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