Reporting On... - Revista F&H

24
Frutas El Romeral
Avocado
“Hass” brand
Frutas El Romeral is in
a privileged place in the
economic development
of the province of Granada.
Its manager, Antonio
Sanchez, assumes
the effort to respond to
the constant ups and
downs of the present
fruits and vegetables
market, reason why has
created a team that assures
a final profitability
to the company. Not
in vain, it is shown in
the industrial view of
Granada like one of the
companies with higher
volume of production
in this zone.
The efforts of this company
to offer the maximum
quality of the
products is reflected
in the quality strategy,
since its avocado is
commercialized with
the “Hass” brand. “We
have been able to register
our supply of avocado
with this brand and
the repercussions are
positive in the different
destinations, since
the consumers link our
brand with the variety
of avocado”, Sánchez
explains.
In the last campaign,
Frutas El Romeral finished
the year with
4,000 tons of avocado,
like a traditional product
of the zone, and for
this season it anticipates
an increase of the
supply between 5-10
per cent.
Although the main part
of the avocado that
Frutas El Romeral commercializes
is the Hass
variety, it also has commercialized
500,000
kilos of the Bacon and
Fuerte varieties, with
an ample range of destinations.
The export means 80
per cent of the product
and it is distributed in
the Old World, overseas
countries (the United
States and Canada)
and in the Middle East
(Countries of the Persian
Gulf).
F&H International 1 • November 2011 Enterprises
Antonio Sanchez, manager of Frutas El Romeral.
Reyes Gutiérrez
The greater Spanish
importer of avocado
The continuity in the business
has led it to be placed
in the first level like supplier
of reference of the Spanish
chains of supermarkets and
to multiply its relations with
the British, French, German
and north of Europe markets,
among others. Also the Swiss
market and the Italian one.
This expansive development
in the markets responds to
an increase of the productivity,
because of the constant
innovations in machinery
and technology.
This expansive strategy has
made of this company in the
campaign 2009-10 to have a
supply of 10,000 tons - 8,000
The company of Málaga, Frunet
keeps on growing in organic
products. At present,
it has a production of 1,200
tons of organic avocado, being
the export its main destination.
And it is that since it initiated
its business activity in 2003
in the Algarrobo municipal
district (Málaga), the company
has not stopped growing
in volume and business.
The important bet on the
subtropical products with a
strategy of diversification of
supply is the key to understand
the operation of a company
that has held fast in the
ecological market, applying
a defined strategy of operations
with value clients.
Currently, the work done
through the import is basic
to give service to its ample
portfolio of customers. “The
import of avocado of different
countries from South
America like Mexico, Peru
and Chile allows us to close
tons of avocado and 2,000
tons of mango, where the
import is the key in the commercial
view of the company.
And it is that the range of the
countries of which it imports
is very ample: Peru, Chile,
Ecuador or Mexico, among
others.
Respecting to the industry
business, Reyes Gutiérrez
has launched in the modern
distribution the cooled
avocado, taking advantage of
the positive synergy that has
with the company Avomix in
Málaga, whose main activity
is the production of different
sauces of avocado.
Frunet
A production of
1,200 tons of
“organic” avocado
Antonio Lavao, manager of Frunet.
the cycle of the commercialization.
That is to say, the 12
months, and also the supply
that is harvested in Spain,
being the main destination
the export. For this reason,
the Nordic destinations, Germany,
France and the United
Kingdom, among others, are
the 4 markets of reference of
this company of Málaga.