Senda, the new international berry marketing platform formed by a group of companies, promotes an innovative working system in which growers, producers, and distributors come together to add value to the production of premium quality strawberries, blueberries, blackberries, and raspberries. Senda will be able to reach a total production volume of around 20,000 tons in the new berry season.
The company has just started its activity with nine berry-producing companies. Its strategic mission is to develop a "responsible and transparent" sales and marketing program for the fruit to guarantee producers at origin are paid a fair price, always linked to the evolution of the markets at any given moment.
Senda promotes this work and values philosophy, called The Berry Movement, so producers and distributors operate with principles of equity and trust when setting sales prices. With it, Senda aims to ensure that the work of the entire production chain is valued and fairly compensated.
José Manuel Molina, Senda's Managing Director, highlighted the strength that this new way of working can bring to the agricultural sector. "Senda has become the only marketer of fresh berries to establish a new way of doing things between producers and traders that are in different countries, but who need fair and equitable prices, based on business transparency in the face of a market dominated by operators who set prices that are not very profitable".
Senda is based in Spain, with an operations center in Huelva to develop the platform's entire commercial strategy. Senda is made up of companies that are active in different territories, such as Mexico, Spain, Morocco, and Tanzania. In addition, a subsidiary has been created in the United Kingdom to develop commercial operations in this specific market. Moreover, they plan to incorporate new international operators to increase the company's size and fruit sales volume.
Currently, the companies that comprise the Senda platform have a production capacity of 2 million kilograms of strawberries, 6 million kilos of raspberries, 4.5 million kilos of blueberries, and 5.2 million kilograms of blackberries. In this sense, Senda's goal is to market one hundred percent of this production abroad. The main destination markets are Europe, the United Kingdom, and the Middle East, the latter with great growth opportunities.
"Senda will be launched at Fruit Attraction and faces the development of the 2024/2025 season, its first year in existence, with the firm intention of achieving its mission: expanding the Berry Movement throughout the origins and markets of the whole world", Molina stated.
For more information:
José Manuel Molina
Senda Fruits
Email: [email protected]
www.sendafruits.com