Anecoop launches the new campaign of Bouquet watermelons

On April 8, Anecoop presented the campaign for one of its notable products, the first seedless watermelon named Bouquet, which entered the market in 1992 and continues to lead the category on the entire European continent until today.

The second grade cooperative together with its producer partners belonging to the program of these watermelons, this year they want to reach the consumer with the message "Slices of Emotion" (“Raciones de Emoción” in Spanish), thus continuing the campaign "Slices of Life for the Field" (“Raciones de Vida para el Campo”) that they launched in 2020.

With the slogan "Slices of Emotion" they appeal to the emotions of their consumers affected by the "gray and black rations" they have experienced this year.

Joan Mir, the general director of Anecoop, commented that the Bouquet watermelon is a brand recognized worldwide with defined values ​​that refer to the way to innovate in agricultural production in a sustainable way.

He also specified that the Bouquet watermelon program deals with the integration of cooperatives and partners as a sustainable business model that takes into account all the actors in the value chain and generates a successful experience for the consumer, a flavor that is remembered and which evokes emotions.

Sales for this season will total around 155,000 tons in a total of 29 countries, projects Miguel Abril, commercial director of Anecoop.

Regarding the Bouquet watermelon novelties, in 2020 Anecoop presented the Premium Bouquet for the high-end segment, which in turn, has been well received by consumers, and as a result has led the producer to double the production of the variety, going from 2 to 4 million kilos.

Above all, they announced that this year the plantations of black seedless watermelons have increased, increasing their presence in the market throughout the season.

The Bouquet watermelon season begins in April in Almería, which is joined this year by those of the Hortofrutícola Costa de Almería, which at the end of 2020 joined as a partner of Anecoop. It continues with the productions of Murcia, Valencia Alicante, and Castellón and ends in Castilla-La Mancha.

Promotion campaign

According to Piedad Coscollá, the head of Marketing for Anecoop, the company will introduce an intense marketing and communication campaign in Spain, France and the Czech Republic, with an investment of 850,000 euros, with actions in television, radio, social networks, aerial advertising, press generalist and professional, and collaborations with various distribution chains in Europe.

About Anecoop

Anecoop is one of the most important international distributors of vegetables, citrus, non-citrus fruits and wines, with a history of 46 years. It is the leading fruit and vegetable exporter in Spain with more than 840.000 tons sold per year. At present it coordinates, integrates and markets the production of 72 cooperatives of wine, fruit and vegetable sectors and represents more than 25,000 national farmers.

Its production comes mostly from the Valencian Community, Catalonia, Extremadura, Castilla y León, Murcia, Andalusia, Navarra, Aragon and Castilla La Mancha. It integrates entities whose activity ranges from research for varietal improvement, to delivery of the product at the point of sale. In addition, it has logistics and transportation service companies. Its commercial network is located in Spain, France, Holland, the United Kingdom, Poland, Russia, the Czech Republic, Slovakia, China and the United States, the last two ones are oriented to the commercialization of wine.

To contact:

Anecoop - Carlota Pardo - +34 636 98 70 32 - cpardo@anecoop.com

Lobby Communication - Almudena Frontera - +34 607 908 296 - almudena@lobbycomunicacion.es