The Portuguese organisation for berry growers, Bfruit, and Belgian company Special Fruit have announced that they will be strengthening their strategic partnership due to its success, which has made the companies capable of shifting into a higher gear.
The two parties established a strategic alliance in 2016, which they felt was certain to strengthen their position in the challenging European delicate-fruit sector.
In just two years, both partners experienced enormous increases in the production and commercialisation of the popular raspberry varieties Kwanza and Kweli, grown by the Dutch breeder Advanced Berry Breeding (ABB). The raspberries' acreage has doubled, while other berries, such as blueberries and red currants, have also seen an increase in acreage.
Scale Increase
Until recently, Bfruit covered the Southern European market, while Special Fruit took care of sales in the Northern European market. As a result of the scale increase, which has resulted in enormous developments, Special Fruit will provide the entire European market with high-quality berries grown in the framework of this partnership year round, starting on 17 April. Bfruit will manage the sales in Portugal and in non-European markets.
In addition, Bfruit will also focus on the full import flow of Portuguese berries, as well as other fruits and vegetables grown for Special Fruit. In this regard, it will be responsible for quality control, crop management, and the entire administrative and operational follow-up concerning Portuguese growers.
Both parties want to unite around 400 hectares of Kwanza, Kweli and other new exclusive varieties by 2020. These varieties are already being tested in production and marketing, and are proving to be unique and strong contenders in the market.
Development Advantage
Because of its special relationship with growers, Special Fruit is strengthening its market position as a producer and increasing its flexibility. This will make it easier for Special Fruit to better take advantage of the developments occurring in this strongly evolving sector.
Bfruit's commercial team will also be adding their talents to the Belgian Special Fruit sales team to make all of this happen. They will report to the Special Fruit Sales Director.
© 2018 European Supermarket Magazine – your source for the latest retail news. Sponsored content. Click subscribe to sign up to ESM: European Supermarket Magazine.
