Cuna de Platero consolidated its strategy at the recent Fruit Attraction fair by promoting healthy habits and the consumption of red fruits, in particular.
"We wanted Fruit Attraction to be the place where we continued the strategy of Cuna de Platero to promote a balanced diet, exercise, and care for the environment," explained the general director of Cuna de Platero, Juan Báñez.
"In addition, we launched new initiatives that strengthen this pillar as an outstanding feature of our cooperative," Báñez added.
Cuna de Platero signed the renewal of its adherence to the Food and Health Programme of the Spanish Heart Foundation (PASFEC), and it has announced that its berries will bear this hallmark on their packaging, which will help consumers to identify the fruits that are good for the heart.
In addition, it has joined the 'Five a Day' Association in Spain as a professional partner.
Recognition
At Fruit Attraction, Cuna de Platero received the prize for 'Best Blog', which was awarded by FruitToday Euromagazine.
Cuna de Platero has created a team of communication professionals that disclose information about the group's production and practices in its blog, in the press, and across social-media networks.
Báñez said that the prize "validates and recognises our commitment to transparency and communication".
"We believe that the information makes our consumers more aware of the benefits of a healthy life and the consumption of fruits and vegetables," he added.
Business Model
This edition of Fruit Attraction was attended by those responsible for several areas of Cuna de Platero's business, including prominent representation from its farmers, who are an integral part of the group's communications strategy.
"We always aim to be at the forefront," explained Báñez, adding that the cooperative plans to "continue a business model that consolidates the pillars of Cuna de Platero".
This model includes a number of initiatives relating to the care of the environment, through recycling resources such as water or energy, as well as the continuous training of its team and the creation of shared social values, among others.
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