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Integral sustainability as hallmark
&M HFSFOUF EF MB mSNB FTQFSB VOB CVFOB DBNpaĂąa en calidad y producciĂłn pese al retraso en el inicio. Grufesa mantiene su especializaciĂłn en fresa, al tiempo que compagina esta apuesta con una “entrada progresivaâ€? en otras berries como los arĂĄndanos. En este Ăşltimo cultivo tambiĂŠn se busca un diferencial en calidad, por lo que TF IB JOWFSUJEP FO VOB DMBTJmDBEPSB BVUPNÂśUJDB El arĂĄndano espaĂąol, segĂşn sus palabras, va a ganarse una cuota de mercado, pero es verdad que pesan mucho las producciones de los paĂses
de ultramar y los emergentes. En este sentido, lo que mĂĄs preocupa a Cumbreras es que terceros paĂses adelanten muchos sus producciones, lo que explica a su juicio la prioridad de todo el sector por las variedades mĂĄs precoces. Grufesa, que logrĂł el pasado aĂąo una producciĂłn EF CFSSJFT EF NJMMPOFT EF LJMPT FTUÂś QSJNBOdo su apuesta por el mercado espaĂąol, que era su asignatura pendiente. Su mayor mercado sigue TJFOEP "MFNBOJB BVORVF MB EJWFSTJmDBDJÆO FO EFTtinos le ha permitido estar presente en 22 paĂses.
Differential quality and sustainability as hallmark define the business philosophy of Grufesa, which a decade ago was a pioneer in this commitment and that now prepares a strategic plan that can revolutionize the way in which the sector currently works. It is a concept of integral sustainability that also includes aspects such as its commitment to the natural protected environment, in which it produces its strawberries, also to the society where it operates. This policy is complemented by the commitment that it has with the demanding European consumers who serve their strawberries with an attention to quality that stands out in the sector. The sustainability understood in this global way is not a limitation for Grufesa, but it becomes “a value� for its fruit, as explained Carlos Cumbreras, manager of the company based in Moguer (Huelva). In this context, for example, its latest promotional campaigns are framed, among which the one that stands out appeals to the emotions and to the consumer experiences demanded by the market, “Emotions by Grufesa�. In this last project “we have looked for synergies with other great agri-food products of Huelva to favor the pairing with the berries�. Grufesa is the first company in the world that manages to certify all its production with the Add-on Food Chain Partnership module of Bayer CropScience, an additional seal to the GLOBALG.A.P standard, which is a “strong� bet for food safety and health. It is a program of continuous improvement that also brings substantial improvements to the care of the environment. The company maintains its specialization in strawberry, while combining this bet with a “progressive entry� into other berries such as blueberries.
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Grufesa reinforces its commitment to excellence in quality and the environment with new campaigns that seek to bring its business model to the final customer.