Fruits • B2B
With a focus on quality and innovation, Spain’s fruit producers and exporters continue to enjoy a dominant position in markets across Europe and the world.
How has the company eveolved over the years?
ANA CLARAMUNT Daifressh was established in 1994. We wanted to export citrus from the Valencian community and saw a number of opportunities in Eastern Europe. We started by sending clementines to Poland, where there was no organized market structure. We started with mandarins and then later added oranges and lemons. The market system in Poland began to open, and we opened companies in practically all parts of the country. We are mainly located in Poland, though we also have a presence in the Czech Republic, Slovakia, Hungary, Denmark, Lithuania, Latvia, and Estonia. We manage all our operations from Poland and Hungary.
ÁLVARO MUÑOZ AM FRESH Group is a global company present in all the major markets. The company is a product of a long-term commitment to innovation and passion. Today, AM FRESH is part of the AMC Group holding company, which was founded in 1931. At present, more than 5,700 employees are part of our global company. AM FRESH has experienced accelerated growth thanks to geographical expansion, introduction of more varieties of fruits and vegetables, innovation of new categories, such as plant-based foods, and long-term contracts with large distribution chains at a global level. Our expansion into Asia has become an important pillar for our future growth.
Three seasons ago you started your own production of berries. What business challenges did you face with this new line?
AC An oportunity came with Tesco, and the challenge was to make the berry category profitable. We did market research to understand the market and our competitors. Tesco had little knowledge about this category’s potential in Central European countries. Our analysis found that demand for berries was at its peak when there were Spanish strawberries on the market. We prepared an entire marketing plan to demonstrate the market potential for Spanish strawberries. Notably, strawberries account for 80% of sales of red fruits in Central Europe. Poland is the second-largest producer of berries in Europe after Spain, but Poland mostly produces for the frozen industry. Tesco wanted local produce, and in order to produce Spanish strawberries in Poland we set out to replicate the hydroponic macro tunnel method seen in countries such as Germany and Holland.
Your client portfolio is impressive, featuring industry giants such as El Corte Inglés, Walmart, and Tesco. What differentiates AM FRESH from the competition?
ÁM One of our main differentiators is the ability to offer end-to-end operations. It allows us to offer highly competitive advantages in terms of product quality, service quality, and costs. With seven operating centers globally, we have a significant capacity to execute distribution with highly efficient systems. Another aspect that sets us apart from the competition is our global presence, with coverage in the northern and southern hemispheres. On the other hand, our biotechnology programs enable us to offer a long-term innovation platform that guarantees differentiation from retailers with exclusive patented varieties. Innovation, science, and technology are the pillars that support our growth. We are not a traditional company with predefined roles or matrix structures. We are open to new ideas, projects, and proposals.
AC We want to work on sustainability and efficiency. One of our challenges is reducing the use of plastic packaging. Our big focus is to position ourselves in the berry category. We already have a great deal of our production in Poland, so now we can guarantee a regular supply of strawberries from Spain and Poland between January and October. In addition, we also have partners in Egypt, so we cover practically the whole year. We are also working on a blueberry program to cover as much ground as possible with Spanish and Polish produce. We want to consolidate ourselves as the largest company of distribution and production of berries in Central Europe.
What specific markets are you looking to expand into?
ÁM We sell in 60 countries around the world and produce in 26. The company’s geographic expansion throughout Asia and consolidation in the US continue to play a strategic role in its success. Asia represents the biggest growth opportunities for our company, since it is growing significantly not only in terms of population, but also in terms of fresh produce consumption per capita. We also see great potential to grow in continental Europe, the US, and Canada, since they are becoming attractive destinations for agro-technological companies. We closed 2018 with EUR1 billion in revenue and an EBITDA growth of 20%. Our future ambition is to reach EUR2 billion by 2025. ✖