarantee the achievement, optimisation, profitability, and investment return.

Finally, in the 2012 edition, and always endorsed by the Chamber of Commerce of 0DGULG H[KLELWRUV ZLOO EH HQFRXUDJHG WR SRLQW ZKLFK RQHV DPRQJVW WKHLU FXUUHQW RU potential customers do they want us to invite. Thus, commercial deals of participating enterprises will be fostered, particularly of the powerful Spanish export sector, with sound markets like France, Italy, Benelux, Germany, or UK. Figures from the 2011 edition Organising bodies FEPEX, and ,)(0$ would like to make a review of the very positive results of the 2011 edition of this trade fair. Itâ&#x20AC;&#x2122;s worth mentioning that the exhibition area increased by 26.5%, gathering 561 exhibitors; 79% of them are producers and marketers from the main regions of Spain, the other 21% suppliers of goods and services.

On the whole, FRUIT ATTRACTION welcomed 26,492 professionals, amongst whom 18,473 -47.3% more than in 2010- were visitors; the share of international attendants rose by 81%.

The significant participation recorded in 2011 shows the certain interest of the trade fair for the sector, and confirms it as a benchmark for the market of fruits and vegetables worldwide; many professionals also gathered in the professional workshops hosted at the same time.

In this sense, we must mention the success of the Programme for International Purchasers. 25% of the total amount of foreigners attended FRUIT ATTRACTION invited by the organising board and chosen by exhibitors themselves on the basis of their commercial interests.

All these figures made this trade fair become, after only three editions, in a consolidated event.

JOEVEBCMF JOUFS½T EFM 4BMĂ&#x2020;O QBSB FM TFDUPS Z DPOmSNB RVF TF ha consolidado como una cita de referencia para el mercado hortofrutĂ­cola de todo el mundo; con una importante asistencia de profesionales en las jornadas celebradas en paralelo. &O FTUF TFOUJEP UFOFNPT RVF NFODJPOBS FM ½YJUP EFM 1SPHSBNB EF Compradores Internacionales. El 25% del total de los extranjeros han acudido a FRUIT ATTRACTION invitados por el SalĂłn y seleccionados por los propios expositores segĂşn sus intereses comerciales.

Todos estos datos hacen que esta feria se haya convertido, en sĂłlo 3 ediciones, en un evento consolidado.Q

Fruit lo gística

t Quién es quién en EL SECTOR DE LA PATATA t SOUTHERN EXPORTERS, S.L. Manager: Bent Hansen Commercial Director: Kim K. Hansem Carril de la Fuente.

Apdo. de Correos 101.

11140 Conil (Cádiz, España) Phone / Fax: +34 956 44 20 11 / +34 956 44 14 99 www.southernexporters.com Yearly turnover: 5.000.000 € Main product: Potato, onion and garlic Production volume: 10.000 t GANDUXER FLORIACH, S.A. Chairman: Mariano Ganduxer Commercial Director: Xavier Barulls C/ Juan Güell, 5-7.

Barcelona (España) Phone / Fax: + 34 933 196 650 / + 34 933 198 652 www.etristar.net / jbarulls@grupbonanova.com Yearly turnover: 4.500.000 € Main product: Consume potato and Sowing potato Production volume: 18.000 t CEREALES LOZANO C.B. Manager: Antonio Lozano Ruano Commercial Director: José Ramón Lozano Andújar Ctra. Palma del Río km. 20,5. 14720 Almodóvar del Río (Córdoba, España)

Phone / Fax: +34 957 71 36 39 / +34 957 63 51 27 cerealeslozano@cerealeslozano. telefonica.net Yearly turnover: 3.000.000 € Main product: Potato and cereals Production volume: 20.000 t COMERCIO DE PATATAS Y CEBOLLAS, S.L Chairman: Vicente Martín Moreno Commercial Director: Javier Martín de la Cruz Mercamadrid Nave D-30. 28053 Madrid (España) Phone / Fax: +34 91 785 17 95 / +34 91 785 18 01 copace@terra.es Yearly turnover: 1.200.000 € Main product: Potato Production volume: 12.000 t PATATAS SÁNCHEZ, S.L. Chairman: Antonio Sánchez C/ La Fragua, 5. 41300 San José de la Rinconada (Sevilla, España) Phone / Fax: +34 608 55 07 07 / +34 955 79 21 50 patatasanchez@larinconada.es Yearly turnover: 990.254 € Main product: Potato Production volume: 4.090 t

PATATAS BELTRÁN, S.L.

LORENZO IZQUIERDO, S.L.

PATATAS CONDE, S.L.

Chairman: José Beltrán Osa Manager: José Beltrán Díaz Ctra. Rojales a San Fulgencio km 7,1.

03177 Daya Vieja (Alicante, España) Phone / Fax: +34 966 71 33 97 / +34 966 71 47 44 www.patatasbeltran.com / josebeltran@patatasbeltran.com Main product: Potato Production volume: 70.000 t

Mercamadrid. Nave A puestos 4 y 6.

Ctra. Villaverde-Vallecas km. 3,800.

28053 Madrid (España) Phone / Fax: +34 917 85 28 02 / +34 917 85 42 08 lorenzomerca@yahoo.es Main product: Potato

Ctra. Nacional 525, Km 499. 32630 Xinzo de Limia (Orense, España) Phone / Fax: +34 988 46 24 77 / +34 988 46 24 02 www.patatasconde.com Main product: Potato

ALMACENES RUBIO, S.A. Avda. Torrecilla, 40 Apdo. 13. 26250 Santo Domingo de la Calzada (La Rioja, España) Phone / Fax: +34 941 341 091 / +34 941 342 806 www.almacenesrubio.com Main product: Potato COMERCIALIZADORA ANDALUZA DE PATATAS, S.L. Commercial Director: José Luis Benítez C/ Leonardo Da Vinci, 60. Pol. Ind. Cáñamo - II 41300 San José de la Rinconada (Sevilla, España) Phone / Fax: +34 954 79 57 20 / +34 955 79 11 24 cap.info@telefonica.net Main product: Potato

TORRIBAS, S.A. PATATAS ABELLAN Ctra. De Madrid, km 4, Pabellón 2.

Módulo 220 - 230 - 232 - 234. 03007 Alicante (España) Phone / Fax: +34 965 289 994/ +34 965 289 994 Main product: Potato PATATAS AGUILAR Pol. Ind. Poyo de Reva. Sector 12. C/ de las Jacarandas, s/n. 46394 Riba - Roja del Turia (Valencia, España) Phone / Fax: +34 961 66 70 28 / +34 961 66 72 06 www.patatasaguilar.es Main product: Potato

Longitudinal 5, nº 141. Mercabarna 08040 Barcelona (España) Phone / Fax: +34 932 62 69 90 www.torribas.com Main product: Potato UDAPA S.COOP Manager: Roberto Ruiz de Infante C/Paduleta Nº1. Polígono Industrial de Júndiz. 01015 Vitoria - Gasteis (Álava, España) Phone / Fax: +34 945 29 03 95 / +34 945 29 06 29 www.udapa.com Main product: Potato VIUDA DE ANTONIO SERRA, S.A. Polígono Industrial ‘Sa Vileta’. Ctra. Sa Pobla - Muro, Km 1,2. 07420 Sa Pobla (Palma de Mallorca, España) Phone / Fax: +34 971 54 01 00 / +34 971 542419 www.viudaserra.com Main product: Potato

Fruit logística ’12

53

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Fruit logística ’12

Datos FEPEX

Fruit lo gística

Check for onion and garlic > Average prices of onion fall 50%. < > Growers of onion produce below production costs. < > Seals of quality make their way in the sector of onion and garlic. < Whereas the sector of onion and garlic yielded favourable results since 2009, 2011 closed this positive cycle with a severe fall of prices of both products and putting the sector again in a situation of low profit. These positive results happened to be cyclical and not prompted by players, as it should have been, although the sectors of onion and garlic are starting to be aware of the role they must play as for the differentiation of their products in the markets, above all regarding commercialisation.

Onion, 0 profit in 2011 Onion suffered a hard setback, considering that the average price in 2011 were half the prices of 2010, from 18 euro cents./kilo paid on field down to 9 euro cents./kilo. At the warehouse, average prices reached 10 to 12 euro cents./kilo, the same as production costs, which meant a real disaster for the sector.

Production surplus of onion recorded in 2011 was the main cause of the fall of prices, increasing by 20% over the previous year. Thus, production hit 1,319,100 tonnes in 2011, compared to 1,100,000 tonnes in 2010, being the second European producer to The Netherlands.

This nationwide growth is not only a result of the cultivated farmland, which increased by 10% (22,220 ha in 2010 and 24,300 ha 2011), but rather a consequence of the higher yield that resulted in 20% more production, favoured by the high temperatures

recorded all across Europe, which spread the production surplus throughout the whole continent.

Besides, due to the fall of consumption as a consequence of the economic crisis and the effects of the E. coli scandals, the market couldn’t absorb all the existing supply, and this led to large stocks that has been gradually losing quality hence forcing the players to release the produce quickly and at risible prices. If that wasn’t enough, conservation was jeopardised by the mild climate, unusual in winter, so that not the whole production could be marketed.

A factor that helped to compensate the fall of domestic consumption was exports, which grew by 14% from January to September 2011 over the same period last year, thanks to the good product quality and low prices.

These two factors turned onion into a star product in the shopping list.

However, this growth wasn’t simultaneous to an increase of exports’ value, which rose only by 7%. Total invoicing from export reached only € 70,495,382, given the low product price.

Spanish garlic and the Asian giant Farmland devoted to garlic increased by 9.5% in 2011, from 14,500 ha to 15,900 ha but, unlike onion, these produced standard yield, so that production volume also grew by 9.5%, from 132,800 tonnes to 145,300 tonnes.

These figures place Spain atop the ranking of European

producers, being Castile – La Mancha, Andalusia, and Castile and Leon the main producer regions.

Throughout the year, garlic showed pretty good quality.

However, the general fall of consumption didn’t allow for keeping the high prices of 2010, about € 2.5/kg in class 1 garlics, down to € 2 in 2011, that is, 25% less economic value. Thus, stocks in cooling chambers have been increasing while competitor countries entered the scene. The competition of the world’s first producer with 80% of the total volume worldwide, China, was one of the causes of this price decrease; production also increased in the Asian country over the previous year, which showed the dependency of European and Spanish industry on other producer countries. Hence the sector is still reluctant about the possibility of raising the import quota of Chinese or Argentine garlic.

Given that situation, exports of Spanish garlic experienced a significant fall, dropping by 31% in volume and invoicing until October 2011, according to figures provided by FEPEX. Seals of quality The need of being competitive and differentiate Spanish products led the sector to bank on seals of quality. For that reason, both sectors are working to take forward these seals of quality, which in case of onion are already a matter of fact. On one hand, the obtaining of the Designation of Origin of Spanish onion in Fuentes de Ebro, whose commercialisation started in June, on the other, the creation of the Seal of Quality Cebolla de La Mancha, which already certificated the first batches in 2011 as informed Luis Fernando Rubio, manager at PROCECAM. The seal of quality of garlic needs more time for the project to come into light but they work hard on it anyway, as stated the chairman of ANPCA, Andrés García.

Fruit logística ’12

55

Ceb o lla y Aj o / O nio n & Ga rlic

MEA CULPA Mea culpa ALFONSO TARAZONA, PRESIDENTE DE ACEC. A SOCIACIĂ&#x201C;N ESPAĂ&#x2018;OLA DE COSECHEROS Y EXPORTADORES DE CEBOLLA, CONSTITUIDA EN 1977.

Es

te aĂąo la cosecha de cebolla ha sido histĂłrica en todos los paĂ­ses productores. Ello nos ha llevado a la situaciĂłn actual en que va a ser difĂ­cil que los productores recuperemos lo costes invertidos para producirla. Los stocks en todos los paĂ­ses son elevados y, ademĂĄs, nos encontramos con un ambiente econĂłmico tan difĂ­cil que hasta en la demanda de alimentos tan bĂĄsicos como la cebolla se nota la caĂ­da del consumo. Para colmo, las temperaturas que estamos soportando, mĂĄs propias de primavera que de invierno, tambiĂŠn nos afectan en una doble vertiente: afectan a la calidad de la cebolla almacenada fuera de cĂĄmara y a la bajada del consumo con respecto a otros inviernos en que los caldos y sopas calientes eran plato casi obligado. En una palabra: desolador.

Y ahora, en el sector, si queremos, empecemos a echarle la culpa otra vez a los polĂ­ticos de turno, a los intermediarios, a la distribuciĂłn, a quien seaâ&#x20AC;Ś menos a nosotros mismos. Nos dan miedo las Organizaciones de Productores, no invertimos en la promociĂłn porque, claro, â&#x20AC;&#x153;como la cebolla existe desde siempre no le hace ninguna faltaâ&#x20AC;?, no reducimos costes en el alquiler de tierras, semillas, energĂ­a elĂŠctricaâ&#x20AC;Ś para poder ser mĂĄs competitivos frente a otros paĂ­ses, etc., etc., Pero la culpa siempre es del otro, que no digo yo que alguna responsabilidad tambiĂŠn tendrĂĄ, pero, obviamente y, a mi modesto entender, no la principal. Ni mucho menos. Y mientras tanto, en un mundo cada vez mĂĄs pequeĂąo y cercano, cebollas de orĂ­genes distintos del nuestro y otros productos, hasta ahora imposibles de consumir en invierno, van ganando cuota de mercado.

SĂŠ que puedo ganarme enemistades con este artĂ­culo, aunque confĂ­o en RVF BM mO UPEPT DPNQSFOEFSÂśO RVF MP Ă&#x2039;OJDP RVF QFSTJHP FT EFTQFSUBS DPODJFODJBT Z BCSJS NFOUFT QBSB CFOFmDJP EF UPEPT MPT FTMBCPOFT EF MB DBEFOB EFM TFDUPS Z RVF BM mOBM FTUF QFSEVSF Z OP UJFOEB B EFTBQBSFDFS SabĂ­amos que un aĂąo como ĂŠste iba a llegar. Bien es cierto que, despuĂŠs de dos medias campaĂąas en las que hemos podido respirar y recuperarnos algo de las anteriores â&#x20AC;&#x153;sangrĂ­asâ&#x20AC;?, todos tenĂ­amos claro que la actual situaciĂłn llegarĂ­a, quizĂĄ no con tanta virulencia como lo ha hecho, pero casi. ÂżY quĂŠ hemos hecho? Plantar mĂĄs cebollas que nunca contraviniendo UPEBT MBT MFZFT EF MB MĂ&#x2020;HJDB 4FHĂ&#x2039;O MPT EBUPT MPT JODSFNFOUPT EF TVQFSmDJF IBO TJEP EF BMSFEFEPS EF VO DJGSB RVF OP KVTUJmDBSĂ B QPS TĂ TPMB el incremento de los stocks a los niveles que han llegado; pero si a eso unimos un rendimiento medio por hectĂĄrea superior al normal y la debilidad de la demanda, el resultado de la ecuaciĂłn es el que todos, repito, temĂ­amos. ÂżSeremos capaces, de verdad, de actuar consecuentemente?

Este aĂąo gracias a la colaboraciĂłn de productores y distribuidores de semillas y coordinados por el comitĂŠ de la cebolla de FEPEX, conoceremos la venta casi en su totalidad de semillas por ciclos en EspaĂąa, algo que llevĂĄbamos intentando ya hace tiempo. Con este dato tendremos mĂĄs herramientas para preveer el futuro de las campaĂąas.

En lo que respecta al presente ejercicio, salvo catĂĄstrofe de calidad por circunstancias climatolĂłgicas que produjera una milagrosa selecciĂłn natural de las partidas almacenadas, el â&#x20AC;&#x153;pescadoâ&#x20AC;? estĂĄ vendido. Pero es ahora cuando debemos empezar a pensar quĂŠ podemos hacer para paliar lo inevitable: que dentro de unos aĂąos volvamos a tener una malĂ­sima campaĂąa.

A comer cebolla que es muy buena para la circulaciĂłn y, por tanto, activa el cerebro.Q

56

Fruit logĂ­stica â&#x20AC;&#x2122;12

By Alfonso Tarazona, president of ACEC. Spanish Association of Harvesters and Exporters of Onion, created in 1977.

The harvest of onion has been historical this year in every producer country.

That led us to the current situation, in which it will be difficult for us producers to recover the investment made to produce it. Stocks are large in every country and the economic environs are so difficult that consumption decrease also affects such basic items like onion. Furthermore, the temperatures recorded -more spring- than winter-like- also have double effect on our sector: they affect the quality of onions stored outside cooling chambers, and consumption of hot soups and broths has decreased compared to colder winters. In one word: devastating.

And now, in the sector, if we want, letâ&#x20AC;&#x2122;s start blaming again the politicians, middlepersons, distributors, whoeverâ&#x20AC;Ś but ourselves. We are afraid of Producers Organisations; we donâ&#x20AC;&#x2122;t invest in promotion because, of course, â&#x20AC;&#x153;as onion has always existed, itâ&#x20AC;&#x2122;s not necessaryâ&#x20AC;?; we donâ&#x20AC;&#x2122;t cut costs of land rental, seeds, electric power and so on to be more competitive; etc. But there are always others to blame; I donâ&#x20AC;&#x2122;t say they donâ&#x20AC;&#x2122;t share part of responsibility but, in my humble opinion, not the main part of it, obviously. Not even that. Meanwhile, in a smaller and smaller, closer and closer world, onions from other countries than ours and products that were impossible to consume in winter up to now are gaining market share.

I now I can make enemies with this article yet I trust that, in the end, everyone will understand that the only thing I intend is to raise awareness and open minds for the benefit of all members of the value chain, and for the sector to endure and not to disappear.

We knew that a year like this was coming. It is true that after two half campaigns in which we could breathe and recover a bit from previous â&#x20AC;&#x153;bleedingâ&#x20AC;?, we all had clear in our minds that the current situation would come; maybe we didnâ&#x20AC;&#x2122;t know it would be so hard, but almost.

And what did we do? Sowing more onions than ever, going against all laws of logic. According to the figures, farmland devoted to onion increased by 15%, a figure that wouldnâ&#x20AC;&#x2122;t justify the increase of stocks by itself; but if we also take into account a higher than usual yield per hectare, and a weak demand, the result of the equation is what we all feared. Will we be able to really act consequently?

This year, thanks to the collaboration of producers and distributors of seeds, and coordinated by FEPEXâ&#x20AC;&#x2122;s onion committee, we will experience the almost complete sale of seeds in cycles in Spain, which is something we had been trying for some time. With this figure, we will have more tools to foresee the campaignsâ&#x20AC;&#x2122; future.

As for the present year, unless a quality disaster due to climate conditions that resulted in a miraculous natural selection of the stored batches, the situation is cut. But now we must start thinking what we can do to alleviate the unavoidable: that we experienced another disastrous campaign in some yearsâ&#x20AC;&#x2122; time.

Letâ&#x20AC;&#x2122;s eat onion, for it is very good for blood circulation and therefore activates the brain.

Fruit lo gística

t Quién es quién en el sector DEL AJO Y LA CEBOLLA t CEBOLLAS TARA, S.L. Manager: Alfonso José Tarazona C/ de la Informática, D-1. P. I. El Romeral 46340 Requena (Valencia, España) Phone: +34 962 32 36 08 direccion@cebollastara.com Yearly turnover: 32.000.000 € Main product: Onion and garlic Production volume: 40.000 t SAN ISIDRO EL SANTO S. C. CLM Chairman: Agustín Ortiz Manager: José J. García Avda. Sebastián Molina, 6. 16660 Las Pedroñeras (Cuenca, España) Phone: +34 967 160 111 www.sanisidroelsanto.com Yearly turnover: 16.400.000 € Main product: Purple and white garlic Production volume: 7.113 t COOPAMAN, S.C.L Chairman: Julio Bacete Manager: José Santiago Rodrigo General Borrero 45. 16660 Las Pedroñeras (Cuenca, España) Phone: +34 967 16 05 36 www.coopaman.com Yearly turnover: 14.000.000 € Main product: Garlic Production volume: 10.000 t VECA Chairman: Vicente Bonafont M. Director: Eladio Barrachina C/Carles Carbonell nº9 – 2º piso 46270 Villanueva de Castellón (Valencia, España) Phone: + 34 962 451 253 www.frutexa.com Yearly Turnover: 12.736.000 € Main Product: Onions Production volume: 47.500 t HNOS. APARICI ROSA, S.L. Chairman: Fernando / José Aparici C. Director: Fernando Aparici Rosa CV-42 Almussafes (Valencia, España) Phone: +34 961 78 10 86 www.hnos-aparici.es Yearly turnover: 12.500.000 € Main product: Yellow, red, white, sweet, ecological and tender Onion Production volume: 35.000 t CEBOLLAS CONSUAY, S.L. Manager: José Manuel Cervera Pol. Ind J-2-1. Puebla De Vallbona (Valencia, España) Phone: +34 962 76 30 08 www.consuay.com Yearly turnover: 12.000.000 € Main product: Onion Production volume: 35.000 t S.A.T. 9993 ALLIUM PRODIBER Chairman: Jesús Requena Mut C/ Colón, 18. Quesa (Valencia, España) Phone: +34 962 25 60 51 Yearly turnover: 12.000.000 € Main product: Garlic and onion Production volume: 14.000 t COOP.DEL CAMPO SANTAMÓNICA Chairman: José Antonio Romero Manager: Juan Blázquez C/ Mayor, 20 Balazote (Albacete)

Phone: +34 967 36 00 69 santamonica@infonegocio.com Yearly turnover: 10.000.000 € Main product: Garlic Production volume: 8.500 t AGRÍCOLA EL REGAOR, S.L Chairman: Pedro Manuel Vidal Pol. Ind. La Serreta. C/ África nº 69.

Apdo. nº 426. 30500 Molina de Segura (Murcia, España) Phone: +34 968 69 43 83 info@elregaor.com Yearly turnover: 10.000.000 € Main product: Garlic and onion Production volume: 5.500 t AJOS MASALMAR, S.L. Chairman: Salvador Castellanos Ros Partida del Plano s/n. 46820 Anna (Valencia, España) Phone: +34 962 92 21 69 masalmar@masalmar.com Yearly turnover: 10.000.000 € Main product: Garlic and onion Production volume: 4.000 t SAT FUENTE PINO

SPANISH ONIONS GROUP Chairman: Vicente Martí Clara Comanagers: Vicente / Silvia Martí Fontestad Commercial and transport director: Vicente Martí Fontestad.

Financial and Administration Director: Silvia Martí Fontestad Ctra. Liria a Villamarchante s/n. Apdo.

Correos 308. 46160 Liria (Valencia, España) Phone: +34 962 79 2545 www.spanishonions.net / Yearly turnover: 7.300.000 € Main product: Onion Production volume: 30.000 t

Phone: +34 967 27 14 67 corymar@vodafone.es Yearly turnover: 1.500.000 € Main product: Onion Production volume: 10.000 t AJOESCAR, S.L. Manager: Antonio Escudero Camino La Hita, 8.

16660 Las Pedroñeras (Cuenca, España) Phone: +34 967 16 30 74 ajoescar@telefonica.net Yearly turnover: 1.400.000 € Main product: Garlic Production volume: 1.500 t NECOMI, S.L.

Manager: Ricardo / Miguel Perales Con. Viejo del Río, s/n. 46810 Enguera (Valencia, España) Phone: +34 962 22 41 92 www.rphonions.com / rperalesehijos@telefonica.net Yearly turnover: 3.000.000 € Main product: Onions Production volume: 6.800 t

Manager: Julio Raya Bolívar Col. Urb. San Sebastián, Ed.2 - 1º D. 18006 Granada (España) Phone: +34 958 13 57 09 Yearly turnover: 1.200.000 € Main product: Garlic, onion, asparagus, peaches, and grapes Production volume: 1.000 t

AJOS LA VEGUILLA, S.L. Manager: Jose Antonio Peche C. Director: Adolfo Mesas López C/ Pascualillo, 11 16.660 Las Pedroñeras (Cuenca, España) Phone: +34 967 16 03 51 www.veguilla.com Yearly turnover: 9.000.000 € Main product: Onion Production volume: 12.000 t SAT 9888 IMPERIO Manager: Francisco Mira Pol. Ind. La Cerámica 03390 Benejuzar (Alicante, España) Phone: +34 965 356 621 - 3 www.imperiogarlic.com Yearly turnover: 8.500.000 € Main product: Garlic and onions Production volume: 9.000 t ROVIRA AGRÍCOLA, S.L. Chairman: Arcadio Rovira Manager: Marta Rovira Con. Marjal, s/n. 46450 Benifayo (Valencia, España) Phone: +34 961 780 000 www.cebollasrovira.com Yearly turnover: 8.000.000 € Main product: Onion Production volume: 25.000 t CASTAÑAS CAMPELO EXPORT Manager: Eduardo Jesús Campelo C/ Soledad, 3. 24500 Villafranca del Bierzo (León, España) Phone: +34 987 54 00 64 campelo@campelo.net Yearly turnover: 8.000.000 € M. product: Garlic, chestnut, onion and nuts Production volume: 6.000 t

JUMOSOL FRUITS S.L. Chairman: Daniel Molina Torno Manager: Daniel Molina Berges C. Director: Samuel Molina Berges C/ Andrés Segovia s/n. 50740 Fuentes de Ebro (Zaragoza, España) Phone: +34 976 16 10 40 www.jumosol.com / info@jumosol.com Yearly turnover: 3.000.000 € Main product: Whole type of onions, extra sweet onion CEBOLLAS ILUSTRA S.L. Manager: Javier Pellicer Pellicer Camino nuevo de Picaña,20. 46014 Valencia (España) Phone: +34 963 78 08 59 comercial@cebollasilustra.com Yearly turnover: 2.700.000 € Main product: Onion Production volume: 12.000 t DISPAMAN EXPORT-IMPORT S.L. Chairman: Juan Manuel Padilla C/ Feria, 47 (Albacete, España) Phone: + 34 967 36 01 54 dispaman@wanadoo.es Yearly turnover: 2.500.000 € Main product: Garlic Production volume: 2.300 t LA CANAL SWEET ONIONS, S.L. Chairman: Salvador Castellano Ros Commercial Director: Salvador Castellano Ros and Ricardo Perales Partida del Plano s/n. 46820 Anna (Valencia, España) Phone: +34 962 21 35 00 Yearly turnover: 2.000.000 € Main product: Onion Production volume: 3.500 t SOC. COOP. CORYMAR Chairman: Jesús Rodríguez Manager: Florencio Hernández C. Director: Montserrat Carrión Ctra. De las Peñas, km15. 02140 El Salobral (Albacete, España)

Manager: Jordi Martí Joan Maragall, 18 25264 Vilanova de Bellpuig (Lérida, España) Phone: +34 973 32 41 61 Main product: Onions Production volume: 2.000 t COAGRAMON S.C.A. Manager: Juan de la Cruz Ctra. La Rambla - Montalbán, km 1,8.

14548 Montalbán (Córdoba, España) Phone: +34 957 310 387 www.coagramon.com / Main product: Garlic EL PAJIZO, S.L.

RICARDO PERALES E HIJOS, S.L.

CARLOS GARCÍA E HIJOS, S.L. Chairman: Francisco Rey Calatayud Pol. Ind El Cañuelo s/n. Santaella (Córdoba, España) Phone: +34 957 31 37 31 fernando.valenzuela@fuentepino.com Yearly turnover: 10.000.000 € Main product: Onion

L. MARTI E HIJOS, S.L.

Chairman: Carlos García C/ Golondrina 28. 18110 Las Gabias (Granada, España) Phone: +34 958 58 01 54 carlosgarciaehijos@gmail.com Yearly turnover: 1.100.000 € Main product: Onion and garlic Production volume: 4.000 t and 100 t CARRIÓN EXPORT-IMPORT, S.L. Chairman: Antonio Carrión Ctra. Las Mesas km 9,5. 16660 Las Pedroñeras (Cuenca, España) Phone: +34 967 13 90 08 www.carrionexport.com Yearly turnover: 500.000 € Main product: Onion Production volume: 3.000 t

Ctra. Montilla, s/n. 14548 Montalbán (Córdoba, España) Phone: +34 957 310 021 www.elpajizo.com / info@elpajizo.com Main product: Garlic MONTEALBO S.A.T. LTDA Manager: Francisco Marín Ctra. La Rambla, s/n 14548 Montalbán (Córdoba, España) Phone: +34 957 310 461 Main product: Garlic PEREGRIN, S.A. Chairman: Antonio Peregrín Mula C. Director: Juan Salvador Peregrín Nuestra Señora el Mar, 4 04640 Pulpi (Almería, España) Phone: +34 950 46 41 11 gold@peregrin.com Main product: Garlic S.A.T. 8294 HERMANOS PALACIOS Ctra. La Rambla, km 2. 14548 Montalbán (Córdoba, España) Phone: +34 957 31 00 95 www.ajos-palacios.com / Main product: Garlic

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-" 03("/*;"$*ÂŹ/ %& -" 0'&35" &/ 03*(&/ LA MEJOR OPCIĂ&#x201C;N

7J JULIO BACETE GĂ&#x201C;MEZ. PRESIDENTE DE LA MESA NACIONAL DEL AJO, ASOCIACIĂ&#x201C;N PROFESIONAL FORMADA POR

19

EMPRESAS, ENTIDADES Y ASOCIACIONES DEL SECTOR.

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The organisation of supply at origin, the best option Julio Bacete GĂłmez. Chairman of the National Board of Garlic.

We live in times of regression, withdrawal, uncertainty. We go backwards compared to the two previous campaigns, which yielded good results in general for producers and traders.

There is withdrawal because consumption is dropping due to the economic crisis. Uncertainty as we donâ&#x20AC;&#x2122;t clearly see the future of this sector, which constantly depends on the worldâ&#x20AC;&#x2122;s main producer and exporter: China.

Despite that, Spanish producers of garlic still face the future with optimism, being garlic our main activity to generate employment and wealth. We donâ&#x20AC;&#x2122;t have other economic alternatives, and while it is so, we will fight to keep it, as we have done in the two last decades since China became a threat for the feasibility of our farms, enterprises, and way of life. If that didnâ&#x20AC;&#x2122;t happen, we would be speaking in quite different terms.

Spain, first producer and exporter of garlic in the EU, keeps at present a noticeable balance as for farmland and yearly production, of about 15,000 hectares and 140,000 tonnes, as well as regarding exports to the EU and third countries, average 60,000 tonnes in the last years.

Present problems As I already pointed out, the main problem we producers and marketers of garlic have is China, which is absolutely omnipresent in all garlic-consumer markets, as they replaced local or neighbouring productions with their low prices. Europe has been an exception

58

to certain extent, thanks to the safeguard measures and quotas that protected our market in the last year. But only partially, since with the law comes the trick, and Chinese operators and importers racked their brains to avoid the law, being pursued by the European AntiFraud Office (OLAF), which confirms that garlic has been permanently subject to smuggling and fraud in the EU. Price fluctuation and factors that prompt it Given the small size of our enterprises and their low weight in the market, we can do little to intervene in price formation, for it is in the hands of big operators and commercial distributors. That market punishes producers at origin with prices that frequently donâ&#x20AC;&#x2122;t properly pay for production, even forcing them to sell below costs, and makes consumers pay for this same product amounts that triple the prices paid at origin. Trade and competition authorities should cut this permanent abuse.

Measures to keep developing I think the main measure in these moments would be improving the organisation of our supply at origin, increasing the dimension of our enterprise and their supply volumes. As long as we donâ&#x20AC;&#x2122;t tackle this issue, which we all know since long time ago, and which we have been postponing, we will keep being hit in the same spot and others will keep taking advantage of our work and products.

Fruit logĂ­stica â&#x20AC;&#x2122;12

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Fruit logística ’12

59

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Carrot must look for an value added that sums up, not subtracts > Average prices paid to growers hardly exceed â&#x201A;Ź 0.151/kg. < Carrot is one of the vegetables whose value added (packaging, logistics, labels, presentation ) raises end product prices most, much above that of raw produce.

This situation forces the sector to consider the need to choose more competitive commercialisation systems that didnâ&#x20AC;&#x2122;t increase product prices artificially, as stated AndrĂŠs MartĂ­nez, from the firm Horfres.

According to a study on the Value Chain and Price Formation in the Sector of Fresh Carrot, carried out by the Ministry of the Environment and Rural and Marine Affairs in late 2010, that is exactly one of the handicaps of this sector: the lack of profitable value added that reflected on end prices too, and not only on the different links of this value chain.

That same study said that shrinkages and discards resulting from the process of offering value added mean at present the highest cost that the sector must afford.

Average prices When we talk about carrot, we can affirm that it is one of the less atomised sectors of agriculture, having a good yield per hectare too; nonetheless, average prices paid to growers hardly exceed â&#x201A;Ź 0.151/kg. From this figure, prices keep rising until they reach an average RRP that goes from â&#x201A;Ź 0.631/kg in traditional retailers, to â&#x201A;Ź 0.561/kg in modern establishments.

60

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Fruit logĂ­stica â&#x20AC;&#x2122;12

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These are very low values, so that significant amounts of farmland are necessary to get profit, and they must be very productive above all, for the first link of the chain to be able to earn a living with this activity. Maybe this need of increasing yield per hectare justifies the boom experienced in the last years by this crop in Spain, going from 259,000 tonnes in 1999 to 429,000 tonnes in 2010 (65% increase).

Domestic consumption With these figures, the Spanish production of carrot represents 1.5% of the worldâ&#x20AC;&#x2122;s total, 7.5% of the EU27â&#x20AC;&#x2122;s, being amongst the biggest exporters in the EU. We rank however far from the first places regarding domestic consumption. Whereas consumption per capita peaks at 31 kg per person per year in Ireland, and reaches 22 kg per person per year in Belgium, and 18 in Denmark, it hardly hits 4.5 kg per person per year in Spain.

Facing these figures, we must wonder why our sector specialised in export markets while the real consumption potential lies within our borders.

This issue, together with the need for value added to be precisely that, something that sums up, not subtracts profit, are the key issues the sector must deal with; also must be taken into account that, unlike other sectors of agriculture, the industry of carrot is characterised by its concentration and the little number of links that compose the value chain. But letâ&#x20AC;&#x2122;s not lie to ourselves, distributors tight the rope and, whereas their weight on sales wasnâ&#x20AC;&#x2122;t significant some years ago, now they represent 53% of the total sales of fresh carrot.

We must therefore consider this variable too when analysing the sector, for the adjusted margins they demand to producers and marketers have most of the times nothing to do with the production volumes that arrive in the market. That is, cost cutting and optimisation of value added is not always a synonym for success.

Fruit lo gĂ­stica

#&+0 *#ÂŁ3*$" 20 AĂ&#x2018;OS AVANZANDO

RAFAEL DE VICENTE. BEJO IBĂ&#x2030;RICA S.L. EMPRESA FILIAL DEDICADA A LA INVESTIGACIĂ&#x201C;N, PRODUCCIĂ&#x201C;N, ELABORACIĂ&#x201C;N Y VENTA DE SEMILLAS HORTĂ?COLAS.

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t QuiĂŠn es quiĂŠn en el sector DE LA ZANAHORIA t

COOP. AGRARIA VIRGEN DEL ROCĂ?O. S.C.A. Chairman: Diego GĂĄlvez Carrasco Manager: Marco A.GĂĄlvez C. Director: Miguel Ă ngel PĂŠrez C/ Central, 28. Colonia de Monte Algaida.11540 SanlĂşcar de Barrameda (CĂĄdiz, EspaĂąa) Phone / Fax: +34 956 38 72 42 vrocio@vrocio.com Yearly turnover: 18.000.000 â&#x201A;Ź Main product: Bunch carrot, italian Pepper, watermelon Production volume: 40.000 t

Phone: +34 956 38 73 43 Yearly turnover: 6.000.000 â&#x201A;Ź Main product: Carrot Production volume: 10.000 t

agropecuaria@arconet.es Main product: Carrot Production volume: 12.500 t TALIFLOR C.B.

HORTALIZAS CHIPIONA S.L. Chairman: Isidro Herrero de Frutos Manager: Francisco J. Castellano Pago Las Tapias, Polig,19. Parc 94.

11520 Rota (CĂĄdiz, EspaĂąa) Phone: +34 956 23 00 50 hortalizaschipiona@hotmail.com Yearly turnover: 2.000.000 â&#x201A;Ź Main product: Carrot Production volume: 10.000 t

Chairman: JosĂŠ MontalbĂĄn C. Director: CristĂłbal DĂ­az Pereira Ctra. SanlĂşcar - Chipiona km. 6,9.

11550 Chipiona (CĂĄdiz, EspaĂąa) Phone: +34 956 37 07 85 cristobal.diaz@agrotali.com Main product: Bunched carrots, leek, beetroot and patatoes Production volume: 6.200 t VIVEROS CAMPIĂ&#x2018;AS S.C.A.

S.COOP. DEL CAMPO GLUS-I CAMPO DE ROTA, S.C.A Chairman: JosĂŠ Ant. Herguedas Manager: JesĂşs Esteban Alonso C. Director: JosĂŠ Antonio Alonso Pol. Prado Boyal s/n. 40297 SanchonuĂąo (Segovia, EspaĂąa) Phone: +34 921 16 01 80 raquel.glus@uniondecampesinos.com

Yearly turnover: 16.714.000 â&#x201A;Ź Main product: Carrot Production volume: 20.000 t carrot, 9.000 t potato

Chairman: Francisco GarcĂ­a Manager: JosĂŠ MarĂ­a Villar Puerto Pago PeĂąa del Ă guila, s/n. 11520 Rota (CĂĄdiz, EspaĂąa) Phone : +34 956 84 70 90 / campoderota@ozu.es Yearly turnover: 2.000.000 â&#x201A;Ź Main product: Carrot Production volume: 3.000 t

ALGAIDA FLOR, S.L.

AGROPECUARIAS LA FLORIDA, S.L.

Manager: Rafael BuzĂłn MontaĂąo C. Director: Antonio del Moral Colonia Monte Algaida. Central nÂş34.

11540 SanlĂşcar de Barrameda (CĂĄdiz, EspaĂąa)

Manager: Ivon Elorza Ctra. GuadalcacĂ­n, Nueva Jarilla km.

1,2. 11591 GuadalcacĂ­n, Jerez de la Frontera (CĂĄdiz, EspaĂąa) Phone: +34 956 15 77 49

Chairman: Mario Herranz C. Director: Carlos Herranz Carretera de Vallelado, km 1. 40216 ChaĂąe (Segovia, EspaĂąa) Phonex: + 32 921 15 55 06 www.viveroscampinas.com Main product: Bunch Carrot Production volume: 3.000 t MEIGNEN ESPAĂ&#x2018;A S.L. Chairman: Jean Paul Blanchard Manager: Philippe Bizeau EdiďŹ cio Araucaria. Plaza Manolo SanlĂşcar. 11540 SanlĂşcar de Barrameda (CĂĄdiz, EspaĂąa) Phone : +34 956 36 82 65 meignen_esp@yahoo.es Main product: Carrot, leek and turnip

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BEJO IbĂŠrica, 20 years moving forward Rafael de Vicente. Bejo IbĂŠrica S.L. Subsidiary enterprise devoted to research, production, breeding, and sale of vegetable seeds.

The year that just started is going to be very special for Bejo IbĂŠrica. Two decades ago, we started our activities in Spain with a small human team, very enthusiastic and willing to do things well. Throughout years, the team has grown to consolidate nowadays as one of our most precious and cared assets.

Gone are the difficulties of a newly started project; behind are the moments when almost no one had heard of Bejo; our first tests on field, our sowing of carrots by hand, and the first pneumatic sowing machines that contributed to better crop modernisation.

Slowly, with many efforts and hours behind the wheel, many conversations with growers, a serious technical approach, and the right variety selection in many crops, we gradually gained the sectorâ&#x20AC;&#x2122;s trust.

In these two decades, we learnt a lot by working alongside every link of the chain, listening to their viewpoints and needs, and we took it to specific varieties on field by means of thorough, nonmanipulated genetics.

These have been 20 years of many Open Days to show our commitment and genetic potential, to set trust alliances, and to satisfy the needs that gradually arose as the markets, which are very dynamic, evolved.

We based our success in such elementary concepts as thoroughness, seriousness, professionalism, and trust.

There is still much to do, and we are aware of the difficulties around us, but we will keep our goals high for we trust the sector, our genetics, and our improvement programmes that endorse a promising future.

Twenty years are enough to get a good panorama of the sector of fruits and vegetables, and strengthen and consolidate us as specialists in carrots, onion, and brassica. All our improvement programmes turn around intrinsic quality parameters, but also around such important characteristics as FLAVOUR, CONVENIENCE, AND HEALTH.

Fruit logĂ­stica â&#x20AC;&#x2122;12

61

Za na h o ria / Ca rrot

EL MERCADO DE LA ZANAHORIA EN ESPAÑA

JUAN LUIS GRANERO, DESARROLLO DE VILMORIN, EMPRESA RESPONSABLE DE

ESPECIALIZADA EN LA SELECCIÓN, PRODUCCIÓN Y DISTRIBUCIÓN DE SEMILLAS DE HORTALIZAS Y ÁRBOLES.

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ta campaña el mercado de la zanahoria se está desenvolviendo en un marco complicado de precios, situación agravada por los resultados de la campaña anterior, por lo que se hace cada vez más necesario buscar la excelencia en nuestras producciones en cuanto a rendimiento y calidad para aumentar la competitividad de nuestros productos. En un periodo de crisis como en el que nos encontramos, el consumo se retrae y se hace imprescindible ofrecer productos de calidad con los que podamos dar una salida ventajosa a nuestras cosechas.

Para Vilmorin, un objetivo prioritario es conseguir una semilla, una raíz comercializable, y para ello dedicamos un gran esfuerzo FO JOWFTUJHBDJÆO DPO FM mO EF PCUFOFS mejoras en el apartado de tecnología de semillas, que nos ayuden a sacar el máximo partido de nuestras variedades.

62

Vilmorin ya lanzó al mercado hace pocas campañas una nueva presentación de semillas que denominamos Vilrob, semilla de zanahoria pildorada, que nos permite obtener un rendimiento de raíces comerciales superior, gracias a una mejor distribución de la semilla en el suelo en nuestras siembras y un crecimiento más homogéneo, disminuyendo considerablemente la competencia entre plantas.

En una nueva evolución, nos complace presentarle nuestras nuevas semillas activadas, pensadas principalmente para siembras en condiciones atmosféricas menos favorables (principalmente bajas temperaturas), con las que obtenemos un crecimiento de las plantas mucho más rápido y homogéneo. Con ello disminuimos la probabilidad de defectos de nacimiento y nos permite un manejo más sencillo de la aplicación de herbicidas (la ventana de germinación se reduce considerablemente, por lo que la mayoría de las plantas se encuentran en el mismo estado de desarrollo).

Esta semilla activada está especialmente indicada para las siembras tempranas de estación.

A estas innovaciones, cabe añadir la extensa gama de variedades que Vilmorin ofrece para que obtenga los mejores resultados en cualquier ciclo de siembra. La última variedad en incorporarse a nuestra familia ha sido Músico, recomendada para siembras de contraestación con doble aptitud, manojito y bolsa, y para siembras tempranas de estación. Destaca por su uniformidad de raíz, buena coloración, remate y, por supuesto, por su elevado rendimiento.

Músico viene a completar nuestra gama, compuesta por variedades referentes en el mercado como Tino, Exelso, Soprano, Maestro y Bolero.Q

Fruit logística ’12

Carrot market in Spain Juan Luis Granero, head of Development at Vilmorin, specialist enterprise in selection, production, and distribution of vegetable seeds and trees.

This trade campaign, the carrot market is developing in a complicated situation as for prices, which is worsened by the results of the previous campaign, so that it is more and more necessary to search for excellence as for yield and quality of our productions in order to increase our products’ competitiveness. In crisis times like these we are living, consumption shrinks, and it is essential to offer quality products that enabled us to release our harvest at advantage.

To Vilmorin, getting the seed, a marketable root, is a priority and in order to achieve that, they devote great efforts to research, aiming at obtaining improvements as for seed technology that allowed for making the most of our varieties.

Vilmorin launched in the market a new presentation of seeds several campaigns ago. We called it Vilrob, a pilled carrot seed that enables to obtain superior yield of marketable roots thanks to a better distribution of the seeds in the soil and to a more homogeneous growth, considerably reducing the competition between plants.

In a new evolution, we are pleased to present our new activated seeds, mainly designed to be sowed in less favourable weather conditions (mostly low temperatures), which will allow for faster, more homogeneous plant growth. With them we reduce the probability of germination flaws, and applying herbicides is easier (germination window shrinks considerably so that most of the plants are at the same stage of development).

This activated seed is particularly recommended for early season sowings.

In addition to these innovations, it’s worth mentioning the broad range of varieties that Vilmorin offers for producers to yield the best results in any sowing cycle. The last variety to join our family was Músico, recommended for off-season sowings with double destination, bunch and bag, and also for early season sowings. It stands out by its uniformity, nice colour, finish, and of course, high yield.

Músico completes our range, made up by varieties that are benchmarks in the market such as Tino, Exelso, Soprano, Maestro and Bolero.

Fruit lo gística

t Quién es quién en el sector mayorista t GRUPO ARC EUROBANAN Chairman: Fco. José González Palenzuela Consejero: Rory P. Byrne Dtor. Gral.: Ángel Rey y Donald O´Driscoll.

Commercial Director: Joaquín Rey Dtor. Financiero: Natalia Martínez Dtor. International and Marketing: Ramón Rey Dctor. RR. HH.: Raimundo Payo Plataforma Baja, Parcela B 3.3.

Mercamadrid 28053 Madrid (España) Phone / Fax: +34 917 79 66 00 / +34 917 79 66 92 www.eurobanan.com / madrid@eurobanan.com Yearly turnover: 350.000.000 € Main product: All type of fruit and vegetable and Fourth-range vegetables Production volume: 450.000 t HERMANOS FERNÁNDEZ LÓPEZ, S.A. Chairman: Luis Fernández Commercial Director: Christophe Laffon Mercabarna Longitudinal 7, nº 83, 08040 Barcelona (España) Phone / Fax: +34 93 262 66 90 / +34 93 263 27 39 www.grupofernandez.es Yearly turnover: 150.000.000 € Main product: Bananas, pineapple, potatoes, etc.

Production volume: 170.000 t CULTIVAR Chairman: Pedro Sitjar Juliá Manager: Pedro Sitjar Valverde Commercial Director: Joan Pascual Longitudinal 9, 39. Mercabarna 08040 Barcelona (España) Phone / Fax: +34 932 61 87 00 / +34 933 36 14 67 www.cultivar.net / cultivar@cultivar.net Yearly turnover: 116.000.000 € Main product: Wide range with more than 300 fruits and vegetables references Production volume: 150.000 t CMR GROUP Chairman: Carles Martí Sousa National Commercial Director: Jordi Martí Inglada Director Import - Export: Carles Martí Inglada C/ Sis, 1. 08820 El Prat de Llobregat (Barcelona, España) Phone / Fax: +34 932 62 66 00 / +34 932 62 66 01 www.cmrgroup.es / cmr@cmrfruits.com Yearly turnover: 110.000.000 € Main product: Fresh fruit and vegetables Production volume: 110.000 t

Ctra. Toledo Km 17.200 Fuenlabrada (Madrid, España) Phone / Fax: +34 917 86 65 76 / +34 917 85 35 90 frutas@frutasesanchez.com Yearly turnover: 72.300.000 € Main product: Apple, pear, plum, peach, grapes and citrus Production volume: 66.800 t

Phone / Fax: +34 93 556 24 58 / +34 93 556 24 59 granero@agem.mercabarna.com Yearly turnover: 9.000.000 € Main product: Citrus fruits, melon, watermelon and several kind of fruits.

Production volume: 1.500 t

GRUPO L/C

Chairman: José M. Gómez Commercial Director: Enric Prost C/ Longitudinal nueve nº 65.

Mercabarna. 08040 Barcelona (España) Phone / Fax: +34 932 62 63 54 / +34 932 62 06 69 jose@servifruit.com Yearly turnover: 8.500.000 € Main product: Fruits and vegetables Production volume: 6.500 t

Chairman: Lorenzo Carrasco Valle.

Sales Director: José Luis Bernal Herrero Import-Export: Ismael Carrasco Rodríguez División Envasado: Lorenzo Carrasco Rodríguez Longitudinal 7. nº 65. Mercabarna.

08040 Barcelona (España) Phone / Fax: +34 935 56 16 00 / +34 932 62 66 51 www.grupolc.com / grupolc@grupolc.com Yearly turnover: 65.970.000 € Main product: Fruits and vegetables Production volume: 74.000 t FRUTAS NIQUI MADRIMPORT, S.L Chairman: Jose Niqui Salvat Manager: Fco. Javier Mansilla Camaño C. Director: Javier Niqui Roman Mercamadrid. Parcela J-3, 28053 Madrid (España) Phone / Fax: +34 91 507 33 00 / +34 91 507 15 84 www.niqui.es Yearly turnover: 26.000.000 € Main product: Apples Production volume: 25.000 t CAMILOR S.L. Chairman: Marià Lorca i Bard Manager: César Marco Gimeno Commercial Director: Sergio Crespo Sanz Pabellón F, Puestos 6007-6009.

Mercabarna Barcelona (España) Phone / Fax: +34 932 626 565 / +34 933 354 889 www.grup-milor.com Yearly turnover: 12.000.000 € Main product: Tomato and orange Production volume: 25.000 t FRUTAS FAUSTINO S.L. Chairman: Faustino Rodríguez Gutiérrez Manager: Carmen / Faustino Rodríguez Mercasevilla. Nave 1. pto. 26 y Nave III pto. 15-19. Autovía Sevilla Málaga, km 4,7. 41020 Sevilla (España) Phone / Fax: +34 954 26 08 68 / +34 954 67 70 09 www.frutasfaustino.net Yearly turnover: 11.000.000 € Main product: Exotics, tropicals, kiwis, plátanos

FRUTAS E. SÁNCHEZ S.L.

GRANERO CATALUÑA, S.L.

Chairman: Ernesto Sánchez Sánchez Manager: Eloy Sánchez Sánchez C. Director: Ernesto Sánchez Miranda

Manager: Eugenio Varela Bellver Mercabarna, Pabellon D-4056/4061 08040 Barcelona (España)

SERVIFRUIT GOMAB S.L.

ALICHAMPI Manager: Juan Ramón Bonet Commercial Director: Juan Bonet Mercalicante, Nave Multiservicio 11-12.

Alicante (España) Phone / Fax: +34 966 08 31 40/ 965 104 977 / +34 966 08 31 44 www.alichampi.com / juanbonet@alichampi.com Yearly turnover: 8.000.000 € Main product: Tropical fruits Production volume: 8.136 t FRUITS SOLANAS S.L. Chairman: Baltasar J. Solanas Commercial Director: Xavier Solanas Mercabarna. Pabellón f. 6002-60036001 08040 Barcelona (España) Phone / Fax: +34 933 35 28 90 / +34 932 63 24 79 fruitssolanas@agem.mercabarna.com Yearly turnover: 7.800.000 € Main product: Grape, pomegranate, tomato and artichoke Production volume: 12.000 t VERDURAS MARCAFRUIT, S.L. Chairman: Gregorio Rodríguez Nave D, puesto 57. Mercamadrid. 28053 Madrid (España) Phone / Fax: +34 915 070 182 marcafruit@marcafruit.com Yearly turnover: 7.120.000 € Main product: Runner beans and Padron pepper Production volume: 6.635 t SOCIEDAD HORTOFRUTÍCOLA ELVIRA, S.L. Chairman: José Alonso Gómez Commercial Director: José Alonso Gómez y Jose A. Ferrer Izquierdo Mercamadrid, Nave D. Puestos 41-43.

28053 Madrid (España) Phone / Fax: +34 917 855 397 / www.elvira.com.es / jose@elvira.com.es Yearly turnover: 5.500.000 € Main product: Tomato, lettuce, grape, peach etc.

Production volume: 4.232 t

ACUAFRUIT S.L. Manager: Josep Puig Commercial Director: Jaime Ribera Mercabarna, Pabellón E, 5060. 08040 Barcelona (España) Phone / Fax: +34 932 627 385 / +34 932 627 387 jaimeribera@acuafruit.com Yearly turnover: 5.000.000 € Main product: Fresh Fruits and vegetables HNOS. RUIZ BALDERAS, C.B. Chairman: Antonio Ruiz Balderas Manager: José Ruiz Balderas Commercial Director: Óscar Ruiz Fris Mercagranada. Puestos 102 y 103.

Granada (España) Phone / Fax: +34 958 20 37 06 www.frutasruizbalderas.es / jrbalderas@terra.es Yearly turnover: 1.500.000 € Main product: Plátano and apple Production volume: 1.800 t ACEMARFRUIT S.L.U. Manager: M. Acevedo Navas Mercatenerife, 146.

38009 Santa Cruz de Tenerife (España) Phone / Fax: +34 922 214 493 / +34 922 200 822 www.acemarfruit.com / acemarfruit@hotmail.com Yearly turnover: 1.000.000 €

Main product: Fruits and vegetables Production volume: 1.200 t FRUTAS ESCANDELL, S.A. Chairman: Vicent Escandell Pabellón D. 4011 - 4012 - 4013 4035 - 4036 - 4037.

Mercabarna 08040 Barcelona (España) Phone / Fax: +34 933 353 191 / +34 933 350 274 info@frutasescandell.com Main product: Strawberry FRUTAS JAVIER MARTÍN, S.L. Chairman: Fco. Javier Martín Pérez Mercamadrid. Nave D. Ptos 27/29.

28053 Madrid (España) Phone / Fax: +34 917 855 295 / +34 917 852 984 jmartinsl@frutasjmartinsl.net Main product: Fruits and vegetables GRUPO DIEGO MARTÍNEZ Manager: Diego Martínez Longitudinal 9, nº 114 Mercabarna 08040 Barcelona (España) Phone / Fax: 34 932 62 01 21 / 34 932 62 21 11 diego@diegomartinez.com Main product: Fresh Fruits and vegetables

Eco lógico / O rga nic

-04 $0/46.*%03&4 4& */*$*"/ &/ &- .&3$"%0 &$0-¬(*$0 A TRAVÉS DE LAS FRUTAS Y VERDURAS FRESCAS > EL SECTOR ECOLÓGICO SE MUESTRA POSITIVO ANTE “EL GIRO VERDE” DE LA NUEVA PAC. < > ES NECESARIO UN ESFUERZO EN LA GRAN DISTRIBUCIÓN PARA AUMENTAR LA ACCESIBILIDAD A ESTOS ALIMENTOS. < > JAPÓN CONTINÚA SIENDO UN MERCADO POTENCIAL PARA EL SECTOR ECOLÓGICO ESPAÑOL. <

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64

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Fruit logística ’12

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Fruit lo gĂ­stica

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Consumers meet organic products through fresh fruits and vegetables > The sector of organic products feels positive faced with the â&#x20AC;&#x153;greeningâ&#x20AC;? of the new CAP. < > Efforts of big distribution necessary to increase accessibility to these kinds of food. < > Japan is still a potential market for Spanish organic produce. < Spain strengthens as the first European power in organic agriculture; with 1,650,000 hectares and 32,000 players, we rank first and pretty much ahead the second in the list, Italy, with 1,100,000 hectares, as stated the president of the CAAE at the AndalucĂ­a Sabor congress on agro-food and gastronomy held last September in Seville. Andalusia leads the sector and concentrates 54% of the whole organic farmland in Spain â&#x20AC;&#x201C;about 879,000 hectares- and 11,250 plus players; organic fruit trees experienced the biggest leap forward, although cereals, legumes, and olive trees occupy most of the surface devoted to this kind of agriculture. In this sense, Andalusiaâ&#x20AC;&#x2122;s agro-industry already beat Catalonia, as affirmed the secretary-general for Rural Environment and Organic Production of the Andalusian Regional Government, MarĂ­a Isabel Salinas, at the BioCĂłrdoba 2011 workshop, celebrated last December.

Despite the economic crisis, sales keep rising according to the provisional figures of 2010, although prices fell in general. â&#x20AC;&#x153;We donâ&#x20AC;&#x2122;t fear the future because I think the future is usâ&#x20AC;?, stated Casero, who at this same workshop made a positive review of the turn given to the new CAP regarding organic produce. It sets 30% of the national direct payments to be shared amongst those producers that met certain environmental requirements, which will be called green bonus or organic prime. Thus organic growers who followed the community rules for bio production will directly have the right for these additional payments, whereas growers of conventional produce will have to meet a series of requirements such as, for instance, growing three different crops in their farm, or having constant pastures. â&#x20AC;&#x153;The greening of the new CAP is importantâ&#x20AC;?, claimed Margarita Campos, chair of Intereco, the organism that gathers the regulatory councils of organic agriculture.

Consumers of organic produce According to the study â&#x20AC;&#x153;Characterisation of the typology and socio-demographic profile of consumers of organic produce in Spainâ&#x20AC;?, carried out by the Ministry of the Environment and Rural and Marine Affairs, and released in December 2011, this kind of consumers is already present in 1 out of 4 Spanish households; they recognise the identification labels, they know exactly what they are, and they purchase it, at least, once a month. Nevertheless, only one third of the Spanish population is able to recognise the identification labels of organic produce, and this lack of knowledge is very significant as for the new European logo, which should probably be better promoted.

Likewise, and according to this study, the main purchase trigger of organic produce that consumers acknowledge is their concern about health, and consumption focuses mostly on fresh fruits and vegetables, which are the first products through which consumers enter this market. Hence the importance of professionalism and growth of the sector of organic fruits and vegetables, for the study affirms that there is still great potential for it, as the people interviewed showed deeper knowledge of sustainable consumption trends, and are more willing to increase consumption follow those trends.

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Presence in the supermarkets Despite consumption of organic products in Spain is progressive, reaching these product easily is still a problem. For this reason, the big challenge for the Spanish sector of organic produce lies on increasing their presence on supermarketsâ&#x20AC;&#x2122; shelves, as presently they only represent 0.21% of sales in volume, and 0.36% in value, according to a study carried out by the Ministry of the Environment and Rural and Marine Affairs.

The significance of organic production in department stores rises gradually, but it is still small, and its yearly invoicing is about â&#x201A;Ź 35 million. Thus, sales of organic food rose by 11.7% in value, and 7.3% in volume, during the second half of 2010 compared to the same period of the previous year. The Ministry of the Environment and Rural and Marine Affairs highlights this positive trend, as opposite to the 0.9% turnover decrease of produce that donâ&#x20AC;&#x2122;t sport this kind of label.

Business opportunities The traditional Japanese market is worth mentioning; there, organic sales grow by a yearly 12% average, according to a report released by ICEX that highlights that their domestic production doesnâ&#x20AC;&#x2122;t cover the domestic demand, so that it is recommended to keep working on export towards this country, where there are 127 million inhabitants with high income.

Together with the present traditional destinations of organic produce like Japan and Europe, business opportunities from the USA and Asia as strategic markets should be considered, and of course the internet, thanks to the positioning of organic companies through social networks and online sales, which experienced spectacular growth in the last years, mostly as for citrus fruits, and which meant a very revolution to the sector, enabling it to solve the accessibility issues that exist regarding this kind of products, by means of a broad catalogue from an only portal.

Fruit logĂ­stica â&#x20AC;&#x2122;12

65

Eco lógico / O rga nic

MARKETING ON LINE EN EL SECTOR AGROALIMENTARIO

EDUARDO MARTÍNEZ, DIRECTOR DE

XTERNALIZA,

EMPRESA ESPECIALIZADA EN MARKETING ONLINE

De

ntro del sector agroalimentario son cada vez más frecuentes las iniciativas y campañas relacionadas con Internet y redes sociales como ya pasó hace unos años con el mundo de la moda.

Y es que hace sólo 3 años, se pensaba que en el mundo de la moda era muy complicado vender a través de Internet debido a la inseguridad del público y a que era necesario probarse la ropa. Sin embargo hoy día, nadie lo pone en duda, el portal de venta de ropa Privalia factura más de 168 millones de € y Vente-Privee facturó más 1.000 millones de € en 2010. El resto de las grandes marcas de ropa, incluso las que no hacen publicidad

66

como Zara, están invirtiendo ya en Internet.

Algo parecido está sucediendo en el sector agroalimentario, donde hay una tendencia al alza. Iniciativas como el marketplace de alimentación mumumio.com, venta de productos ecológicos y de fruta y verdura online, están inundando la red y cambiando la tendencia de hábitos de compra. Porque el consumidor, cada vez más informado y preocupado por su salud, demanda información sobre el origen, además de productos mucho más frescos, lo que abre una oportunidad para todos aquellos productores que deseen realizar la venta directa de sus productos a través de Internet. Y las grandes cadenas de distribución nunca podrán competir en frescura y origen con artículos que nos llegan directamente del productor.

En otros países ya se han dado cuenta de esto. Amazon es la mayor tienda online del mundo, y hace unos meses abrió su portal en España. Hace poco conocí una iniciativa de este portal en EE.UU., “Amazon Fresh” consiste precisamente en llevar productos alimenticios, ecológicos y agroalimentarios directamente al consumidor. Cuando el equipo de Amazon, que es el mayor portal de venta del mundo, se ha dado cuenta de que hay un nicho de mercado en estos productos, debemos estar alerta ya que en Internet, como en el negocio tradicional, quien pega primero pega dos veces.

Campañas como el video de diseloatuabuelo de “El abuelo de los Melones” con más de 80.000 visitas en Youtube o el último de Campofrío sobre los cómicos con más de

Fruit logística ’12

500.000 en tan solo dos semanas, no hacen N¶T RVF DPOmSNBSOPT RVF TÁ RVF PUSP DBNJOP es posible, y que mientras el resto de canales está decreciendo, las ventas en Internet han subido un 40% en el último año.Q

Online Marketing in the sector of agro-food

By Eduardo Martínez, director at Xternaliza Marketing Online Initiatives and campaigns involving the internet and social networks are more and more frequent in the sector of agro-food, the same as happened some years ago in the industry of fashion.

Just three years ago, many in the industry of fashion thought that it was very complicated to sell through the internet, due to buyers’ insecurity, and to the need to try the clothes before. Nevertheless, no one doubts about it nowadays, and the invoicing portals such as Privalia and Vente-Privée reaches € 168 million and € 1,000 million respectively in 2010. The rest of the big fashion firms, even those which don’t make advertisement like Zara, are already investing in the internet.

Something similar is happening in the sector of agrofood, in which there is an upward trend. Such initiatives as the food marketblace mumumio.com, that sells organic fruits and vegetables online, are flooding the web and changing purchasing habits. For consumers, more and more informed and concerned about their health, demand information on the origin, apart from fresher produce, which means an opportunity for all those producers who wanted to sell their goods directly through the internet. And big distribution chains will never be able to compete regarding freshness and origin with produce that come directly from producers.

Other countries already realised this. Amazon is the biggest online store in the world and it opened its Spanish portal some months ago. I knew about an initiative of this portal in the USA, “Amazon Fresh”. It precisely consists of taking organic, agricultural produce directly to consumers. When the team at Amazon, which is the largest online shop in the world, already realised that there is a market niche for these products, we must be alert because, in internet and the traditional retail as well, those who strike first, strike twice.

Campaigns like the video diseloatuabuelo (tellyourgrandfather in Spanish) by “El abuelo de los melones” (the grandfather of melons), with 80,000 plus views in Youtube, or the latest by Campofrío on comedians, with 500,000 plus in less than two weeks, only confirm that, indeed, other path is possible and, whereas sales are dropping in other spheres, online sales increased by 40% in the last year.

Fruit lo gística

t Quién es quién en el sector de LOS ECOLÓGICOS t

S.A.T. COSTA DE NÍJAR

LA HONDONERA S.C.L.

ALTERBIO, S.L.

Chairman: Esteban Caballero Montoya Manager: Manuel Segura Sánchez Ctra. San Isidro a Campohermoso, km 9.

04117 San Isidro Níjar (Almería, España) Phone: +34 950 61 27 00 www.costanijar.com / msegura@costanijar.com Yearly turnover: 37.000.000 € Main product: Tomato and watermelon Production volume: 47.000 t

Chairman: Antonio Reales Espin Manager: Fina Navarro González Pol. Ind. Oeste s/n 30420 Calasparra (Murcia, España) Phone: +34 968 74 55 88 gerencia@lahondonera.com Yearly turnover: 4.500.000 € Main product: Fruit and ecological vegetable Production volume: 7.000 - 10.000 t

Manager: Héctor López Peligero Mayons, nº 30 bajo Ontiyent (Valencia, España) Phone : +34 962 91 60 32 / alterbio@teleline.es Yearly turnover: 1.200.000 € Main product: Ecological citrus fruit Production volume: 800 t

FRUTA DEL PACÍFICO

Manager: José Soto Pérez Ctra. Nacional 341 km 1. Venta del Pobre 04114 Lucainena de las Torres (Almería, España) Phone: +34 651 85 74 59 www.biotecfamiliy.com Yearly turnover: 4.000.000 € Main product: Ecological tomato Production volume: 5.000.000 t

Chairman: Mari Ángeles Planelles Manager: Román Olivé Gran Vía Carlos III, 158.

Escalera A, 2n 1ª. 08034 Barcelona (España) Phone / Fax: +34 932 05 83 90 / +34 932 05 81 79 www.frutadelpacifico.com Yearly turnover: 30.000.000 € Main product: Organic and convencional bananas, pineapple, papayas, plantain full year. Estacional: Mango and Lima 3 months Production volume: 80.00 box for a week AGRICULTORES ECOLÓGICOS S.AT. Chairman: Miguel Cazorla Garrido Manager: Julio Gutiérrez Commercial Director: John Smits Paraje Cortijo del Cura. Rambla Santos s/n. Pechina (Almería, España).

Phone: +34 651 891 353 www.agrieco.es / info@agrieco.es Yearly turnover: 9.283.467 € Main product: Fresh tomato Production volume: 5.164 t SAT CÍTRICOS DEL ANDARAX Chairman: Ramón Albache García Manager: Juan Torres Ramírez Paraje El Ron, s/n. 04560 Gador (Almería, España) Phone: +34 950 64 60 20 info@citricosdelandarax.com Yearly turnover: 7.000.000 € Main product: Ecological citrus fruit Production volume: 30.000 t EL CORTIJO BIO S.L. Manager: Jean - Claude Mathaly Ctra. Medina-Benalup km 5,5 11179 Medina Sidona (Cádiz, España) Phone / Fax: +34 956 417 188 / +34 956 417 033 www.elcortijobio.com / elcortijobio@elcortijobio.com Yearly turnover: 6.000.000 € Main product: Organics vegetables: carrots, redbeet, leeks and sweet potatoes Production volume: 8.000 t

BIOTEC FAMILIY

PRODUCCIONES ECOLÓGICAS MAZIMUZA, S.L. Manager: José Fernández y Juan Carlos Campoy Central, 6. 18814 Cortés de Baza (Granada, España) Phone: +34 958 73 63 96 www.ecomaz.com Yearly turnover: 800.000 € Main product: Cherry tomato, pepper, squash, aubergine and celery Production volume: 600 t ECOÍNDALO

IBERECO PRODUCCIONES ECOLÓGICAS, S.L. Chairman: José Guarne Buisan Manager: Margarita Fauquet C. Director: Pablo Guarne C/ Segura, 75. 22400 Monzón (Huesca, España) Phone: +34 973 78 07 42 www.ibereco.com / info@ibereco.com Yearly turnover: 3.400.000 € Main product: Ecological fruits and vegetables Production volume: 3.000 t GUMIEL Y MENDIA , S.L. Pol. Los Cabezos, s/n. 31580 Lodosa (Navarra, España) Phone: +34 948 69 30 43 www.gumendi.es Yearly turnover: 2.800.000 € Main product: Pear Conferencia Apple Royal Gala and Golden Production volume: 400 t y 250 t A. BERDEJO, S.L. Chairman: Javier Berdejo C. Director: Ignacio Tomey Ctra. Logroño, km 13.5 50180 Utebo (Zaragoza, España) Phone: + 34 976 78 44 30 www.frutasberdejo.com Yearly turnover: 2.300.000 € Main product: Apricot bio Production volume: 3.000 t BALCÓN DE EUROPA S.C.A. Chairman: Fransico José Platero Manager: Jorge Gómez C/ Carretera, 10. 29780 Nerja (Málaga, España) Phone: +34 952 52 00 48 www.balconeuropa.com Yearly turnover: 1.620.900 € Main product: Ecological agriculture and avocado Production volume: 1.013 t

Chairman: Francisco Cantón Barrio Escobar, 5. Norias de Daza (Almería, España) Phone : +34 950 60 68 33 ecoindalo@hotmail.com Yearly turnover: 600.000 € Main product: Tomato Production volume: 100 t TERRA SANA COOP V. Chairman: Michel Merlet Manager: Pere Agusti C. Director: Olga Alonso Ronda Nord 5. 46540 El puig (Valencia, España) Phone / Fax: +34 961 47 92 87 info@terrasana.coop Yearly turnover: 500.000 € Main product: Ecological fruit and vegetable AGRÍCOLA PUEBLO BLANCO Chairman: Antonio Molero Manager: María Carrascosa Vista Hermosa, 37. 11650 Villamartín (Cádiz, España) Phone / Fax: +34 956 72 26 57 Yearly turnover: 200.000 € Main product: Ecological assorted Production volume: 200 t ECOMANJAR Chairman: Fco. Javier Herrero Manager: Mª Jesús Vinent C/ Bajada del Sol, 56. 40352 Lastras de Cuéllar (Segovia, España) Phone: + 34 921 169 238 www.ecomanjar.com Yearly turnover: 70.000 € Main product: Potatoes, garlic, leeks and chickpeas Production volume: 150 t EKOBABY S.L. Manager: Francisco Correa C/ Río Benbezar, 3. 18600 Motril (Granada, España)

Phone: +34 958 60 40 24 ekobaby@gmail.com Main product: Pepper and tomato Production volume: 2.000 t BHIO CARRION, S.L. Chairman: Francisco Carrión Pol. Ind. Horado Blanco. C/ Tomás Edisson, nº 117-118. 16660 Las Pedroñeras (Cuenca, España) Phone: +34 967 16 11 59 www.bhiocarrion.com Main product: Ecological onions, garlic, and black garlic Production volume: 600 t L.Q.A. THINKING ORGANIC Chairman: José Manuel Escobar Manager: Trini Roig C. Director: María Barrionuevo C/Barcelona, 41. Ático. 04700 El Ejido (Almería, España) Phone: +34 950 48 72 47 www.lqaservices.com Main product: Organic zucchinni and aubergine COMPAÑÍA NORTEAFRICANA DE COMERCIO, S.L. Pol. I. El Horcajo. C/ La Vega s/n 14548 Montalbán (Córdoba, España) Phone: +34 957 31 04 52 www.laabuelacarmen.com Main product: Ecological Garlic

LA VERDE, S.C.A. Chairman: Manolo Figueroa C/ Vista Hermosa, 37. 11650 Villamartín (Cádiz, España) Phone / Fax: +34 956 23 17 72 Main product: Fruits and Ecological vegetables MERCA-BIO S.C.A. Chairman: Jesús Serrano Padro Almanzor, 58 04815 Almanzora Cantoria (Almería-España) Phone: +34 950 63 30 03 www.biorurla.es Main product: Ecological citrus S.A.T. BIOSPHERA Manager: Pablo Cruz Blanco C/ Luis Álvarez Lendero, 3 Planta 6, Ofic. 8. 06011 Badajoz (España) Phone: +34 924 24 69 87 / comercial@biosphera.es Main product: Organic Fruits & vegetables S.A.T. H-0023 BIONEST Director General: Juan Soltero Ctra. Almonte - El Rocío, km 9.5 21730 Almonte (Huelva, España) Phone: +34 959 45 06 56 / www.bionest.es Main product: Ecological berries

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FRANCISCO BELMONTE, BIOSABOR. EMPRESA DE CARĂ CTER FAMILIAR

DIRECTOR DE

ESPECIALIZADA EN LA PRODUCCIĂ&#x201C;N Y COMERCIALIZACIĂ&#x201C;N DE TOMATE RAMA ECOLĂ&#x201C;GICO, QUE REPRESENTA EL PRIMER PROVEEDOR DE

EUROPA DE ESTE PRODUCTO.

68

Fruit logĂ­stica â&#x20AC;&#x2122;12

Specialisation is the key Francisco Belmonte, Director at Biosabor, family enterprise specialised in production and commercialisation of organic truss tomato; Europeâ&#x20AC;&#x2122;s first supplier of this product.

Faced with the current situation that the Almeria sector of vegetables is experiencing, which includes atomised supply in the market, and very strong competition from third countries that sink prices like Morocco, we decided to leave the big cooperative we were member to, and specialise to only offer organic produce, truss tomato in particular. Thanks to that, we can manage production and commercialisation of this product more efficiently, which allowed us to yield better economic results.

So, after Biosabor was established in 2008, we experienced significant growth every year, starting with an invoicing of â&#x201A;Ź 5 million to 9 in the second, and 12 in the third trade campaign.

This growth has been possible thanks to the development of specific product management that gives it superior freshness, as harvest is carried out once the order is registered, and it is delivered immediately to supermarkets, with which we work joint by 90%, mostly in Germany.

Seeing the results and the sectorâ&#x20AC;&#x2122;s general situation, I see it is necessary to recommend all players doing less but well rather than trying to work with many crops, as specialisation is the key. Likewise, concentration or coordination of supply at origin should be carried out urgently, for the sector is very disorganised and atomised, whereas distribution chains control the situation thanks to their concentration. Maybe supply coordination is the best option because it involves the right production planning; the brand Fashion, which works very well, is a good example in Almeria. Most of Almeria producers grow according to their discretion nowadays, which usually results in production peaks in certain moments of the campaign and consequently, prices fall.

Another way for specialisation that we set in motion and launch with a view to the present campaign in Berlinâ&#x20AC;&#x2122;s Fruit Logistica trade fair, is the new Biosabor ready-to-eat line, which includes fried organic tomato, natural shredded tomato, gazpacho (tomato cold soup), etc. as a solution for those volumes that donâ&#x20AC;&#x2122;t meet commercial standard not to be discarded. It is an example of how to release production by placing a different offer in the market.

NOTICIA

HORTYFRUTA Y PROEXPORT PRESENTAN LA CAMPAÑA WE CARE, YOU ENJOY!

La feria internacional del sector hortofrutícola más importante de Europa, Fruit Logística, ha sido el lugar elegido para la presentación en Alemania de la campaña We Care, You Enjoy! (Nosotros cuidados, tú disfruta) que pretende llegar al consumidor transmitiendo dos mensajes, uno racional: las hortalizas españolas son seguras y sus credenciales lo avalan; y otro, emocional: las hortalizas son buenas para lo que más queremos, buenas para ti.

Al acto de presentación, que tendrá lugar el miércoles 8 de febrero de 212 a las 19 horas en el restaurante Bar El Raval, en Berlín, asistirán representantes de las principales cadenas de distribución, asociados de HORT YFRUTA y PROEXPORT y prensa de consumidor (especialista y generalista) así como la actriz germana Esther Schweins, imagen de la campaña, quien atenderá a los medios de comunicación y explicará los motivos que le han llevado a realizar esta campaña.

Acciones promocionales Dentro de esta campaña de promoción están previstas un gran número de acciones con más de 650 millones de impactos gracias a la realización de más de 525 promociones directas en los principales supermercados; se llevará a cabo el etiquetado de la campaña en las unidades de venta de producto, así como se realizarán eventos multitudinarios dirigidos al consumidor; habrá una campaña de publicidad en supermercados y lugares públicos emblemáticos; además de patrocinios en distintos medios de comunicación y especializados.

La actriz alemana, Esther Schweins, será la imagen de las frutas y hortalizas en Alemania, Austria y Reino Unido durante los tres próximos años que durará la campaña. La actriz ha visitado recientemente Almería y Murcia donde ha podido conocer de primera mano toda la industria profesional que hay detrás de las frutas y hortalizas de ambas regiones.

Fruit logística ’12

69

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Fruit lo gística

Prices of citrus fruits collapse once again > The sector itself must take care of the quality of the product they offer in the market not to prompt price fall. < > Orange prices were below € 0.12/kg. < > USA and Russia gathered almost half the sales of Spanish citrus fruits outside the EU during the 2010/2011 campaign. < increasing controls and inspection at sale points, as well as introducing exemplary penalties in case anyone didn’t met the established quality.

A CAP that favoured growers of citrus fruits is also necessary, as it is the creation of legally binding homologated contracts between producers and traders that set price, quality and payment terms.

The sector of citrus fruits bears losses once again this year. Low prices prevailed during the 2010-2011 campaign, as did weakness of the markets. It was confirmed short ago by Anecoop’s commercial director Francisco Borrás in the December issue of Mercados journal; he assured that prices of oranges and clementines bottomed even though the campaign started with good outlooks. “This was to certain extent due to the frosts suffered in the region of Valencia during the months of December 2010 and January 2011, which sent to the markets fruits of dubious quality hence prices were affected. This situation wouldn’t be made up for during the rest of the year”, he explained. Through that statement, he affirmed that marketers themselves are responsible for selling at risible prices, for being in a hurry to release the large production volumes, and for feeling pressed by distribution; changing that situation is in their hands.

But the 2011-2012 campaign witnessed a new price drop of citrus fruits despite the predictions were very favourable, motivated by the fall of production in other Mediterranean countries and the increase of our domestic yield, together with good quality and fruit size. From November 2011 on, prices at origin started a downward trend that resulted for instance in oranges being paid 35% less than in the 2009/2010 campaign, down to € 0.09/kg according to COAG. Whereas commercialisation of tangerines were somewhat more agile, oranges were almost at stagnation in the markets due to the economic crisis that keeps hindering consumption, and all this comes in a year in which the production of early varieties is higher, which led to market flooding.

As for lemon, the start of the campaign was marked by exports from Argentina and Turkey to the European market, which prompted an increase of supply while demand remained the same. In addition, there was the pressure of distribution chains, which lowered prices at origin down to € 0.12/ kg.

Furthermore, production costs increased this year due to the rise of fuel and fertiliser prices, the need of more water to irrigate the fields, and the arrival of produce from third countries. In this sense, it is worth mentioning that citrus exports from Morocco increased by 8% in 2011, and they already plan to sow and irrigate thousands of hectares to grow these produce.

Solutions considered One of the main objectives of Spanish producers of citrus fruits is the reactivation of the market, so that they work on the launching of new brands and varieties, on the improvement of their facilities in order to increase profitability, and on the search for new destinations for their citrus fruits. Meanwhile, they try to stop the iron-hard competition from new producers like Turkey, Morocco, Israel or Egypt, which enjoy advantageous production conditions.

In Spain the sector must develop organisational structures above all, capable of adapting supply to market demand through production. Besides, the sector considers claiming for laws that avoided abuse in the commercial chain; fighting late payment,

New markets Spanish production of citrus fruits was close to 8 million tonnes, most of them coming from the Region of Valencia (59.6%), and was mainly sent to foreign markets, which purchased 55.4% of our citrus. Germany, France, and the United Kingdom gathered 56.5% of the shipments, while the USA and Russia gained significance and increased their purchases in the last year. Thus, these two countries meant almost half of the Spanish exports of citrus fruits outside the EU during the 2010/2011 campaign, according to Intercitrus.

The USA absorbed 20.4% of the Spanish exports of citrus fruits abroad the EU, up to 61,626 tonnes, which meant a 35.4% increase over the 45,510 tonnes they purchased to Spain in the 2009/2010 season.

The figures also confirm that Russia still has potential for the Spanish sector of citrus fruits, as they acquired 60,282 tonnes, 19.9% of the total. In particular, these figures show that Russian purchases of Spanish citrus increased by 122.3% over the 27,118 tonnes they got in the previous season. Spanish enterprises advance in this country, and it is a market that offers great potential, although it is difficult to compete with Moroccan and Turkish operators, the main suppliers of citrus fruits to Russia. Thus, in the 2010/2011 campaign, Morocco shipped about 130,000 tonnes of tangerines to Russia while Spain, despite its leading position, didn’t reach 12,000 tonnes.

Besides, both Russia and the USA have very demanding technical requirements for imports, which often mean effective hindrances to the entrance of foreign products.

Cítricos / Citru s

DESPROTECCIÓN EN EL SECTOR DE FRUTAS Y HORTALIZAS

FRANCISCO BORRAS, DIRECTOR COMERCIAL DE

ANECOOP. COOPERATIVA SEGUNDO GRADO, CON 79 COOPERATIVAS ASOCIADAS, Y LÍDER EUROPEO DE

EN LA COMERCIALIZACIÓN HORTOFRUTÍCOLA.

El

sector hortofrutícola español vive inmerso desde hace varios ejercicios en una crisis de precios con graves consecuencias para la agricultura del país, que, desafortunadamente, en algunos casos, derivan en el abandono de los campos o en la falta de relevo generacional debido a la ausencia de rentabilidad de la actividad agraria.

Al margen de los aspectos coyunturales de cada campaña –climatología, oferta y demanda, competencia de países terceros, etc.que obviamente juegan un papel determinante

en el precio que obtiene el agricultor por su producto, desde hace varios años existe una línea continua en la que el productor resulta siempre el eslabón más débil de la cadena.

La cada vez mayor concentración de la gran distribución, que ha llevado a dimensionar progresivamente a unas y a otras en sus distintos formatos, unida a la atomización de la oferta hortofrutícola, han favorecido la posición dominante del comprador frente al proveedor. Si a ello le sumamos la feroz competencia entre las cadenas que encabezan el ranking, con ofertas de precios bajos en determinados grupos de productos como reclamo de cara al consumidor, el resultado FT MB QFSDFQDJÆO RVF FM DPOTVNJEPS mOBM tiene de que la fruta y la verdura es algo que “debe ser barato, cuanto más, mejor”, depreciando así un producto que tiene unos costes de producción que, paradójicamente, cada vez son mayores debido a las exigencias de esas mismas cadenas para garantizar la seguridad alimentaria. Existe, por tanto, una presión de precios a la baja por parte del comprador, respaldada por el convencimiento del consumidor de que la fruta y la verdura deben ser productos baratos, al tratarse además, de productos primarios.

En todo esto, la crisis económica está jugando además su papel. En Anecoop hemos salido una campaña más a hablar con nuestros clientes, transmitiéndoles que es necesario subir los precios; por supuesto lo

comprenden, pero su argumento es que la DSJTJT FDPOÆNJDB IB NPEJmDBEP UBOUP MB DFTUB como la frecuencia de compra por parte del consumidor. Como resultado de esta situación, la distribución se ve presionada a bajar los precios, lo que repercute directamente en el productor/comercializador.

Eventos como Fruit Logística, que congregan a cerca de dos mil quinientas empresas del sector de todo el mundo y que les permite contactar con profesionales con responsabilidad de compra de cadenas de los cinco continentes, sitúan a las frutas y verduras en el lugar destacado que les corresponde, poniendo de NBOJmFTUP TV JNQPSUBODJB DPNP BMJNFOUP básico, necesario, sano y saludable para toda la humanidad. Entonces, ¿por qué no se traslada esa importancia vía precios justos al agricultor, quién es el responsable de que se produzcan?Q

Lack of protection of the sector of fruits and vegetables

By Francisco Borras, commercial director at Anecoop. Second Grade Cooperative, with 79 partner cooperatives and leader in Europe as for commercialisation of fruits and vegetables.

The Spanish sector of fruits and vegetables has been immersed in a price crisis for several years, which has grave consequences for the agriculture in the country; unfortunately, it sometimes results in farm abandonment or stops transfer between generations due to lack of profitability.

Besides the cyclical aspects of each trade campaign –climatology, supply and demand, competition from third countries, etc.-, which obviously play a determining role in prices paid to growers for their products; since some years ago, there is a continuous line in which producers are always the weakest link of the chain. The bigger and bigger concentration of big distribution that led them to a progressive dimensioning of various formats, together with the atomisation of supply of fruits and

72

vegetables, has favoured the dominant position of purchasers over suppliers. If we add to it the fierce competition amongst the distribution chains that lead the ranking, which offer certain groups of products as loss leaders, the result is that end consumers perceive that fruits and vegetables “must be cheap, the cheaper the better”, thus depreciating a product whose production costs are paradoxically higher and higher due to the demands of the very same distribution chains to guarantee food safety. There is therefore certain pressure on prices that comes from buyers and is supported by consumers’ conviction that fruits and vegetables must be cheap products, also being primary products.

The economic crisis is playing its role in all this. We in Anecoop went out once again this campaign to

Fruit logística ’12

talk to our customers, communicating them that it is necessary to raise prices; they understand it, of course, but their argument is that the economic crisis has modified the shopping list as well as consumers’ purchase frequency. As a result of this situation, distribution is under pressure to cut prices, which has a direct impact on producers/marketers.

Events like Fruit Logistica, which gathers about 2.500 enterprises of the sector from all around the world, and enables them to contact professionals with power to make purchase decisions in distribution chains from the five continents, place fruits and vegetables on the spot they belong to, making clear their significance as basic, necessary, healthy food for all humankind.

Then, why is that significance not translated, through prices, to growers, who farm them?

Fruit lo gística

t Quién es quién en el sector de lOS CÍTRICOS t

ANECOOP S.COOP

ALBENFRUIT S.L

Chairman: Juan Vicente Safont Manager: Joan Mir Piqueras C.Director: Francisco Borrás C/ Monforte 1, Entlo. 46010 (Valencia, España) Phone / Fax: +34 96 393 85 00 / +34 96 393 85 10 www.anecoop.com / info@anecoop.com Yearly turnover: 485.146.000 € Main product: Citrus fruit, vegetable, watermelon, summer fruits, vegetables, persimon Production volume: 624.646 t

Chairman: Ricardo Camarasa C. Director: Ricky Camarasa Pol.Ind. Cotes. C/Ferrers, 16. 46680 Algemesí (Valencia, España) Phone / Fax: +34 962 48 12 63 / www.albenfruit.es Yearly turnover: 42.000.000 € Main product: Tangerine, clementine and orange Production volume: 55.000 t

FONTESTAD S.A Chairman: Vicente Fontestad Manager: Batiste Eixarch Commercial Director: Javier Súbies Ctra. CV-32, km 9. 46136 Museros (Valencia, España) Phone / Fax: +34 961 45 06 55 / +34 961 45 21 33 www.fontestad.com Yearly turnover: 100.000.000 € Main product: Citrus fruit Production volume: 110.000 t FRUTAS FRANCH, S.A. Chairman: Alfonso Franch Manager: Vicente Franch C. Director: José Santiago C/. Pascual Meneu s/n, Betxi (Castellón, España) Phone: +34 917 85 60 00 www.frutasfranch.com / Yearly turnover: 61.000.000 € Main product: Clementine and orange, apple, stone fruit and tomato Production volume: 75.000 t

CÍTRICOS GUSTAVO FERRADA Y ASOCIADOS, S.L. Director General: Alberto Ramírez Export: Roberto Zaragoza Avda. de Nules, 92. 12530 Burriana (Castellón, España) Phone / Fax: + 34 964 577 130 aramirez@gustavoferrada.com Yearly turnover: 20.000.000 € Main product: Citrus, orange juice and vegetables Production volume: 70.000 t

PRIMOR FRUIT S.A. PEIRO CAMARO S.A Chairman: Thierry Jean Manager: José Carrascal C. Director: Sébastien Adnot C/ Progreso nº 20, 1ª. 41013 Sevilla, España Phone / Fax: +34 902 702 422 / +34 902 702 432 group@primorfruit.com Yearly turnover: 32.000.000 € Main product: Stone fruit, caqui, citrus fruits, white asparagus Production volume: 40.000 t

Chairman: Antonio Peiro C/ Aiguaders 6/10 Pol. Cotes B 46680 Algemesi (Valencia, España) Phone: +34 962 44 83 26 sapeicacomercial@telefonica.net /

Yearly turnover: 25.000.000 € Main product: Citrus Production volume: 35.000 t SAT GUADEX, S.L. Chairman: Francisco Caro Ruiz Manager: Juan Martínez Moya Commercial Director: Antonio Aguilar González Ctra. Palma del Río - Fuente Palmera, km 2.5. Palma del Río (Córdoba, España) Phone : + 34 957 71 04 84 administracion@guadex-sat.com Yearly turnover: 20.000.000 € Main product: Citrus and summer fruits Production volume: 50.000 t (40.000 t citrus and 10.000 t summer fruits)

SERIFRUIT SAT Nº 138 CV Chairman: Vicente Serisuelo Meneu Manager: Sergio Serisuelo Torres C. Director: Vicente José Serisuelo Polg. Canyaret C/ Sur s/n. 12549, Betxi (Castellón, España) Phone / Fax: +34 964 62 30 18 / www.serifruit.com Yearly turnover: 20.000.000 € Main product: Citrus fruits and melon Production volume: 53.000 t

COOPERATIVA AGRÍCOLA NTRA.SRA. DEL ORETO (CANSO) Chairman: Cirilo Arnandis Núñez Manager: José López Sanchís C. Director: Pascual Cortés Av. Coop. Agric. Verge de l’Oreto, 1.

46250, L’Alcudia (Valencia, España) Phone / Fax: +34 962 54 05 66 / +34 962 54 16 12 www.cansocoopv.com / joselopez@canso.infonegocio.com Yearly turnover: 30.000.000 € Main product: Citrus fruits, kaki Production volume: 60.000 t

FRUTINTER S.L

COOP. NARANJERA LOS ALCORES (CANLA)

Manager: Javier Uso Prades Commercial Director: Jordi Bosch Ctra. de Onda, s/n. 12540 Villareal (Castellón, España) Phone: +34 964 50 63 10 www.frutinter.com/ vicente@frutinter.com Yearly turnover: 50.500.000 € Main product: Orange, tangerine, melon and watermelon Production volume: 65.000 t

Chairman: Pablo de los Santos Manager: Antonio Jiménez Ctra de Tocina, km 2. El Viso del Alcor (Sevilla, España) Phone: +34 955 74 38 00 gerencia@canla.com Yearly turnover: 30.000.000 € Main product: Citrus fruits and juice, summer fruit, patato and industrial pepper Production volume: 80.000 t

GRUPO Q.D.F

A.TERESA HERMANOS S.A

Chairman: Rafael Navarro Manager: Rafael Navarro y David Martín Commercial Director: Kim Riddell Parque Empresarial Tecnológico.

C/ Leonardo da Vinci, 2. 46980 Paterna (Valencia, España) Phone: +34 961 366 152 www.grupoqdf.com Yearly turnover: 50.000.000 € Main product: Citrus fruit, summer fruit, seasonnal fruit, vegetables and berries Production volume: 90.000 t

Chairman: Emilio Teresa Manager: Renan Teresa C. Director: Iñaki Soriano Camino del Iryda s/n. 03190, Pilar de la Horadada (Alicante, España) Phone / Fax: +34 902 47 27 27 / +34 902 47 28 28 www.teresahermanos.com / Yearly turnover: 26.000.000 € Main product: Citrus fruits, melon, iceberg lettuce Production volume: 50.000 t /pz

Fruit logística ’12

73

&§WULFRV &LWUX V

6/ 130%6$50 &9$&1$*0/"- COMO RESPUESTA A LA CRISIS

ASUN TORRES, RESPONSABLE DE

NARANJAS TORRES,

EMPRESA DE MANIPULACIĂ&#x201C;N, ENVASADO Y COMERCIALIZACIĂ&#x201C;N DE PRODUCTOS HORTOFRUTĂ?COLAS, PRINCIPALMENTE NARANJAS Y MANDARINAS, SU ESPECIALIDAD.

So

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Product excellence as an answer to the crisis Asun Torres, head of Naranjas Torres, company devoted to handling, packaging, and commercialisation of fruits and vegetables, mainly oranges and tangerines, their specialty.

We are aware that the current scenario in which we are immersed, resulting from the economic crisis, has definitely changed consumersâ&#x20AC;&#x2122; habits. Price and private brands as well has become the main elements regarding purchase decision, and consumers now acquire fewer foodstuffs at lower prices.

We at consider that these elements are not the only one to be considered, as consumers behave different when face the same product and they make a purchase decision depending on the use they will chose for that product. For that reason, they keep buying low-cost and topend goods as well, for consumers are willing to pay a bit

more as long as price increase was associated to higher quality and higher product value.

Faced with this situation, we must adapt to new consumers and their current needs by applying new attributes to our products, providing them with value added in different ways: making them divisible, functional, simple as for packagingâ&#x20AC;Ś Besides, we must give value to our fruit in the market too by means of a staggered schedule of production volume throughout the campaign in order to avoid ups and downs regarding amount and price. Likewise, it is

advisable to harvest the product at the adequate moment of ripening, not to market supply that donâ&#x20AC;&#x2122;t meet the minimum consumption conditions, that resulted in price drop, and that didnâ&#x20AC;&#x2122;t even have the optimum attributes as for quality and flavour.

Definitely, in such a difficult moment in the market, with food consumption falling, Naranjas Torres decided to keep loyal to their tradition of offering product excellence, and they committed even further to it, which means guarantee of success. The secret lies in doing things well and offering a good product, the only way for consumers to ask for it.

t QuiĂŠn es quiĂŠn en el sector de lOS CĂ?TRICOS t HISPA GROUP SPAIN S.L.

PERALES Y FERRER

AGRIOS SELECTOS S.L.

MAPIL, S.L.

CITRIKA S.L.

Chairman: GinĂŠs GarcĂ­a Benzal C. Director: Juan L. Arronis C/ Madre Elisea Oliver, 2, 2ÂşF. 30002 (Murcia, EspaĂąa) Phone: +34 968 35 58 18 www.hispagroup.com Yearly turnover: 18.000.00 â&#x201A;Ź Main product: Citrus, vegetables / fruits Production volume: 45.000 t

Chairman: JoaquĂ­n Perales PĂŠrez C/ Apatel, 3. 03380 Bigastro (Alicante, EspaĂąa) Phone: +34 965 35 01 00 www.peralesyferrer.com Yearly turnover: 17.000.000 â&#x201A;Ź Main product: Lemon Production volume: 40.000 t

Manager: Abel AlarcĂłn Partida Vernisa s/n 46727 Real de GandĂ­a (Valencia, EspaĂąa) Phone: +34 96 286 80 00 Yearly turnover: 14.500.000 â&#x201A;Ź Main product: Citrus / cherry Production volume: 14.000 t

Chairman: JosĂŠ AndrĂŠs LĂłpez Manager: Claudio Lobato Zona Industrial, 10. 30579 TorreagĂźera (Murcia, EspaĂąa) Phone +34 968 82 27 62 www.lopilopi.com Yearly turnover: 14.000.000 â&#x201A;Ź Main product: Lemon Production volume: 37.000 t

Chairman: Francisco Bernal Manager: Antoine Ortolan C/ MastĂ­n 1, P.I.C.A. 41007 Sevilla (EspaĂąa) Phone: +34 954 99 98 74 citrika@citrika.es Yearly turnover: 10.000.000 â&#x201A;Ź M. product: Citrus / summer fruits Production volume: 65.000 t

EL LIMONAR DE SANTOMERA, S. C.

AGRIOS EL CARRIL S.L. FRUTAS APEMAR S.L.

CENTRAL HORT. LA HERETAT

Chairman: JosĂŠ Antonio PeregrĂ­n Manager: Francisco JesĂşs PeregrĂ­n Camino de ReguerĂłn s/n. Casa blanca.

30580 AlquerĂ­as (Murcia, EspaĂąa) Phone: +34 968 37 94 90 www.apemar.com Yearly turnover: 13.000.000 â&#x201A;Ź M. product: Lemon and grapefruit Production volume: 20.000 t

Chairman: Francisco Borras Manager: Ă lvaro Salom C/Congres dels Diputats s/n 46.600 Alzira (Valencia, EspaĂąa) Phone: +34 962 40 44 07 comercial@laheretat.com Yearly turnover: 10.000.000 â&#x201A;Ź M. product: Citrus / summer fruits Production volume: 15.000 t

JUAN OLASO S.A. Chairman: JosĂŠ MarĂ­a Olaso Manager: Juan Miguel Soler C.Director: AdriĂĄn Bataller C/ Ferrocarril de Alcoy, 11. 46721, PotrĂ­es (Valencia, EspaĂąa) Phone: +34 902 20 20 19 www.juanolaso.com Yearly turnover: 18.000.000 â&#x201A;Ź Main product: Citrus fruits Production volume: 30.000 t

74

Chairman: Rafael SĂĄnchez Manager: Antonio JosĂŠ Moreno C. Director: Francisco JosĂŠ Zapata Ctra. De Abanilla, km 2, nÂş 35. 30140 Santomera (Murcia, EspaĂąa) Phone: +34 968 860 001 www.el-limonar.com Yearly turnover: 15.000.000 â&#x201A;Ź Main product: Citrus Production volume: 30.000 t

Fruit logĂ­stica â&#x20AC;&#x2122;12

Camino Almazara, 3.

30140 Santomera (Murcia, EspaĂąa) Phone: +34 968 277 071 comercial@agrios-elcarril.com Yearly turnover: 14.000.000 â&#x201A;Ź Main product: Citrus Production volume: 45.000 t

Fruit lo gística

t Quién es quién en el sector de lOS CÍTRICOS t

MANCERA,SCA

SAT CAMPOTEJAR DEL SEGURA

Chairman: Antonio Alvear Manager: Carmen Marroquín C. Director: Antonio García Avda. San Francisco Javier, 24, planta 3.

41018 Sevilla (España) Phone: + 34 954 63 08 83 www.tepro.es Yearly turnover: 8.250.000 € Main product: Citrus / potatoes Production volume: 26.000 t

Chairman: Salvador Pérez Manager: Manuel Pay C. Director: David Jiménez Ctra. Fortuna, km 7. 30509 Fenazar, Molina de Segura (Murcia, España) Phone: +34 968 62 96 70/ 71 Yearly turnover: 6.000.000 € Main product: Citrus, nectarine, peach, plus apricots and plums Production volume: 12.000 t

SUNARAN S.C.A

BENJAMIN BELTRÁN, S.A.

Chairman: Manuel Cobos Martínez Manager: Antonio Carmona C. Director: Francisco Zayas Ctra. Palma del Río - La Campana, km 5.5. Palma del Río (Córdoba, España) Phone: +34 957 64 69 57 www.sunaran.com Yearly turnover: 8.000.000 € Main product: Citrus Production volume: 40.000 t

Chairman: Benjamín García C/ Ana Nebot López, 4. 12540 Villareal (Castellón, España) Phonex: +34 964 52 08 49 www.benjaminbeltran.com Yearly turnover: 6.000.000 € Main product: Citrus / nectarine Production volume: 9.000 t

S.A.T. CITROLUZ H - 0006

Chairman: Jesús Zapata Mercader C.l Director: Tristán Azuela Montes C/ Sol, 6. El Mirador 30739 San Javier (Murcia, España) Phone: +34 968 19 00 48 www.haciendadelmolino.es Yearly turnover: 5.000.000 € Main product: Lemon and orange Production volume: 20.000 t

Chairman: Francisco José Rodríguez Domínguez Manager: Fernando Romero C.Director: Alejandro Cáceres Ctra. Sevilla - Ayamonte, km 103,5.

Cartaya (Huelva, España) Phone : +34 959 391 524 comercial@satcitroluz.es Yearly turnover: 7.000.000 € Main product: Citrus fruits Production volume: 25.000 t CONVITE S.A. Chairman: Vicente José Pérez C. Director: Guillermo Pérez Pol. Ind. Chovádes s/n. 46780 Oliva (Valencia, España) Phone: + 34 962 85 01 62 ventas@convite.com Yearly turnover: 6.972.981 € Main product: citrus Production volume: 12.000 t ZAMEXFRUIT S.L.L. Chairman: Álvaro Zamora P.I. El Garrotal, C/ G.parc. 1-3 Palma del Río (Córdoba, España) Phone: +34 957 64 41 36 www.zamexfruit.com Yearly turnover: 6.671.762 € Main product: Citrus Production volume: 15.000 t NECTFRUIT SAT Chairman: Rafael Bueno Mayen Manager: Teodoro Revilla Pol. Ind. Matache 14700 Palma del Río (Córdoba, España) Phone: +34 957 716 009 www,nectfruit.com Yearly turnover: 6.500.000 € M. product: Citrus / summer fruit Production volume: 20.000 t citrus and 2.500 t summer fruit

HACIENDA DEL MOLINO, S.L.

TILLA HUELVA S.C.A Chairman: Roberto Arnal Müller Ctra. N-431 km 97. Apdo. de Correos 22. 21500 Gibraleón (Huelva, España) Phone: +34 959 30 08 22 www.tilla.es Yearly turnover: 5.000.000 € Main product: Citrus, kakis, blueberries Production volume: 10.000 t CASA ALTA S. COOP. Chairman: Joaquín Hernández C. Director: Pedro Asensio C/ Río Mundo, 1 Pol. Ind. 30562 Ceutí (Murcia, España) Phone: +34 968 69 26 12 www.casa-alta.com comercial@casa-alta.com Yearly turnover: 4.000.000 € Main product: Apricot, plum, lemon and clementine Production volume: 6.300 t

GUFRESCO, S.L. (GRUPO GUSTAVO FERRADA) Manager: Alberto Ramírez C. Director: José M. Hernández Avda. de Nules, 92.

12530 Burriana (Castellón, España) Phone: +34 964 577 130 comercial@gufresco.com Yearly turnover: 2.000.000 € Main product: Citrus, orange juice and vegetables Production volume: 4.000 t AGROBIOLUZ, S.L. Chairman: Ramón Lucena Vázquez C/ Manuel Jalón, 45, P.. I. La Molina.

29500 Álora (Málaga, España) Phone: +34 952 49 99 77 info@agrobioluz.com Yearly turnover: 2.000.000 € Main product: Citrus Fruits Production volume: 2.000 t

AGROFRUIT EXPORT S.A.

COSIVA

Chairman: Sr. Vives Manager: Sr. Guarner Commercial Director: Sra. Wesche Pol. Ind. Baix Ebre. Carrer A, Parcela 13-17 43500 Tortosa (Tarragona, España) Phone: +34 977 59 70 09 www.agrofruit.es Main product: Citrus fruits Production volume: 65.000 t

Chairman: Lorenzo Alberola Vidal Ctra. Estación s/n. 46750 Simat de la Valldigna (Valencia, España) Phone: +34 962 81 02 95 cosiva@cosiva.com Main product: Citrus fruits

MUNDOSOL SCL Chairman: Juan Fco. Pujante C.Director: Antonio Pujante Avda. de la Cueva s/n 30160 Monteaguado (Murcia, España) Phone: +34 966 77 97 99 antonio@frusemur.com Main product: Citrus fruits Production volume: 45.000 t GRUPO DE VENTAS HORTOFRUTÍCOLAS, S.L.

EARMUR, S.L. Chairman: José Luis Albacete C. Director: Nieves Albacete Ctra. Mazarrón, km 10. Sangonera La Verde (Murcia, España) Phone: + 34 968 869 142 www.earmur.com Yearly turnover: 1.700.000 € Main product: Red grapefruit Star Ruby Production volume: 3.500 t

Manager: Fermín Sánchez Commercial Director: Isaac Murcia C/ Castillo de Monteagudo, 7. Parque Empresarial San Martín, Base 2000.

Centro de Negocios Ofialia, Office 4-5.

30564 Lorquí (Murcia, España) Phone: +34 968 102 100 www.gruventa.es Main product: Citrus, vegetables, summer fruits, apple, pear, grapes Production volume: 35.000 t

MARTINAVARRO S.A. CÍTRICOS THARSIS, S.A. Chairman: D. Joaquín Ballester Manager: Luis Jorques Cañes C/ Manuel Vivancos nº 12. 12550 Almassora (Castellón, España) Phone: + 34 961 74 27 00 martinavarro@martinavarro.es Main product: Citrus Fruits Production volume: 300.000 t

Administrador Único: Antonio Castillo de la Corte Pueblo Nuevo s/n. 21530 Tharsis (Huelva, España) Phone: +34 959 39 75 20 nuevatharsis@telefonica.net Main product: Citrus

EL JARDÍN DE ALMAYATE C.Director: José Manuel Cruz C/ Basauri, 10. 28023 Madrid (España) Phone: +34 917 45 46 20 www.eljardindealmayate.com Main product: Citrus / tropical FRUTEMSA, S.A. Chairman: Florencio Embid Puerto Rico, s/n. 21610 San Juan del Puerto (Huelva, España) Phone: +34 959 35 63 10 www.frutemsa.com Main product: Citrus HORTOFRUTÍCOLA LAS HUERTAS, S.COOP. Manager: Juan Antonio Almenara P.. I. Matacha. N. 19 - 20 - 21. 14700 Palma del Río (Córdoba, España) Phone: +34 957 644 373 trevi@arraki.es Main product: Citrus TERRA GROUP FRUTA, S.L. Manager: Marcos García Apdo. Correos, 78. 12600 Vall d´Uxio (Castellón, España) Phone: +34 964 584 020 www.terragroupfruta.com Main product: Citrus fruits, vegetables and fruits VICENTE CASTELLÓ, S.A. Ctra. Nacional 340 km 956. 12520 Nules (Castellón, España) Phone: +34 964 659 292 exito@btlink.net Main product: Citrus

CITRONAR P.I. El Garrotal, 20. 14700 Palma del Río (Córdoba, España) Phone : +34 957 64 49 35 contabilidad@citronar.com Yearly turnover: 3.350.000 € Main product: Orange Production volume: 40.000 t

Fruit logística ’12

75

CĂ­tricos / Citru s

EXCELENCIA EN SANIDAD POSTCOSECHA PARA MEJORAR LA EXPORTACIĂ&#x201C;N CITRĂ?COLA

Los

MANUEL GARCĂ?A PORTILLO, PRESIDENTE DE

TECNIDEX, 30 AĂ&#x2018;OS

EMPRESA CON MĂ S DE

DE EXPERIENCIA EN SANIDAD Y CALIDAD HORTOFRUTĂ?COLA,

LĂ?DER EN EL COMERCIO INTERNACIONAL DE PRODUCTOS Y TECNOLOGĂ?A PARA LA SANIDAD DEL SECTOR CITRĂ?COLA, CON CLIENTES EN MĂ S DE

24 PAĂ?SES.

seres humanos seguimos procesos diarios de higiene y desinfecciĂłn, enfermamos y nos tratamos; los animales enferman y son tratados con productos veterinarios y los cĂ­tricos, si quieren ser consumidos lejos del lugar de producciĂłn, deben seguir procesos sanitarios que permitan un consumo saludable. En este sentido, la exportaciĂłn hortofrutĂ­cola en general y la citrĂ­cola en particular, requieren de una sanidad postcosecha excelente. Como el mĂŠdico cuida a su paciente, TECNIDEX cuida los cĂ­tricos de sus clientes.

Es en las centrales hortofrutĂ­colas donde TECNIDEX desarrolla principalmente su actividad; nuestros tĂŠcnicos asesoran diariamente sobre las mejores prĂĄcticas y tĂŠcnicas en los procesos de desverdizaciĂłn, conservaciĂłn y/o expediciĂłn, desde que un fruto se recolecta hasta que es consumido por FM DMJFOUF mOBM &TUBT SFDPNFOEBDJPOFT QVFEFO llegar a ser muy distintas: el fruto recolectado y consumido en la zona de producciĂłn no

Excellence in after-harvest sanitation to improve citrus exports

By Manuel GarcĂ­a Portillo, CEO at TECNIDEX, an enterprise with 30 plus years of expertise in fruits and vegetables sanitation and quality, with customers in more than 24 countries, and leaders in international trade of citrus fruits.

Human beings perform daily hygiene and disinfection tasks, we fall ill and get treated; animals get sick and are treated with veterinary products, and citrus fruits must also undergo sanitation that enabled healthy consumption far from where they were produced. In this sense, fruits and vegetables exports in general, citrus exports in particular, require excellent after-harvest sanitation. Likewise the doctor cares their patients TECNIDEX cares citrus fruits of its customers.

It is mainly at manufacturing centres where TECNIDEX develops its activities; our technicians give them daily advice on the best practices and techniques regarding degreening, preservation, and/or shipment, from the moment a fruit is collected until it is consumed by end customer. These recommendations may be very different: fruits collected and eaten in the region they are produced donâ&#x20AC;&#x2122;t require the same care than those which will travel a long path from harvest to consumption, including preservation and haulage.

This complex activity is what TECNIDEX is a true specialist in. Technical advice with a right diagnosis, performed by the best professionals working joint (graduates in chemistry, industrial engineers, agronomists), together with a range of excellent

76

products and state-of-the-art technologies, make this firm an acknowledged, appreciated enterprise in the international sector of after-harvest treatments.

In this fantastic trip to see how fruits treated by TECNIDEX are marketed worldwide in optimal conditions, hygiene and disinfection products, treatments, coverings and waxes, accompany us together with the best technologies to dose and apply products, observing the most thorough certification and homologation norms. Only that way can be the best sanitation and quality guaranteed.

Another of our specialties, and it is nowadays almost essential for exports, is degreening, ripening, preservation, and tannin removal techniques, depending on the fruit to be treated: bananas, kakis, pears, avocados, etc. Again, the technical staff, expertise, and the chambers installed by TECNIDEX in the five continents make our enterprise a global entity that invests in internationalisation, research, development and innovation.

Definitely, the key for excellence is having a service company at the service of exporters of fruits and vegetable. TECNIDEX is, in this sense, sanitation and quality for fruits and vegetables.

Fruit logĂ­stica â&#x20AC;&#x2122;12

necesita los mismos cuidados que otro que sigue un largo proceso desde su recolecciĂłn hasta que es consumido, con el consiguiente proceso de conservaciĂłn y transporte.

Es en esta actividad compleja donde TECNIDEX es un verdadero especialista. Asesoramiento tĂŠcnico con un diagnĂłstico acertado, realizado por los mejores profesionales trabajando en conjunto (Licenciados QuĂ­micos, Ingenieros Industriales y AgrĂłnomos), junto a un catĂĄlogo de excelentes productos y tecnologĂ­as de vanguardia, hacen de esta mSNB VOB FNQSFTB SFDPOPDJEB Z WBMPSBEB FO el sector de la postcosecha internacional.

En este fantĂĄstico viaje de ver cĂłmo los frutos cuidados por TECNIDEX son comercializados internacionalmente en Ăłptimas condiciones, nos acompaĂąan los productos de higiene, desinfecciĂłn, tratamientos, recubrimientos y ceras, junto a las mejores tecnologĂ­as EF EPTJmDBDJĂ&#x2020;O Z BQMJDBDJĂ&#x2020;O EF QSPEVDUPT cumpliendo las mĂĄs estrictas normas de DFSUJmDBDJĂ&#x2020;O Z IPNPMPHBDJĂ&#x2020;O 4Ă&#x2020;MP BTĂ TF QVFEF HBSBOUJ[BS MB NFKPS TBOJEBE Z DBMJEBE Ă&#x17E; Otra de nuestras especializaciones, y hoy en dĂ­a casi necesaria para la exportaciĂłn, son las tecnologĂ­as de desverdizaciĂłn, maduraciĂłn, conservaciĂłn y desastringentaciĂłn, segĂşn sean cĂ­tricos, bananas, kakis, peras, aguacates, etc.

De nuevo, el equipo tĂŠcnico, la experiencia y disponer de cĂĄmaras instaladas por TECNIDEX en los cinco continentes hacen de nuestra empresa una entidad global, que invierte en su internacionalizaciĂłn y en I+D+i. &O EFmOJUJWB MB DMBWF EF MB FYDFMFODJB es contar con una empresa de servicios y al servicio del exportador de frutas y IPSUBMJ[BT Ă&#x17E;5&$/*%&9 FT FO FTUF TFOUJEP sanidad y calidad para las frutas y hortalizas.Q

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Stone fruit, the hardest blown by food crisis > Although exports and their economic value rose in 2011, price per tonne of peach and nectarine dropped. < > The challenge for apples and pears is obtaining higher yield per hectare. < The campaign of stone fruit, mainly focusing in peach, nectarine, and apricot, started â&#x20AC;&#x201C;according to Europech 2011 forumâ&#x20AC;&#x2122;s predictions- with certain production stability in Europe, as the decrease recorded in Italy (-2%), Greece (-3%), and France (-3%), were made up by the increase registered in Spain (+6%).

If we performed a by-product analysis, although pear and apple are experiencing consumption losses, apricot is undoubtedly the product that seems to be more on the edge regarding production; it fell by 43% in Greece, by 22% in Italy, by 21% in Spain, and to a lesser extent in France, by 3%. We will have to wait until the next campaign to see whether these falls continue or were just situational.

The case of Spain is particularly significant as for peaches and nectarine, for it is the producer area where volumes increased most in Europe, by 12% and 8% respectively. Maybe, this significance our country assumed regarding production of these two stone fruits justifies now more than ever the reluctance that some European countries, mainly France, show towards our sector, blaming them for being responsible for the systematic downward trend of retail prices of these fruits.

Truck raids and E. coli crisis Like it happened some decades ago to Huelva strawberries, we witnessed how our fruit trucks were raided at the French border, accusing us of unfair competition.

All this is a consequence of the E. coli crisis. When their export campaign started, European borders closed and prompted market flooding and, above all, mistrust to-

78

wards Spanish production, which in turns resulted in very low prices.

In this sense, direct accusations have been launched of being behind promotions carried out by certain discount establishments in France, setting average prices of â&#x201A;Ź 0.79/kg whereas production costs in French farms reach â&#x201A;Ź 1.2/kg. Nevertheless, and regardless whether these accusations are justified or not, it seems incredible that the European Commission allowed for this actions to happen, which drove Spanish productions even further to the limit.

Exports During the 2011 season, exports of peach from April to October reached 259,509 tonnes, with a turnover of â&#x201A;Ź 225,072,705; these figures mean 13% and 5.1% increase over 2010 respectively. As we can appreciate, although the exported volume and turnover increased, they didnâ&#x20AC;&#x2122;t grow at the same pace.

In this sense, the statements published by Fepex gain more weight; besides commercialisation losses, the true damage of the E. coli crisis was on prices, which decreased to a large extent. If we look at exports figures from June 2010, price was â&#x201A;Ź 1,199/tonne, whereas it only reached 1,076/tonne, which is a 10% drop. The same happened as for nectarines, whose value went from â&#x201A;Ź 1,699/tonne in 2010 to â&#x201A;Ź 1,084/tonne in 2011, that is -36%. (FEPEX) Nevertheless, according to the European Commissioner Dacian Ciolos, this price drop wasnâ&#x20AC;&#x2122;t prompted by the food crisis but by good climate, which made several

Fruit logĂ­stica â&#x20AC;&#x2122;12

staggered productions arrive in the market at the same time. Maybe for this reason, these fruits were left behind of the payments approved by the European Commission, except for a price increase for product withdrawal, which went from â&#x201A;Ź 19.56/tonne to â&#x201A;Ź 26.9/tonne. This increase is considered insufficient by the sector itself.

But the sector is more concerned about the damage done to the image of our fruits, an issue whose real effects will have to wait until 2012 to be fully assessed.

Pear and apple Despite consumption seems to be at stagnation, apple and pear, together with citrus fruits, are still the fruits with the biggest share in the shopping list â&#x20AC;&#x201C;almost 45% of the total of fresh fruits-; they were also affected by the image and consumption crisis that our sector is experiencing.

Nevertheless, according to several studies on the Value Chain and Price Formation (Ministry of the Environment and Rural and Marine Affairs, 2009), pear and apple face structural issues rather than situational. In this sense, the Ministry highlighted that one of the main challenges for the sectorâ&#x20AC;&#x2122;s sustainability undoubtedly involved increasing yield per hectare, which is at present very far from our competitorsâ&#x20AC;&#x2122;. For instance, whereas Austria produced 4,000 tonnes of pears per hectare, and Switzerland 1,000, Spain didnâ&#x20AC;&#x2122;t exceed 250 tonnes. Regarding apples we see the same competition disadvantage: Spain wonâ&#x20AC;&#x2122;t reach 200 tonnes per hectare, whereas Austria exceeds 800 tonnes, France 400, and Italy 300 tonnes of apples.

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IGNASI ARGILĂ&#x2030;S FIGUEROLA. ADJUNTO A LA DIRECCIĂ&#x201C;N GENERAL DE NUFRI. UNO DE LOS GRUPOS EMPRESARIALES MĂ S GRANDES DE

EUROPA CON 40 AĂ&#x2018;OS DE EXPERIENCIA EN EL SECTOR HORTOFRUTĂ?COLA, OFRECE UNA AMPLIA GAMA DE PRODUCTOS Y DE SERVICIOS Y DESTACA EN LA COMERCIALIZACIĂ&#x201C;N DE FRUTA DE HUESO Y PEPITA.

Letâ&#x20AC;&#x2122;s adapt to the new circumstances Ignasi ArgilĂŠs Figuerola, deputy Director General of Nufri, one of Europeâ&#x20AC;&#x2122;s biggest business groups, with 40 plus years of experience in the sector of fruits and vegetables, offers a wide range of products and an extensive catalogue of services, and stands out as marketer of stone fruits and pome fruits.

In Spain, the sector of agriculture in general, and the sector of marketers of fruits and vegetables in particular are much atomised, and this affects the versatility of the value chain, being growersâ&#x20AC;&#x2122; profitability always affected. We usually complain about foreign competition, which means that whether they are doing things better, or they are more competitive. That should make us think about what we do well and what we do wrong, and solve it. Otherwise we are doomed to fail. Nevertheless, we are sure that making efforts and having well-defined aims we can be a competitive sector and keep going, we are sure of it.

To do that, we must be aware of the changes that every sector and the value chain itself are undergoing, and

80

for that reason it is essential to study what we can do to be ahead our competitors. In our case, we take part in several projects of industrial and agricultural development, and we keep taking part in the evolution of new varieties for several fruit species.

We must also ensure that we donâ&#x20AC;&#x2122;t disappoint our customers when they give us an opportunity as it is a great unresolved matter of agriculture in our region: to know how to sell and how to sell ourselves. A good customer nowadays is a precious asset that we cannot lose.

Focusing on fresh fruits and the lines of evolution and growth, we must bank on adapting quality standards to what consumers ask for; unlike the traditional trend

Fruit logĂ­stica â&#x20AC;&#x2122;12

of producing and looking for consumers afterwards, we must produce what consumers are looking for. Nufri is constantly fostering and aiding the plant renewal of our associates at the same time we sow our own farms, citrus fruits in Andalusia, apple trees in Castile and Leon, always trying to find the best location for each crop.

We are definitely optimistic as for the future of fruit cultivation and commercialisation. We adapt every day to the new circumstances, which include premium, as well as price-based products. Thus, knowing where we want to be is essential, as it is to fight having sound, clear objectives, and above all recovering the long gone culture of effort.

Fruit lo gística

t Quién es quién en el sector DE la fruta de hueso y pepita t

VI.P VAL VENOSTA Chairman: Karl Dietl Manager: Josef Wielander Commercial Director: Fabio Zanesco Via Centrale 1c, I 39021 Laces (BZ, Italia) Phone: +39 0473 723 300 info@vip.coop Yearly turnover: 210.000.000 € Main product: Apples Production volume: 350.000 t NUFRI Chairman: Francisco Argiles Felip Manager: Carmen Sanahuja Commercial Director: Jacky Feniello Ctra. Palau km.1. 25230 Mollerussa (Lleida, España) Phone: +34 973 60 02 29 www.nufri.com / info@nufri.com Yearly turnover: 200.000.000 € Main product: Cherry, kiwi, grape, citrus, apple, pear, peach, nectarine and plum Production volume: 500.000 t ACTEL, S.C.C.L. Chairman: Ramón Brualla Bares Manager: Antonio Llaràs Commercial Director: Josep Lluís Trilla Crta. Vall d’Aran, km 3. 25196

Lleida (España) Phone: +34 973 700 800 / www.actel.es / actel@actel.es Yearly turnover: 180.000.000 € Main product: Pear, apple, peach and nectarine Production volume: 120.000 t BLUE WHALE SAS Chairman: Claude Rehlinger Manager: Alain Vialaret Commercial Director: España-Portugal, África, Marítimo: Marc Peyres MIN – BP 417 – 82 004 Montauban Cedex (France) Phone / Fax: +33 5 63 21 56 56 / +33 5 63 21 56 59 www.blue-whale.com Yearly turnover: 150.000.000 € Main product: Apple Production volume: 175 000 t (Apple) ACOPAEX SDAD.COOP Chairman: Domingo Fernández Manager: Juan F. Blanco Chief of the Fresh Produce Department: Francisco J. Moreno Gil / Commercial Director: Jesús Cortés C/ Paseo de los Rosales, 43. 06800 Mérida (Badajoz, España) Phone: +34 924 37 24 11 www.acopaex.es

Yearly turnover: 70.000.000 € Main product: Fruits and tomato Production volume: 10.000mt of fruits and 450.000 mt of tomatoes FRUTARIA SAT Chairman: Fernando Lizarraga Commercial Director: Alfonso Rivera Avda. César Augusto, 3, 7º B. 50004 (Zaragoza, España) Phone: +34 976 46 94 59 www.frutaria.com / Yearly turnover: 65.000.000 € Main product: Stone fruit, grapes, citrus fruits, pip fruits and berries Production volume: 100.000 t FRESHROYAL Chairman: José Gandía Giner Manager: Juan Luis Rodríguez Commercial Director: Juan Manuel Moreno / Oriol Raventos Hacienda la Jarilla, Apdo.47. 41300 San José de la Rinconada (Sevilla, España) Phone / Fax: +34 954 79 15 11 / +34 955 79 01 62 www.royal.es / comercial@royal.es Yearly turnover: 65.000.000 € Main product: Summer fruits and berries Production volume: 25.000 t

CONSORCIO LA TRENTINA, S.C.C. Chairman: Mauro Coser Manager: Simone Pilati Via Brennero, 322 I-38121 Trento (Italia) Phone: + 39 0461 421575 www.latrentina.it / info@latrentina.it Yearly turnover: 63.000.000 € Main product: Apple. Brands la Trentina (first quality) MelaGusto (smart quality) Production volume: 105.000 t NATURCREX S.L. Chairman: Jose Luis Díaz Pérez Manager: Antonio Chavero Hidalgo Commercial Director: Diego Rugiero C/ Afueras s/n. 06720 Valdivia (Badajoz, España) Phone: +34 924 83 20 86 www.naturcrex.es / crex@crex.es Yearly turnover: 40.000.000 € Main product: Peach, plum and nectarine Production volume: 48.000 t GRUPO FRUBELSA Chairman: Marcial Gómez Serrano Manager: Ramón Campodarbe Prim Commercial Director: José Luis C/ Ángel Guimera, 9.

25170 Torres de Segre (Lleida, España) Phone: +34 973 79 65 04 www.frubelsa.com Yearly turnover: 36.388.258 € Main product: Fresh Fruits Production volume: 62.126 t TANY NATURE Chairman: Atanasio Naranjo Commercial Director: Juan Barroso Camino Gral 1, 06712 Zurbarán (Badajoz, España) Phone : +34 924 85 60 96 / www.tanynature.com / comercial2@atanasionaranjo.com Yearly turnover: 32.000.000 € Main product: Stone fruit, pomegranate, asparagus Production volume: 68.000 t EL CIRUELO, S.L. Chairman: José F. Velasco Manager: José F. Velasco Commercial Director: Rupert F. Maude Crta. Madrid- Cartagena km 2,5. 30840 Alhama de Murcia (Murcia, España) Phone: +34 968 63 06 45 www.elciruelo.com Yearly turnover: 30.000.000 € Main product: Summer fruits, grape, lemon Production volume: 30.000 t

Fruit logística ’12

81

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&453"5&(*" (SECTOR + MARM) X PAC2

MANEL SIMON I BARBERO, DIRECTOR GENERAL DE AFRUCAT, A SOCIACIĂ&#x201C;N EMPRESARIAL DE FRUTA DE CATALUĂ&#x2018;A.

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Strategy = (SECTOR + MINISTRY) x CAP2 Manel Simon i Barbero, Director general at AFRUCAT, Business Association of Fruits of Catalonia.

Catalonia is one of Europeâ&#x20AC;&#x2122;s most important producers and marketers of fresh fruit. The business sector of agriculture there champions innovation, top-end product quality, broad expertise, and deep internationalisation. As for production, Catalonia represents 55% of Spainâ&#x20AC;&#x2122;s apples, 65% of pears, and 40% of peaches and nectarines. Catalonia enterprises and cooperatives export about 65 to 70% of their production, with a significant presence in the main markets in Europe, Middle East, and Russia. From the viewpoint of costs, our evolution as for the size of exploitations, automation, and efficient resource management, turns us into the most competitive against our major rivals: France and Italy. But, undoubtedly, if we have a look at the current market situation, in particular at last summerâ&#x20AC;&#x2122;s trade campaign of stone fruit, there is a problem that craves for SOLUTIONS. On one hand, we in Spain have much to do in the sector: organisation, concentration, managerial collaboration, orientation to consumers to alleviate the effects of an atomised supply. The establishment of AFRUCAT during the last year, as a result of the merger of Cataloniaâ&#x20AC;&#x2122;s two main business organisations: Asofruit and Catalonia Qualitat, has meant a very significant, historic leap that results from the willing, common sense, and maturity of our agricultural enterprises, which enjoyed the support of the Department of Agriculture. Synergies and invigoration of all kind of projects will undoubtedly be more effective from an only organisation.

The price crisis experienced in last summerâ&#x20AC;&#x2122;s trade campaign of peaches and nectarines has been one of the toughest ever remembered, and several factors coexisted:

82

Fruit logĂ­stica â&#x20AC;&#x2122;12

Ripening came sooner in Europe, which prompted historic peaks of product entry from the beginning of the campaign; this, together with weak demand, resulted in growing stocks all across Europe.

The climate was adverse for consumption of our fruits in destination countries during a long time in summer.

A discredit campaign against Spanish fruits and vegetables in Germany as a smoke curtain to hide the TERRIBLE management of the E. coli food crisis by the EU drove the demand to drop significantly. No doubt price was the only stimulus to foster consumption, with no possibility of recovery.

But we must keep going after the storm. We in Afrucat are working on different lines. On one hand, cost optimisation; on the other, product differentiation and broadening of export destinations, to which we need the authorities to be agile when negotiating export protocols But we are also working with FEPEX, CCAE, and AREFLH, in order to improve the mechanisms of crisis prevention and management of the CMO of fruits and vegetables, which has been proven to be ineffective.

If we pay attention to the title of the article, the equation to reach solutions is necessarily a polynomial in which the Sector and the Ministry of Agriculture add, but in which the EU multiplies by means of the CAP. There is much at the stake because of the negotiations for the new 2014 CAP and, rather than subsidies, our enterprises need solutions within a useful, effective legal framework.

Fruit lo gística

t Quién es quién en el sector DE la fruta de hueso y pepita t

COOP. AGRÍCOLA SANT BERNAT Chairman: Vicente E. Monzó Lorente Manager: José Antonio Boluda Moreno Commercial Director: Gema Ramos Burches Ctra. Cruz Negra 27. 46240 Carlet (Valencia, España) Phone / Fax: +34 962 539 000 / +34 962 53 12 00 coopcarlet@coopcarlet.com Yearly turnover: 27.000.000 € Main product: Stone fruits and kaki Production volume: 50.000 t

SOL DE BADAJOZ / FRUTAS SALUD SDAD. COOP. Chairman: Francisco José Escobar Manager: Rosa Sanz Pérez Commercial Director: José Antonio Gomez Ctra, Nacional 430 km. 116. 06720 Valdivia (Badajoz, España) Phone / Fax: +34 924 83 30 08 / +34 924 83 28 84 www.frutasalud.es / www.soldebadajoz.com Yearly turnover: 22.000.000 € Main product: Stone Fruit & pommes Production volume: 27.000 t

GIROPOMA, S.L. Chairman: Venanci Grau Manager: Alex Creixell Commercial Director: Isidre Sola Cami Vell de Torroella, 3. Ulla (Girona, España) Phone / Fax: +34 972 75 50 25 / +34 972 75 71 62 www.giropoma.com / giropoma@giropoma.com Yearly turnover: 21.000.000 € Main product: Apples Production volume: 35.000 t FRUTAS LERIDANAS, S.A.

AGRÍCOLA GIL S.L. FRUITS DE PONENT, SCCL Manager: Pedro Gil García Exportation: Jorge Gil García.

National Market: Javier Gil García C/ Felipe V, 31.

50100 La Almunia de Doña Godina (Zaragoza, España) Phone / Fax: +34 976 81 22 40 / +34 976 81 20 13 www.agricolagil.com / pedrogil@agricolagil.com Yearly turnover: 22.120.000 € Main product: Apple, cherry, peach, plums, apricot and pear Production volume: 40.000 t

Chairman: Jordi Dolcet Abad Manager: Joan Panadés Espasa Commercial Director: Miquel Quilez Lleonart Crta. Vallmanya km. 1 25180, Alcarras (Lleida, España) Phone / Fax: +34 973 79 57 77 / +34 973 79 17 73 www.fruitsponent.com / direccio@fruitsponent.com Yearly turnover: 21.876.000 € Main product: Fresh fruits, peach, nectarine.

Production volume: 65.000 t

Chairman: Andreu Rota Pociello Commercial Director: Sandra Francile Ctra. Ccal-13. km 17. 25690 V. de la Barca (Lleida, España) Phone / Fax: +34 973 19 11 50 / +34 973 19 11 51 sandra@frulesa.com Yearly turnover: 18.000.000 € Main product: Pear, peach, nectarine, apple, kaki Production volume: 36.000 t COSTA BRAVA FRUTICULTORS S.L. Chairman: Venanci Grau Manager: Álex Creixell

Commercial Director: Xavier Llenas Ctra Torroella de Montgri a Verges pk 1,2. Ullá (Girona, España) Phone / Fax: +34 972 75 50 25 / +34 972 75 71 62 costabrava@costabrava.coop Yearly turnover: 15.000.000 € Main product: pear, apple and peach Production volume: 25.000 t FRUITS SANT MIQUEL S.L. Chairman: Ursino Lozano Alonso Commercial Director: Carlos Lozano Ctra. Seros s/n. Soses (Lleida, España) Phone / Fax: +34 973 797 840 lacoma.biz / lozano@lozanojimenez.com Yearly turnover: 15.000.000 € Main product: Peach and nectarine Production volume: 25.000 t THADER-CIEZA, S.C.L Chairman: Santiago Martínez Gabaldón Manager: Mª Carmen Salinas Fernández Ctra. Madrid – Cartagena, km 342 30530 Cieza (Murcia, España) Phone / Fax: +34 968 76 16 50 / +34 968 76 25 20 www.thadercieza.com / thadercieza@thadercieza.com

Yearly turnover: 15.000.000 € Main product: Paraguayas, platerinas, peach, nectarine, apricot, plum, pear, grape and kaki Production volume: 20.000 t GIRONA FRUITS S.C.C.L. Chairman: Marti Ferrer Pons Manager: Josep Maria Carnell Ctr. De Palamós, 7 17462 Bordils (Girona, España) Phone / Fax: +34 972 490 002 / +34 972 490 029 www.gironafruits.com Yearly turnover: 14.000.000 € Main product: Apples Production volume: 25.000 t COMERCIAL FRUNEXA, S.L. Chairman: Juan Orero Manager: Carlos González Rodríguez Ctra. A436 km2. 41318 Villaverde del Rio (Sevilla, España) Phone / Fax: +34 955 73 79 70 / +34 955 73 61 61 direccion@frunexa.com / informatica@frunexa.com Yearly turnover: 14.000.000 € Main product: Plum, peach, nectarine, orange and clementine Production volume: 15.000 t

Fruit logística ’12

83

Fruta d e H u eso y Pe pita / Sto n e Fruits & Po m es

UN â&#x20AC;&#x153;HUESOâ&#x20AC;? DURO DE ROER

La

MARCOS BEJARANO, CĂ?TRICOS ANDALUCES, CITRAN. ENTIDAD ESPECIALIZADA

GERENTE DE

EN LA PRODUCCIĂ&#x201C;N Y COMERCIALIZACIĂ&#x201C;N DE FRUTA DE HUESO Y CĂ?TRICOS, CON UN VOLUMEN DE NEGOCIO SUPERIOR A LOS

13 MILLONES DE EUROS.

situaciĂłn de la producciĂłn de fruta de hueso en Sevilla pasa por uno de sus momentos NÂśT DPNQMJDBEPT " MBT EJmDVMUBEFT EFSJWBEBT de unos costes de producciĂłn extremadamente elevados, de unas producciones muy limitadas, de renovaciones varietales continuas, de adversa climatologĂ­a durante la producciĂłn en origen, asĂ­ como durante la comercializaciĂłn en destino, hay que sumar una gran cantidad de WBSJBCMFT RVF JOnVZFO FO FM SFTVMUBEP mOBM EF MBT campaĂąas. Sin embargo, a pesar de todas estas premisas que nos han venido acompaĂąando desde siempre, hemos sobrevivido entre todo este entramado de circunstancias, entonces..., ÂżCuĂĄles son los problemas que tan duramente estĂĄn afectando al sector en estos momentos?

Si la fruta cada vez tiene mejores caracterĂ­sticas organolĂŠpticas, si cada vez se producen menos toneladas de fruta de hueso...

Tal vez en conjunto, las polĂ­ticas comerciales individuales del sector, no sean las adecuadas.

Si bien es cierto que una apertura en el ciclo de producciĂłn de las empresas,

trasladĂĄndonos a otras zonas nos permite una posiciĂłn dominante del mercado y una optimizaciĂłn de costes, no menos cierto es que esto multiplicado por las zonas de producciĂłn actuales, Murcia, Badajoz, Valencia, Sevilla, Huelva.., que en algĂşn momento de la campaĂąa son coincidentes, a la larga ha provocado una atomizaciĂłn de la misma oferta, encontrĂĄndonos enfrente una distribuciĂłn organizada y reducida, concentrada.

Podemos lamentarnos y esperar una soluciĂłn global caĂ­da del cielo, pero la clave estĂĄ, a mi entender, en que cada empresa se plantee objetivos alcanzables, reales.

Reconozco que soy un apasionado de las campaĂąas de fruta de hueso, porque son de tal intensidad que te exprimen, para sacar lo mejor de ti y de la fruta. /P DSFP RVF FTUFNPT BOUF FM mOBM EF MB fruta de hueso, pero con tanta adversidad sĂ­ nos encontramos frente a una fuerte restructuraciĂłn del sector obligada por los malos resultados de campaĂąas anteriores.Q

A tough nut to crack

By Marcos Bejarano, manager at CĂ­tricos Andaluces, Citran. Specialist entity in production and commercialisation of stone and citrus fruits, with a turnover higher than â&#x201A;Ź 13 million.

The situation of stone fruit production in Seville experiences one of its most difficult moments. Besides the difficulties derived from extremely high production costs, very limited productions, and constant variety renewals, adverse weather during production at origin, and also during commercialisation at destination, there is a great amount of varieties that have an impact in the final result of the trade campaigns. However, despite all these premises that always accompanied us, we survived to every circumstance, soâ&#x20AC;Ś which are the problems that are affecting the sector so hardly at the moment then?

If the fruit has better and better organoleptic properties, if stone fruit production is smaller and smallerâ&#x20AC;Ś Maybe on the whole, individual commercial policies of the sector are not adequate. Although it is true that enterprises can open production cycles by

moving to other areas hence gaining dominant positions in the market and optimising costs, it isnâ&#x20AC;&#x2122;t less true that considering the current producer areas: Murcia, Badajoz, Valencia, Seville, Huelvaâ&#x20AC;Ś, this fact resulted in atomisation of supply in the long run, facing an organised, reduced, concentrated distribution.

We can wail and wait for a global solution to fall from sky but the key is, in my opinion, that each enterprise set achievable, real objective.

I admit I am passionate about stone fruit trade campaign, for they are so intense that they squeeze you, to take the best out of you and the fruit.

I donâ&#x20AC;&#x2122;t think we are witnessing the end of stone fruit, but so many adversities led us to a strong restructuring of the sector prompted by the bad result of previous campaigns.

NOTICIA

DECCO IBĂ&#x2030;RICA, UN AĂ&#x2018;O MĂ S, PRESENTE EN FRUIT LOGĂ?STICA Los productos destacados de Decco IbĂŠrica serĂĄn la lĂ­nea NATURCOVER, enfocada principalmente a fruta de hueso. La aplicaciĂłn de NATURCOVER permite llegar a los mercados con mayor frescura al disminuir la deshidrataciĂłn y el arrugamiento, pudiendo mejorar la presentaciĂłn en destinos cercanos y llegar en inmejorables condiciones a destinos de ultramar.

En cĂ­tricos, CITRASHINE PLUS con sĂłlo un aĂąo en el mercado, ya se ha ganado la

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confianza de gran parte del sector. En los tres primeros meses de campaĂąa, mĂĄs de 200.000 Tm de cĂ­tricos se han tratado con esta formulaciĂłn.

Disponemos ademĂĄs de una gama de ceras con mayor facilidad de secado, lo que reduce en los costes de producciĂłn de los almacenes por un ahorro energĂŠtico en los tĂşneles de secado.

El Sistema Patentado de RecuperaciĂłn de Caldos de Drencher (SRC Decco) elimina el vertido de los caldos de tratamiento del

Fruit logĂ­stica â&#x20AC;&#x2122;12

drencher y permite su reutilizaciĂłn, siendo el Ăşnico sistema de microfiltraciĂłn por alta presiĂłn que obtiene caldos transparentes y bacteriolĂłgicamente aptos, evitando el aĂąadido de dosis altas de desinfectantes.

Decco se mantiene como una de las empresas con mayor iniciativa en el lanzamiento de nuevas soluciones para el mercado de post-cosecha. Podemos decir que en Decco â&#x20AC;&#x153;crean protecciĂłn inteligenteâ&#x20AC;?.

PabellĂłn 10.2 Pasillo A-01.

Fruit lo gística

t Quién es quién en el sector DE la fruta de hueso y pepita t

CÍTRICOS ANDALUCES CITRAN Chairman: Rafael Ruiz Valero Manager: Marcos Bejarano Camino del Bodegón s/n. 41310 Brenes (Sevilla, España) Phone / Fax: +34 955 03 12 50 / +34 955 03 12 51 citran@citransat.com Yearly turnover: 13.500.000 € Main product: Stone fruit and citrus Production volume: 25.000 t COSANSE, S.C.A. SAN SEBASTIÁN Chairman: José Manuel Montesinos Manager: Raúl Mateo Commercial Director: David Pérez Avda de Madrid, 13-15, La Almunia (Zaragoza, España) Phone / Fax: +34 976 60 00 50/ +34 976 81 23 14 consanse@consanse.com Yearly turnover: 12.000.000 € Main product: Stone fruit & pomes Production volume: 20.000 t MACHUCA FRUITS Chairman: José Mª Gómez Jaramillo Commercial Director: Pedro Gómez Aptdo. Correos 20007 – 06080 Badajoz (España)

Phone / Fax: +34 924 430 540/ +34 924 430 541 machucafruits@machucafruits.com Yearly turnover: 12.000.000 € Main product: Plum, peach, nectarine and pear Production volume: 15.000 t

www.trecoop.com / trecoop@trecoop.com Yearly turnover: 9.500.000 € Main product: Pear, peach and nectarine Production volume: 19.000 t

FARM FRUIT, S.L.

Chairman: Nemesio Cabanillas Sánchez Manager: Jesús Cabanillas Verde Ctra. Guadiana km 0.8 s/n 06185 Valdelacalzada (Badajoz, España) Phone / Fax: +34 924 44 61 86 / +34 924 44 63 82 cabanifrut@cabanifrut.es Yearly turnover: 9.500.000 € Main product: Summer fruits Production volume: 14.500 t

Chairman: Manuel Rosa Mera Manager: Carmen Baztan Larrimbe Commercial Director: José González Barrantes C/ Doñana 7 Local dcha. 06700 Villanueva de la Serena (Badajoz, España) Phone / Fax: + 34 924 84 96 56 / + 34 924 84 25 96 farmfruit@farmfruit.es Yearly turnover: 10.000.000 € Main product: Cherry, plum, peach, nectarine, paraguayas Production volume: 20.000 t TRECOOP FRUITES SCCL Chairman: Albert Llimós Bobet Commercial Director: Ignasi Gonzalez Modol C/Segre 1E. 25173 Sudanell (Lleida, España) Phone / Fax: +34 973 25 82 00 / +34 973 25 81 48

CAVER EXP Y SERV., S.L.

FRUILAR SAT 197 Chairman: Josep Mª Massot Manager: Joan Serentill Rubio Commercial Director: Antonio Almacellas Enginyer Pau Agustí, 302, 25191 Lleida (España) Phone / Fax: +34 973 200 250 / +34 973 202 734 gerencia@fruilar.com Yearly turnover: 8.200.000 € Main product: Pears, apples and plums Production volume: 14.000 t

LA CHIPRANESCA S.C.L. O.P.F.H. Chairman: ValentÍn Acero Piazuelo Manager: Francisco Negro Gasque Paraje las Sardas s/n. Chiprana (Zaragoza, España) Phone: +34 976 63 72 40 frudecas@lachipranesca.com Yearly turnover: 8.000.000 € Main product: Peach and nectarine Production volume: 10.000 t COOPERATIVA SAN MIGUEL - COFRUVAL. Chairman: José Millán Manager: José Palmer Ctra. Valmuel s/n. 44660 Puig Moreno (Teruel, España) Phone / Fax: +34 978 838 000 / +34 978 83 80 30 cofruval@cofruval.com Yearly turnover: 7.000.000 € Main product: Yellow peach, red peach, white peach, donut peach, apricots, pears, apples and plums Production volume: 8.000 t SAT Nº 9447 DRUPO Chairman: José Luis Pueyo Bayas Manager: Mª Cruz Bernal C/ Los Alpes nº 2 Local. 50180 Utebo

(Zaragoza, España) Phone: +34 976 770 729 satdrupo@terra.es Yearly turnover: 6.000.000 € Main product: Stone fruits / pear and apples Production volume: 16.500 t FRUTAS LA CARRICHOSA, S.C.L. Chairman: Antonio Bernal C. Director: Cristina Bernal Ctra. Venta El Olivo- Calasparra, km. 3.

Cieza (Murcia, España) www.frutaslacarrichosa.com info@frutaslacarrichosa.com Yearly tournover: 6.000.000 € Main product: Peach, apricot, nectarine and grapes Production volume: 8.000 t FRUVAYGO S.L. Chairman: Pedro Gómez Rodríguez Manager: Pedro Gómez Jaramillo Commercial Director: Pedro Gómez Merino Apdo. 20075. 06080 Badajoz, España Phone: +34 924 43 03 06 www.fruvaygo.com Yearly turnover: 6.000.000 € Main product: Peach, pear, plum, nectarine Production volume: 9.000 t

Fruit logística ’12

85

Fruta d e H u eso y Pe pita / Sto n e Fruits & Po m es

MIRANDO A LOS MERCADOS DE ESTADOS UNIDOS E INDIA

Looking at the US and Indian markets

By Fermín Sánchez Navarro, director general at Gruventa. The Grupo de Ventas Hortofrutícolas, based in Lorquí (Murcia), markets 15 plus high quality products in national and international markets as well.

FERMÍN SÁNCHEZ NAVARRO, GRUVENTA GRUPO DE VENTAS HORTOFRUTÍCOLAS, CON SEDE EN L ORQUÍ (MURCIA), COMERCIALIZA MÁS DE 15 PRODUCTOS HORTOFRUTÍCOLAS DIRECTOR GENERAL DE

DE ALTA CALIDAD TANTO EN EL MERCADO NACIONAL COMO INTERNACIONAL.

In

dependientemente de las exportaciones que el sector, en general, y nosotros en particular venimos realizando a la Unión Europea, consideramos que existen otros destinos muy interesantes para nuestros productos dada su excelente calidad y que merecen la pena ser abordados. Nos referimos a Estados Unidos y La India. En este sentido, para 2012 vamos a continuar apostando por la internacionalización de nuestras frutas y hortalizas, y queremos convertirnos en VOB mSNB SFGFSFOUF FO MB EJTUSJCVDJÆO EF productos hortofrutícolas en fresco para las grandes cadenas de distribución.

Actualmente trabajamos con más de 10 cadenas en la Unión Europea, comercializando un volumen cercano a las 35.000 toneladas BM mOBM EFM FKFSDJDJP Z DPMBCPSBOEP DPO N¶T de 25 productores asociados repartidos por toda la geografía española.

Asociados a GLOBAL GAP La calidad es una máxima para los responsables de Gruventa. Por esta razón, nos hemos asociado como empresa comercializadora a la prestigiosa entidad de DFSUJmDBDJÆO (-0#"- ("1 MP RVF TVQPOF VOB gran satisfacción, al dar un paso adelante en la defensa de la calidad hortofrutícola desde el punto de vista comercial.

Fruit Logística Y para mostrar todo nuestro potencial, acudiremos con un stand propio a esta edición de la feria, pues entendemos que FT VOB HSBO PQPSUVOJEBE QBSB BmBO[BS MBT relaciones comerciales con los clientes, y abanderar en la capital alemana la calidad de nuestros productos.

Además, nuestra empresa va apostar por las redes sociales, y a través de ellas, promocionar nuestra participación en dicho evento, incluyendo imágenes Z EFDMBSBDJPOFT FO OVFTUSPT QFSmMFT FO Facebook y Twitter, porque entendemos que es fundamental para poder transmitir la gran apuesta que desde Gruventa estamos haciendo por las nuevas tecnologías.Q

Regardless the exports that the sector in general and we in particular have been selling to the European Union, we consider that there are other very interesting destinations for our products, given their excellent quality, that should be worked with; we are talking about the USA and India. In this sense, with a view to 2012, we will keep banking on internationalisation of fruits and vegetables, and we want to become a standard as for distribution of fresh fruits and vegetables for big distribution chains.

We work presently with 10 plus chains in the European Union, marketing circa 35,000 tonnes per year, and collaborating with 25 plus associated producers all across Spain.

Partners to GLOBAL GAP Quality is a principle for the managers of Gruventa.

For this reason, we became partners of the prestigious certification body GLOBAL GAP as a marketer company; this means a great satisfaction for it is a leap forward in the defence of the quality of fruits and vegetables from the commercial viewpoint.

Fruit Logistica And to show all our potential, we will carry our own stand to the next edition of Fruit Logistica trade fair, as we think it is a great opportunity to strengthen commercial relations with customers, and to champion the quality of our products in Germany’s capital city.

Besides, our enterprise is banking on social networks to promote through them our participation in the event, including pictures and speeches in our Facebook and Twitter profiles, for we consider it essential to transmit the great commitment of Gruventa to information technologies.

NOTICIA

SEMILLAS FITÓ NOMBRA A TOM LOMBAERTS NUEVO PRODUCE CHAIN MANAGER Semillas Fitó continúa con su apuesta para responder cada vez mejor a las exigencias de toda la cadena agroalimentaria y ha dado un paso más en esta línea al nombrar a Tom Lombaerts como nuevo Produce Chain Manager de su unidad de negocio de cultivos hortícolas.

El objetivo de este nuevo puesto es optimizar y estructurar los contactos con las empresas que forman parte de la cadena comercial de productos hortofrutícolas: desde las alhóndigas y cooperativas en origen hasta los importadores y supermercados en destino.

86

Fruit logística ’12

Esto permitirá orientar las variedades de Semillas Fitó a las exigencias comerciales de los productores y la gran distribución europea, a la vez que creará una vía directa para informarles sobre las variedades de la compañía.

Tom Lombaerts es Licenciado en Administración y Dirección de Empresas por la Universidad de Gant. Tiene una dilatada experiencia en el sector de Logística Intermodal, habiendo desarrollado proyectos de exportación de frutas y hortalizas desde el sureste Español hacia Europa por vía marítima.

Fruit lo gística

t Quién es quién en el sector DE la fruta de hueso y pepita t

ORCHARD FRUIT COMPANY, S.L. Manager: José Miguel Guerrero Ctra. Nacional II, Km 276. 50100 La Almunia (Zaragoza, España) Phone / Fax: +34 976 819 060 / +34 976 601 203 orchard@orchard.es Yearly turnover: 5.000.000 € Main product: Apple, pear and cherry Production volume: 7.000 t ACOREX, S.C.L Chairman: Matías Sánchez Manager: Javier Donoso Commercial Director: Luis Molina C/ Logroño s/n. Pol. El Prado. 06800 Merida (Badajoz, España) Phone / Fax: +34 924 38 90 76 / +34 924 38 92 12 www.acorex.es / luis.molina@acorex.es Yearly turnover: 4.500.000 € Main product: Summer fruits Production volume: 7.000 t S.A.T. Nº 8182 SOL DE FARDES Chairman: José Pleguezuelos Manager: Antonio Tejada Ctra. De Benalúa, s/n. 18519 Purullena (Granada, España) Phone / Fax: +34 958 690 000 / +34 958 690 125 gerencia@soldefardes.es Yearly turnover: 4.200.000 € Main product: Peach and nectarine Production volume: 6.500 t SEROS-FRUITS, S.C.C.L. Chairman: Roberto de Dios Soroya Manager: Alfonso Buisán Gómez del Moral Commercial Director: Alfonso Buisán Gómez del Moral C/ Eres, 2. Serós (Lleida, España) Phone / Fax: + 34 973 78 00 10 / +34 973 78 06 62 www.serosfruits.net / comercial@serofruits.info Yearly turnover: 4.000.000 € Main product: Summer fruits (pear, peach, nectarine, paraguaya) Production volume: 10.000 t

FRUTAS CAMPO DE BLANCA, S.C.A. Chairman: Elisa Martínez Commercial Director: Elena Núñez Paraje Los Lisos s/n.

30559 Hoya del Campo, Abarán (Murcia, España) Phone / Fax: +34 968 776 063 / +34 968 776 404 www.campodeblanca.com / comercial@campodeblanca.com Yearly turnover: 4.000.000 € Main product: Nectarine and grapes Production volume: 4.000 t COOPERATIVA AGRÍCOLA OSSO DE CINCA Chairman: José Pay Bayona Manager: José Luis Torres C/ Tamarite. 22532 Osso de Cinca (Huesca,España) Phone / Fax: +34 974 456 161 / +34 974 45 61 61 cooposso@cooposso.es / cooposso@terra.es Yearly turnover: 3.800.000 € Main product: Peach and nectarine Production volume: 7.000 t FRUTAS HERMANOS AGUILAR, S.L. Chairman: Pascual Aguilar Montero Avda San Blas 15. 50200 Ateca (Zaragoza, España) Phone / Fax: +34 976 84 23 13 / +34 976 87 21 21 www.frutas@frutasaguilar.com Yearly turnover: 3.700.000 € Main product: Appel and pear Production volume: 6.000 t

FIRST FRUIT, S.L. Chairman: Marc Espagnach Camilo José Cela, 86. Aljaraque (Huelva, España) Phone / Fax: +34 959 30 18 92 / +34 959 30 16 57 facebook.com / nectalia Yearly turnover: 3.500.000 € Main product: Summer fruits, berries and citrus Production volume: 3.000 t RAMÓN DALFÓ S.A. Chairman: Ramón Dalfó Aler Avda de Lérida, 61. 25120 Alfarrás (Lleida, España) Phone / Fax: +34 973 76 00 18 / +34 973 76 05 23 rdalfo@mixmail.com Yearly turnover: 3.313.236 € Main product: Peach and nectarine Production volume: 10.000 t FRUTAS ESCALADA, S.L. Chairman: Roberto Escalada Manager: Javier Escalada Commercial Director: Pilar Escalada Avda. de La Rioja, 70.

26550 Rincón de Soto (La Rioja, España) Phone: +34 941 160 180 escalada@fer-es Yearly turnover: 3.000.000 € Main product: Pear and apple Production volume: 5.000 t

Phone / Fax: +34 962 53 26 81 / +34 962 53 14 69 administracion@hernandorena.com Yearly turnover: 1.800.000 € Main product: Fruits trees. Species: apricot, peach, nectarine, persimon, plum , almond, quince, olive. Available formats: pots and bare root.

Production volume: 800.000 trees

+34 630 55 17 86 / +34 974 47 26 31 www.namisweet.com Yearly turnover: 500.000 € Main product: Cherry, peach, nectarine, flat peach and pear Production volume: 1.000 t

SEYCROS, S.L.

Manager: Ivan Domingo C/Estació 7. 25111 Raimat (Lleida, España) Phone / Fax: + 34 902 02 68 28 / +34 902 02 68 38 www.sefruits.com / info@sefruits.com Yearly turnover: Main product: Fresh fruits and vegetable, edible flowers. Estevia Production volume: 100 t

Chairman: Fernando Rodiño Manager: Jorge Rodiño Ctra. Puerto Peña, s/n. 06640 Talarribuias (Badajoz, España) Phone: +34 924 145 145 jrodino@seycros.net Yearly turnover: 1.360.000 € Main product: Summer fruits (nectarine, plum, peach..)

Production volume: 2.150 t S. C. FRUTAS DEL GUADIANA Manager: Miguel Ángel Romero Commercial Director: Roberto Romero Ctra. Lobón- la Roca, km 4. Montijo (Badajoz, España) Phone / Fax: +34 924 45 75 15 / +34 924 45 07 01 www.frutasguadiana.com Yearly turnover: 600.000 € Main product: Peach, nectarine, plum, pear Production volume: 1.500 t NAMIFRUITS, S.C.

VIVERS HERNANDORENA, S.L. Chairman: Fernando Hernandorena C. Director: Rosa Hernandorena C/ Carles Salvador s/n. Carlet (Valencia, España)

Chairman: Manuel Navarro & Alicia Millanes C/ Binefar 1. 22520 Fraga (Huesca, España) Phone / Fax: +34 658 58 55 83 /

SEFRUITS

EXVEAL S.L. Chairman: Francesco de Nadai Manager: Pedro Mansilla Parra Finca Isla Quemada. 06411 Medellín (Badajoz, España) Phone / Fax: +34 924 82 28 56 / +34 924 82 25 53 exveal@mundivia.es Main product: Peach, nectarine, plum and pear Production volume: 2.500 t BLAUFRUIT / ANELA FRUITS Camí de Fornells, 4.

17459 Campllong (Girona, España) Phone / Fax: +34 972 46 44 24 / +34 972 46 44 26 www.anelafruits.com / www.blaufruit.com Main product: Pear

FRUMAEX, S.L. Chairman: José María Nadador Temprano Manager: Jesús Hernández Paz Commercial Director: Javier Piiz Rivas Pista de los Italianos s/n Hernán Cortés (Badajoz, España) Phone / Fax: +34 924 14 72 70 / + 34924 14 72 75 www.frumaex.net / comercial@frumaex.net Yearly turnover: 4.000.000 € Main product: Plum, nectarine and peach Production volume: 6.000 t

Fruit logística ’12

87

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t Quién es quién en el sector DE la fruta de hueso y pepita t CERTIPLANT, S.L. Chairman: Sr. Argiles Commercial Director: Sr. Belil C/ Industria , nº 7. 25230 Mollerussa (Lleida, España) Phone / Fax: +34 973 711 400 / +34 973 71 14 01 www.nufri.com / certiplant@nufri.com Main product: fruit Trees: Apple, pear, peach and nectarine FRUTAS ANABELLA Chairman: Fausto Carrillo Avda. Menéndez y Pelayo, 56 Abarán 30550 (Murcia, España) Phone / Fax: +34 968 77 04 75/ +34 968 77 12 77 f.anabella@anabella.es Main product: Peach, nectarine, plum and pear FRUTAS ERRUZ, S.L. Manager: Arturo Erruz Avda de Valencia, s/n. Paracuellos de

Jiloca (Zaragoza, España) Phone / Fax: +34 976 88 33 33/ +34 976 88 06 05 www.frutaserruz.com/ frutaserruz@frutaserruz.com Main product: Pear and pomme FRUTAS ESTHER, S.A. Chairman: Esther Gómez Commercial Director: Jesús Gómez Avda. de la Estación, km. 1,9. 30550 Abarán (Murcia, España) Phone / Fax: +34 968 77 00 00/ +34 968 77 08 79 www.frutasesther.es/ esther@frutasesther.es Main product: Stone fruit & Pomes FRUTAS TORERO, S.A. Chairman: Antonio Caballero C/ Barranco Molax, nº 17. 30550 Abarán (Murcia, España) Phone / Fax: +34 968 77 07 91/ +34 968 45 05 28

www.frutastorero.com/ antonio@frutastorero.com Main product: Stone fruit & pomes J.M. LOS FRUTALES S.A. Finca Los Frutales. Ctra, Madrid - Alicante, km 360. 03400 Villena (Alicante, España) Phone / Fax: +34 965 346 081 / +34 965 979 057 administracion@losfrutales.com Main product: Apple and pear MOLINENSE PRODUCCIONES NATURALES, S.L. Chairman: Lucrecia Álvarez Commercial Director: Marcel C/ América Sur, 30500 Molina de Segura (Murcia, España) Phone / Fax: +34 968 61 51 11/ +34 968 61 56 50 www.molinense.com/ lucrecia.alvarez@molinense.com Main product: Summer Fruit

MOLNAR FRUITS

VEGALTA NATURA

Commercial Director: Steven Bazill P.A. Pla d´Urgell. Av. Del Merlet, 5-7.

25245 Vila Sana (Lleida, España) Phone / Fax: +34 973 60 06 69 / +34 973 71 00 45 www.molnarfruit.com Main product: Apples, pears, peaches and nectarines

Ctra. Miajadas, km 16. 06400 Don Benito (Badajoz, España) Phone / Fax: +34 924 800 698 / +34 924 808 295 vegalta@bme.es Main product: Peach, nectarine and plum VIVEROS PROVEDO S.A.

PRODUCTOS DE CALANDA, S.L. Chairman: Francisco Celma C/ Fueros de Aragón, 2. 44570 Calanda (Teruel, España) Phone / Fax: +34 978 84 70 03 / +34 978 84 79 04 www.marchenica.com / info@marchenica.com Main product: Calanda’s Peach

Chairman: Javier Provedo Manager: Ignacio Provedo Commercial Director: Luis Aliseda Barrio Varea s/n. Finca el Raso. 26006 Logroño (La Rioja, España) Phone / Fax: +34 941 27 27 77 / +34 941 27 27 80 jprovedo@provedo.com Main product: Fruits trees - New summer fruits varieties

t Quién es quién en EL SECTOR DE LA CEREZA t AGRUPACIÓN DE COOPERATIVAS DEL VALLE DEL JERTE Chairman: Ángel María Prieto Manager: Manuel Goizueta C. Director: Benito Izquierdo Ctra. Nacional 110, km 381. 10614 Valdastilla (Cáceres, España) Phone / Fax: +34 927 47 10 70 / +34 927 47 10 74 www.ac-vallejerte.es Yearly turnover: 42.000.000 € Main product: Cherry Production volume: 15.000 t GRUPO ALBA INT Chairman: Miguel Muñoz Manager: Ángel Vicente C. Director: Alberto Serrano Circunvalación Sur km 1, 10600 Plasencia (Cáceres, España) Phone: + 34 927 42 70 54

www.grupoalba.net Yearly turnover: 8.157.220 € Main product: Picota del Jerte, Cherry and Chesnut Production volume: 5.000 t COOPERATIVA DEL CAMPO, S.C.L. Chairman: Andrés Félix Bermejo Manager: Nicolás Morales Martín Vega del Molino, nº 1. 10613 Navaconcejo (Cáceres, España) Phone: +34 927 17 31 68 gerencia@cerezasdenavaconcejo.es Yearly turnover: 6.000.000 € Main product: Cherry Production volume: 3.000 t VALGREN, S.A. Chairman: Andrés Álvarez Manager: José María Martínez

C. Director: Francisco Álvarez Avda. Plasencia s/n. 10610 Cabezuela del Valle (Cáceres, España) Phone / Fax: +34 927 47 27 26 / +34 927 47 24 01 andresjvalgren@terra.es Yearly turnover: 5.100.000 € Main product: Cherry Production volume: 1.500 t

SAT 4301 EDOA

FRUIT QUERALT, S.L

Chairman: Arcadi Caldero Manager: Óscar Ortiz C/ San Isidro, 2. 25113 Suchs (Lérida, España) Phonex: +34 687 80 40 21 edoa@glamour-edoa.com Yearly turnover: 780.000 € Main product: Cherries in March Production volume: 75 t

Manager: Daniel Queralt Ctra. Torregrossa, s/n. 25153 Puigvert de Lleida (Lleida, España) Phone / Fax: + 34 973 16 73 28 / +34 973 16 76 76 Main product: Cherry and summer fruit Production volume: 10.0000 t

DELEITE GRANA, S.L. Manager: Jesús Martín Fraile Av. Plasencia, 71 10610 Cabezuela del Valle (Cáceres, España) Phone / Fax: + 34 927 472 564 info@deleite-grana.es Yearly turnover: 1.200.000 € Main product: Cherry Production volume: 600 t

COMERCIAL AGRÍCOLA DON RUFINO, S.L. Manager: Jesús Manuel de las Heras P.I. El Cortarillo, s/n. 10610 Cabezuela del Valle (Cáceres, España) Phone / Fax: +34 927 47 26 47 Yearly turnover: 500.000 € Main product: Cherry Production volume: 350 t

t Quién es quién en EL SECTOR DE LA UVA t SAT Nº 9965 UVAS ALICANTE Chairman: Antonio Berná Commercial Director: Francisco Cerdán C/ Pablo Picasso, nº 4. 03670 Monforte del Cid (Alicante, España) Phone / Fax: +34 965 62 01 61 / +34 965 62 03 63 uvasalicante@anbernah.com Yearly turnover: 4.885.000 € Main product: Grapes Production volume: 4.380 t UVASDOCE S.L. Chairman: Alfredo Miralles Pérez Commercial Director: Estrella Miralles Partida de las Norias, 118 nº 188.

Ctra. Monforte - Agost, km 6,9. 03670

88

Monforte del Cid. (Alicante, España) Phone / Fax: +34 965 62 01 25 info@uvasdoce.com Yearly turnover: 4.500.000 € Main product: Grapes Production volume: 5.000 t BETISAN S.L. Chairman: José Enrique Sánchez Manager: Mª del Rosario Sánchez C/ Marqués de Valdecillas, 54. 03660 Novelda (Alicante, España) Phone / Fax: +34 965 60 18 20 / +34 965 60 42 67 info@betisan.com Yearly turnover: 2.000.000 € Main product: Grape Production volume: 700 t

Fruit logística ’12

SAT Nº 3502 NOALY Chairman: Luis Alted C/ Don Quijote, 3. 03660 Novelda (Alicante, España) Phone / Fax: +34 965 60 12 80 / +34 965 60 24 28 lualted@cableworld.es / www.chequinpardal.com Yearly turnover: 152.359 € Main product: Grape Production volume: 137 t COOPERATIVA DE 2º GRADO ALICANTE, COOP.VAL. Partida Walaig Pol 7. Parcela 138. Apdo. de Correos 53. 03670 Monforte del Cid (Alicante, España)

Phone / Fax: +34 965 62 63 11 / +34 965 62 63 61 coopalicante@coopalicante.com Main product: Grape Production volume: 4.000 t ARACIL, MARTÍNEZ Y MORILLO, S.L. Chairman: Antonio Martínez Aracil Barrio de San Antón, nº 47. 03669 La Romana (Alicante, España) Phone / Fax: +34 965 69 63 73 / +34 699 3048 34 / +34 965 69 63 73 Main product: Grapes Production volume: 1.000 t

ROXET MONTECHICO EXPORTACIONES S.L. Chairman: José María Marcos Serrano Ctra. Nacional 110, 44 Navaconcejo (Cáceres, España) Phone / Fax: +34 927 173 029 / +34 927 173 416 administracion@roxet.es Main product: Cherry Production volume: 1.200 t

Fruit lo gística

NOTICIA

BAYER CROPSCIENCE ANUNCIA NUEVOS COLABORADORES EN LA INICIATIVA FOOD CHAIN LA COMPAÑÍA ANUNCIA EN FRUIT LOGÍSTICA LA INCORPORACIÓN DE OCHO NUEVAS EXPLOTACIONES CITRÍCOLAS A SU INICIATIVA FOOD CHAIN. Hasta 8 explotaciones de cítricos de Valencia y Murcia se han incorporado al proyecto Food Chain de Bayer CropScience con el objetivo de alinearse con las exigencias de los mercados europeos de destino y satisfacer las demandas en concepto de calidad, tamaño, sabor y fruto sano y seguro. En total Bayer CropScience cuenta con 70 proyectos entre explotaciones citrícolas, frutales y hortícolas.

La introducción del proyecto Food Chain en el sector de los cítricos ha permitido a la compañía aportar a estas explotaciones toda la experiencia adquirida en el sector de los frutales.

Para las explotaciones citrícolas, Bayer CropScience ha incorporado nuevos parámetros de sostenibilidad como regulación de maquinaria, boquillas antideriva o monitoreo, entre otros. Y dichos parámetros a su vez se están incorporando al sector de los frutales con el que ya trabajan desde 2009.

Según Francisco Miró, el coordinador de esta iniciativa, el objetivo para el año es “ampliar el número de explotaciones citrícolas que se suman a nuestro proyecto, pero también incrementar el número de hectáreas de las explotaciones con las que trabajamos”.

Food Chain Partnership que tiene como objetivo la colaboración y cooperación con todos los actores que intervienen en la cadena alimentaria, con el objetivo final de ofrecer al consumidor alimentos de calidad, seguros, saludables y a precios adecuados, durante todo el año.

Día de España Bayer CropScience aprovechará el segundo día de la feria, el 9 de febrero, para acoger en su stand a los representantes de las 20 explotaciones a los que han invitado a la feria, junto con otras empresas y colaboradores que exponen sus productos en este certamen.

Fruit logística ’12

89

B erries

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Fruit logรญstica โ 12

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Fruit lo gĂ­stica

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Are berries commodities? > Presst made on prices and high production costs make berries be commodities, without value added. < > Are producers the only ones who must optimise their processes in search for profitability? < > The â&#x20AC;&#x153;green revolutionâ&#x20AC;? is still far from becoming solid as for Huelva berries. < Due to their extension, production volume, and economic value, berries are, together with citrus fruits, the main engine of fruits and vegetables in the province of Huelva.

Focusing in the former, the 2010/2011 campaign started with certain optimism, as stated Rafael DomĂ­nguez, manager at Freshuelva; although the season started after certain delay, the fruit quality and production predictions forecasted a good year, as it was in the end.

According to this same Association, strawberry campaign ended with 245,000 tonnes, which meant 8.5% increase over the previous year. But beyond this figure, which confirms the recovery of production compared with the 2009/2010 season, the increase of invoicing was really significant, hitting â&#x201A;Ź 342.5 million, all this thanks to the average price of strawberry rose by 11.2%, from â&#x201A;Ź 1.07/kg in 2009/2010 season to â&#x201A;Ź 1.19/kg in the 2010/2011. Nevertheless, and although average prices rose, these levels are still pretty low for the sector.

Production costs depending on commercialisation channel According to a study on strawberry value chain performed by the Department of Agriculture of the Regional Government of Andalusia on the 2008/2009 campaign, total production costs per kilo of strawberry reach â&#x201A;Ź 1.59/kg if they are marketed through traditional channel, while they will reach â&#x201A;Ź 2.03/kg if marketed through modern distribution. These figures are rather far from the average prices perceived by the sector anyway. Nonetheless, the same study points that no link of the chain seems to get excessive benefit. We must therefore consider whether, besides cost-cutting, the

sectorâ&#x20AC;&#x2122;s challenge is implementing certain techniques to improve competitiveness too, to focus commercialisation which allow for larger benefit above all. According to the same study, one kilo of strawberry is sold at retailersâ&#x20AC;&#x2122; at â&#x201A;Ź 2.15/kg, whereas it reaches â&#x201A;Ź 2.23/kg in modern distribution establishments, so that traditional channel yields larger margins.

But it is still debated whether the first link of the chain should perform all the changes or the sector on the whole must get involved in that task. Juan BaĂąez, manager at Cuna de Platero, declared on these same pages that the sector must make distribution aware that production costs canâ&#x20AC;&#x2122;t be cut further, so that they should work alongside for eventual management fails not to fall upon the weakest link, growers.

Biological control But beyond the opening of new markets or investments in automation of facilities, aspects on which large significant advances are being made, the weight of that competitive improvement is still on the shoulders of growers, who are expected to be constantly evolving, many times at the expense of their own assets.

According to a study made by FundaciĂłn Cajamar, production costs of an hectare of strawberry hit â&#x201A;Ź 50,572 in the 2010/2011 campaign, â&#x201A;Ź 47,821,17 in the previous year, which meant a 5.75% increase. Despite these increases, in a Workshop recently hosted by IFAPA to discuss on the adequacy of biological control (which at present only represents 2% of strawberry farmland), speakers stressed that producers must make additional efforts for quality and food safetyâ&#x20AC;&#x2122;s sake, by using aux-

iliary animals for plague control. However, and despite being aware that the future involves these techniques, many technicians consider it an extra cost that isnâ&#x20AC;&#x2122;t profitable yet, not being a requisite demanded by consumers either. â&#x20AC;&#x153;They green revolution that started in Almeria some years ago may still be far from Huelva, said representatives of the Authorities, but we must be ready for it.â&#x20AC;?

Variety revolution The same situation can be described as for the so called â&#x20AC;&#x153;variety revolutionâ&#x20AC;?. There is almost variety segmentation according to the market but, to what extent is this differentiation profitable and not an additional cost for growers? Apart from other breeders, IFAPA is working to obtain more varieties more resistant to plagues and diseases (following the path started by vegetables), with a longer shelf-life, and, above all, free varieties for the whole sector, far from hermetic Clubs that are establishing in other sectors and could also arrive in the sector of berries.

The path to follow doesnâ&#x20AC;&#x2122;t seem much clear then. The markets make more and more pressure, and price is the determining factor for consumers when purchasing a product; producers and marketers have no margin of manoeuvre there, though. Will it be necessary then to keep looking at new markets, to look for new varieties or species within the family of berries? These are too many questions for a sector whose main challenge is decoupling prices from the produced volumes, in order to highlight quality. That is, to flee from the supply and demand that turns these productions in mere commodities without value added.

Fruit logĂ­stica â&#x20AC;&#x2122;12

91

B erries

ESTANDARIZACIÓN DEL FRESÓN COMO PRODUCTO DE CONSUMO Y “HERRAMIENTAS ANTI-COMMODITY”

La MANUEL JESÚS OLIVA, FRESÓN DE PALOS. DESDE SUS INICIOS EN 1982, FRESÓN DE PALOS SE HA PRESIDENTE DE

ESFORZADO EN MANTENER COMO PRINCIPIOS EMPRESARIALES LA INNOVACIÓN, EL ESFUERZO Y EL COMPROMISO HACIA SOCIOS, CLIENTES Y CONSUMIDORES.

92

marcada estacionalidad del fresón, la imprevisibilidad que supone estar condicionados por la climatología y los cambios en la demanda derivados del comportamiento del consumidor m OBM EJm DVMUBO VO DPOTFOTP FOUSF MPT QSPEVDUPSFT y los diferentes agentes de la oferta y la demanda B MB IPSB EF m KBS QSFDJPT VOPT QSFDJPT RVF B menudo, no suelen cubrir las expectativas de los agricultores quienes, y es que a pesar de unirse en grandes cooperativas y optar en mayor medida QPS MB WFOUB FO m SNF B MBT HSBOEFT DBEFOBT EF EJTUSJCVDJÆO WFO DÆNP MB WFOUB m OBM EF TV producto se está convirtiendo cada vez más en una mera cuestión de precios más que otra cosa.

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4PO WBSJPT MPT GBDUPSFT RVF JOn VZFO FO RVF el fresón se esté acercando al grupo de los productos ‘commodities’, algunos de ellos más ‘controlables’ que otros. Pero lo que parece claro es que el futuro del sector pasa por apostar por MB JOOPWBDJÆO MB DBMJEBE FM NBSLFUJOH Z FM USBCBKP ‘mano a mano’ con los grandes distribuidores (trade marketing) como principales herramientas de diferenciación o, por llamarlas de otro modo, ‘herramientas anti-estandarización’. Sólo así será posible evitar entrar en este grupo del que forman parte desde hace años otras categorías de frutas.Q

Fruit logística ’12

Standardisation of strawberry as a consumption product and “anti-commodity tools”

By Manuel Jesús Oliva, CEO at Fresón de Palos.

Since its beginning in 1982, Fresón de Palos has made many efforts to keep amongst their business principles innovation, effort, and commitment to partners, customers, and consumers.

The strong seasonality of strawberry, the unpredictability that means being conditioned by climate and changes in demand as a consequence of end consumers’ behaviour, these factors make difficult the consensus between producers and the different players of supply and demand when it comes to set prices, which usually don’t meet growers’ expectations. Despite gathering in large cooperatives and choosing firm sales to distribution chains, growers see how the final sale of their product becomes more and more in a matter of price rather than anything else.

The demands as for quality that producers must meet at origin are more and more strict. However, the investment that these requirements need doesn’t have a clear effect or benefit when it comes to sell their fruit.

We in Fresón de Palos have been years working to differentiate our product from the rest, and not to fall in the growing trend of standardisation that the sector is experiencing, which is transforming strawberry in a commodity product, whose election depends solely on price. In our cooperative likewise other producers, we bank on quality, but we mean the “quality perceived” by our direct customers and consumers as well. This involves a permanent challenge that forces us to constantly innovate and invest in technologies that enabled us, besides to cut costs, to position our strawberry as the first reference in Europe regarding quality and quantity. On the other hand, there is the differentiation with a view to consumers, something that we in Fresón de Palos are achieving through a brand positioning strategy that is structured around communication and advertising planning of tactics and actions in both the media and communication channels, and sale points.

Several factors have an influence on the fact that strawberry is getting closer to commodities, some of them more “controllable” than others. But it seems clear that the future of the sector involves banking on innovation, quality, marketing, and on working “handin-hand” with big distributors (trade marketing) as the main differentiation tools, or let’s call them otherwise, “anti-standardisation tools”. That is the only way to avoid entering this group which other categories of fruits already joined some years ago.

Fruit lo gística

t Quién es quién en el sector de lAS BERRIES t

ONUBAFRUIT S.L. Chairman: Antonio Tirado Gómez Manager: Francisco Sánchez Commercial Director: Carlos Esteve C/ Bejar, 17. 21001 Huelva (España) Phone / Fax: +34 959 54 08 44 / +34 959 54 08 45 fsanchez@onubafruit.com Yearly turnover: 130.000.000 € Main product: Strawberries, raspberries, blackberries, blueberries, stone fruits and citrus Production volume: 50.000 t of strawberries /6.000 t of raspberries/ 2.000 t of blueberries / 300 t of blackberries / 3.000 kakis / 15.000 t of citrus / 3.000 t of stone fruits S.C.A. SANTA MARÍA DE LA RÁBIDA Chairman: Manuel Jesús Oliva Manager: José González Infantes Camino Cocola s/n. Pl. Ind. San Jorge.

21810. Palos de la Frontera (Huelva, España) Phone / Fax: +34 959 65 60 20 / +34 959 65 61 97 www.cooprabida.es / informacion@cooprabida.es Yearly turnover: 80.000.000 € Main product: Strawberry Production volume: 59.000 t

+34 948 86 72 30 www.planasa.com / planasa@planasa.com Yearly turnover: 45.000.000 € Main product: Strawberry plant, endive Production volume: 250.000 Strawberry plant and 6 t of endive AROFA S.L. Chairman: Domingo Arotzarena Marín Commercial Director: Francisco y Salvador Arotzarena Marín Ctra. Huelva - Ayamonte, km 121.

21440 Lepe (Huelva, España) Phone / Fax: +34 959 38 30 48 / +34 959 38 30 25 www.arofa.com / lepe@arofa.com Yearly turnover: 40.000.000 € Main product: Berries and chestnuts Production volume: 30.000 t EUROBERRY MARKETING S.A. Manager: Javier Rico Pedrazo Avda San Francisco Javier 9, piso 1, Oficina 4. 41018 (Sevilla, España) Phone / Fax: +34 954 93 23 17 / +34 954 92 08 68 www.euroberry.com / contact@euroberry.com Yearly turnover: 40.000.000 € Main product: Blueberry, raspberry, blackberry, strawberry Production volume: 6.500 t

Main product: Strawberry and citrus fruits Production volume: 41.000 t BONAFRU S.C.A. HORT. DE BONARES Chairman: Manuel Limón Manager: Diego Barriga Commercial Director: Onubafruit, S.L. Pol. Ind. El Corchito, 2ª Fase. 21830 Bonares (Huelva, España) Phone / Fax: +34 959 36 61 33/ +34 959 36 63 16 general@bonafru.es Yearly turnover: 20.000.000 € Main product: Strawberry, rapsberry Production volume: 7.000 t S.C.A. AGROMOLINILLO Chairman: Juan Márquez Commercial Director: Juan Manuel Márquez Pol. Ind. Algarrobito C/ A s/n. 21800 Moguer (Huelva, España)

Phone / Fax: +34 959 37 12 11 / +34 959 37 26 37 www.agromolinillo.com Yearly turnover: 16.000.000 € Main product: Strawberry, raspberry, blueberry and citrus Production volume: 14.000 t

c/ José Nogales, 8, 3º A. 21001 Huelva (España) Phone / Fax: +34 959 26 32 13 / +34 959 28 47 43 angel.blanco@landgard.es Yearly turnover: 15.000.000 € Main product: Strawberry

FRESSAN DE LEPE S. L

COOPERATIVA AGRARIA HORTOFRUTICOLA DE CARTAYA, S.COOP.AND.

Chairman: Encarni Santana Manager: Manuel Santana Ramón y Cajal, 40 A. 21440, Lepe (Huelva, España) Phone / Fax: +34 959 38 01 56 manuelsantanacamacho@ fressandelepe.e.telefonica.net Yearly turnover: 15.055.027 € Main product: Strawberry Production volume: 2.000 t LANDGARD ESPAÑA-HUELVA, SL Chairman: Martin Baumert Manager: Ángel Fco Blanco

Chairman: Juan Perales Manager: Diego López Gómez Commercial Director: Onubafruit. S.L. Ctra, Tariquejo km 0,4.

21450, Cartaya (Huelva, España) Phone / Fax: +34 959 39 10 88 / +34 959 39 11 02 cartayfres@cartayfres.com Yearly turnover: 13.606.000 € Main product: Strawberry, raspberry, nectarine and kaki Production volume: 6.000 t

EUROSEMILLAS, S.A. S.A.T GRUFESA Chairman: Juan Cano Commercial Director: Manuel Cano Pecci Paseo de la Victoria 31, 1º. 14004 (Córdoba, España) Phone / Fax: +34 957 42 17 32 / +34 957 42 20 92 www.eurosemillas.com / eurosemillas@eurosemillas.com Yearly turnover: 61.365.920 € Main product: Strawberry varieties, stone fruits, citrus fruit, avocado, cotton fibre, vegetable oils, cereals MOGUER CUNA DE PLATERO, S.C.A Chairman: Antonio Ramos Hernández Manager: Juan Fco. Bañez Álvarez Commercial Director: José Ollero Rodríguez Camino de Montemayor s/n. Moguer (Huelva, España) Phone / Fax: +34 959 37 21 25 / +34 959 37 36 70 comercial@cunadeplatero.com Yearly turnover: 60.000.000 € Main product: Strawberries, rapsberries, blackberries, blueberries and peach Production volume: 50.000 t PLANASA Chairman: Alexandre Pierron - Darbonne Commercial Director: Ivan Leache Ctra. San Adrián km.1. 31514 Valtierra (Navarra, España) Phone / Fax: +34 948 86 77 00 /

Chairman: Francisco Márquez Manager: Carlos Cumbreras Cuesta de la Pila s/n 21800 Moguer (Huelva, España) Phone / Fax: +34 959 37 23 35 / + 34 959 37 09 55 info@grufesa.com Yearly turnover: 35.000.000 € Main product: Strawberry Production volume: 16.000 t COSTA DE HUELVA S.C.A. Chairman: Cristóbal Picón Regidor Manager: Bartolome Fernández Commercial Director: Onubafruit. S.L. Camino de las Colmenillas, s/n. 21820 Lucena del Puerto (Huelva, España) Phone / Fax: +34 959 36 01 36 / +34 959 36 01 50 www.coophuelva.es / gerente@coophuelva.es Yearly turnover: 35.000.000 € Main product: Strawberry, raspberry, blueberry and blackberry Production volume: 13.000 t S.C.A. NTRA. SRA. DE LA BELLA - COBELLA Chairman: Francisco Javier Contreras Manager: Pedro Paniagua Avda. Blas Infante s/n. Lepe (Huelva, España) Phone : + 34 959 38 31 62 www.cobella.net / cobella@cobella.net Yearly turnover: 2.3500.000 €

Fruit logística ’12

93

B erries

LO QUE DEBE IMPORTAR ES LA FRUTA

JUAN BÁÑEZ, CUNA DE PLATERO. COOPERATIVA CREADA EN 1988

GERENTE DE

CON EL FIN ÚLTIMO DE LLEVAR LA MEJOR FRUTA DE

MOGUER

A TODOS LOS CONSUMIDORES.

El

pasado mes de diciembre arrancaba la campaña de fresas 2011/2012, un ejercicio adelantado con respecto a años anteriores, si bien las cantidades no llegan a ser tampoco importantes debido a que aún los días eran cortos. También es cierto que debido a que la climatología en Europa hasta la fecha tampoco ha sido excesivamente fría, se ha conseguido posicionar correctamente la fruta de Huelva, todo ello gracias a una calidad excelente.

Es precisamente eso, la calidad de la fruta, es decir, la fruta en sí misma, lo que debe importar más que cualquier otra cuestión, aunque en los últimos tiempos se están imponiendo exigencias técnicas que están

por encima de la propia materia prima. Yo como consumidor quiero una fruta sana y rica, y a la vez, tener la garantía de que está controlada y que se ha obtenido de una forma coherente social y medioambientalmente. Con FM mO EF DPOTFHVJS MP TFHVOEP OPT FTUBNPT encontrando una multitud de exigencias técnicas, en el etiquetado, en el tipo de formatos, lotes, cajas, palets,… ideadas para asegurar a cada cadena o cliente “su” propia trazabilidad, seguridad alimentaria, sistema de venta en tienda y un largo etc.

La realidad, para nosotros los productores, es que nos encontramos con una JOmOJEBE EF FYJHFODJBT QPS QFEJEPT QBSB cada cliente y país, que provocan una gestión muy complicada, cuando en el fondo todo debería ser más sencillo.

Pero lo importante es seguir trabajando QBSB TFS DBEB EÁB NFKPS N¶T FmDB[ Z N¶T competitivo, teniendo siempre como piedra angular la calidad de la fruta, entendida como un todo, segura, trazada y social y medioambientalmente sostenible, como ya he mencionado anteriormente. En esta línea, estamos elaborando un protocolo de trabajo que homogeneíce desde el campo toda nuestra producción, ya que desde hace muchos años revisamos cada unidad de venta para que llegue en perfectas condiciones al consumidor.

En otro orden de cosas, lo que sí que nos va a afectar seriamente en un futuro próximo es el protocolo de Acuerdo de Asociación con Marruecos, que está en vía de aprobación

en el Parlamento Europeo, ya que la fruta obtenida en ese país va destinada a los mismos consumidores a los que estamos atendiendo ahora nosotros, con la diferencia de que las condiciones de obtención son totalmente diferentes. Sin entrar a considerar el tema económico que depende de cada estado o país y que en este caso es absolutamente favorable a Marruecos, lo que realmente no se entiende es que la fruta se obtenga con mucho menos control social y medioambiental. No tiene sentido que una fruta se oferte en el mismo sitio con menor control y menores exigencias en materia laboral, social y medioambiental.

Por otro lado, la tecnología que utilizamos, que se ha logrado a base de muchos fracasos y errores, se traslada ahora, por los grandes grupos empresariales, a terceros países aportándoles todo el conocimiento sin que esto redunde realmente en una mejora de las condiciones de trabajo de la zona.

Frente a esto, nuestra labor es seguir trabajando en esta línea, investigando en variedades y técnicas de cultivo que cumplan todas las exigencias europeas, para ofrecer un producto de calidad global.Q

What should matter is the fruit

By Juan Báñez, manager at Cuna de Platero. A cooperative established in 1988 pursuing the final aim of carrying the best fruit from Moguer to all consumers.

The 2011/2012 trade campaign of strawberry started last December; this season came a bit earlier than usual yet volumes are not significant given that days were still short. It is also true that, as Europe hasn’t experienced excessively cold temperatures this winter, fruit from Huelva could be correctly positioned in the market, thanks to its excellent quality.

Precisely that, fruit quality, that is, the fruit itself should matter more than any other issue but there are technical demands that are prevailing over the raw material itself in the last times. I, as a consumer, want healthy, tasty fruit, at the same time I am ensured that it was grown under control and by socially and environmentally coherent means. Pursuing the aim of achieving the second, we are finding loads of technical demands; about labelling, formats, batches, boxes, pallets, etc., designed to ensure each chain or customer their own traceability, food safety, retail system, and a long etcetera.

94

The reality for us producers is that we face infinite demands regarding orders for each customer and country, which result in a very complex management while all this should be simpler.

But the important is keeping working to be better day after day, more effective, and more competitive, always leaning on fruit quality as the cornerstone, understood as a whole, safe, traceable, and socially and environmentally sustainable, as I mentioned before. Regarding that, we are drafting a work protocol that made our whole production homogeneous from the field, as we check every sale unit for it to reach consumers in perfect conditions since many years ago.

Changing the topic, the protocol within the Association Agreement with Morocco, which is in process to be approved by the European Parliament, will affect us seriously in the near future given that the fruit grown there is destined to the same consumers we

Fruit logística ’12

are supplying now; the difference lies in the conditions they grow it. Not considering economic issues, which depend on each state or country, and which absolutely favour Morocco in this case, what we don’t really understand is that they grow their fruit under much poorer social and environmental conditions. It doesn’t make any sense that these produce, grown under looser controls and worse labour, social and environmental conditions are sold in the same place.

Besides, the technology we use, which has been developed after many fails and errors, is now taken to third countries by big enterprises and groups, providing them all the knowledge, yet labour conditions won’t improve in the area.

Faced with it, our duty is keep working as we do, researching new varieties and cultivation techniques that met all the European requirements, in order to offer products of global quality.

Fruit lo gística

t Quién es quién en el sector de lAS BERRIES t

ALFONSECA S.A.T. Chairman: Manuela Máximo Santos Manager: Francisco Martín Alfonseca Commercial Director: Salvador Gómez de los Ángeles Ctra. Nac. 431, km.127, 7. 21430 La Redondela (Huelva, España) Phone / Fax: +34 959 34 33 30 / +34 959 33 16 71 comercial@alfonsecasat.com Yearly turnover: 13.000.000 € Main product: Strawberry, raspberry, peach, nectarine, tomato, plum, tangerine, kaki and chestnut Production volume: 13.000 t

Main product: Strawberry plants Production volume: 60.000.000 of plants FRES PALOS, S.A. Chairman: Leopoldo García Vázquez Manager: Rogelio Hernández Bocanegra Pol. Ind. San Jorge, 83-84 21810 Palos de la Frontera (Huelva, España) Phone / Fax: +34 959 35 11 54 / +34 959 35 12 14 grupo@frespalos.com Yearly turnover: 8.312.397 € Main product: Strawberry Production volume: 6.776 t

S.A.T. CONDADO DE HUELVA Chairman: Francisco Coronel Manager: Jose Mª Contreras Commercial Director: Onubafruit. S.L. Ctra. De Almonte s/n.

21720 Rociana del Condado (Huelva, España) Phone / Fax: +34 959 41 62 87 / +34 959 41 62 93 www.satcondado.es / administracion@satcondado.es Yearly turnover: 12.500.000 € Main product: Strawberry, raspberry, blackberry Production volume: 6.000 t ALFRUT, S.A.T H-0011 Chairman: Manuel González Manager: José Manuel Cantarero Ctra. Huelva-Ayamonte, km 115.

Apdo. de Correos 178.

21440 Lepe (Huelva, España) Phone / Fax: +34 959 38 46 18 / +34 959 38 46 27 www.alfrut.com / info@alfrut.com Yearly turnover: 10.000.000 € Main product: Strawberry Production volume: 7.000 t

AGROMARTÍN FRESH FRUIT, S.A.T. Chairman: José Antonio Martín Fernández Commercial Director: José Antonio Martín Ortiz C/ Fuentes, 56. 21440 Lepe (Huelva, España) Phone: +34 959 50 44 54 martin@agromartin.com Yearly turnover: 6.515.000 € Main product: Strawberry, peach, nectarines and plums Production volume: 4.000 t CAMPOS DE LEPE S.C.A Chairman: Antonio Rodríguez Álvarez Commercial Director: Antonio Rodríguez Mendoza

Avda. Blas Infante, 3 -A. Apdo. Correos 90 21440 Lepe (Huelva, España) Phone / Fax: +34 959 50 40 86 / +34 959 50 44 32 cl@camposdelepe.com Yearly turnover: 6.000.000 € Main product: Strawberry and raspberry Production volume: 4.500 t LUJOVI, SDAD. COOP. AND. Chairman: Antonio Gutiérrez Commercial Director: Francisco Javier Gutiérrez Padilla C/ Guadalquivir 5. 21720 Rociana del Condado (Huelva, España) Phone / Fax: +34 959 41 67 75 / +34 959 41 73 00 /+34 959 41 78 21 javier@lujovi.com Yearly turnover: 4.000.000 € Main product: Strawberry, raspberry and blueberry Production volume: 1.900 t

PRODUCTORA CORCHITO, S.L.

VIVEPLANT

Chairman: José Antonio Oria Finca La Caña s/n. Lepe (Huelva, España) Phone / Fax: +34 959 38 23 49 / +34 670 611 960 corchitosl@terra.es Yearly turnover: 3.000.000 € Main product: Strawberry and citrus fruits Production volume: 1.200 t Strawberry and 800 t oranges

Manager: Frutos Herranz Pascual Camino de Carbonero, s/n 40250 Mozoncillo (Segovia, España) Phone / Fax: +34 667 76 23 02 viveplant@yahoo.es Yearly turnover: 1.500.000 € Main product: Strawberry and raspberry plants Production volume: 15.000.000 of plants

TASEMAR EXPORT, S.L.

Chairman: Ignacio Díaz Reale Commercial Director: Antonio José Valdayo Cano Pol. Ind. El Lirio. C/ Fresero s/n. 21710, Bollullos del Condado (Huelva, España) Phone / Fax: +34 959 40 80 94 / +34 959 41 22 55 www.fresasdehuelva.com / nachoreale@hotmail.com Yearly turnover: 1.000.000 € Main product: Strawberry, raspberry, grape and cherry Production volume: 1.000 t

Chairman: Ana Pérez Soto Avda. Calancha s/n.

Rociana del Condado (Huelva, España) Phone / Fax: +34 959 41 71 80 / +34 959 41 72 67 ana@tasemar.com Yearly turnover: 2.000.000 € Main product: Strawberry Production volume: 1.200 t

FRES-PLATERO, S.C.A.

FRESAS DE HUELVA S.L.

VIVEROS SECUEDUCTOS, S.L. Chairman: Jose Antonio Márquez Romero Angustias, 44. 21800 Moguer (Huelva, España) Phone / Fax: +34 959 50 01 04/ +34 959 50 90 41 Yearly turnover: 3.000.000 € Main product: Strawberry Production volume: 3.000 t

INTER TERRA, S.A.T. Chairman: Santiago Herranz González C/ Segovia, 74. 40250 Mozoncillo (Segovia, España) Phone / Fax: +34 921 577 061 santiagoherranz@telefonica.net Yearly turnover: 1.500.000 € Main product: Strawberry plants, asparagus and berries Production volume: 25.000.000 of plants

Chairman: Rocío Medina Muñoz Finca Valdeluz. Ctra. Lepe-Ayamonte, km 122. 21440. Lepe (Huelva, España) Phone / Fax: +34 959 38 31 26 / +34 959 38 06 13 www.medinagroup.net Main product: Strawberry plants, kaki, plum and flowers Production volume: 7.000 t

S.A.T. ALGAIDA PRODUCTORES Chairman: Francisco Marín P.l. Matalagrana Parc 56.

Almonte (Huelva, España) Phone: +34 959 40 69 44 marinalgaida@fresmiel.es Yearly turnover: 10.000.000 € Main product: Strawberry, raspberry and blueberry Production volume: 5.000 t VIVERO EL PINAR, S. COOP. Chairman: Javier Esteban López C/ Marieles, 14. 40216 Chañe (Segovia, España) Phone / Fax: +34 921 15 58 87 / +34 921 15 60 23 www.viveroelpinar.com / info@viveroelpinar.com Yearly turnover: 9.500.000 €

Fruit logística ’12

95

B erries

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Grufesa prepares a new trade campaign with a renewed image The cooperative Grufesa SAT starts a new trade campaign in which the quality of their strawberries and their new image will be some of their notable aspects. The company is an ally of innovation and progress in all the spheres, from field to the warehouse, thus adding value to their fruits.

From this campaign on, Grufesa will show their customers and consumers a new image, in which strawberry holds a highlighted spot. It is, as the manager of the entity Carlos Cumbreras affirmed, about adding â&#x20AC;&#x153;cleanliness and simplificationâ&#x20AC;? to the name and logo, which helps to memorise and recognise the brand, an important issue to adequately positioning in the markets.

Besides, this enterprise, a benchmark in the sector of strawberry, faces a new trade campaign in which quality of their fruits is the essential aspect of production once again.

Grufesa marketed 16 million kilos of strawberry in the last campaign; 95% of their production was exported to UK, France, Germany, and Ireland amongst others.

The new season will develop in a little conductive environment, in which the ratification by the European Parliament of the Association Agreement between the EU and Morocco will be the main event. â&#x20AC;&#x153;It is essential for the whole sector of berries in Huelva that the devastating impact of this agreement on our economy was consideredâ&#x20AC;?, explained Cumbreras, who reminded that this agreement grants Morocco

Fruit logĂ­stica â&#x20AC;&#x2122;12

preferential treatment to export tomato, zucchini, cucumber, garlic, clementine, and strawberry. Furthermore, it expands the export calendar, allowing them to sell their goods in the EU in periods particularly sensitive for autochthonous productions. In April, 3,000 tonnes of strawberry can enter the EU duty-free, and other 1,000 tonnes in May at 50% tariff-rate.

Faced with it, as Cumbreras highlighted, â&#x20AC;&#x153;Grufesa will keep working with all the guarantees, observing the most demanding quality standards, and applying the certifications asked by the most demanding markets to all our processesâ&#x20AC;?.

This is the secret â&#x20AC;&#x153;for our fields to grow the best strawberries, environmentally respectful, and synonyms of qualityâ&#x20AC;?.

This Agricultural Transformation Society was established in Moguer in 1983 as marketer of strawberries thanks to the efforts of several growers. Since them, they have experienced exponential growth and presently distribute production of 40 partner growers; their facilities are larger than 17.000 m2, they have 440 hectares and produce 22,000 tonnes of fruit a year.

Fruit lo gística

t Quién es quién en el sector de lAS BERRIES t

WELLPICT EUROPEAN ESPAÑA S.L. Chairman: María Delgado Manager: Edward Grieve Camino Montemayor s/n.

Apdo. 33 21800 Moguer (Huelva, España) Phone / Fax: +34 959 37 28 81 / +34 959 37 33 75 / +34 959 37 32 30 www.wellpict-spain.com / info@ wellpict-spain.com Main product: Strawberry, raspberry, blueberry, blackberry, peach, nectarine, cherry and plum Production volume: 5.000 t JOTE, S.COOP.AND. Chairman: Manuel Domínguez Pol. Los Arroyos s/n 21800 Moguer (Huelva, España) Phone / Fax: +34 959 37 05 10 jote@jote.es Main product: Strawberry Production volume: 3.000 t AGRÍCOLA EL BOSQUE, S.L. C/ Fray Junipero Serra, 2A - 2ºC 21004 Huelva (España) Phone / Fax: +34 959 05 10 90 / +34959 87 00 42

info@lacanastita.com / www.lacanastita.com Main product: Blackberry full year Production volume: 300 t AFRESPUERTO, S.L. Pol. Ind. San Jorge 180-181 21810 Palos de la Frontera (Huelva, España) Phone / Fax: +34 959 53 01 67 Main product: Strawberry and raspberry ANDÉVALO FRUTAS, S.COOP.AND. Avda. de la Amistad s/n 21510 San Bartolomé de la Torre (Huelva, España) Phone / Fax: 34 959 38 79 34 ppal@andevalo.net Main product: Strawberry and raspberry

DOÑANA FRESA, S.C.A.

FRESTABER, S.A.T.

Chairman: Juan Antonio Castellano Commercial Director: Raul Orozco Ctra. Almonte Hinojos s/n 21730, Almonte (Huelva-España) Phone: +34 959 50 62 20 administracion@donana.e.telefonica.net Main product: Strawberry

Ctra. Tavernes-Playa s/n 46760 – Tavernes de la Valldigna (Valencia, España) Phone / Fax: +34 962 82 40 50 frestaber@frestaber.com Main product: Strawberry and raspberry FRUTAS DE BONARES S.C.A.

FLOPORAN, S.A.T. Manager: Diego Lucio Romero Subsector II. 16 Plan Almonte.

Marismas Lote 2. Ctra. El Rocío Matalascañas, km 29,1. 21730 Almonte (Huelva, España) Phone / Fax: +34 959 44 22 86 floporan@terra.es Main product: Strawberry and raspberry FRESAFLOR, S.COOP.AND.

CUMBRES MALDIVAS S.L. Administradores: José Hernández Cerezo, Juan Gómez Romero, Romualdo y Manuel González Mesa C/ Vicente Yañez Pinzón, 13. 21810 Palos de la Frontera (Huelva, España) Phone: +34 959 50 05 18 cumbresmaldivas@alocom.net Main product: Strawberry

Avda. La Laguna s/n 21510 San Bartolomé de la Torre (Huelva, España) Phone / Fax: +34 959 38 75 05/ +34 959 38 76 06 sebastian@fresaflor.com Main product: Strawberry

Chairman: Francisco Domínguez Manager: Mª Regla Garrido Pol. Ind. El Corchito Parc. 3-7 21830 Bonares (Huelva, España) Phone / Fax: +34 959 36 48 39 Main product: Berries LA FFRESSA EXPORT IMPORT, S.L. Pol.Huerta Marquez , C/ Valletaray 1 21440 Lepe (Huelva, España) Phone / Fax: +34 959 38 24 12 lalepera@lalepera.com Main product: Strawberry and raspberry MASIÁ CISCAR, S.A. Chairman: Enrique Masiá Ciscar Commercial Director: Gaspar Masiá Ctra. Redondela km 1,2.

Finca Las Palmeritas. Lepe (Huelva, España)

Phone: +34 959 38 33 01 www.masiaciscar.es Main product: Strawerry, citrus fruit, plum and nectarine MORA MORALES, S.L. C/ Obispo Infantes 8 21800 Moguer (Huelva, España) Phone: +34 959 37 30 58 moramorales@ya.com Main product: Strawberry and raspberry SANLÚCAR FRUIT, S.L. Manager: Stephan Rotzer Cl. Serra Llarga, nº 24. 46530 Puçol (Valencia, España) Phone: +34 961 424 040 office@sanlucar.com Main product: Berries, stone fruits, pear, apple, tropical fruits and citrus SUREXPORT, S.COOP.AND. Pol.Ind.Matalagrana s/n, Ctra. AlmonteEl Rocio km 5.9 21730 Almonte (Huelva, España) Phone / Fax: +34 959 45 15 50 surexport@surexport.es Main product: Strawberry and raspberry

Fruit logística ’12

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B erries

*//07"$*ÂŹ/ %*'&3&/$*"$*ÂŹ/ */5&3/"$*0/"-*;"$*ÂŹ/ EL FUTURO DE LOS BERRIES

La DANIEL Y JAVIER VELO, AGRĂ?COLA EL BOSQUE, EMPRESA PRODUCTORA Y GERENTES DE

COMERCIALIZADORA DE MORA DE LA MARCA

L A CANASTITA, QUE APUESTA I+D+I.

FUERTEMENTE POR EL

BQMJDBDJĂ&#x2020;O EF MB UFDOPMPHĂ B NÂśT JOOPWBEPSB FO FM QSPDFTP QSPEVDUJWP MB JOWFTUJHBDJĂ&#x2020;O FYQFSJNFOUBM QBSB BVNFOUBS MB QSPEVDUJWJEBE Z BNQMJBS MB DBNQBĂ&#x2026;B MB CĂ&#x2039;TRVFEB EF MBT WBSJFEBEFT NÂśT JOUFSFTBOUFT FO DVBOUP B QSPEVDUJWJEBE QSFDPDJEBE Z BDFQUBDJĂ&#x2020;O DPNFSDJBM Z FO EFmOJUJWB MB FTQFDJBMJ[BDJĂ&#x2020;O FO FM TFDUPS TPO DMBWFT GVOEBNFOUBMFT QBSB HBSBOUJ[BS MB WJBCJMJEBE EF OVFTUSBT FYQMPUBDJPOFT -B HMPCBMJ[BDJĂ&#x2020;O OPT PCMJHB B TFS NÂśT DPNQFUJUJWPT NFDBOJ[BS MPT QSPDFTPT Z EJTNJOVJS MPT DPTUPT EF QSPEVDDJĂ&#x2020;O QBSB FMMP TPO JNQSFTDJOEJCMFT IFSSBNJFOUBT JOGPSNÂśUJDBT RVF OPT GBDJMJUFO FO UJFNQP SFBM EBUPT EF QSPEVDUJWJEBE Z SFOEJNJFOUP EF MBT EJTUJOUBT WBSJFEBEFT Z DJDMPT QSPEVDUJWPT RVF KVOUP DPO MB JOGPSNBDJĂ&#x2020;O EJSFDUB EF MB FWPMVDJĂ&#x2020;O EF MPT NFSDBEPT OPT QFSNJUBO QMBOJmDBS MBT MĂ OFBT FTUSBU½HJDBT EF BDUVBDJĂ&#x2020;O B DPSUP QMB[P 4BUJTGBDFS MBT FYQFDUBUJWBT EF MPT DMJFOUFT FO FM EĂ B B EĂ B EFCF TFS FM NPUPS EF VOB QPMĂ UJDB DPNFSDJBM CBTBEB FO MB EJGFSFODJBDJĂ&#x2020;O MPT NÂśT

Innovation + Differentiation + Internationalisation, the future of berries Daniel and Javier Velo, managers at AgrĂ­cola El Bosque, enterprise producer and marketer of blackberry branded as La Canastita, which banks firmly on R&D. Applying state-of-the-art technology in production processes; experimental research to increase productivity and expand the campaign; searching for the most interesting varieties regarding productivity, precocity, and commercial acceptance; ultimately, specialisation within the sector; these are the fundamental keys to guarantee our exploitationsâ&#x20AC;&#x2122; feasibility. Globalisation forces us to be more competitive, to automate processes, to cut production costs. To achieve that, computer tools that provided real-time productivity and yield figures of each variety and productive cycle are essential; this information, together with direct insights on evolution of the markets, will enable us to schedule our strategic lines of action in the short run.

Meeting customersâ&#x20AC;&#x2122; expectations day after day must be the engine of a differentiation-based commercial policy, the most thorough controls will allow for guaranteeing top-end products, with the value added of providing tailored service as for distribution, volume, and presentation of the fruit.

Production must be characterised by a firm commitment to the environment in order to avoid pollution and ensure the fullest and most effective use of natural resources, the optimisation of irrigation, rainwater collection, and the use of draining recirculation

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techniques are key aspects to ensure sustainability.

The boom of well-being trends seems to foster consumption of berries; the interest is easily explained by the high content of protector phytochemicals of these fruits, particularly anthocyanins, and anthocyanidins. These pigments, which confer these fruits their trademark red, blue, and purple colours, are powerful antioxidants. Many research publications are literally flooded with studies and surveys that prove the positive effects of consuming these fruits, for instance Food Magazine.

Actions aiming at the promotion of berries, like samplings at international trade fairs, highlighting the significant benefits for health of these fruits, will give a noticeable boost to consumption of berries in a society concerned about a healthy diet.

The development of a model of commercial management at the international level that allowed for the allocation of the necessary budget to enhance internationalisation as a cornerstone supporting the efforts of innovation as for production will be essential. Strengthening commercial relationships, also at the international level, based on quality products and guaranteed service is the basis of this model of management to boost enterprisesâ&#x20AC;&#x2122; competitiveness and their possibilities to take place in new markets.

Fruit logĂ­stica â&#x20AC;&#x2122;12

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Innovative, Sustainable, Elegant: Packaging for added value

Innovación, Sostenibilidad, Estilo: Envases con valor añadido Obeikan Mdf specializes in the production of top class boxes for premium

Obeikan Mdf está especializada en la producción de cajas de calidad

quality fruit and other items.

para la fruta de primera y otros productos.

Innovative design and photographic-quality printing provides a valuable

El diseño innovador y una impresión con calidad fotográfica ofrecen una

marketing tool, making your product stand out among others.

valiosa herramienta de marketing, haciendo que su producto destaque

Logistic advantages - such as flat packaging, excellent product ventilation,

entre los demás.

strong palletizing and easy disposal and recycling- save your money and

Las ventajas logísticas- tales como embalaje plano, excelente ventilación,

makes the fruit arrive in perfect conditions to final consumers.

paletizado sólido y reciclaje fácil- le ahorra dinero y hace que su producto

Our Environment friendly boxes have no glue or staples, are made of a

llegue en las mejores condiciones al consumidor final.

by-product of renewable forests and have a low CO2 footprint.

Nuestras cajas respetan el medio ambiente, no tienen grapas ni cola,

These are only some advantages, please contact us to know more.

están hechas de un derivado de madera de bosques renovables y tienen una huella de CO2 mínima.

Estos son sólo algunas ventajas, por favor, contacte con nosotros para saber más.

Tel.+34 962669192

informacion@obeikanmdf.com

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VISITENOS EN FRUIT LOGISTICA STAND B06 HALL 10.2 VISIT US AT FRUIT LOGISTICA STAND B06 HALL 10.2

B erries

PLANASA, LĂ?DER EN BERRIES EL AĂ&#x2018;O 2012 NO PUEDE COMENZAR MEJOR PARA PLANASA. L A EMPRESA, QUE TIENE SU SEDE CENTRAL EN VALTIERRA (NAVARRA), NO SĂ&#x201C;LO ES EL PRINCIPAL VIVERO DE PLANTAS DE BERRIES DEL MUNDO, SINO QUE SU AVANZADO PROGRAMA DE OBTENCIĂ&#x201C;N DE

Sabrina

NUEVAS VARIEDADES VEGETALES LA CONVIERTEN EN UNA DE LAS PRINCIPALES EMPRESAS A NIVEL NACIONAL E INTERNACIONAL.

SABRINA, SU NUEVA VARIEDAD DE FRESA, Y EL NUEVO PROGRAMA DE FRAMBUESA PROMETEN UN 2012 CARGADO DE Ă&#x2030;XITOS.

Adelita

â&#x20AC;&#x153;So

mos investigadores de nuevas variedades en toda la gama de berries y pretendemos continuar siĂŠndolo no sĂłlo en fresa sino tambiĂŠn en el resto EF FTUPT QSPEVDUPTw BmSNB Alexandre Pierron- Darbonne, gerente de Planasa. Para cumplir FTUF PCKFUJWP MB mSNB BQPZBEB en su amplia experiencia en fresa, se dedica desde hace casi 10 aĂąos a la investigaciĂłn de frambuesa y, mĂĄs recientemente, ha comenzado sus primeras pruebas con mora. AdemĂĄs, en 2009 se asociĂł con la norteamericana Fall Creek, lĂ­der mundial en la producciĂłn de arĂĄndano, para la comercializaciĂłn de un amplio abanico de variedades de plantas en Europa y norte de Ă frica.

Sabrina, la fresa precoz, atractiva y sabrosa que esperaba el sector Hace casi diez aĂąos, la empresa lanzĂł al mercado Candonga, una variedad que se ha convertido en la reina de las fresas en Europa, que sorprendiĂł por su presencia y sabor, unas caracterĂ­sticas que no pasaron desapercibidas en los mercados, desbancando a otras variedades hasta entonces existentes. Pero el exigente mercado demandaba

100

una variedad mĂĄs precoz y con ese objetivo naciĂł Sabrina.

Sabrina, la nueva variedad de Planasa, se caracteriza por ser mĂĄs

precoz y productiva que Candonga, sin renunciar al sabor -marca de la casa- y a una excelente presencia. â&#x20AC;&#x153;Se trata de una de las pocas variedades que combinan los gustos del consumidor y las necesidades del agricultorâ&#x20AC;?, puntualiza PierronDarbonne. Se trata por tanto de una variedad que complementa a la perfecciĂłn con su antecesora Candonga y se ha convertido en objeto de deseo de muchos agricultores. 2012 serĂĄ el aĂąo de la segunda campaĂąa con Sabrina y las previsiones son excelentes.

Adelita y Lupita, las frambuesas para climas cĂĄlidos Tras casi diez aĂąos de investigaciĂłn, Adelita y Lupita han sido las nuevas variedades de frambuesa que ha presentado recientemente

MB mSNB "NCBT TF DBSBDUFSJ[BO por un potencial productivo muy alto, atractivos frutos rojos y brillantes, un sabor equilibrado dulce/ĂĄcido y una muy larga vida comercial. â&#x20AC;&#x153;Adelita y Lupita ya han sido comercializadas con mucho ĂŠxito en MĂŠxico a travĂŠs de un club formado por empresas lĂ­deres del sector y estamos terminando de poner en marcha otro club en USAâ&#x20AC;?, puntualiza el gerente. â&#x20AC;&#x153;En &VSPQB OPT GBMUB QPS QFSmMBS BMHĂ&#x2039;O detalle para su comercializaciĂłn. La verdad es que todos los tĂŠcnicos que nos han visitado se han mostrado impresionados por las caracterĂ­sticas de las variedades, asĂ­ que estamos convencidos de que vamos a conseguir aquĂ­ tambiĂŠn un gran ĂŠxitoâ&#x20AC;?, comenta satisfecho Alexandre Pierron- Darbonne.Q

Planasa, leader in berries The year 2012 cannot start better for Planasa. The company, whose headquarters is in Valtierra (Navarra), not only is the main nursery of berry plants in the world but their advanced breeding programme of new varieties make them be one of the main enterprises at the national and international level. Sabrina, their new variety of strawberry, and their new raspberry programme promise a 2012 full of success. â&#x20AC;&#x153;We are researching new varieties of all kind of berries and we intend to keep doing it, not only of strawberry but also of the rest of these fruitsâ&#x20AC;?, affirms Alexandre PierronDarbonne, manager at Planasa. To achieve that goal, the firm, supported by their broad expertise in strawberry, is devoted to the research on raspberry since almost 10 years ago, and started doing some tests with blackberry. Besides, they associated with the North American Fall Creek in 2009, which leads worldwide production of blueberry, to market a wide range of plant varieties in Europe and Northern Africa.

Sabrina, the precocious, attractive, tasty strawberry that the sector was waiting for Almost ten years ago, the firm launched Candonga in the market, a variety that became the queen of strawberries in Europe and surprised for its presence and flavour, features that didnâ&#x20AC;&#x2122;t go unnoticed in the markets, displacing other varieties that existed before. But the demanding market wanted a more precocious variety, and to fill that gap Sabrina was born.

Sabrina, the new variety of Planasa, is characterised by being more precocious and productive than Candonga,

Fruit logĂ­stica â&#x20AC;&#x2122;12

not giving up the trademark flavour of the firm and an excellent looking. â&#x20AC;&#x153;It is one of the few varieties that combine consumersâ&#x20AC;&#x2122; likings with growersâ&#x20AC;&#x2122; needsâ&#x20AC;?, stated PierronDarbonne. It is therefore a variety that perfectly complements its predecessor Candonga and has become an object of desire for many growers. 2012 will be the second Sabrinaâ&#x20AC;&#x2122;s second year and the outlooks are excellent.

Adelita and Lupita, raspberries for warm climates After almost ten years of research, Adelita and Lupita are the new varieties recently launched by the firm. Both are characterised by a high productive potential, attractive, shinning red fruits, a balanced sweet/sour flavour, and a very long shelf-life. â&#x20AC;&#x153;Adelita and Lupita have already been very successfully marketed in Mexico through a club made up by leading companies in the sector, and we are getting ready another club in the USAâ&#x20AC;?, affirmed the manager. â&#x20AC;&#x153;In Europe, we still need to outline some details prior to market it. Truth be told, every technician who visited us showed very impressed by the varietiesâ&#x20AC;&#x2122; characteristics so that we are sure that we will also yield great success hereâ&#x20AC;?, stated a satisfied Alexandre Pierron- Darbonne.

Fruit lo gĂ­stica

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Certifying top food safety The current trade campaign of strawberry is marked by a large share of early production, which has been called as positive by representatives of the Huelva enterprise Agromolinillo. â&#x20AC;&#x153;Thanks to diversification of varieties, we managed to yield a more staggered production that doesnâ&#x20AC;&#x2122;t prompt any collapseâ&#x20AC;?, stated manager Juan Manuel MĂĄrquez. But consumption fell in Europe compared to previous years, particularly in Germany at the beginning of the campaign, â&#x20AC;&#x153;maybe due to the lack of trust in our productsâ&#x20AC;?, he pointed.

Likewise, the downward pressure on prices that big distribution chains make, leads to smaller and smaller margins. This forces the sector to optimise production costs and to make larger investments in R&D, a line in which we are more and more agile and efficient. An example of the commitment to this kind of investment, and to differentiation in the market, is the enterprise Agromolinillo, which researches to launch new formats, and is constantly in quest for top quality, hence offering absolute guarantee and optimal food safety to consumers, with a number of certifications served by a specific department. Besides, the company presents this campaign a more innovative, attractive change of image, with particular promotional actions in different markets.

Fruit logĂ­stica â&#x20AC;&#x2122;12

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B erries

$603& 1"$, EL INNOVADOR ENVASE DE LUJOVI UN REGALO A SU ALCANCE LUJOVI LANZA AL MERCADO UN NUEVO ENVASE, Ă&#x161;NICO, VERSĂ TIL Y EXCLUSIVO. SE TRATA DE UN PACK CON FORMA DE CORAZĂ&#x201C;N QUE PRESENTA Y PROTEGE EL PRODUCTO DE UNA MANERA NOVEDOSA, EL CUORE PACK.

El

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CUORE-PACK, the novel packaging by Lujovi Lujovi launches a new, unique, versatile, exclusive packaging. Heart-shaped, this box presents and protects the products in a novel way: the CUORE PACK. CUORE PACK offers a new consumption experience of the products of always, as it turns them into: - Fun for the youngest - Original to enjoy with your family or friends - An affective gift to surprise your partner With Cuore Pack, Lujovi broadens its range of heart-shaped packaging to three sizes, namely:

102

MAXI, MEDIUM and MINI (exclusive for raspberries), adapting to the commercial needs of each customer.

Lujovi, in constant search for innovation as a formula towards customersâ&#x20AC;&#x2122; satisfaction, patented this attractive, functional packaging that features more resistance, is more hermetic, practical, handy, and adaptable to any product. This new packaging is much more efficient than any other, can be opened and closed again, is

Fruit logĂ­stica â&#x20AC;&#x2122;12

lightweight and recyclable. It enables consumers to enjoy their product with not even a slight loss of flavour or freshness.

Besides, its revolutionary heart-shaped design provides certain value added that other packaging lack.

Undoubtedly, CUORE PACK is a safe bet that will guarantee consumption of your product with that touch of glamour it deserves.

Fruit lo gística

Fruit logística ’12

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Fruit lo gística

The E. coli crisis halts the export potential of melon and watermelon > Melon and watermelon, two of the fruits that suffered the most due to the E. coli bacteria < > Brands gain significance as differentiating element < Melon and watermelon are two amongst the fruits preferred by Spaniards in summer, even reaching 16.3% of the total of fresh fruit consumed and 10.4% of the total budget allocated to that kind of products (Panel on Food Consumption in Households of the Ministry of the Environment and Rural and Marine Affairs).

Nevertheless, it isn’t important only in Spanish households but Europe is an important market to supply. In fact these two are predominantly exporting sectors, with a turnover that exceeds € 247 million in case of melon, and € 214 million if we talk about watermelon (Fepex 2010).

These figures show us the value of exports for these sectors, helping us to understand the huge damage that the food crisis triggered by the E. coli bacteria has had on the 2011 season. Although the season didn’t start with good perspective for producers and marketers, with delays and very tight prices to production costs, the aforementioned crisis resulted in almost hermetic closing of European borders to Spanish fruits and vegetables, directly affecting melon, watermelon, and stone fruits as well, whose campaign had just started.

Export figures If we analyse export figures, we can check the effect caused by this crisis.

In 2010, melon exports between April and September hit 343,054 tonnes, whereas during the same period in 2011 it only reached 336,969 tonnes, that is, it fell by 1.7%; this figure may seem not very alarming but, if we analyse the monthly figures, we can see that, whereas the trend was upward in April and May 2011, exports fell by 12% in June, and by 5.3% in July.

As for watermelon, the figures are even more alarming. Exports reached 475,402 tonnes from April to September 2010; in the same period 2011, only 397,196 tonnes, that is 16.45% less, having recorded in June (27%), July (33%), and August (15%) the biggest drops, and turning the upward trend registered at the start of the season.

The boom of brands Faced with this situation is the power of brands. Despite melon and watermelon are regarded as “complementary products” for producers and marketers, these found in brands their great ally. Breeders had much to do with it, who finally understood that their research and work on genetic improvement must be linked to the new consumption trends and, in order to achieve that, it is essential to work alongside producers, marketers and distributors. We have witnessed how business group have expanded in the last years by linking varieties to producer/marketer companies, and brand; and they are yielding sound success. There are three clear examples of watermelon: “Bouquet” (and its very broad range), “Reina de CASI”, and “Fashion”; as for melon, it’s worth mentioning: “Bombón de Agroponiente”, “Miel de Casi”, and Rijk Zwaan’s “Author melon”.

These are examples that, although being complementary products, they offer a great productive, commercial path, as long as external issues like the one experienced this year involving E. coli didn’t harm their exporting nature.

Fruit logística ’12

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â&#x20AC;&#x153;The granddad of melonsâ&#x20AC;?, a sweet story Alberto Vera RodrĂ­guez, from Xternaliza Communication Agency, tells us about Procomel, specialist producer and marketer of melon.

We met Celedonio BuendĂ­a Ros this morning. The man is director general at Procomel, and responsible, together with his partners and associates, of giving birth to the Toad Skin melons that may have the longest story we could find nowadays: â&#x20AC;&#x153;the granddad of melonsâ&#x20AC;? or â&#x20AC;&#x153;granddadâ&#x20AC;&#x2122;s melonsâ&#x20AC;?, the order of it doesnâ&#x20AC;&#x2122;t change anything. Precisely it is about the product what we talk, sharing some bacon, sausages, and pork loin, for it is Christmas time; as usual in our meetings, we discuss about marketing amongst other things, thatâ&#x20AC;&#x2122;s our job, isnâ&#x20AC;&#x2122;t it? Today, while analysing the demand of fresh products in a past not too far, Cele tells us how they never stopped banking on product as the first element of marketing. â&#x20AC;&#x153;Our business sinks its roots deep in the decade of the 30s of the last century, when granddad Anastasio started growing melons.

Those were other times and other varieties, but he committed to get the best melon, and he achieved it. That concern he transmitted to his descendants, who championed flavour as a goal too, and improved cultivation systems, keeping them up to date.

Fruit logĂ­stica â&#x20AC;&#x2122;12

Today, we who inherited this beautiful legacy do the same despite the difficulties involved in producing granddadâ&#x20AC;&#x2122;s melons. Ours is a different product with great differential connotations, being flavour and texture essential ones.

The strong commitment to flee away standards yielded the expected results.

We never had any doubt about our work towards differentiation, punished by smaller production and consequently higher costs.

We thought that those who ate our melons would notice and appreciate the differences from the rest, for extensive production differs to a large extent from ours, which is almost artisanal. We believe granddad Anastasio would be proud to see his legacy is still alive.

Bear no doubt that our melons are our banner, and what a better way to promote them than having people tasting them? Nobody is left indifferent.â&#x20AC;?

So sure was Cele, who made us clear one of the key factors of the success of granddadâ&#x20AC;&#x2122;s melons.

Fruit lo gística

t Quién es quién en el sector DEL MELÓN Y LA SANDÍA t RAMAFRUT, S.L.

MERCOMANCHA, S.A.

S.A.T. HORTIMAN 9775

Production Manager: Juan Carlos Cervera Commercial Director: Manuel Cervera Ctra. Benisanó, s/n. 46180, Benaguacil (Valencia, España) Phone / Fax: +34 962 73 20 11/ +34 962 73 19 63 www.hcervera.com / manuel@hcervera.com Yearly turnover: 53.000.000 € Main product: Watermelon Production volume: 70.000 t

Chairman: Antonio Atienza Lechuga Commercial Director: Antonio Atienza Imedio Polígono Ind., Parcela, A-4 y A-5.

13200 Manzanares (Ciudad Real, España) Phone / Fax: +34 926 61 05 70 / +34 926 61 28 50 mercoman@terra.es Yearly turnover: 10.000.000 € Main product: Melon Production volume: 20.000 t

Chairman: Tomás Ortiz Manager: Valentín Ramírez Camino del Campo s/n.

Apdo. de Corrreos 79.

13700 Tomelloso (Ciudad Real, España) Phone / Fax: +34 926 51 16 55 / +34 926 51 16 53 hortiman9775@yahoo.es Yearly turnover: 1.500.000 € Main product: Melon Production volume: 5.000 t

AGROILLA

S.A.T. Nº 1936 AGROTER

VILLALTA VALERO, S.L.

AGRO BORJA, S.L.

MARTINAL S.L.

Chairman: José Mestre Manager: Guillem Adrover C/ Cardenal Rossell s/n. 07007 Palma de Mallorca (España) Phone / Fax: +34 971 26 40 15 / + 34 971 26 42 91 www.agroilla.com Yearly turnover: 30.701.669 € Main product: Watermelon, tomato and melon Production volume: 35.850 t

Camino de Cartagena, s/n. Dip. Tercia.

30815 Lorca (Murcia, España) Phone / Fax: +34 968 46 57 63 / +34 968 44 29 04 www.sat-agroter.com / informacion@sat-agroter.com Yearly turnover: 9.000.000 € Main product: Watermelon, artichokes, broccoli, cauliflower, onions, celery Production volume: 25.000 t

Chairman: Antonio Villalta Avda. de la Constitución, 17. Membrilla (Ciudad Real, España) Phone / Fax: +34 649 416 768 / +34 926 636 607 villaltavalero@villaltavalero.com / www.villaltavalero.com Yearly turnover: 100.000 € Main product: Melon and watermelon Production volume: 5.000 t

Ctra. Manzanares - Daimiel, km 347,5.

13250. Daimiel (Ciudad Real, España) Phone / Fax: +34 639 172 688 / +34 639 882 418 / +34 620 729 747 www.agroborja.es / hnos.borja@hotmail.com Main product: Melon and watermelon

Ctra. San Agustín km 0,400.

04740 La Mojonera (Almería, España) Phone / Fax: +34 950 330 400 / +34 950 330 038 martinal@ncs.es Main product: Melon, squash and cucumber

POZO SUR

S. C. A. NTRA. SRA. DE PEÑARROYA

Chairman: Juan López Commercial Director: Juan José Robles Pol. Ind. Las Majadas. C/ Don Carnal, Parc 18-19. Apdo. de Correos 67. 30880 Águilas (Murcia, España) Phone: +34 968 49 32 13 www.pozosur.com Yearly turnover: 18.148.011 € Main product: Watermelon Production volume: 35.323 t

Chairman: Ramón Lara Ctra de Villarta de San Juan, s/n. 13710 Argamasilla de Alba (Ciudad Real, España) Phone / Fax: +34 926 52 34 56 / +34 926 52 21 75 penarroya@ucaman.es Yearly turnover: 6.901.255 € Main product: Melon, wine, cereals Production volume: 7.500 t

PROCOMEL S.L.

JOSÉ ANTONIO BORRASCAS, S.L.

Chairman: Juan Peñalver Manager: Celedonio Buendía C. Director: José Luis Rodríguez Paraje los Ruices, 115. 30156 Los Martínez del Puerto (Murcia, España) Phone / Fax: +34 968 30 33 39 / + 34 968 38 33 38 procomel@procomel.com Yearly turnover: 18.000.000 € Main product: Melon Production volume: 30.000 t

Chairman: José Antonio Hernández Manager: Marcos Maroto C/ Olimpia 4. 13230 Membrilla (Ciudad Real, España) Phone / Fax: +34 926 63 67 66 / +34 926 61 33 26 www.borrascas.es / borrascas@borrascas.es Yearly turnover: 3.000.000 € Main product: Melon and Watermelon Production volume: 18.000 t

COOPERATIVA SANTIAGO APÓSTOL DE TOMELLOSO Chairman: José Olmedo Manager: Amparo Perona Ctra Tomelloso - Socuéllamos s/n.

Apdo. de Correos 42.

13700 Tomelloso (Ciudad Real, España) Phone / Fax: +34 926 51 14 95 926 51 15 19 / +34 926 51 41 26 www.santiago-apostol.com / direc@santiago-apostol.com Main product: Melon Production volume: 18.000 t

COMERCIAL AGROMANCHA, S.L. SOLVIDE ESPAGNE Commercial Director: Juan Ángel Gutiérrez Ctra. Malagón, km 1. Apdo. Correos 34.

13250 Daimiel (Ciudad Real, España) Phone / Fax: +34 926 851 577 agromancha@devalde.com Main product: Melon and watermelon

Avda. del Mar. 03187 Los Montesinos (Alicante, España) Phone / Fax: + 34 966 721 028 / +34 966 721 011 Main product: Melon and lettuce

NUÑEZ GARCÍA Y PERICO, S.L. Ctra. Nacional 430. km 365´5.

13200 Manzanares (Ciudad Real, España) Phone / Fax: +34 926 61 42 81 / +34 926 62 09 53 caballeroandan@terra.es Main product: Melon and watermelon Production volume: 6.000 t

Fruit logística ’12

107

M elĂłn y Sa n dĂ­a / M elo n & Waterm elo n

COMPROMETIDOS CON EL CONTROL, LA SEGURIDAD Y LA CALIDAD

Si

ANTONIO ESCOBAR, DIRECTOR GENERAL DEL

GRUPO AGROPONIENTE,

ENTIDAD ESPECIALIZADA EN LA PRODUCCIĂ&#x201C;N DE PIMIENTO, TOMATE, PEPINO, MELĂ&#x201C;N Y SANDĂ?A ENTRE OTROS, CON UN VOLUMEN QUE SUPERA LAS

220.000 T.

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Committed to control, safety, and quality

By Antonio Escobar, director general of Grupo Agroponiente, a specialist entity in production of, amongst other produce, pepper, tomato, cucumber, melon, and watermelon, that exceeds 220,000 tonnes of production.

If, logically, food safety has always been a crucial element in commercialisation of fruits and vegetables, the demands on this matter are day after day wider, which is also logical.

We who produce and market fruits and vegetables are aware that the efforts and controls that ensured the healthiness of fruits and vegetables that we market is essential, for our products reach the tables of millions of consumers every day.

In the last year, Almeria has abundantly proven that their commitment to control, safety and quality is total. In this sense, I can affirm that Grupo Agroponiente has been on the vanguard if this matter for decades (it will be 25 years this campaign), of this stance, of this attitude that we teach to each and every of our growers.

Precisely in this year 2011, we took once again an important leap in that sense, tripling the number of plots that are certified by Global Gap, which is the main on-field crop certification worldwide, and a reference as for good agricultural practices, besides being demanded by most of European customers.

The value added that this certificate means for our enterprise in particular, and for the sector of fruits and vegetables in general is beyond question; nevertheless, there is still a long path to follow and our goal is that customers and consumers appreciated the efforts we make day after day to tender them top-quality, environmentally respectful products. And we will keep working on it.

NOTICIA

SYNGENTA: PENSAR COMO UN PRODUCTOR Y RESPONDER A LAS NECESIDADES DEL CONSUMIDOR En esta ediciĂłn, Syngenta presentarĂĄ su amplia oferta de variedades de frutas y hortalizas a la industria y su compromiso con la sostenibilidad agraria y una agricultura mĂĄs productiva.

AdemĂĄs, los expertos de Syngenta explicarĂĄn la nueva estrategia de la empresa que integra su experiencia y pericia en la protecciĂłn de semillas y cultivos.

Bajo el lema â&#x20AC;&#x153;Suministro sostenible de frutas y verdurasâ&#x20AC;?, Syngenta ofrece un acto paralelo el 9 de febrero, donde Alexander Tokarz, director de HortĂ­colas, presentarĂĄ una panorĂĄmica general de las variadas actividades de Syngenta y

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debatirĂĄ sobre oportunidades y retos con representantes de la cadena alimentaria.

Asimismo, Syngenta presentarĂĄ en su stand su nuevo pimiento sin semillas ANGELLOâ&#x201E;˘ , un producto innovador, con un excitante sabor y una consistente calidad Premium. Actualmente estĂĄ ya siendo introducido en el mercado y es un aperitivo realmente adecuado para las mĂĄs variadas ocasiones del dĂ­a. AdemĂĄs, el pimiento dulce y sin semillas ANGELLOâ&#x201E;˘ ha sido nominado para el premio a la innovaciĂłn â&#x20AC;&#x153;Fruit Logistica Innovation Award 2012â&#x20AC;?.

PabellĂłn 1.2, stand C-08.

Fruit logĂ­stica â&#x20AC;&#x2122;12

Fruit lo gística

Fruit logística ’12

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Tro pica les / Tro pica ls

-04 5301*$"-&4 1*&3%&/ 104*$*0/&4 EN LA CESTA DE LA COMPRA > L AS EXPORTACIONES E IMPORTACIONES DE ESTAS FRUTAS HAN DISMINUIDO UNA MEDIA DEL 12% CON RESPECTO A 2010. < > L A CHIRIMOYA, LA FRUTA TROPICAL ESPAĂ&#x2018;OLA MENOS RENTABLE PERO CON GRAN POTENCIAL. < > L A DIVERSIFICACIĂ&#x201C;N A TRAVĂ&#x2030;S DE LA INNOVACIĂ&#x201C;N, UNA VĂ?A ALTERNATIVA. <

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Tropical produce lose ground within the shopping list > Exports and imports of these products fell by average 12% over 2010. < > Cherimoya, the least profitable amongst Spanish tropical fruits but with great potential. < > Diversification through innovation, an alternate way. < Whereas 2010 was a year of expansion for exports of tropical fruits, 2011 was marked by an average 12% drop in commercialisation of avocado, mango, guava, and pineapple, as shown by figures provided

by FEPEX. At the same time, imports dropped too; mango was the most affected fruit, falling by 32% in imported volume. For all this, the economic results from imports and exports of tropical fruits were lower than in 2010, except for avocado, whose price rose slightly. According to FEPEX, the fall of imports is a consequence of the negative behaviour of EU markets, which prompted higher pressure of national supply in domestic markets.

This regression of commercial volumes in 2011 is said to have been prompted by the economic crisis and its subsequent effects in consumption of this kind of products, that had started to gain a sound position in the shopping list; nevertheless, they got at stagnation on their way to be first need products due to the decrease of householdsâ&#x20AC;&#x2122; purchasing powers.

Despite this fall of sales, avocado and mango are still two of the most profitable fruits grown in the coast of MĂĄlaga and Granada, the two main producer areas where these crops are farmed. Every year, about 7,000 tonnes of mango and 50,000 tonnes of avocado are produced in Spain. The main European destination of avocado is France, and Portugal gets the main share of mango, which is the third best-selling fruit worldwide to banana and pineapple.

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Cherimoya In the Andalusian coast, cherimoya can also be found, being Spain the first producer worldwide with average 27,000 tonnes grown in 3,000 hectares. Nevertheless, this crop is not very profitable for growers due to the high costs involved and the low market prices it reaches. But experts point that this production has great economic potential if the cultivation strategies are changed and the sector manages to overcome certain structural problems like smallholding.

At present, this fruit is produced in the months of October and November, but thanks to the introduction of new varieties, the period has been prolonged a few months. Nevertheless, its shelf-life is short and the sector doesnâ&#x20AC;&#x2122;t exploit the possibilities of export markets, unlike mango or avocado.

Nowadays, cherimoya is the only fruit with a Designation of Origin in Andalusia, and the land sheltered by the designation covers 858.7 square kilometres, with 600 plus hectares registered, and selling circa 30% of the total produced volume.

It is worth mentioning that cherimoya, mango and avocado are grown in Spain under conditions that adapt very well to integrated or organic production, which means value added as for quality.

Innovation Besides banking on maintaining promotion of tropical fruits in little developed markets such as Spain, the sector works on the search for alternate commercial

Fruit logĂ­stica â&#x20AC;&#x2122;12

ways through diversification and innovation. This, the PDO Chirimoya Costa Tropical de Granada y MĂĄlaga has launched new convenience and pre-cooked products, like sliced fruit, jams, and even cherimoya smoothies (natural milk-shakes). The Regulatory Council also works to attend to trade fair, where they can show and promote the product quality, which is already being exported to other destinations outside the EU like East Europe and Canada.

In turn, the Centre for Rural Development of the AxarquĂ­a Region (Ceder-AxarquĂ­a) is working on the interterritorial cooperation project â&#x20AC;&#x153;Diversification of Agricultural, and Livestock and Animal Resourcesâ&#x20AC;?, which includes actions on mango. Diversification will affect the fruit itself, its commercialisation, and its cultivation; sustainable, organic production will be encouraged, and the sector will bank on mango milkshakes, mango in syrup, or mango nectar. The fruit will also be used to produce greases, sauces, and cosmetics, while the remains will be used to produce fertiliser and biomass.

The other subtropical fruit which has also undergone diversification is Avocado. There are already a number of enterprises devoted to produce guacamole and other sauces, as well as to extract oils for different purposes, mainly cosmetics.

On the other hand, exploiting online sales, creating new label and package design, or promoting agro-tourism are some of the initiatives linked to the diversification of commercialisation of these tropical produce.

Fruit lo gística

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Fruit logística ’12

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Tro pica les / Tro pica ls

{26*ÂŁ/ 4& )" --&7"%0 MI FRUTA?

Who took my fruit?

FĂ TIMA SARMIENTO, OBSERVATORIO DE TENDENCIAS DE SURGENIA, CENTRO ESPECIALIZADO EN DISEĂ&#x2018;O QUE INVESTIGA Y DESARROLLA PRODUCTOS PARA HACERLOS MĂ S COMPETITIVOS. EN SURGENIA EL DISEĂ&#x2018;O ES UNA HERRAMIENTA DE INNOVACIĂ&#x201C;N Y/O DIFERENCIACIĂ&#x201C;N. FUNDACIĂ&#x201C;N PRIVADA, SIN Ă NIMO DE LUCRO. DEL

En

ocasiones, las decisiones de consumo atienden a otros aspectos que no estĂĄn estrictamente relacionados con el producto. Un ejemplo: â&#x20AC;&#x153;Me llevo ĂŠste porque el envase se puede abrir y cerrar. AsĂ­ me puede durar mĂĄsâ&#x20AC;?. &O EFmOJUJWB FM EJTFĂ&#x2026;P BQMJDBEP BM TFDUPS BHSPBMJNFOUBSJP PGSFDF WFOUBKBT EF VTP BM DPOTVNJEPS Z BM NJTNP UJFNQP BZVEB B EJGFSFODJBS FM QSPEVDUP )BZ NVDIBT GPSNBT EF DPNQFUJS FO FM NFSDBEP QFSP EFTHSBDJBEBNFOUF TPMP VOB PGFSUB QPESÂś TFS MB NÂśT CBSBUB MBT EFNÂśT UJFOFO RVF EJGFSFODJBSTF QPS BMHP QBSB TFS BQSFDJBEBT QPS TVT JOUFSNFEJBSJPT Z DPOTVNJEPSFT mOBMFT &O PUSBT DBUFHPSĂ BT EF QSPEVDUP ZB TF FTUÂś VUJMJ[BOEP FM EJTFĂ&#x2026;P DPNP IFSSBNJFOUB EF EJGFSFODJBDJĂ&#x2020;O Z DPNQFUJUJWJEBE TJO FNCBSHP FO GSVUBT Z IPSUBMJ[BT OP PDVSSF MP NJTNP -B CVFOB OPUJDJB FT RVF QSFDJTBNFOUF QPS FTUP MBT PQPSUVOJEBEFT EF EJGFSFODJBDJĂ&#x2020;O TPO NVZ BNQMJBT 1FSP QBSB FMMP FT OFDFTBSJP TBCFS B RV½ UJQP EF QĂ&#x2039;CMJDP EJSJHJSTF Z VUJMJ[BS MPT NBUFSJBMFT GPSNBT Z SFDVSTPT RV½ NÂśT TVTDJUBSÂśO TV JOUFS½T FT OFDFTBSJP DPOPDFS MPT FKFT EF DPOTVNP QSFTFOUFT EFUFDUBS MPT GVUVSPT Z BDUVBS FO DPOTFDVFODJB " USBW½T EF VOB JOWFTUJHBDJĂ&#x2020;O QFSNBOFOUF 4VSHFOJB BHSVQB MB JOGPSNBDJĂ&#x2020;O en corrientes de consumo para conocer los valores que imperan en ellas y BTPDJBSMFT MBT UFOEFODJBT FO EJTFĂ&#x2026;P RVF NFKPS DPOFDUBO DPO EJDIPT WBMPSFT Actualmente, las tendencias mĂĄs relevantes que marcarĂĄn el consumo de QSPEVDUPT IPSUPGSVUĂ DPMBT FTUÂśO SFMBDJPOBEBT DPO MB salud, la conciencia sostenible, la conveniencia, la artesanĂ­a y la autenticidad.

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5BNCJ½O FT QPTJCMF PGSFDFSMFT TFS NÂśT SFTQFUVPTPT DPO MB OBUVSBMF[B mediante la austeridad en el embalaje del producto, evitando su desperdicio P USBOTQPSUF JOOFDFTBSJP V PGSFDJFOEP MB QPTJCJMJEBE EF SFVUJMJ[BS FM FOWBTF Otra oportunidad radica en el consumo de productos relacionados con el cuidado de la salud que para 2012 se prevĂŠ estĂŠ mĂĄs orientado al â&#x20AC;&#x153;placer de cuidarseâ&#x20AC;?. &O SFMBDJĂ&#x2020;O B MB DPOWFOJFODJB, MPT GBDUPSFT B UFOFS FO DVFOUB TPO QPS VO MBEP MB GBMUB EF UJFNQP EJTQPOJCMF Z QPS PUSP MB TBUJTGBDDJĂ&#x2020;O RVF MFT QSPEVDF B BMHVOPT DPOTVNJEPSFT FM IFDIP EF IBDFSMFT QBSUĂ DJQFT EF QBSUF EF MB QSFQBSBDJĂ&#x2020;O EFM QSPEVDUP $PNP SFBDDJĂ&#x2020;O B MB TPmTUJDBDJĂ&#x2020;O EF MPT DPOTVNPT BQBSFDFO UBNCJ½O DPOTVNJEPSFT RVF CVTDBO BSUFTBOĂ B Z BVUFOUJDJEBE &M EJTFĂ&#x2026;P PGSFDF OVFWBT GPSNBT EF FWJEFODJBS FYJUPTBNFOUF FTUBT DBSBDUFSĂ TUJDBT Z BTĂ EJGFSFODJBS FM QSPEVDUP %FDĂ B FM MJCSP i2VJ½O TF IB MMFWBEP NJ RVFTPw EF 4QFODFS +PIOTPO RVF FM DBNCJP PDVSSF Z OPT QVFEF BGFDUBS FO HSBO NFEJEB TJ OP BQSFOEFNPT B BEBQUBSOPT B ½M F JODMVTP BOUJDJQBSMP -B BQMJDBDJĂ&#x2020;O EF MBT UFOEFODJBT B USBW½T EFM EJTFĂ&#x2026;P FT MB GPSNB que las empresas tienen para adelantarse a los cambios y ser mĂĄs competitivas.Q

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By FĂĄtima Sarmiento, from Surgeniaâ&#x20AC;&#x2122;s Trend Observatory, a centre specialised in research and development of products to improve their competitiveness. Design in Surgenia is a tool for innovation and differentiation. Surgenia is a private, non-profit foundation.

Sometimes, consumption-related decisions respond to other aspects not strictly related to the product itself. An example could be: â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;ll take this one for the package can be closed after opening it. It can then last longerâ&#x20AC;?. Definitely, design applied to the industry of agro-food offers advantages of use for consumers at the same time it helps to differentiate the product from its competitors.

There are many ways to compete in the market but, unfortunately, only one product may be the cheapest: the others must differentiate in order to be appreciated by middlepersons and end consumers.

In other product classes, design is already being used as a tool for differentiation and competitiveness, but the same doesnâ&#x20AC;&#x2122;t happens in the sector of fruits and vegetables. The good news is that, precisely for this reason, there are many opportunities for differentiation.

But, to achieve that, it is necessary to know what kind of consumers to target and use the materials, ways and resources that will arouse their interest most: it is necessary to know the present axis of consumption, to detect the future ones, and to act consequently.

Through constant research, Surgenia groups information in consumption trends in order to know the values that prevail in them, and to associate the design trends that better connect to those values.

At present, the most relevant trends that will determine consumption of fruits and vegetables are linked to health, sustainable awareness, convenience, handcraftsmanship, and authenticity.

The companies in the sector may choose to target consumers concerned about a better world. To connect with them, new eco-sustainable fibres or materials appear, aiming at reducing the environmental impact. It is also possible to offer consumers being more respectful with the environment by supplying austere packaging, avoiding unnecessary waste or transport, or offering them the possibility of reuse the packaging.

Another opportunity lies on consumption of healthcare-related products, which in 2012 is expected to be more oriented towards the â&#x20AC;&#x153;pleasure of take care of oneselfâ&#x20AC;?.

Regarding convenience, the factors to consider are, on one hand, the lack of available time, on the other, the satisfaction that some consumers obtain when they get involved in the product preparation process.

As a reaction to the sophistication of consumption, new consumers appear, in search for handcraftsmanship and authenticity. Design offers new ways to successfully highlight these features hence differentiating the product from its competitors.

As Spencer Johnson said in his book â&#x20AC;&#x153;Who took my cheeseâ&#x20AC;?, changes happen and may affect us to great extent if we donâ&#x20AC;&#x2122;t learn to adapt to them, even to anticipate them. The introduction of trends through design is the way that companies have to be ahead of changes and be more competitive.

Fruit lo gística

REYES GUTIÉRREZ PRESENTE EN FRUIT LOGÍSTICA UNA EDICIÓN MÁS, REYES GUTIÉRREZ, ESPECIALIZADA EN MANGO Y AGUACATE ACUDE A LA FERIA FRUIT LOGÍSTICA, DONDE MOSTRARÁ LA CALIDAD DE SUS PRODUCTOS ASÍ COMO LOS NUEVOS PROYECTOS EN LOS QUE ESTÁ TRABAJANDO.

¿Con

qué cifras de negocio cierran 2011?

Durante este año, hemos comercializado unas 8.000 t de aguacate y unas 2.000 t de mango, unos volúmenes importantes que esperamos aumentar de cara a 2012, donde esperamos alcanzar la cifra de 9.000 t de aguacate y 2.500 de mango.

A pesar del contexto de crisis, Reyes Gutiérrez sigue con nuevos proyectos…

Efectivamente, hemos realizado una ampliación de nuestras instalaciones, con una nueva nave de 1.000 m2, asimismo hemos invertido en tecnología, frío y técnicas de maduración. Esta nueva nave

estará dedicada a la manipulación del mango, producto en el que esperamos un aumento de volumen en los próximos años. Y es que nuestra gestión se basa en mejorar día a día, tanto en instalaciones como en formación a nuestro personal. Nuestro trabajo es ofrecer todas las facilidades posibles al agricultor, que confía en nosotros para la comercialización de su fruta, y que nuestro cliente tenga el mejor producto con todas las garantías de calidad y seguridad alimentaria.

Para ello hemos invertido mucho en nuevas técnicas de maduración, con maquinaria para garantizar la calidad interna y la dureza del producto, para así poder servir a nuestros clientes “fruta a la carta”.Q

Reyes Gutiérrez’s tropical produce present at Fruit Logistica Once again, the firm Reyes Gutiérrez, specialist in production and commercialisation of mango and avocado attends Fruit Logistica trade fair, where they will show the quality of their products as well as the new projects they are working on.

What were your figures in the end of 2011?

During this year that just ended, we marketed circa 8,000 tonnes of avocado and 2,000 tonnes of mango, significant volumes that we expect to increase in 2012, reaching 9,000 tonnes of the former, and 2,500 tonnes of the latter.

Despite the crisis we are living, Reyes Gutiérrez keeps setting new projects in motion…

Indeed, we enlarged our facilities with a new 1,000 square metres nave, also investing in technology, cooling systems, and ripening techniques. This new nave will be devoted to handling of mango,

whose volume we expect to increase in the next years. Our management is based on improving day after day, both facilities and personnel training. Our duty is to offer as many conveniences as possible to growers, who trust in us to market their fruits, and to carry the best product to customers, with every guaranty of quality and food safety. In order to achieve that, we have made strong investments in new ripening techniques that involve machines to guarantee inner quality and product firmness, so that we can offer our customers “fruit-ondemand”.

Fruit logística ’11 ’12

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ÁFRICA, UNA ALTERNATIVA AL SATURADO MERCADO EUROPEO Africa, an alternative to the clogged European market

By Mohamed Oulkadi, manager at Maisara Fruit, company located in Vélez Málaga, devoted to the export of products to Africa.

La

crisis no está afectando por igual a todos los mercados. Si bien es cierto que Europa es el destino principal de las exportaciones españolas, existen otros mercados que por desconocimiento hacia su cultura, o por contar con un sistema económico diferente, no los vemos como potenciales clientes, y eso es un gran error.

Este es el caso de África, que además de un proveedor hortofrutícola para Europa, también ofrece una gran oportunidad de negocio, pues aunque algunos países presentan cierta inestabilidad política, muchos están en procesos de democratización, y esta es precisamente nuestra oportunidad. Son países donde se ha abandonado la agricultura, pero se muestran muy curiosos a nuevos productos, como son los tropicales o la fruta de hueso, por lo que nuestro objetivo es saber qué es lo que quieren y buscarlo en cualquier parte del mundo, porque si les gusta, no les importa pagar por ello.

Y además, en contra de lo que se puede pensar, mercados como Marruecos, o los de Oriente Medio, son cada día más exigentes FO DVBOUP B DPOUSPMFT Z DFSUJmDBDJPOFT EF calidad, y además, a la hora de realizar los

pagos, hay menos demora que en Europa.

Es cierto que en Europa contamos con una cartera de clientes estable, pero se trata de un mercado muy afectado por la crisis, de ahí que el mejor proyecto de futuro sea explorar nuevos mercados africanos, donde quizás no existe tanta competencia.

En su esfuerzo de llevar a cabo este ambicioso proyecto, los principales productos de Maisara Fruit, son los tropicales, cítricos, fruta de hueso, plátano, principalmente de producción española, solo recurriendo a la importación en contraestación. En este sentido, en Maisara nos consideramos como una empresa de reciente creación pero que a diferencia de otras tantas que surgen cada año, hemos sabido ver en otros mercados una nueva oportunidad de negocio.Q

MOHAMED OULKADI, MAISARA FRUIT, EMPRESA UBICADA EN VÉLEZ MÁLAGA, CENTRADA EN LA GERENTE DE

EXPORTACIÓN DE PRODUCTOS AL CONTINENTE AFRICANO.

The crisis is not affecting all the markets the same.

Although Europe is the main destination of Spanish exports, there are other markets that we don’t see as potential customers whether it is because we don’t know about their culture, or they have a different economic system; that is a great mistake.

This is the case of Africa, which apart from being supplier of fruits and vegetables to Europe, also offers great business opportunities, given that although some countries experience certain political instability, many are undergoing democratisation processes, and this is precisely our opportunity. These countries gave up agriculture but feel very curious about new products like tropical produce or stone fruits; our objective is to know what they want and to search for it anywhere in the world because, if they like it, they don’t mind paying for it.

Besides, unlike what one could think, markets like Morocco or those in the Middle East are more and more demanding as for quality controls and certificates, and they delay payments less than European markets.

It is true that we have a stable customer portfolio in Europe, but these markets are very affected by the crisis hence the best future project involves exploring new African markets, where maybe there isn’t as much competition.

Carrying out this ambitious project the main products offered by Maisara Fruit’s are tropical produce, citrus and stone fruits, banana, mainly Spanish-grown and only importing off-season products. In this sense, we in Maisara consider ourselves a recently created enterprise that, unlike many others that appear every year, has known how to see a new business opportunity in other markets.

NOTICIA

AGRIQ REFUERZA SU OFERTA CON UN SERVICIO WEB DE ASESORAMIENTO

AgriQ, laboratorio especializado en seguridad alimentaria, cuyo principal propósito radica en ofrecer un servicio integrado a la cadena de producción alimentaria, a través de servicios de análisis de residuos de plaguicidas en frutas y hortalizas, suelos, aguas, y micotoxinas y asesoramiento especializado, acude como visitante a esta edición de Fruit Logística.

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Con el sistema de registro de muestras on line, un muestreo independiente y un análisis de alta calidad, se garantiza la transparencia y la confianza, al tiempo que se reducen los costos de control en materia de seguridad en toda de la cadena alimentaria.

Una de las novedades que AgriQ ha añadido a su amplia oferta consiste en un Portal Web de asesoramiento. De esta forma el laboratorio da un paso más y, además de los informes de análisis, el cliente puede comprobar si su producto cumple la legislación (LMRs, ArfDs, etc)

Fruit logística ’12

y las especificaciones de los supermercados que desee.

Se podrá conseguir información sobre aspectos como toxicidad, clasificación y degradación, de las materias activas encontradas en cada muestra, además de graficas y posibilidad de trabajar con los resultados y un sinfín de datos más encaminados a, como señala Antonio Belmonte, director general de AgriQ, “ahorrar un tiempo de oro a los departamentos de calidad, técnico y comercial sin coste adicional al informe”. www. sicaagriq.com

Fruit lo gística

t Quién es quién en EL SECTOR DE LOS TROPICALES t JOSÉ LUIS MONTOSA, S.L. Manager: José Luis Montosa Commercial Director: Javier Fernández Fernández Phone / Fax: +34 952 51 35 33 / +34 952 51 35 34 www.frutasmontosa.com / clientes@frutasmontosa.com Yearly turnover: 33.000.000 € Main product: Avocado and mango Production volume: 17.000 t SAT TROPS Chairman: José Manuel Acosta Manager: Enrique Colilles Commercial Director: Martina Otten Ctra. Loja-Torre del Mar, km 73,5.

Apdo Correos 84. 29700 Vélez-Málaga (Málaga, España) Phone / Fax: +34 952 50 07 00 / +34 952 50 04 62 www.trops.es / info@trops.es Yearly turnover: 23.000.000 € Main product: Avocado, mango and fine herbs (parsley, coriander, leek…)

Production volume: 16.000 t REYES GUTIÉRREZ S.L. Chairman: Juan Antonio Reyes Camino de Málaga, s/n Apdo. Correos 65. 29700 Vélez -Málaga (Málaga, España) Phone / Fax: +34 952 50 56 06 / +34 952 50 66 29 www.reyesgutierrez.com / rg@reyesgutierrez.com Yearly turnover: 16.000.000 € Main product: Avocado and mango Production volume: 12.000 t TROPICAL MILLENIUM S.L. Chairman: Miguel Ángel Paez Manager: Carlos Portoles Camino Higueral, 49 Apdo. Correos 136. 29700 Vélez-Málaga (Málaga, España) Phone / Fax: +34 952 50 72 40 / +34 952 50 28 89 office@tropicalmillenium.com Yearly turnover: 12.000.000 € Main product: Avocado and mango Production volume: 8.000 t FRUTAS EL ROMERAL S.L. Chairman: Antonio Vicente Sánchez Pol. Taramay, nº 5 18690 Almuñécar (Granada, España) Phone / Fax: +34 958 63 18 22 / +34 958 88 07 93 www.elromeral.com / frutas@elromeral.com Yearly turnover: 10.000.000 € Main product: Custard apple, medlar, mango, avocado, chinese cabbage Production volume: 20.000 t FRUTAS H. FAJARDO, S.L.U. Chairman: José Antonio Fajardo Ctra. Suspiro del Moro, km 47.

18699 Lentegí

(Granada, España) Phone / Fax: +34 958 64 40 92 / +34 958 64 40 84 frutasfajardo@telefonica.net Yearly turnover: 8.740.933 € Main product: Tropical fruits Production volume: 6.000 t FRUTAS RAFAEL MANZANO E HIJOS S.L. Chairman: Rafael Manzano Morales Pol. Ind. La Gasolinera, 43-44 18680 Salobreña (Granada, España) Phone / Fax: +34 958 61 25 88 / +34 958 61 25 97 www.frutasmanzano.com / comercial@frutasmanzano.com Yearly turnover: 7.000.000 € Main product: Custard apple Production volume: 8.000 t FRUTAS LOS CURSOS Chairman: Antonio Rodríguez C/ Laderas de Castelar, 46. 18690 Almuñécar (Granada, España) Phone / Fax: +34 958 63 04 74 / +34 958 63 50 77 www.frutas-los-cursos.com / loscursos@frutas-los-cursos.com Yearly turnover: 6.000.000 € Main product: Custard apple, mango, avocado, medlar Production volume: 14.500 t CANTARRIJÁN TROPICAL, S.L. Chairman: Francisco Conde Manager: Salvador Conde Commercial Director: Francisco Javier Conde Camino Algarrobo nº 67. 29700 Vélez- Málaga (Málaga, España) Phone / Fax: +34 952 55 88 56 / +34 952 50 55 11 www.cantarrijantropical.com / info@cantarrijantropical.com Yearly turnover: 6.000.000 € Main product: Avocado Production volume: 5.000 t

Yearly turnover: 1.800.000 € Main product: Custard apple, mango, avocado and medlar Production volume: 2.000 t CAMBAYAS COOP. V. Chairman: Daniel Soler Manager: Andrés Irle Pda. Baya Baja, 2. nº 40. 03292 Elche (Alicante, España) Phone / Fax: + 34 966 63 74 88 / + 34 966 63 72 92 director@cambayas.com Main product: Pomegranates Production volume: 6.000 t AGROJETE, S.L. Chairman: José Antonio Vallejo Ctra. Jete Suspiro del Moro, s/n. 18699 Jete (Granada, España) Phone / Fax: +34 958 64 51 18 / +34 958 64 50 06 frutas@agrojete.com Main product: Custard apple, medlar, chinese cabbage and spanish mango Production volume: 3.900 t MAISARA FRUIT, S.L. Manager: Mohamed Oulkadi C/ Felix Lomas nº23, 2º 29700 Vélez Málaga (Málaga, España) Phone / Fax: +34 902 907 488 / +34 952 50 53 41 info@maisarafruits.com Main product: Tropical Fruit, fruits and vegetables

t Quién es quién en EL SECTOR DEL KIWI t PRIM´LAND

KIWI ESPAÑA S.A.

Chairman: François Lafitte Manager: Jean-Baptiste Pinel 45, Chemin de Peyrelongue 40300 Labatut (Francia) Phone / Fax: +33 (0) 5 58 90 09 95 / +33 (0) 5 58 56 21 80 www.primland.com / contact@primland.fr Yearly turnover: 25.000.000 € Main product: Kiwi, apple, mais and asparagus Production volume: 20.000 t

Chairman: Manuel Fernández Sousa Commercial Director: Edurne Sendra Lg Bouzon s/n. 36740 Tomiño (Pontevedra, España) Phone / Fax: +34 986 33 06 50 / +34 986 33 41 96 Yearly turnover: 800.000 € Main product: Kiwi Production volume: 1.500 t

KIWI ATLÁNTICO, S.A. Chairman: José Pérez Expósito Manager: José Carlos Vila Costas Commercial Director: Ramón Pesqueira Lois - Portaris s/n. 36635 Ribadumia (Pontevedra, España) Phone / Fax: +34 986 71 52 86 / +34 986 71 50 42 www.kiwiatlantico.com Yearly turnover: 6.780.000 € Main product: Kiwi Production volume: 6.000 t FRUTAS SERAFÍN Chairman: Serafín Álvarez Commercial Director: Rafael Álvarez Parque Empresarial de Areas, Parcela 22. 36711 Tui (Pontevedra, España) Phone / Fax: +34 986 607 232 / +34 986 611 568 www.frutasserafin.com Yearly turnover: 5.200.000 € Main product: kiwi, strawberry, lettuce, tomato, cucumber, zucchini, eggplant, pepper...

Production volume: 5.500 t

KIWIS DEL BARBANZA, S.A. Chairman: José Ramón González Boo Commercial Director: María José Lago Marcote Punta Saleira,25. 15940- A Pobra do Caramiñal (A Coruña, España) Phone / Fax: +34 981 83 01 74 / +34 981 83 04 02 comercial@ramonfranco.com Yearly turnover: 200.000 € Main product: Kiwi Production volume: 220 t ZESPRI INTERNACIONAL IBÉRICA S.L. Commercial Director: Javier Jové Mercamadrid. Zona Comercial, local 14 A. 28053 Madrid (España) Phone / Fax: +34 915 07 93 68 / +34 915 07 92 59 www.zespri.eu / info@zespri-europe.com Main product: Kiwi

XARKI S.L. Chairman: Francisco Ruiz Barriada Trapiche Cortijo Armario, s/n. 29719 VélezMálaga (Málaga, España) Phone / Fax: +34 952 50 05 42 / +34 952 50 13 30 www.xarki.com / francisco@xarki.com Yearly turnover: 3.000.000 € Main product: Avocado Production volume: 2.000 t LATINO TROPICAL, S.L. Manager: José Rodrigo Montes Ladera de Castelar s/n.

18690 Almuñécar (Granada, España) Phone / Fax: +34 958 63 06 44 / +34 958 63 91 71

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The Canarian banana turns its sight to Germany iFT CBOBOBw FO BMFNÂśO TJHOJmDB iFT JHVBMw P iEB JHVBMw QPOJFOEP ½OGBTJT FO FM NFOTBKF EF RVF FM QMÂśUBOP FT NFKPS RVF MB CBOBOB -PT FTUBCMFDJNJFOUPT RVF QBSUJDJQBO FO FTUB QSPNPDJĂ&#x2020;O TPO FO $PMPOJB FM NFSDBEP NVOJDJQBM Z UJFOEBT EF MB DBEFOB (BMFSJB ,BVGIPG FO #FSMĂ O FM NFSDBEP NVOJDJQBM Z FTUBCMFDJNJFOUPT EF MB DBEFOB ,BSTUBEU FO FM OPSUF Z FTUF EF "MFNBOJB 1BSB MPHSBS FTUF QPTJDJPOBNJFOUP TF FTUÂśO SFBMJ[BOEP EFHVTUBDJPOFT FO QVOUPT EF WFOUB UPEP FMMP BDPNQBĂ&#x2026;BEP EF VOB JOUFOTB DBNQBĂ&#x2026;B EF QVCMJDJEBE Z SFMBDJPOFT QĂ&#x2039;CMJDBT EPOEF TF QSPNPDJPOB FTUSBU½HJDBNFOUF MB NBSDB i1MÂśUBOP EF $BOBSJBTw HFOFSBOEP BTĂ DPOPDJNJFOUP EF MB NJTNB [POBT EF DVMUJWP QSPQJFEBEFT CFOFmDJPT EFM QSPEVDUP &OUSF FTUBT BDDJPOFT UFOFNPT RVF EFTUBDBS MPT

Up to now, the traditional market for Canarian banana has been the Iberian Peninsula. Nevertheless, Germany appears nowadays as an important destination for this fruit too.

For that reason, Asprocan has set in motion an ambitious campaign to promote it in that country, which started last 3rd February and will last until 2nd May. But the aim is not only that Germans got to know the Canarian banana, but also that became regular consumers, so that the campaigns highlights the banana as a niche-product of premium quality, creating an emotional bond with the origin â&#x20AC;&#x201C; The Canaries as â&#x20AC;&#x153;holiday paradiseâ&#x20AC;?.

Slogan The slogan of the campaign â&#x20AC;&#x153;Banana from the Canaries â&#x20AC;&#x201C; the rest is just bananaâ&#x20AC;? is a word game in German with a double meaning; on one hands it differentiates between plĂĄtano and banana (in Spanish, the Canarian banana is named with the word plĂĄtano, other cultivars are

just known as bananas), on the other, the phrase â&#x20AC;&#x153;to be bananaâ&#x20AC;? in German means â&#x20AC;&#x153;doesnâ&#x20AC;&#x2122;t matterâ&#x20AC;?, thus stressing that plĂĄtanos (or Canarian bananas) are better than bananas.

The establishments that take part in this promotion are: in Cologne, the city market and 25 stores of the Galeria Kaufhof; in Berlin, the city market and 18 shops of the chain Karstadt in northern and eastern Germany.

To achieve this positioning, samplings at sale points are been carried out, all this together with an intense advertising and public relations campaigns, strategically advertising the brand â&#x20AC;&#x153;PlĂĄtano de Canariasâ&#x20AC;?, hence transmitting knowledge about it: producer area, properties, benefits of this fruit. Amongst these actions, itâ&#x20AC;&#x2122;s worth mentioning the advertisements being broadcasted in Berlinâ&#x20AC;&#x2122;s underground, as well as the constant update of the website www.platanos-kanaren.de All this aiming at turning the PlĂĄtano de Canarias in an appreciated, acknowledged product by German consumers.

t QuiĂŠn es quiĂŠn en EL SECTOR DEL PLĂ TANO t UNION DES GROUPEMENTS DE PRODUCTEURS DE BANANES DE GUADELOUPE ET MARTINIQUE Chairman: Eric de Lucy Manager: Philippe Ruelle Commercial Director: RĂŠmy Pigou 1 rue de la Corderie, Centra 365.

94596 Rungis Cedex (Francia) Phone: +33 1 56 70 69 00 service.commercial@ugpban.com Yearly turnover: 12.7000.000 â&#x201A;Ź Main product: Banana from Guadeloupe et Martinique Production volume: 230.000 t COPLACA Chairman: AgustĂ­n PĂŠrez Avenida Anaga, nÂş11, planta 04.

38001 Santa Cruz de Tenerife (EspaĂąa) Phone: +34 922 28 63 00 www.coplaca.org Yearly turnover: 112.500.000 â&#x201A;Ź Main product: PlĂĄtano Production volume: 120.000 t

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S.A.T. AGRITEN

HIJOS DE ENRIQUE MARTĂ?N, S.A.

Chairman: Jorge Acevedo Manager: Carlos HernĂĄndez Mesa C. Director: Antonio de la Cruz Avda. Francisco de la Roche, 31, 2Âş 38001 Sta Cruz Tenerife (EspaĂąa) Phone: +34 922 53 22 20 Yearly turnover: 58.000.000 â&#x201A;Ź Main product: PlĂĄtano Production volume: 69.000 t

Chairman: Francisco de Asis Riego Manager: Francisco E. Riego Ramos (Deputy manager).

OfďŹ ce manager: Francisco J. LĂłpez C. Director: Fernando GarcĂ­a Apdo 13246. 41080 Sevilla (EspaĂąa) Phone: +34 954 99 88 10 martimar@martimar.com Yearly turnover: 28.000.000 â&#x201A;Ź Main product: PlĂĄtano Production volume: 35.000 t

S.A.T. NÂş 429/06 PLATANEROS DE CANARIAS Chairman: FĂŠlix Santiago Melian C.Director: RamĂłn Santana Lomo de GuillĂŠn, 3.

Residencial Las Huertas, 2Âş.

35450 Santa MarĂ­a de GuĂ­a (Islas Canarias, EspaĂąa) Phone : +34 928 88 21 00 rsantana@costacaleta.com Yearly turnover: 36.000.000 â&#x201A;Ź Main product: PlĂĄtano Production volume: 60.000 t

Fruit logĂ­stica â&#x20AC;&#x2122;12

COOP. AGRĂ?COLA DE TRANSFORMACIĂ&#x201C;N FAST Chairman: Melchor Bravo Manager: Ricardo Torres Cano C. Director: Miguel Reyes Fuentes Ctra. General Las Arenas, 2 (La Vera).

38300 Villa de La Orotava (Tenerife, EspaĂąa) Phone: + 34 922 38 15 74 www.cooperativafast.com Yearly turnover: 15.191.514 â&#x201A;Ź Main product: PlĂĄtano Production volume: 17.000 t

AGRĂ?COLA DEL NORTE DE GRAN CANARIA S.COOP.LTDA Chairman: Wenceslao Granados Manager: Alicia GonzĂĄlez Camino de la BaterĂ­a, 23.

35414 Arucas (Las Palmas de Gran Canaria, EspaĂąa) Phone: +34 928 62 69 44 nortegc@infonegocio.com Yearly turnover: 13.000.000 â&#x201A;Ź Main product: PlĂĄtano Production volume: 16.000 t EUROPLĂ TANO, A.I.E. Chairman: Enrique Luis Larroque Manager: Antonio Javier Luis Brito Camino Palomares 118.

Los Llanos de Aridane.

38760 La Palma (Islas Canarias, EspaĂąa) Phone : +34 922 46 30 30 Yearly turnover: 12.000.000 â&#x201A;Ź Main product: PlĂĄtano Production volume: 20.000 t

SAT CIA. PLATANERA DEL SUR Chairman: Adolfo DĂ­az GĂłmez Manager: Francisco Javier GonzĂĄlez Rolo C. Director: Francisco Alcalde Ctra. Recta del Palm-Mar, 53. 38632 Las Galletas - Arona (Tenerife, EspaĂąa) Phone +34 922 73 40 43 www.coplasur.es Yearly turnover: 8.000.000 â&#x201A;Ź Main product: PlĂĄtano Production volume: 10.000 t COOPERATIVA UNIDA DE LA PALMA Chairman: Miguel HernĂĄndez Manager: Domingo MartĂ­n Ortega UrbanizaciĂłn Urbal, Los Guinchos, nÂş64. 38712 BreĂąa Baja (Islas Canarias, EspaĂąa) Phone: +34 922 43 48 81 cupalma@intercom.es Yearly turnover: 6.000.000 â&#x201A;Ź Main product: PlĂĄtano Production volume: 40.000 t

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A u xilia res / A u xilia ry Co m pa nies

¡TECNOLOGÍA, INNOVACIÓN, INTERNACIONALIZACIÓN Y SERVICIOS!

BERNARDO FERRER, DIRECTOR GENERAL DE MAF RODA, GRUPO ESPECIALIZADO EN LA FABRICACIÓN DE CALIBRADO, ACONDICIONAMIENTO, PALETIZADO Y MANIPULADO DE FRUTAS Y HORTALIZAS.

Es

tos son los cuatro pilares que sustentan la fortaleza de MAF RODA. La dotación económica para la innovación y formación de los cuadros técnicos y de gestión es fundamental para el desarrollo y sostenimiento de las empresas, en especial en nuestro sector, donde existe tanta diversidad de productos hortofrutícolas, diferentes mercados, logísticas, condiciones climáticas y sociales. Esto provoca diferentes acondicionamientos y criterios de manipulación. Por estas y otras razones, para poder estar atento a los distintos mercados hay que dotar de valores cualitativos y

eficaces en los recursos de la Empresa.

Pero todo es posible a partir de una capacidad tecnológica adecuada y aplicando la innovación permanentemente, para lo que se hacen imprescindibles los recursos económicos que tienen que venir obligatoriamente de la cuenta de explotación o rendimiento del trabajo.

No podemos imaginar un mercado interno y una estacionalidad, ese es el fin de muchos históricos. Doce meses de trabajo y una atención permanente al usuario fiable y continuada es lo que nos demandan los clientes, al tiempo que estos reciben las exigencias de los consumidores en calidad y presentación así como las garantías sanitarias Internacionales más que suficientes para poder hacer marca a nivel individual o de país, valores importantes para sostenerse.

Con todas estas premisas es fácil entender porqué desde Maf Roda estamos trabajando en dotar las instalaciones agroalimentarias con la más avanzada tecnología de visión y análisis de las frutas, con el mejor trato posible y a velocidades Industriales, robótica para manipulación de cajas al inicio y al final de las líneas, con tratamientos enfocados a minimizar los residuos, optimizar los fungicidas, ahorros energéticos. Al final se trata de ahorrar y hacer más sostenible nuestro propio mundo.

Nuestros conceptos de manipulación en

dos tiempos separados o continuos hacen posible centrar todos los esfuerzos en la fruta comercial mientras generamos un uso directo a la Industria sobre la fruta que siendo comestible no tiene presentación visual para el fresco, consiguiendo eliminar costes y retirar del mercado lo improcedente.

El empaquetado automático sobre diferentes embalajes y su posterior acomodo en las cajas y palets es el capítulo más extendido en las manipulaciones donde las máquinas marcan el ritmo y la precisión continuada.

No podemos olvidar los elementos de control fundamental para cerrar todo proceso homologable: la trazabilidad, control y seguimiento hasta el destino de las frutas con la garantía eficiente y demostrada en los grandes problemas, identificación de las fracciones, paquetes y palets a través de los etiquetadores, así como los controles de producción y gestión desde los PC centrales de los supervisores para gestionar y preferenciar los pedidos según indicaciones comerciales.

5PEP QBSBÞIBDFS EJO¶NJDB MB QSPEVDDJÆO mejorar los costes, gestionar los pedidos y ser verdaderos NÚMEROS UNO de la distribución. En definitiva, ser rentables en este mundo global de las frutas y hortalizas donde desde siempre el Grupo MAF RODA se ha identificado como un fiel y seguro proveedor.Q

Technology, innovation, internationalisation, and service!

By Bernardo Ferrer, director general at Maf Roda These are the four pillars that support the strength of MAF RODA. The budget allocation for innovation and training of technicians and managers is key for the development and sustain of enterprises, particularly in our sector, in which there is such a diversity of agricultural produce, different markets, logistics, climatic conditions, and social spheres. This prompts different conditionings and handling criteria. For these and other reasons, in order to be aware of the different markets, the enterprise must be provided with qualitative, effective values.

But all this is possible starting from adequate technological capacity and constant innovation, for which economic resources are essential, and these must come from the trading account or work performance.

We cannot imagine a domestic market and seasonality, and this has been the end of many historic players. Twelve months-work and constant, reliable customer care is what our customer demands, at the same time they are demanded by end consumers quality and presentation, as well as international sanitary guarantees, more than enough to build individual or nationwide brands, which are important values to sustain the enterprise.

With all these premises, it seems easy to understand why we at Maf Roda work to introduce in our facilities state-of-the-art technology regarding fruit vision and analysis, with the best possible handling, and at industrial speeds, robotics for handling boxes at the beginning and the end of manufacturing lines, treatments

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devoted to minimise residue, optimisation of fungicides, energy saving, and so on. In the end, it is all about saving and making our own world more sustainable.

Our two-time or continuous handling concepts allow us for focusing all our efforts in commercial fruit, while we generate direct industrial use for edible fruit that lacks visual looking to be fresh marketed, hence cutting costs and retrieving from the market what shouldn’t be there.

Automatic packaging in different formats and subsequent fitting into boxes and pallets is the most spread chapter as for manufacturing, and machines set the constant pace and precision.

We cannot forget the essential means of control to close every certifiable process: traceability, that is, control and tracking of fruit up to destination, with efficient and provable guarantee as for big issues, identification of fractions, packages and pallets through labelling, and also production and management controls from the supervisors’ computers in order to manage and give preference to orders, in accordance with commercial indications.

All this is done to make production more dynamic, to reduce costs, manage orders, and be real NUMBER ONES amongst distributors. Definitely, to get profit in this global world of fruits and vegetables, in which the Group MAF RODA always appeared as a loyal, safe supplier.

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$ X [LOLD UHV $ X [LOLD U\ &R P SD QLHV

t Quién es quién en el sector de los auxiliares t SUCA, S.C.A

INFIA IBERICA, S.L.

DAPLAST, S.A.

Chairman: Cristóbal Barranco Manager: José Antonio Rodríguez Commercial Director: José Ramón Arcos Ctra. Almerimar s/n. 04700 El Ejido (Almería, España) Phone / Fax: +34 950 58 18 69 / +34 950 58 18 68 www.gruposuca.com/ infosuca@gruposuca.com Yearly turnover: 120.202.420 € Main product: Agrochemicals

Chairman: Richart Paul Manager: Adolfo Gomis Commercial Director: Amadeo Isach Polígono SPI 2, Parc 5. 46530 Puzol (Valencia, España) Phone / Fax: +34 961 46 52 27 / +34 961 46 51 52 www.infia.es / infia@infia.es Yearly turnover: 32.760.262 € Main product: Fruit and Vegetable packaging

Chairman: Rafael Pérez Esparza Manager: Rafael Pérez Esparza Sánchez Ctra. Palma del Río, km 9. Córdoba (España) Phone / Fax: + 34 957 329 448 / + 34 957 329 449 www.daplast.com/ daplast@daplast.com Yearly turnover: 11.000.000 € Main product: Box 107 - petit

ABELLÓ LINDE, S.A.

CALICHE Chairman: José Mª Martínez Miralles Manager: Jaime Martínez Miralles Commercial Director: David Martínez Miralles Ctra. San Cayetano - El Mirador, km 2.

30730 San Javier (Murcia, España) Phone / Fax: + 34 968 326 000 / + 34 968 326 006 administracion@caliche.es Yearly turnover: 45.000.000 € Main product: Business Services (Transport) REYENVAS, S.A. Chairman: Armando Álvarez Manager: Antonio Pérez Lago Reponsible for Agricultural Trade: Manuel González Autovía Sevilla-Málaga, km 5. Pol. La Red. 41500 Alcalá de Guadaira (Sevilla, España) Phone / Fax: +34 955 63 15 40 / +34 955 63 16 39 mgs@reyenvas.com Yearly turnover: 43.000.000 € Main product: Plastic Packaging SMURFIT KAPPA IBEROAMERICANA HUELVA, S.A. Manager: Francisco Vargas López Ctra. C-A493 Sector1, 3-1, 4 Plan Parcial1. P.I. Condado. 21700 La Palma del Condado (Huelva, España) Phone / Fax: +34 959 40 28 53 / +34 959 40 27 06 www.kappa-huelva.com / kappa. huelva@kappapackaging.com Yearly turnover: 33.000.000 € Main product: Cardboard Packaging

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Chairman: Pedro Pablo Pellin Commercial Director: Fernando Castilla Bulevar Ciudad de Vícar, 821. 04738.

Vícar (Almería, España) Phone / Fax: + 34 950 55 73 33 / + 34 950 55 73 34 www.biobest.es / biobest@biobest.es Yearly turnover: 5.000.000 € Main product: Natural pollination and natural ennemy of biological control

HISPATEC KENOGARD S.A.

Chairman: Isidro Abelló Manager: Andreas Wiedemann Commercial Director: José Luis Cañedo C/ Bailén, 105 08009 Barcelona (España) Phone / Fax: + 934 767 400 / + 34 934 767 454 www.abellolinde.es Yearly turnover: 109.284.000 € Main product: Food consultancy and gases for food processing

BIOBEST SISTEMAS BIOLÓGICOS, S.L.

Manager: Pere Domingo Diputación 279, 5º. 08007 Barcelona (España) Phone / Fax: +34 934 88 12 70 / +34 934 87 61 12 www.kenogard.es / info@kenogard.es Yearly turnover: 32.700.000 € Main product: Crop protection products (phytosanitaries)

Chairman: Miguel Rodríguez de la Rubia Manager: José Luis Estrella Herrada Avda Cabo de Gata, 23. 04007 Almería (España) Phone / Fax: +34 902 28 11 82 / + 34 950 280 767 marketing@hispatec.es Yearly turnover: 10.000.000 € Main product: Software ERP agro PRODUCTOS CITROSOL S.A.

GRUPO TRANSONUBA, S.L. Chairman: Esteban Sánchez Bernabé Manager: Remedios Ramírez González C. Director: Alberto Sánchez Pol. Industrial Los Bermejales, s/n.

21840 Niebla (Huelva, España) Phone / Fax: +34 959 36 38 48 / +34 959 36 38 49 www.transonuba.com / info@transonuba.es Yearly turnover: 31.500.000 € Main product: International transport under controled temperature MAF RODA S.L.U. Chairman: Philippe Blanc Manager: Bernardo Ferrer Avda. de la Llibertat, 53 Alzira (Valencia, España) Phone / Fax: + 34 962 40 30 11 / + 34 962 45 53 83 rodasale@mafroda.es Yearly turnover: 30.000.000 € Main product: Post-harvest machines GRUPO ESPECIALIDADES PLÁSTICAS DEL SUR, S.A.

Manager: Joaquín Fayos Febrer Commercial Director: Kim Riddell Riegel Partida Alameda, Parcela C. 46721 Potries (Valencia, España) Phone: +34 962 80 05 12 www.citrosol.com Yearly turnover: 9.375.000 € Main product: Post harvest `phytosanitary products ( wax, fungicide, disinfectant) AGQ, Labs & Technological services Chairman: Estanislao Martínez Manager: Coral Zamora de la Cruz Commercial Director: Pedro Torres Rey Ctra. A-433 km-24. 41220 Burguillos (Sevilla, España) Phone / Fax: +34 902 93 19 34 / +34 955 73 89 12 www.agq.com.es / ptorres@agq.com.es Yearly turnover: 7.000.000 € Main product: Analysis and specialized engineering (agrofood and environment sectors)

ETIQUETAS Y GRÁFICAS, S.L. (ETYGRAF) Manager: Fermín Baldoví Marí Marketing & Sales Director: David Baldoví Ortí Arnau de Villanova, 4. 46410 Sueca (Valencia, España) Phone / Fax: +34 961 70 17 60 / +34 961 70 37 41 etygraf@etygraf.com Yearly turnover: 4.250.000 € Main product: Adhesive labels CEDIS -MAFRUT Chairman: Philippe Blanc Manager: Josep Mataró Redon Commercial Director: Isaac Mataró Redon Ctra. N-II km. 454 Naves 1-2-3. 25180 Alcarrás (Lérida, España) Phone / Fax: + 34 973 79 14 26 / + 34 973 79 10 64 josep@cedismafrut.com Yearly turnover: 4.000.000 € Main product: Agricultural machinery manufacture

Commercial Director: Alessandro Putin Cami els Cabesols, s/n. 03410 Biar (Alicante, España) Phone / Fax: + 34 965 811 136 / + 34 965 811 198 www.indesla.com / comercial@indesla.com Yearly turnover: 4.000.000 € Main product: Packaging APET

INVERNADEROS IMA-MSC Pol. Ind. Comarca, 2. C/F. Nº 12. 31191 Barbatain (Navarra, España) Phone / Fax: + 34 948 21 40 30 / + 34 948 18 46 68 info@invernaderosima.com Yearly turnover: 7.000.000 € Main product: Greenhouses TECNIFRIO SEVILLA S.C.A

NEIKER A.B. Chairman: Jon Azkue Manager: Amaya Luquin Parque Tecnológico Bizkaia c/ Barreaga 1, Parc 812 Bizkaia (España) Phone: +34 944 034 300 info@neiker.net Yearly turnover: 13.400.000 € Main product: Research Center for Agricultural and Environmental

Fruit logística ’12

Chairman: Juan Guillén Hortal P.I. PISA. Edif. Diseño. C/Diseño nº 8.

41927 Mairena del Aljarafe (Sevilla, España) Phone / Fax: + 34 954 45 12 99 / + 34 954 45 50 76 / + 34 646 97 60 31 juanguillen@tecnifriosevilla.com Yearly turnover: 6.000.000 € Main product: Refrigerated Installation

Chairman: Lionel Mailhes Manager: Vincent Colleu, Dominique Bouvier, Lionel Mailhes 110 Avenue Georges Caustier. 66000 Perpignan (Francia) Phone / Fax: + 33 468 54 43 43/ + 33 468 55 51 33 contact@caustier.com Yearly turnover: 3.100.000 € Main product: Agricultural machinery manufacture - grading and packaging for fresh fruit and vegetable ARITMOS Chairman: Josep Salvadó Cartañá Commercial Director: Andreu Salvadó Falcó Chanel Sales Director: Martí Masip Farrús Poligono Activa Pack, Termens 4. 25190 Lleida (España) Phone / Fax: + 34 902 024 650 / + 34 902 362 171 info@aritmos.com Yearly turnover: 3.000.000 € Main product: SAGE ERP. Aritmos Global Solutions techmology DANMIX, S.L. Chairman: Daniel Nielsen Commercial Director: Manel Ordónez Pol. Ind. Sud C / Pep. Ventura, 8. 08440 Cardedeu (Barcelona, España) Phone / Fax: + 34 938 71 11 77 / + 34 938 71 28 19 www.danmix.es / danmix@danmix.es Yearly turnover: 3.000.000 € Main product: Wholesaler of food industrial machinery

INDESLA, S.L.

MOSCA DIRECT SPAIN, S.L. Manager: Diego Holanda C. Director: Francisco R. Santos Pol. Ind. Arco 18250 Valderrubio (Granada, España) Phone / Fax: + 34 958 45 46 69 www.especialidadesplasticas.com Yearly turnover: 17.000.000 € Main product: Packaging

CAUSTIER by STC

Manager: Félix Jané Sans Commercial Director: Juan Melón Fernández Pol. Industrial Les Pedreres, Sector c, Nave 1. 08390 Montgat (Barcelona, España) Phone / Fax: + 34 934 69 01 23 / + 34 934 69 28 99 www.moscadirectspain.com / info@moscadirectospain.com Yearly turnover: 3.593.180 € Main product: Agricultural machinery (Mosca AG)

CONSTRUCCIONES MECÁNICAS SANTA GEMA, S.L. Chairman: Juan Manuel Cruz Soler Commercial Director: Juan José Cruz Acosta Pol. Ind. Huerta Márquez. C/ Cañada del Pilar, P-4,5 y 19. Lepe (Huelva, España) Phone / Fax: + 34 959 380 384 / + 34 959 384 656 www.cmsantagema.es / ingenieria@cmsantagema.es Yearly turnover: 2.500.000 € Main product: Agricultural machinery manufacture and greenhouses ACCI PACK S.L. Chairman: José Andrés Muñoz González Commercial Director: Ismael A. Muñoz Fajardo C/ Rio Guadiana, 58. P. I. La Juaida.

04240 Viator (Almería, España) Phone / Fax: + 34 950 31 55 33 / + 34 950 30 52 87 accipack@telefonica.net Yearly turnover: 2.000.000 € Main product: Packaging and labels

Fruit lo gística

Fruit logística ’12

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t Quién es quién en el sector de los auxiliares t AGROCOLOR S.L.

AGROINDUSTRIA KIMITEC, S.L.

CIAGRI, SCL

Chairman: Francisco Góngora Cañizares.

Manager: Luís Miguel Fernández Sierra Ctra. De Ronda, 11 bajo. 04004 Almería (España) Phone / Fax: +34 950 28 03 80 / +34 950 28 13 31 www.agrocolor.es / agrocolor@agrocolor.es Yearly turnover: 2.000.000 € Main product: Food and agriculture consultancy and certification

Chairman: Félix García Commercial Director: Alejandro de las Casas Avda. Alicun nº 369 Edificio Natalia 2º B. 04721 El Parador de Roquetas de Mar (Almería, España) Phone / Fax: + 34 950 34 69 69 / + 34 950 55 11 90 www.kimitec.es / info@kimitec.es Main product: Agronutrientes

Chairman: Francisco López Paraje del Buhó, s/n. Cieza (Murcia, España) Phone / Fax: + 34 605 78 79 80 / +34 968 45 63 96 www.ciagri.com / ciagri@ciagri.com Main product: Agricultural, fruit and vegetable machinery

AGROQUÍMICOS DEL LEVANTE, S.A.

Chairman: Sara Llopart Pol. Ind. La Gravera. Centro Innovación.

Lepe (Huelva) Phone / Fax: +34 902 95 52 28 / +34 902 95 52 29 info@compensa.net Main product: Fruit quality control and cost control in agricultural companies

SANSAN PRODESING S.L. Chairman: José V. Sancho Pérez Manager: José Sancho Sánchez Commercial Director: José Sancho C/ Enric Valor, 3. Burjasot (Valencia, España) Phone / Fax: +34 963 90 05 51 / +34 963 90 04 81 www.sansan.es / sansan@sansan.es Yearly turnover: 1.600.000 € Main product: Plant pot, mosquito net, boxes

Chairman: Antonio Carrera Arenas Pol. Ind. Castilla. C/ Vial 5 46380 Cheste (Valencia, España) Phone / Fax: + 34 962 51 10 00 / + 34 962 51 14 61 aqlsa@arrakis.es / www.agroquimicosdelevante.es Main product: Agrocelhone (Soil disinfectant) AQUALIFE (SAMARKETING, S.L.)

Chairman: Carlos Sánchez Verge del Blau, 3 alt. 4. 25005 Lleida (España) Phone / Fax: + 34 973 22 51 20 / + 34 973 84 46 82 www.ideesiprojectes.com / info@ideesiprojectes.com Yearly turnover: 200.000 € Main product: Marketing

Manager: Juan José Negro Commercial Director: Catherine Naef C/ Geranis 25. 08338 Premia de Dalt (Barcelona, España) Phone / Fax: + 34 937 54 98 98 / + 937 517 966 www.aqualife.com.es / info@aqualife.com.es Main product: Humidification system for preservation and storage chambers, and humidification systems for fruits and vegetables at sale points

BIOCOLOR, S.L.

CABECO

Manager: Juan García Cazorla C/ 5 de Junio, nº 8 y 10. 04746 La Mojonera (Almería, España) Phone / Fax: + 34 950 60 34 03 / + 34 950 55 84 19 biocolor@biocolor-tec.es Yearly turnover: 100.000 € Main product: VIR - EX - Semnpv

Manager: Felipe Cabezón P.I. La Negrilla. C/ Linotipia, 14. 41016 Sevilla (España) Phone / Fax: + 34 954 58 12 01 / + 34 954 58 25 75 www.cabeco.net / cabeco@cabeco.net Main product: Industrial Cleaning Machine

AGRI FOOD MONITOR, S.L.

CHECKPOINT SYSTEMS ESPAÑA

Chairman: René Rombouts Avda. Alcalde Gisbert Rico 27, 58.

46013 (Valencia, España) Phone / Fax: +34 963 16 31 95 / +34 963 33 15 27 info@agrifood-monitor.com / www.agrifood-monitor.com Main product: Fruit and vegetable chemical residues control

Manager: Mariano Tudela Commercial Director: Juan Baquero C/ Orió, 1. 08228 Terrassa (Barcelona, España) Phone / Fax: + 34 937 45 48 00 / + 937 85 37 50 www.checkpointsystems.es Main product: Manual labelling

IDEES I PROJECTES

COMPENSA

DE HARO MAÑAS, S.L.

FEDEMCO / GROW (Federación Española del Envase de Madera y sus Componentes) Chairman: Bernardo Lorente Manager: Fernando Trénor Commercial Director: Roberto García C/ Prof. B. Báguena, 4 46009 Valencia (España) Phone / Fax: +34 963 49 57 13 / +34 963 48 56 00 fedemco@fedemco.com Main product: Wooden Crates and packaging FRIPACK LOPEZ BENAVIDES, S.L. Chairman: Antonio López Benavides Avda. Valencia. Pol. Ind. La Gangosa.

04738 Vícar (Almería, España) Phone: + 34 950 34 70 15 www.fripack.com Main product: Packaging

ISAGRI Chairman: Jean Marie Savalle Manager: Sèbastien Maurel C/ Espinosa, 8. 4º puerta 10 46008 Valencia (España) Phone / Fax: + 34 902 170 570 / +34 902 170 569 www.isagri.es Main product: Software KEEPFRESH ANDALUCÍA, S.L. Chairman: Juan Luis Pedro Sánchez Manager: Máximo Duarte Narváez Autovía del Mediterráneo, Salida 456.

04130 El Alquián (Almería, España) Phone / Fax: + 34 950 52 04 09 / + 34 950 52 02 77 gerencia.agroandalucia@keepfresh.eu Main product: VOCs absorber sheet KOPPERT BIOLOGICAL SYSTEMS S.L.

Chairman: Eduardo de Haro Mañas Manager: Eduardo de Haro Mañas / José Fco. De Haro Mañas Ctra. De Garrucha, s/n. 04620 Vera (Almería, España) Phone / Fax: + 34 950 391 678 / + 34 950 391 465 deharomanas@deharomanas.com Main product: Agricultural machinery

GRUPO AFRONTA, S.L.

DECCO IBERICA Post Cosecha, S.A.U.

GRUPOTEC INSPECCIÓN Y MEDIOAMBIENTE, S.L.

Manager: Miguel Sanchis Alcami Commercial Director: Oscaldo Brunetti Villa de Madrid, 54. Pol.Ind. Fuente del Jarro. 46988 Paterna (Valencia, España) Phone / Fax: +34 961 34 40 11 / +34 961 34 39 07 www.decco-web.com / decco@decco-web.com Main product: Equipment for the application of Post-harves Phytosanitary treatments, technical support service and Decconatur line (alternative products)

Manager: Juan Cardona Esbrí Commercial Director: Álvaro Nogueroles Olaizola C/ Clariano, 36 pta 7. 46021 Valencia (España) Phone / Fax: +34 963 39 18 90 / +34 963 60 82 93 www.grupotec-ima.com / inspeccionma@grupotec.es Main product: Certificación de los protocolos EUREP-GAP, BRC, IFS, naturane, Nature’s Choice, QS, etc. / Protocol certification

MULTISCAN TECHNOLOGIES S.L.

DYNAPLAST

GUIRAFA PACKAGING S.L.

Chairman: François Guillin Manager: Olivier Vautrin C. Director: Christophe Bellouard BP 128, rue Just Meisonasse. 89600 Saint Florentin (France) Phone / Fax: +33 386 43 81 00 / +33 386 35 15 79 www.dynaplast.com / contact@dynaplast.fr Main product: Plastic Packaging

Manager: Guillermo Alcober Commercial Director: Albert Llogueri Oriente, 78-84, 3º Ofic. 9. 08172 – Sant Cugat del Valles (Barcelona, España) Phone / Fax: + 34 936 755 431 / + 34 935 900 575 sales@guirafa.com Main product: Agricultural machinery

Chairman: François Guillin Manager: Daniele Pagnini Commercial Director: Massimo Belloti Via Damano 1. 48024 Massalombarda (Italia) Phone / Fax: +39 545 97 97 97 / +39 545 97 97 00 www.nespak.com / salesdept@nespak.it Main product: Plastic Packaging

INFO SYSTEM ESPAÑA S.L.

OBEIKAN MDF ESPAÑA S.L.

EARIS Mechanical Engineering for Food

Manager: Manuel Montero Commercial Director: Álvaro Salcedo Pol. Ind. De Picassent C/ 6 nº 5.

Picassent (Valencia, España) Phone / Fax: + 34 961 24 18 00 / + 34 961 24 19 30 www.ifcosystem.es

Chairman: Abdallah Obeikan Manager: Salvador Martínez Commercial Director: Gabor Vass Carrer del Ciscar 8, 46529 Canet d’en Berenguer (Valencia, España) Phone / Fax: +34 962 66 91 92 / +34 962 66 91 93 www.obeikanmdf.com Main product: MDF wooden boxes (no staples)

Manager: Miguel Ángel López Serrano Avda. de Cádiz, 25. Local B-D. 41000 Sevilla (España) Phone / Fax: + 34 954 76 46 96 / + 34 954 76 46 97 Main product: Integrated Energetic and Industrial solutions

Chairman: Henri Oosthoek Commercial Director: Kris de Smet Pol. Ind. Ciudad del Transporte del Poniente, C/ Cobre 22-24, Parcela P14 Nave 3, 04745 La Mojonera (Almería, España) Phone / Fax: +34 902 48 99 00 / +34 902 43 13 95 www.koppert.com / info@koppert.es Main product: Natural pollination and natural ennemy of biological control

Chairman: Álvaro Soler Commercial Director: Javier Ferrandiz P. I. Els Algars. C/ Safor, 2. 03820 Cocentaina (Alicante, España) Phone / Fax: + 34 965 33 18 31 / + 34 965 33 26 30 www.multiscan.eu / sales@multiscan.eu Main product: Artificial vision NESPAK INBALLAGGI

CHEP AGROFRESH La Tour de Lyon - 185 rue de Bercy 75579 Paris Cedex 12 (France) Phone / Fax: + 33 1 40 02 53 85 / + 33 1 40 02 50 27 www.agrofresh.com Main product: The Smartfresh Quality System

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VP and Country General Manager: Laura Nador Commercial Director: Carlos Montalvo Sales Director: Mario Yañez C/ Vía de los Poblados, 3 - Parque Empresarial Cristalia Edif 2 - Planta 5 28033 Madrid (España) Phone / Fax: + 34 915 57 94 00 www.chep.com Main product: Pooling systems of pallets and Containers

Fruit logística ’12

Chairman: Juan José Cruz Acosta Centro Tecnológico de la Agroindustria.

Parque Ind. La Gravera. Avda. Dehesa del Piorno 21440 Lepe (Huelva, España) Phone: + 34 902 908 053 ingenieria.earis@gmail.com Main product: Machines and systems for processing, grading, quality sorting, and packing fresh fruits and vegetables

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t Quién es quién en el sector de los auxiliares t PREFORMATI BOX, S.L. Chairman: Fernando Domat Manager: José Ramón Domat Commercial Director: Julián de Rus Pol. Ind. La Redonda. Parcela 70 04700 El Ejido (Almería, España) Phone / Fax: + 34 950 58 33 44 / + 34 950 58 33 67 www.preformati.com Main product: seedling trays and hydroponic REV PACKAGING SOLUTIONS Chairman: Fabrizio Fiumana Commercial Director: Nicola Antonacci Via Calcinaro, 570. 47023 Cesena (FC) Italia Phone: +39 0547 384 435 www.revsrl.com / info@revsrl.com Main product: Packaging Solutions RIEGOS Y TECNOLOGÍAS, S.L. “RITEC” Manager: Luis Miguel Peregrín Ctra. Circunvalación s/n. Apdo. Correos 163. 30880 Águilas (Murcia, España)

Phone / Fax: + 34 968 44 60 00 / + 34 968 44 78 82 ventas@ritec.es Main product: Irrigation Systems and Climate control Systems for Greenhouses SABIA BIOTECH, S.A. Chairman: Juan José Mullor Manager: Carmen Cardila Avda. Sudamérica, 94. Urbanización Roquetas de Mar - 04740 Roquetas de Mar (Almería, España) Phone / Fax: + 34 950 100 789 / + 34 959 171 078 info@saviabiotech.com Main product: Services SIPCAM INAGRA, S.A. Manager: Giancarlo Oliva Commercial Director: Gerardo Murillo Prof. Beltrán Baguena, 5, 46009 Valencia (España) Phone / Fax: + 34 963 483 500 / + 34 963 482 721 sipcaminagra@sipcam.es Main product: Plant Protection Products

TECNIDEX, Técnicas de Desinfección S.A. U. Chairman: Manuel García-Portillo Director General: Carlos Gens C/ Ciudad de Sevilla, 45. Pol. Industrial Fuente del Jarro 46988 Paterna (Valencia, España) Phone / Fax: +34 96 132 34 15 / +34 96 132 10 77 www.tecnidex.es / admon@tecnidex.es Main product: TEXTAR ®, TEYCER®, CONTROL-TEC ®, VÍA - VERDE ® TECNOPONIENTE INVERDADEROS, S.L.

UNITEC S.P.A

VERIPACK EMBALAJES S.L.U.

Chairman and Director: Angelo Benedetti Vicepresident: Luca Montanari Via Provinciale Cotignola, 20/9, 48022 Lugo (RA) (Italia) Phone / Fax: +39 (0) 545 288 884 / +39 (0) 545 288 709 www.unitec-group.com / unitec@unitec-group.com Main product: Machines and systems for processing, grading, quality sorting, and packing for fresh fruits and vegetables

Chairman: François Guillin Manager: Roland Guiraud Commercial Director: Javier Navarro Mogoda 26-64. 08210 Barberá del Vallés (Barcelona, España) Phone / Fax: +34 937 292 010 / +34 937 293 529 infoveripack@veripack.es Main product: Plastic Packaging

URBASO S.L. Chairman: Manuel Villegas Fuentes Commercial Director: Manuel Jesús Villegas Ctra. De Málaga, km 411 Salida Autovia 411. 04710. Santa María del Águila - El Ejido (Almería, España) Phone / Fax: +34 950 58 30 54 / +34 950 58 30 55 www.grupovimo.com Main product: Greenhouses

Chairman: Manuel Martínez Manager: Eulalia Muruetagoiena Commercial Director: Isabel San Sebastián Paseo del Arenal, 5. 48005 Bilbao (España) Phone / Fax: + 34 944 794 889 / + 946 79 05 62 www.urbaso.com

VIDECART,S.A. Manager: César Santesteban Ctra. Pamplona, Aoiz s/n 31486 Ibiricu de Egues (Navarra, España) Phone / Fax: + 34 948 168 346 / + 948 168 336 www.export.navarra.net / videcart.nsp@tngeu.com Main product: Packaging

t Quién es quién en LOS MERCAS t MERCABARNA

MERCALASPALMAS

MERCAMÁLAGA

MERCASEVILLA

MERCAVALENCIA

Carrer Major de Mercabarna, 76 Centre Directiu, 5a planta - Mercabarna - 08040 Barcelona (España) Phone / Fax: +34 93 556 30 00 / +34 93 556 31 20 / +3493 335 29 40 www.mercabarna.com / mb@mercabarna.com Total Area / Fruit and vegetable area: 900.000 m2 / 230.000 m2 Total trade volume / Fruit and vegetable: 1.085.600 t

Lomo de Cuesta Ramón s/n. Marzagán 35229 Las Palmas de Gran Canaria (España) Phone / Fax: +34 928 71 78 60 / +34 928 71 78 61 www.mercalaspalmas.es / mercalaspalmas@mercalaspalmas.es Total Area / Fruit and vegetable area: 315.596 m2 / 19.208 m2 Total trade volume / Fruit and vegetable: 230.634 t / 215.445 t

Avda de José Ortega y Gasset, 553.

29006 Málaga (España) Phone / Fax: +34 952 17 93 63 / +34 952 17 90 06 www.mercamalaga.es / mercamalaga@mercamalaga.es Total Area / Fruit and vegetable area: 254.411 m2 / 16.018 m2 Total trade volume / Fruit and vegetable: 220.551 t / 177.843 t

Autovía Sevilla-Málaga km.1 Polígono Subsistencias 41020 Sevilla (España) Phone / Fax: +34 954 99 81 90 / +34 954 51 08 95 www.mercasevilla.com / secdirec@mercasevilla.com Total Area / Fruit and vegetable area: 423.313 m2 / 29.157 m2 Total trade volume / Fruit and vegetable: 391.511 t / 284.147 t

Carrera en Corts, 231. 46013 (Valencia, España) Phone / Fax: +34 963 24 15 00 / +34 963 24 15 15 www.mercavalencia.es / info@mercavalencia.es Total Area / Fruit and vegetable area: 498.000 m2 / 31.272 m2 Total trade volume / Fruit and vegetable: 296.921 t / 185.434 t

MERCAPALMA

MERCATENERIFE

MERCAZARAGOZA

MERCABILBAO

MERCALICANTE

Barrio Ibarreta, I. 48970 Basauri (Vizcaya, España) Phone / Fax: +34 944 49 32 58 - 492 / +34 944 40 66 03 www.mercabilbao.es / direccion@mercabilbao.es Total Area / Fruit and vegetable area: 139.999 m 2 / 27.871 m2 Total trade volume / Fruit and vegetable: 217.715 t / 185.789 t

Ctra. De Madrid km.4. 03007 Alicante (España) Phone / Fax: +34 966 08 10 01 / +34 966 08 10 10 www.mercalicante.com / merca@mercalicante.com Total Area / Fruit and vegetable area: 135.864 m2 / 27.317 m2 Total trade volume / Fruit and vegetable: 63.307 t

Cardenal Rossel, 182 Coll d’En Rebassa. 07007 Palma de Mallorca (España) Phone / Fax: +34 971 74 51 40 / +34 971 49 29 05 www.mercapalma.es / mercapalma@mercapalma.es Total Area / Fruit and vegetable area: 318.080 m 2 / 14.488 m2 Total trade volume / Fruit and vegetable: 143.660 t

Polígono el Mayorazgo Sector 2. 38110 Sta. Cruz de Tenerife (Islas Canarias, España) Phone / Fax: +34 922 22 27 40 / 41 www.mercatenerife.es / gerencia@mercatenerife.es Total Area / Fruit and vegetable area: 183.925 m2 / 24.800 m2 Total trade volume / Fruit and vegetable: 114.665 t / 33.443 t

Ctra de Cogullada 65. 50014 (Zaragoza, España) Phone / Fax: +34 976 464 180 / +34 976 46 41 81 www.mercazaragoza.es / mz@mercazaragoza.es Total Area / Fruit and vegetable area: 697.998 m2 / 33.250 m2 Total trade volume / Fruit and vegetable: 230.333 t / 169.360 t

MERCAGRANADA

MERCAMADRID S.A.

Ctra. Badajoz-Granada km. 436. 18015 Granada, España Phone / Fax: +34 958 20 35 31 / - 28 00 34 / +34 958 27 62 08 www.mercagranada.es / secretariagerencia@mercagranada.es Total Area / Fruit and vegetable area: 222.394 m2 / 20.996 m2 Total trade volume / Fruit and vegetable: 130.575 t / 117.698 t

Centro Administrativo, Avda de Madrid s/n. Mercamadrid 28053 Madrid (España) Phone / Fax: +34 917 85 00 00 / +34 917 86 00 99 mercamadrid@mercamadrid.es Total Area / Fruit and vegetable area: 1.761.568 m2 / 124.400 m2 Total trade volume / Fruit and vegetable: 2.099.102 t / 1.545.900 t

124

Fruit logística ’12

Fruit lo gística

Fruit logística ’12

125

Ra n kin g d e Em p resas / Co m pa nies Ra n kin g

1

ANECOOP S.COOP

485.146.000 €

Citrus

2

GRUPO ARC EUROBANAN

350.000.000 €

Plátano

61 NATURCREX S.L.

40.000.000 €

Stone Fruits / Pomes

62 SAT NATURE CHOICE

40.000.000 €

3

NUFRI

200.000.000 €

Stone Fruits / Pomes

Pepper

63 HORTAMIRA S.C.L.

39.000.000 €

4

CASI, SCA

193.499.852 €

Pepper

Tomato

64 SOL Y TIERRA CAMPO DE CARTAGENA, S.L.

38.586.000 €

5

BONNYSA AGROALIMENTARIA

Pepper

190.000.000 €

Tomato

65 S.A.T. COSTA DE NÍJAR

37.000.000 €

Ecologicos

6 7

ACTEL, S.C.C.L.

180.000.000 €

Stone Fruits / Pomes

66 GRUPO FRUBELSA

36.388.258 €

Stone Fruits / Pomes

HERMANOS FERNANDEZ LOPEZ, S.A.

150.000.000 €

Wholesaler

67 AGROMARK

36.000.000 €

Vegetables

8

AGRUPAEJIDO, S.A.

140.000.000 €

Pepper

68 S.A.T. Nº 429/06 PLATANEROS DE CANARIAS

36.000.000 €

Plátano

9

ONUBAFRUIT S.L.

130.000.000 €

Berries

69 HORTAMAR, S.C.A.

35.750.000 €

Tomato

10 ALIMENTOS DEL MEDITERRÁNEO, S .COOP.

128.000.000 €

Vegetables

70 S.A.T. 9.404 INDASOL

35.643.577 €

Pepper

11 SUCA, S.C.A

120.202.420 €

Auxiliary

71 AUGRO FRESH SPAIN, S.L.

35.000.000 €

Vegetables

12 GRUPO G’S ESPAÑA

120.000.000 €

Vegetables

72 COSTA DE HUELVA S.C.A.

35.000.000 €

Berries

13 PRIMAFLOR

120.000.000 €

Vegetables

73 S.A.T GRUFESA

35.000.000 €

Berries

14 CULTIVAR

116.000.000 €

Tropical

74 S.A.T. SAN CAYETANO

35.000.000 €

Pepper

15 MURGIVERDE S.C.A

113.000.000 €

Pepper

75 CASUR, S.C.A.

33.000.000 €

Tomato

16 COPLACA

112.500.000 €

Plátano

17 CMR GROUP

110.000.000 €

Wholesaler

18 ABELLÓ LINDE, S.A.

109.284.000 €

Auxiliary

19 VEGA MAYOR S.L.

107.448.000 €

Convenience food

20 S.A.T. COSTA DE ALMERÍA

101.500.000 €

Vegetables

21 FONTESTAD S.A

100.000.000 €

Citrus

76 FERVA S.A.T.

33.000.000 €

Tomato

77 JOSÉ LUIS MONTOSA, S.L.

33.000.000 €

Tropical

78 SMURFIT KAPPA IBEROAMERICANA HUELVA, S.A.

33.000.000 €

Auxiliary

79 INFIA IBERICA, S.L.

32.760.262 €

Auxiliary

80 KENOGARD S.A.

32.700.000 €

Auxiliary

81 CEBOLLAS TARA, S.L.

32.000.000 €

Onion / Garlic

22 S.A.T. N 9662 AGROIRIS

90.000.000 €

Pepper

82 PRIMOR FRUIT S.A.

32.000.000 €

Citrus

23 VICASOL, S.C.A.

90.000.000 €

Tomato

83 TANY NATURE

32.000.000 €

Stone Fruits / Pomes

24 GRANADA LA PALMA, S.C.A.

88.455.090 €

Tomato

84 GRUPO TRANSONUBA, S.L.

31.500.000 €

Auxiliary

25 S.C.A. SANTA MARÍA DE LA RÁBIDA

80.000.000 €

Berries

85 AGROILLA

30.701.669 €

Melon / Watermelon

86 COOP. AGRÍCOLA BENICARLO (Benihort)

30.000.000 €

Vegetables

87 COOP. NARANJERA LOS ALCORES (CANLA)

30.000.000 €

Citrus

88 COOPERATIVA AGRÍCOLA NTRA.SRA. DEL ORETO (CANSO)

30.000.000 €

Citrus

26 AGRUPALMERIA, S.A.

75.000.000 €

Tomato

27 FRUTAS E. SÁNCHEZ S.L.

72.300.000 €

Wholesaler

28 ACOPAEX SDAD.COOP

70.000.000 €

Stone Fruits / Pomes

67.300.000 €

Tomato

30 AN, S. Coop.

67.000.000 €

Tomato

31 GRUPO L/C

65.970.000 €

Wholesaler

32 FRESHROYAL

65.000.000 €

33 FRUTARIA SAT

29

GRUPO LA CAÑA (MIGUEL GARCÍA SÁNCHEZ E HIJOS S.A. Y EUROCASTELL, S.A.T.)

89 EL CIRUELO, S.L.

30.000.000 €

Stone Fruits / Pomes

90 FRUTA DEL PACÍFICO

30.000.000 €

Ecological

91 MAF RODA S.L.U.

30.000.000 €

Auxiliary

Stone Fruits / Pomes

92 S.A.T. HORTICHUELAS

30.000.000 €

Tomato

65.000.000 €

Stone Fruits / Pomes

93 CAPARROS NATURE, S.L.

28.000.000 €

Tomato

34 EUROSEMILLAS, S.A.

61.365.920 €

Berries

94 HIJOS DE ENRIQUE MARTÍN, S.A.

28.000.000 €

Plátano

35 FRUTAS FRANCH, S.A.

61.000.000 €

Citrus

95 COOP. AGRÍCOLA SANT BERNAT COOP.V

27.000.000 €

Stone Fruits / Pomes

36 MOGUER CUNA DE PLATERO, S.C.A

60.000.000 €

Berries

96 S.A.T HORTOVENTAS N. 4534

27.000.000 €

Tomato

37 SURINVER S.C.L.

60.000.000 €

Pepper

97 A.TERESA HERMANOS S.A

26.000.000 €

Citrus

38 S.A.T. AGRITEN

58.000.000 €

Plátano

98 EJIDOMAR S.C.A

26.000.000 €

Pepper

55.000.000

Pepper

40 RAMAFRUT, S.L.

39 SAT CANALEX

53.000.000 €

Melon / Watermelon

99 FRUTAS NIQUI MADRIMPORT, S.L

26.000.000 €

Wholesaler

100 CABASC, S.C.A.

25.556.403 €

Vegetables Pepper

41 FRUTINTER S.L

50.500.000 €

Citrus

101 CAMPOVICAR, S.C.A.

25.242.000 €

42 EL GRUPO S.C.A.

50.000.000 €

Vegetables

102 BERJA FRUTAS, S.A.

25.000.000 €

Pepper

43 GRUPO Q.D.F

50.000.000 €

Citrus

103 GRUPO HORTIBERIA, S.A

25.000.000 €

Vegetables Tomato

44 GRUPO ALHÓNDIGA LA UNION, S.A.

49.752.000 €

Pepper

104 MERCOMOTRIL S.A.

25.000.000 €

45 KERNEL EXPORT S.L

48.000.000 €

Convenience food

105 PEIRO CAMARO S.A

25.000.000 €

Citrus

46 VERDIFRESH, S.L.

46.800.000 €

Convenience food

106 HOYAMAR S.COOP.

24.000.000 €

Vegetables

47 CALICHE

45.000.000 €

Auxiliary

107 UNEXPORT

24.000.000 €

Vegetables

48 DUNIA CAMPOALMERÍA S.L.

45.000.000 €

Tomato

108 S.C.A. NTRA. SRA. DE LA BELLA - COBELLA

23.500.000 €

Berries

49 PLANASA

45.000.000 €

Berries

109 GV EL ZAMORANO, S.A.

23.000.000 €

Potato

50 S.A.T. AGRÍCOLA PERICHAN

45.000.000 €

Tomato

110 SAT TROPS

23.000.000 €

Tropical

51 AGROMEDITERRANEA, S.C.L.

44.297.904 €

Vegetables

111 IBÉRICA PATATAS SELECTAS, S.L.

22.309.000 €

Potato

52 FULGENCIO SPA, S.L.

43.000.000 €

Tomato

112 AGRÍCOLA GIL S.L.

22.120.000 €

Stone Fruits / Pomes

53 REYENVAS, S.A.

43.000.000 €

Auxiliary

113 FRANCISCO OLIVA, S.L.

22.000.000 €

Vegetables

54 AGROEJIDO, S.A.

42.000.000 €

Pepper

114 SOL DE BADAJOZ / FRUTAS SALUD SDAD. COOP.

22.000.000 €

Stone Fruits / Pomes

55 AGRUPACION DE COOPERATIVAS DEL VALLE JERTE

42.000.000 €

Cherry

115 FRUITS DE PONENT, SCCL

21.876.000 €

Stone Fruits / Pomes

56 ALBENFRUIT S.L

42.000.000 €

Citrus

116 FRUTAS EL DULZE, S.L.

21.000.000 €

Vegetables

57 AGRUPAADRA, S.A.

40.000.000 €

Pepper

117 GIROPOMA, S.L.

21.000.000 €

Stone Fruits / Pomes

58 AROFA S.L.

40.000.000 €

Berries

118 BONAFRU S.C.A. HORT. DE BONARES

20.000.000 €

Berries

59 EUROBERRY MARKETING S.A.

40.000.000 €

Berries

119 CÍTRICOS GUSTAVO FERRADA Y ASOCIADOS, S.L.

20.000.000 €

Citrus

60 MABE HORTOFRUTÍCOLA SAT

40.000.000 €

Pepper

120 SAT GUADEX, S.L.

20.000.000 €

Citrus

126

Fruit logística ’12

Fruit lo gística

Fruit logística ’12

127

5D Q NLQ J G H (P S UHVDV &R P SD QLHV 5D Q NLQ J

4&3*'36*5 4"5 /ย $7

รถ

Citrus

/53" 43" %& -"4 7*356%&4 4 $ "

รถ

Tomato

10;0 463

รถ

Melon / Watermelon

"(30-*50

รถ

Vegetables

$001 "(3"3*" 7*3(&/ %&- 30$ยง0 4 $ "

รถ

Carrot

'365"4 -&3*%"/"4 4 "

รถ

Stone Fruits / Pomes

)*41" (3061 41"*/ 4 -

รถ

+6"/ 0-"40 4 "

รถ

7&(" $045" .053*- 4 -

รถ

Tomato

4 " 5 /ย 0-ยฃ

รถ

Vegetables

"(3ยง$0-" &- 3&("03 4 -

รถ

Onion / Garlic

"+04 ."4"-."3 4 -

รถ

Onion / Garlic

"-'365 4 " 5 )

รถ

Berries

$&/53"- )0350'365ยง$0-" -" )&3&5"5

รถ

Citrus

Citrus

$*53*," 4 -

รถ

Citrus

Citrus

$001 %&- $".10 4"/5" .ยฌ/*$" 4 $ %& $ -.

รถ

Onion / Garlic

-"4 ."3*4."4 %& -&#3*+"

รถ

Tomato

130$0.&- 4 -

รถ

Melon / Watermelon

4"/ *4*%030 -"#3"%03 4 $ "

รถ

Pepper

7&(&5"-&4 -ร /&" 7&3%& /"7"33" 4 "

รถ

Convenience food

'"3. '36*5 4 -

รถ

Stone Fruits / Pomes

'365"4 &- 30.&3"- 4 -

รถ

Tropical

)*+04 %& +04ยฃ -6*4 (ยฌ.&; 4 "

รถ

Potato

)*41"5&$

รถ

Auxiliary Potato

'367&( 4 $001

รถ

Vegetables

*/5&3463 1"5"5"4 /"563"-&4 4 "

รถ

(3610 &41&$*"-*%"%&4 1-ย 45*$"4 %&- 463 4 "

รถ

Auxiliary

-04 "330:0/&4 4 -

รถ

Potato

1&3"-&4 : '&33&3

รถ

Citrus

.&3$0."/$)" 4 "

รถ

Melon / Watermelon

4 " 5 "-("*%" 130%6$503&4

รถ

Berries

4"5 '6&/5& 1*/0

รถ

Onion / Garlic

4 $001 %&- $".10 (-64 *

รถ

Carrot

4"/ *4*%30 &- 4"/50 4%"% $001 $-.

รถ

Onion / Garlic

-03$" ."3*" 304" 4 -

รถ

Convenience food

$"7&3 &91 : 4&37 4 -

รถ

Stone Fruits / Pomes

3&:&4 (65*ยฃ33&; 4 -

รถ

Tropical

53&$001 '36*5&4 4$$-

รถ

Stone Fruits / Pomes

4 $ " "(30.0-*/*--0

รถ

Berries

7*7&30 &- 1*/"3 4 $001

รถ

Berries

'36/&5 4 -

รถ

Tomato

130%6$504 $*53040- 4 "

รถ

Auxiliary

$001&3"5*7" "(3ยง$0-" %& 53"/4'03."$*ยฌ/ '"45

รถ

Plรกtano

"(3*$6-503&4 &$0-0(*$04 4 "5

รถ

Ecological

'3&44"/ %& -&1& 4 -

รถ

Berries

"+04 -" 7&(6*--" 4 -

รถ

Onion / Garlic

"(361" ย (6*-"4 4 "

รถ

Vegetables

(3"/&30 $"5"-6ยซ" 4 - @

รถ

Wholesaler

$045" #3"7" '365*$6-5034 4 -

รถ

Stone Fruits / Pomes

-04 ("--0.#"3&4 4 $ "

รถ

Asparagus

&- -*.0/"3 %& 4"/50.&3" 40$ $001

รถ

Citrus

4 " 5 /ย "(305&3

รถ

Melon / Watermelon

'36*54 4"/5 .*26&- 4 -

รถ

Stone Fruits / Pomes

'365"4 ) '"+"3%0 4 - 6

รถ

Tropical

)/04 %";" 1"-.&30 4 -

รถ

Pepper

4"5 *.1&3*0

รถ

Onion / Garlic

4&37*'36*5 (0."# 4 -

รถ

Wholesaler

'3&4 1"-04 4 "

รถ

Berries

-"/%("3% &41"ยซ" )6&-7" 4-

รถ

Berries

5)"%&3 $*&;" 4 $ -

รถ

Stone Fruits / Pomes

1"5"5"4 .&-ยฃ/%&; 4 -

รถ

Potato

."/$&3" 4$"

รถ

Citrus

"(3*04 4&-&$504 4 -

รถ

Citrus

'36*-"3 4"5

รถ

Stone Fruits / Pomes

.&3$01)"- 4 -

รถ

Tomato

(3610 "-#" */5

รถ

Cherry

"(3*04 &- $"33*- 4 -

รถ

Citrus

"-*$)".1*

รถ

Wholesaler

$0.&3$*"- '36/&9" 4 -

รถ

Stone Fruits / Pomes

$"45"ยซ"4 $".1&-0 &91035"$*ยฌ/ 4 "

รถ

Onion / Garlic

$001"."/ 4 $ -

รถ

Onion / Garlic

-" $)*13"/&4$" 4 $ - 0 1 ' ) /ย

รถ

Stone Fruits / Pomes Onion / Garlic

(*30/" '36*54 4 $ $ -

รถ

Stone Fruits / Pomes

."1*- 4 -

รถ

Citrus

1"326& /"563"- 4 $001 "/%

รถ

Tomato

รถ

Berries

$ยง53*$04 "/%"-6$&4 $*53"/

รถ

Stone Fruits / Pomes

$001&3"5*7" "(3"3*" )0350'365*$0-" %& $"35":" 4 $001 "/%

307*3" "(3ยง$0-" 4 -

รถ

4 " 5 ."$0/%0

รถ

Potato

4"5 $*" 1-"5"/&3" %&- 463

รถ

Plรกtano

46"%; 4 -

รถ

Pepper

46/"3"/ 4 $ "

รถ

Citrus

'36*54 40-"/"4 4 -

รถ

Wholesaler Asparagus

/&*,&3 " #

รถ

Auxiliary

$&/530 463 4 $ "

รถ

"(3*$0-" %&- /035& %& (3"/ $"/"3*" 4 $001 -5%"

รถ

Plรกtano

%*453*463 "(3*$0-" 4 -

รถ

Potato

"-'0/4&$" 4 " 5

รถ

Berries

41"/*4) 0/*0/4 (3061

รถ

Onion / Garlic

'365"4 "1&."3 4 -

รถ

Citrus

7&3%63"4 ."3$"'36*5 4 -

รถ

Wholesaler

130$". 4 $ "

รถ

Tomato

"(2 -BCT 5FDIOPMPHJDBM TFSWJDFT

รถ

Auxiliary

7&$"

รถ

Onion / Garlic

$001&3"5*7" 4"/ .*(6&- $0'367"-

รถ

Stone Fruits / Pomes

)/04 "1"3*$* 304" 4 -

รถ

Onion / Garlic

4 " 5 $0/%"%0 %& )6&-7"

รถ

Berries

$".*-03 4 -

รถ

Wholesaler

$&#0--"4 $0/46": 4 -

รถ

Onion / Garlic

$0)034"/ 4 $ "

รถ

Pepper

$04"/4& 4 $ " 4"/ 4&#"45*ย /

รถ

Stone Fruits / Pomes

&6301-ย 5"/0 " * &

รถ

Plรกtano

."$)6$" '36*54

รถ

Stone Fruits / Pomes

4 " 5 "--*6. 130%*#&3 01')

รถ

Onion / Garlic

5301*$"- .*--&/*6. 4 -

รถ

Tropical

$".1040- 4 $ "

รถ

Pepper

%"1-"45 4 "

รถ

Auxiliary

'365"4 '"645*/0 4 -

รถ

Wholesaler

128

Fruit logรญstica โ 12

'365"4 3"'"&- ."/;"/0 & )*+04 4 -

รถ

Tropical

*/7&3/"%&304 *." .4$

รถ

Auxiliary

4 " 5 $*530-6; )

รถ

Citrus

4"5 $ยง53*$04 %&- "/%"3"9

รถ

Ecological

$0/7*5& 4 "

รถ

Citrus

4 $ " /6&453" 4&ยซ03"

%& 1&ยซ"330:"

รถ

Melon / Watermelon

"(30*//07" 4 -

รถ

Potato

,*8* "5-ย /5*$0 4 "

รถ

Kiwi

;".&9'36*5 4 - -

รถ

Citrus

"(30."35ยง/ '3&4) '36*5 4 " 5

รถ

Berries

/&$5'36*5 4"5

รถ

Citrus

"(30."3 )*41"/" 4 "

รถ

Potato

Fruit lo gística

Fruit logística ’12

129

Ra n kin g d e Em p resas / Co m pa nies Ra n kin g

241 ALGAIDA FLOR, S.L.

6.000.000 €

Carrot

303 RICARDO PERALES E HIJOS, S.L.

3.000.000 €

242 BENJAMIN BELTRÁN, S.A.

6.000.000 €

Citrus

304 XARKI S.L.

3.000.000 €

Onion / Garlic Tropical

243 CAMPOS DE LEPE S.C.A

6.000.000 €

Berries

305 GUMIEL Y MENDIA , S.L.

2.800.000 €

Ecological

244 CANTARRIJÁN TROPICAL, S.L.

6.000.000 €

Tropical

306 CEBOLLAS ILUSTRA S.L.

2.700.000 €

Onion / Garlic

245 COOP. AGRÍCOLA SAN FRANCISCO S.C.A (COSAFRA)

6.000.000 €

Asparagus

307 ANDAL EXPORT, S.L.

2.500.000 €

Pepper

246 COOPERATIVA DEL CAMPO, S.C.L.

6.000.000 €

Cherry

308 CONSTRUCCIONES MECÁNICAS SANTA GEMA, S.L.

2.500.000 €

Auxiliary

309 DISPAMAN EXPORT-IMPORT S.L.

2.500.000 €

Onion / Garlic

310 A. BERDEJO, S.L.

2.300.000 €

Ecological

311 ACCI PACK S.L.

2.000.000 €

Auxiliary

247 COOPERATIVA UNIDA DE LA PALMA

6.000.000 €

Plátano

248 EL CORTIJO BIO S.L.

6.000.000 €

Ecological

249 FRUTAS LOS CURSOS

6.000.000 €

Tropical

250 FRUTAS LA CARRICHOSA, S.C.L.

6.000.000 €

Stone Fruits / Pomes

312 AGROBIOLUZ, S.L.

2.000.000 €

Citrus

251 FRUTAS CAMPO DE BLANCA, S.C.A.

6.000.000 €

Stone Fruits / Pomes

313 AGROCOLOR S.L.

2.000.000 €

Auxiliary

252 FRUVAYGO S.L.

6.000.000 €

Stone Fruits / Pomes

314 BETISAN S.L.

2.000.000 €

Grape

253 SAT CAMPOTEJAR DEL SEGURA

6.000.000 €

Citrus

315 CAMPO DE ROTA, S.C.A

2.000.000 €

Carrot

254 SAT Nº 9447 DRUPO

6.000.000 €

Stone Fruits / Pomes

255 TECNIFRIO SEVILLA S.C.A

6.000.000 €

Auxiliary

256 HIJOS DE TEODORO MUNOZ S.L.

5.970.000 €

Convenience food

257 COPRODUR, S.L.

5.900.000 €

Potato

258 SOCIEDAD HORTOFRUTÍCOLA ELVIRA, S.L.

5.500.000 €

Wholesaler

259 VITACRESS IBERIA SLU

5.500.000 €

Convenience food

260 FRUTAS SERAFÍN

5.200.000 €

kiwi

261 VALGREN, S.A.

5.100.000 €

Cherry

262 ACUAFRUIT S.L.

5.000.000 €

Wholesaler

263 ANPASOL

5.000.000 €

Potato

264 BIOBEST SISTEMAS BIOLÓGICOS, S.L.

5.000.000 €

Auxiliary

265 FRUTAS MIRA HERMANOS S.L.

5.000.000 €

266 HACIENDA DEL MOLINO, S.L.

5.000.000 €

316 GUFRESCO, S.L. (GRUPO GUSTAVO FERRADA)

2.000.000 €

Citrus

317 HORTALIZAS CHIPIONA S.L.

2.000.000 €

Carrot

318 IMPERATOR EXPORT IMPORT, S.L.

2.000.000 €

Vegetables

319 LA CANAL SWEET ONIONS, S.L.

2.000.000 €

Onion / Garlic

320 TASEMAR EXPORT, S.L.

2.000.000 €

Berries

321 LATINO TROPICAL, S.L.

1.800.000 €

Tropical Stone Fruits / Pomes

322 VIVERS HERNANDORENA, S.L.

1.800.000 €

323 EARMUR, S.L.

1.700.000 €

Citrus

324 BALCON DE EUROPA S.C.A.

1.620.900 €

Ecological

325 SANSAN PRODESING S.L.

1.600.000 €

Auxiliary

326 HNOS. RUIZ BALDERAS, C.B.

1.500.000 €

Wholesaler

Vegetables

327 HORTÍCOLA PIMAR C.B.

1.500.000 €

Ecological

Citrus

328 S.A.T. HORTIMAN 9775

1.500.000 €

Melon / Watermelon

267 ORCHARD FRUIT COMPANY, S.L.

5.000.000 €

Stone Fruits / Pomes

268 PATATAS RUBIO MARTÍNEZ

5.000.000 €

Potato

269 S.A.T. VALERÓN

5.000.000 €

Tomato

270 SOUTHERN EXPORTERS, S.L.

5.000.000 €

Potato

329 SOC. COOP. CORYMAR

1.500.000 €

Onion / Garlic

330 VIVEPLANT

1.500.000 €

Berries

331 VIVEROS SECUEDUCTOS, S.L.

1.500.000 €

Berries

332 AJOESCAR, S.L.

1.400.000 €

Onion / Garlic

271 TILLA HUELVA S.C.A

5.000.000 €

Citrus

333 SEYCROS, S.L.

1.360.000 €

Stone Fruits / Pomes

272 SAT Nº 9965 UVAS ALICANTE

4.885.000 €

Grape

334 GUIVER FRUITS, S.L.

1.227.501 €

Vegetables

273 ACOREX, S.C.L

4.500.000 €

Stone Fruits / Pomes

335 ALTERBIO, S.L.

1.200.000 €

Ecological

274 GANDUXER FLORIACH, S.A.

4.500.000 €

Potato

336 COMERCIO DE PATATAS Y CEBOLLAS, S.L

1.200.000 €

Potato

275 HORTÍCOLAS GALEGAS S.L.

4.500.000 €

Vegetables

337 DELEITE GRANA, S.L.

1.200.000 €

Cherry

338 JESÚS AGORRETA BAIGORRI, S.L.

1.200.000 €

Vegetables

339 NECOMI, S.L.

1.200.000 €

Onion / Garlic

340 CARLOS GARCÍA E HIJOS, S.L.

1.100.000 €

Cebolla y Ajo

341 ACEMARFRUIT S.L.U.

1.000.000 €

Wholesaler

276 LA HONDONERA S.C.L.

4.500.000 €

Ecological

277 UVASDOCE S.L.

4.500.000 €

Grape

278 ETIQUETAS Y GRÁFICAS, S.L. (ETYGRAF)

4.250.000 €

Auxiliary

279 S.A.T. Nº 8182 SOL DE FARDES

4.200.000 €

Stone Fruits / Pomes

280 BIOTEC FAMILIY

4.000.000 €

Ecological

342 FRESAS DE HUELVA S.L.

1.000.000 €

Berries

281 CANARIHORTA, S.L.

4.000.000 €

Convenience food

343 PATATAS SÁNCHEZ, S.L.

990.254 €

Potato

282 CASA ALTA S. COOP.

4.000.000 €

Citrus

344 KIWI ESPAÑA S.A.

800.000 €

Kiwi

283 CEDIS -MAFRUT

4.000.000 €

Auxiliary

345 PRODUCCIONES ECOLÓGICAS MAZIMUZA, S.L.

800.000 €

Ecological

284 FRUMAEX, S.L.

4.000.000 €

Stone Fruits / Pomes

285 INDESLA, S.L.

4.000.000 €

Auxiliary

286 LUJOVI, SDAD. COOP. AND.

4.000.000 €

Berries

287 SEROS-FRUITS, S.C.C.L.

4.000.000 €

Stone Fruits / Pomes

288 COOPERATIVA AGRÍCOLA OSSO DE CINCA

3.800.000 €

Stone Fruits / Pomes

289 FRUTAS HERMANOS AGUILAR, S.L.

3.700.000 €

Stone Fruits / Pomes

290 MOSCA DIRECT SPAIN, S.L.

3.593.180 €

Auxiliary

346 SAT 4301 EDOA

780.000 €

Cherry

347 ECOÍNDALO

600.000 €

Ecological

348 ROSARIO MARÍN BARASOAIN SL

600.000 €

Convenience food

349 SOCIEDAD COOP. FRUTAS DEL GUADIANA

600.000 €

Stone Fruits / Pomes

350 CARRIÓN EXPORT-IMPORT, S.L.

500.000 €

Onion / Garlic

351 COMERCIAL AGRÍCOLA DON RUFINO, S.L.

500.000 €

Cherry

352 NAMIFRUITS, S.C.

500.000 €

Stone Fruits / Pomes Convenience food

291 FIRST FRUIT, S.L.

3.500.000 €

Stone Fruits / Pomes

292 IBERECO PRODUCCIONES ECOLÓGICAS, S.L.

3.400.000 €

Ecological

293 CITRONAR

3.350.000 €

Citrus

294 RAMÓN DALFÓ S.A.

3.313.236 €

Stone Fruits / Pomes

295 ARITMOS

3.000.000 €

Auxiliary

296 CEREALES LOZANO C.B.

3.000.000 €

Potato

297 DANMIX, S.L.

3.000.000 €

Auxiliary

298 FRES-PLATERO, S.C.A.

3.000.000 €

Berries

299 FRUTAS ESCALADA, S.L.

3.000.000 €

Stone Fruits / Pomes

361 BIOCOLOR, S.L.

100.000 €

Auxiliary

300 JOSÉ ANTONIO BORRASCAS, S.L.

3.000.000 €

Melon / Watermelon

362 VILLALTA VALERO, S.L.

100.000 €

Melon / Watermelon

301 JUMOSOL FRUITS S.L.

3.000.000 €

Onion / Garlic

70.000 €

Ecological

302 PRODUCTORA CORCHITO, S.L.

3.000.000 €

Berries

130

Fruit logística ’12

353 PLACERES NATURALES

500.000 €

354 TERRA SANA COOP V.

500.000 €

Ecological

355 TISCALVA, S.L.

500.000 €

Asparagus

356 ENSALADAS LA FUENTE S.L.

300.000 €

Convenience food

357 AGRÍCOLA PUEBLO BLANCO

200.000 €

Ecological

358 IDEES I PROJECTES

200.000 €

Auxiliary

359 KIWIS DEL BARBANZA, S.A.

200.000 €

Kiwi

360 SAT Nº 3502 NOALY

152.359 €

Grape

363 ECOMANJAR