Anecoop celebrated the 30th anniversary of its Bouquet watermelon

The Bouquet watermelon was the first seedless watermelon on the European market. Since its launch in 1992, Anecoop has renewed its leadership every year as the leading Spanish operator of watermelons in Europe, consolidating its position as a pioneer in the category. For the 2022 financial year, Anecoop plans to sell around 155,000 tons of watermelons.

 

At Fruit Logística, Anecoop presented the sales and promotion campaign for one of its star products, the Bouquet seedless watermelon. A campaign that appeals to the values of the cooperative whose main strategic axis is the defense of the rural environment and the people who live and work there. The production schedule is from April to October.

 

The general manager of Anecoop, Joan Mir, summed up the 3 decades of Bouquet watermelons in figures, pointing out that "we marketed 2.6 million tons of watermelons, that is more than 520 million pieces, we generated 1,750,000 working days in rural Spain."

 

Anecoop's commercial director, Miguel Abril, revealed that the volume of watermelon marketed in 2021 totaled 148,500 tons. Despite a season deemed difficult and characterized by unfavorable weather conditions, increased competition and a preference for local products in strategic markets.

 

For Anecoop, production planning is one of the fundamental axes of the sales campaign, adapting the volumes of the different types of watermelons to market demand. To this end, Anecoop has increased sales of black seedless watermelons by 25%. Likewise, it confirms its commitment to growth in lines with higher added value, such as Organic watermelon and Bouquet Premium, and it will strengthen the start and end of the season, seeking to balance the calendar.

 

The commercial forecast for the current season, as Miguel Abril pointed out, "is around 155,000 tons, of which 42% comes from Almeria, 39% from Murcia, around 12% from the region of Valencia and 7% de La Mancha, which completes the calendar at the end of the summer". He also announced some delay in the start of the season in Almeria and Murcia due to the problems caused by the period of rain and fog in March.

 

source : anecoop