Spanish fresh produce marketer Serrano Molto has launched a new citrus promotional campaign and pack design to coincide with the start of the new season, which celebrates Spain’s recent World Cup triumph.
The Valencia-based company is preparing for the start of the 2010/11 citrus campaign with a number of initiatives aimed at driving sales, including conventional internet campaigns and promotions on social networking sites, as well as new packaging designs.
These include a celebration of Spain’s World Cup triumph, where packs of citrus and potatoes are being sold under the slogan ‘Yo soy Español, Español, Español’ (‘I am Spanish, Spanish, Spanish’).
According to the Valencia-based company’s managing director, Paco Serrano, the firm has increased its sales by 30 per cent from 1-30 June compared with the same period a year before.
Mr Serrano said this achievement was the “fruit of the work carried out” by the company over the past three years, investing in its business but also restructuring its sales and financial functions.
Last year, Serrano Molto sold some 20,000 tonnes of citrus, but Mr Serrano said the company is confident of marketing between 40,0000-50,000 tonnes of fruit during the 2010/11 campaign.
However, although he said he is confident of achieving such forecasts this season, Serrano Molto’s managing director admitted it was difficult to give exact figures.
“Serrano Molto’s partners can market their fruit through us or through other channels and because of this it’s difficult to provide an evaluation at this time,” Mr Serrano added.
