We interviewed Jordi Valle, partner of Algitama Group Author, after attending the 14th edition of the Fruit Attraction, in which he reveals how the fair went and how the fair was experienced from inside the Grupo Algitama Autor stand.

Question: What were the main objectives of the fair and which ones have you achieved?

Answer: The initial and main objectives of the fair were to continue consolidating our brands, Signature Melon and Watermelon Foodie. Not only consolidating, but expanding the product in the same way that we have done from the beginning, and that is basically guaranteeing opportunity, quality and adequate price in the market.

We usually evaluate the results of the fairs 30-45 days after the fair, which is when we have finished consolidating the contacts from the fair or the new business opportunities, and that is when we see the results. 

Q: How many visits have you had?

A: It is difficult to tell you an exact number, but we must think that the objective of Fruit Attraction is not only in the sale of product and new customers. What we do is continue strengthening our relationships with our producers, whether melon or watermelon, and with our suppliers within the different areas that occur in the product manufacturing and marketing chain. We have had many visits, they have been productive, we have closed product programs with suppliers and clients, and it has been a profitable fair, in this sense.  

Q: Have you been able to close new commercial agreements?

A: We have been able to start processes to work with new trade agreements, not only with melon and watermelon. We have another stand, Signature Fruit, where the product is heavily exported, trade agreements have been closed in terms of exports and in terms of our Premium brands, we are on the way to closing new trade agreements.

Q: Why is it important to attend a fair like this?

AND:  A brand has to be positioned, and there is no better escape than sector fairs, so that people see you and recognize you. It is the ideal time for potential buyers to check the taste of our product. We are concerned and interested in the taste and quality in terms of healthiness, of our product towards the end customer.

We are in a moment, the one that ends the campaign in Spain, and begins the campaign in Brazil, like for example with melon. The fact that we have a melon with extraordinary quality certifies that our brand is the right one to fit in your refrigerator.

Q: Where does Fruit Attraction position you?

A: We are well positioned within the melon and watermelon market, Signature Melon and Watermelon Foodie It is a recognized brand, but without a doubt we must continue to grow. Our goal is not to sell more per se, our goal is not to grow more, our goal is to do things well. And, doing things well implicitly means selling more and being more recognized. We believe that we are well recognized, but we must continue doing things well, better if possible, to be in the right place.

Q: How was the gastronomic experience at the stand?

A: It has been very satisfactory! It is the first time we have had a gastronomic experience within our stand, and it has allowed us to have direct contact with our customers and see their satisfaction first-hand. We liked it. And it has brought us closer to our client.

Q: Is there a part of gastronomy that is relevant for brands?

A: It is fundamental and that gastronomically important importance for the products is increasing, it makes sense. People want to try different things and try that same product differently. You have to surprise the consumer and this is achieved through gastronomy, mixing flavors and mixing different situations that you can't even imagine, that a melon is inside a tuna tataki, for example. So, yes, it is essential.