"The best way to compete must not be the price"

Can a watermelon be 'fashion'? Understood the term the definition it makes the Wikipedia in its international version "general term for a current style or popular practice, particularly in clothing, footwear and accessories", hard to imagine that a watermelon is, but that nobody will be surprised find it in your point of sale. Because it exists, it is black, without seeds and is a brand rather than consolidated shared center stage with other unconventional varieties, yellow watermelon or even seedless grapes, fruit whose demand continues to grow. And the increasingly demanding consumer requires that tasty, healthy, products quality and what not, that will make life easier.

The marketing of watermelon without seeds within the European market is not something recent and it was precisely in this market where he held an important position during the 1990s in the major countries of Europe. However in Spain, this change is resisted, and it has been precisely from the expansion of the brand watermelon Fashion when the habit in the consumption of watermelon in Spain has become the traditional watermelon pips to the black watermelon seedless. The acceptance of the product by consumers has been gradual, but in the case of Fashion, not only due to not having pips, but our guaranteed quality, which has contributed to the increase of watermelon globally in Spain, to the detriment of other fruits.

The consumption of watermelon in Spain in recent years has shifted almost of an overwhelmingly seedless watermelon, and especially the black watermelon seedless. As for Europe in countries such as Germany, France, England, Switzerland, Belgium, Holland, Scandinavian countries, Austria or Denmark watermelon consumption is mainly of watermelon without seeds, while in countries of the East, Italy, Greece and Portugal, the watermelon seed continues to be a fairly large percentage of the consumption.

Our product was initially clearly created to position itself within the national retail market, which demanded a product of maximum quality due to the great mistrust in the consumption of watermelon between 2000 and 2003. As well, and always in a sustainable way, our growth was has been supporting precisely in our introduction in other markets both nationally and internationally, identifying us in both cases as a Premium product and high-end.

In recent years, consumption of watermelon without seeds has been marked by a total twist of the consumption of traditional black watermelon pips to the black watermelon seedless in the Spanish market. In Europe there has been a major change in the consumption of white seedless watermelon was black watermelon seedless, which reinforces our concept of quality, which has been able to overcome important habits and customs in the consumption of watermelon in Europe.

The watermelon Fashion is currently our main product in AGF, though new lines as the watermelon Fashion-bio and new lines of watermelon-mini start to occupy an important within our volume positioning, our commitment to all consumers it is vitally important in our concept of service, and therefore we must adapt ourselves to new consumer habits adapting our format and product to these new trends and needs of our consumers.

AGF, our core values are the highest quality and overall service to our customers. This requires us to have a comprehensive production schedule able to supply the needs of its demanding customers. All this has been achieved thanks to the refined selection of our areas of production, which extends through almost all of Spain watermelon-producing areas, covering all the Mediterranean basin including holdings of Granada, Almería, Murcia, AlicanteValencia, Castellón, Tarragona, Balearic Islands, and inland areas such as La Mancha, Spain, Seville, Zaragoza and Huesca. All this production is governed by our own quality protocols which are quite a few more demanding than the own regulations of the EC, which allows us to guarantee a differential of substantial quality with respect to any other watermelon in the market.

Innovation should continue to be a reference in our daily work within AGF. The presentation of the product and the new formats will make part of our news during the next campaign, all of this supported as well as our latest campaigns in our important work in marketing and advertising.

The time formula + investment is key to creating a project as AGF. It has currently become the largest fruit and vegetable Spanish Consortium, and mark watermelon Fashion it is the brand of watermelon of maximum visibility not only Spain but also in Europe. To get to this point we need sufficient time to enable the consumer to detect the quality of our product, because it achieved the confidence of consumers is something extremely difficult in the world of the fruit, but thanks to our investment in productionin the creation of new models of marketing and marketing, unprecedented in the industry, we have managed to shorten this period and get a positioning relatively quickly.

From my point of view innovation was our starting point, as we must not forget that we were able to offer an innovative product for the simple fact of not having seeds, this along with being a black watermelonwith the appearance and taste of the traditional watermelon, opened us the doors of the most demanding markets. Therefore innovation should continue to be our pillar in which we must support us if we want to keep our privileged positioning in the major markets. I therefore believe that the best way to compete with other producers should not be the price, but aspects as service, specialization, high quality and full warranty.