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Hortiberia bets for Asian markets
Spain
Sunday 25 November 2007
The Murcian Group Hortiberia has made a strong bet for marketing its flagship product -citrus fruits- in the Asian market through three markets: Hong Kong, Malaysia and Singapore. For the Managing Director of Hortiberia Group, Mr. Fermin Sanchez Navarro, “Asian markets have a great potential of consumption for our products because they value quality and presentation, two qualities that Asian consumers appreciate”.
In addition, Fermin Sanchez said that “those markets are still unknown, gradually incorporating consumption of Spanish fruit and vegetables, so Hortiberia is there to introduce gradually. But we believe it is necessary to provide a good promotion of our products there, through strong campaigns of information and communication in these channels of commerce”. The commercial distribution of fruits and vegetables in Asian markets is carried out through large distribution chains. Fermin Sanchez said that "the big players are dominating the distribution in Asia, so we think that we must go on with placement with these buyers, giving them services and responding to their demands."
Currently, Hortiberia Group trades between 3 to 5% of its overall volume in the Asian markets, although Fermin Sanchez says “our desire is to increase business with these Countries, but much depends on the demand that they have regard to our fruits and vegetables”.
In addition, Fermin Sanchez said that “those markets are still unknown, gradually incorporating consumption of Spanish fruit and vegetables, so Hortiberia is there to introduce gradually. But we believe it is necessary to provide a good promotion of our products there, through strong campaigns of information and communication in these channels of commerce”. The commercial distribution of fruits and vegetables in Asian markets is carried out through large distribution chains. Fermin Sanchez said that "the big players are dominating the distribution in Asia, so we think that we must go on with placement with these buyers, giving them services and responding to their demands."
Currently, Hortiberia Group trades between 3 to 5% of its overall volume in the Asian markets, although Fermin Sanchez says “our desire is to increase business with these Countries, but much depends on the demand that they have regard to our fruits and vegetables”.
