Founded 35 years ago as a family business, Huercasa soon chose to start innovating with the introduction of processed products like peeled and boiled beet and its flagship creation, vacuum-packed boiled corn on the cob.
"2013 has been a very difficult year during the spring-summer campaign as a result of the problems caused by intense rains in southern Spain; in any case, a good planning and efficient organisation of the production has allowed us to finish the year with satisfactory results," explains the Deputy General director and Marketing director of Huercasa, Carlos Olmos.
"We are now preparing to overcome any possible difficulties caused by the weather during the spring campaign, as we believe that in 2014 we will see a consolidation of last year's growth in demand."
These occasional climatic difficulties and the recession in Europe have not prevented Huercasa from continuing to grow in over 25 countries. This year, its vacuum-packed boiled corn on the cob has reached a 60% market share in Spain and 65% in Europe.
"Consumption levels have undoubtedly increased all around, even if the Spanish market has not been particularly dynamic," he states.
"Competition is always strong in this sector, mainly when you operate in the entire European continent, and thus differentiation through innovation is always the best weapon, as well as our obsession with quality."
"Throughout 2014, we will present a number of interesting innovations aimed at making the consumption of our products easier. Changes will also be made in the promotion of our company values, which will allow us to differentiate ourselves not only in terms of quality and service, but also on the basis of the values we believe in."
Many believe that food producers and exporters will tend to work more with supermarket chains and abandon wholesaler markets. "I believe that what matters most is to satisfy consumer demands and let them decide where they want to do their groceries," he stated.
Manuel Moracho, General Director of Huercasa and Carlos Olmos Marinero, Deputy General Director and Marketing Director of Huercasa, at their stand in Fruit Attraction 2014, in Madrid.
Carlos Olmos says that his company's growth in Europe is based mainly on its brand, Huercasa. "In the future, we will have a leading brand in Europe thanks to the innovations we have planned, but nowadays we have to let it coexist with the brands of our distributors and take advantage of the positive things they bring us."
"Throughout 2014, we will present a number of interesting innovations aimed at making the consumption of our products easier. Changes will also be made in the promotion of our company values, which will allow us to differentiate ourselves not only in terms of quality and service, but also on the basis of the values we believe in."
Many believe that food producers and exporters will tend to work more with supermarket chains and abandon wholesaler markets. "I believe that what matters most is to satisfy consumer demands and let them decide where they want to do their groceries," he stated.
Manuel Moracho, General Director of Huercasa and Carlos Olmos Marinero, Deputy General Director and Marketing Director of Huercasa, at their stand in Fruit Attraction 2014, in Madrid.
Carlos Olmos says that his company's growth in Europe is based mainly on its brand, Huercasa. "In the future, we will have a leading brand in Europe thanks to the innovations we have planned, but nowadays we have to let it coexist with the brands of our distributors and take advantage of the positive things they bring us."
"Every day is a challenge and we are forced to overcome all kinds of threats looming over our sector. If we are able to face our daily challenges and we do things right, keeping our clients' interests at heart, we have a brilliant future ahead," assures Carlos Olmos.
Visit Huercasa's stand at Fruit Logistica from 5 to 7 February in Berlin. Hall 25, stand C-08.
For more information:
Carlos Olmos Marinero
Las Lagunas de Sanchomunño (HUERCASA)
C/Lavaderos s/n Sanchomuño. Segovia. Spain
T: + 34 921160006
[email protected]
www.huercasa.com
