Spain's winter brassica season, mostly focused on exports, has been longer than usual this year due to a shortage in the supply at the beginning of the central and northern European seasons because of the impact of bad weather. Spain has now started its summer campaign with a high demand for imports, which is pushing prices upwards.
"We usually finish with most of the winter programs in Europe at the end of May or the first week of June, except with some chains to which we continue providing a service in the summer months to ensure they have enough supply in case of unforeseen events," says Sebastián Aguilar, Sales Director of Cricket, a company from Murcia that mainly produces broccoli, flat cabbage, cauliflower, kale and bimi.
"This year, however, the abundant rainfall during the winter and spring planting season in Northern Europe has affected their brassica and open ground vegetable crops, causing a significant lack of production at the beginning of the season, especially in the United Kingdom, the Netherlands and Switzerland. This has also coincided with Italy starting earlier with its imports," says Sebastián Aguilar.
"We've had to work very hard to meet the unexpectedly high demand for exports at this time of the year, in which we usually devote 85% of our production to the Spanish market," says Cricket's Sales Director. "We've had two or three really crazy weeks because the summer plantations, located in higher altitude areas in Albacete and Granada, have much lower productions compared to the winter and spring ones located in Murcia."
"As a result of all this, prices have been high on the free market. Meanwhile, the demand in the domestic market is at the usual level, with brassica consumption rising slightly every year," says Sebastián Aguilar.
The company from Murcia has launched its summer campaign "Brotan las ganas de verano" ("The summer mood is sprouting") in Spain. Its goal is to change how young people perceive vegetable consumption and make them an attractive product during the fun times of summer. Cricket seeks for the fresh flavors of its products to be associated with parties, barbecues or beach days.
During the campaign, Cricket will be present at festivals through interviews, games and competitions. The company will also resort to its social media platforms to encourage and educate young people about the importance of a balanced diet and the pleasure of enjoying fresh vegetables in summer. To do so, it will make use of interactive and practical content, such as recipes, tips and cooking tricks.
For more information:
Sebastian Aguilar
Cricket
Tel.: +34 968465960
[email protected]
www.campodelorca.com