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Miguel Peragon-Jimenez in Spain for aartsenfruit UNO-Awards were the highlight of Fruit Attraction <strong>2018</strong> Report Agricola Navarro de Haro S.L.
The tenth edition of Fruit Attraction Madrid was held this past autumn. With over 1,600 exhibitors and some 80,000 visitors, it is the second-largest trade fair for the fruit and vegetables sector, after Berlin’s Fruit Logistica. The event was therefore a fitting ‘trial by fire’ for Miguel Peragon-Jimenez, who made his first trip to Spain on behalf of aartsenfruit. With Richard Uijtdewillegen, Jasper van der Sandt and Ka Wai Tam, he was in good company while there. Miguel enthusiastically shares his impressions of the trade fair. Presentation of the UNO-Awards ‘This was the first time in three years that aartsenfruit didn’t have its own stand at the fair. Instead, we opted to spend our time getting to know our partners and prospects more actively and extensively. It also gave us more time for the winners of our UNO-Awards. This award is aartsenfruit’s way of showing its appreciation for partners who have shown special dedication in helping us develop our Spanish brand UNO. On the first day, we presented awards to three companies. Pascual Marketing supplies iceberg lettuce, cluster tomatoes and celery; Olé! produces artichokes; and lastly, Greype delivers all varieties of Spanish melons.’ Greype S.L. Cuadraspania S.L. S.A.T. Olé Pascual Marketing S.L. Aartsenfruit B.V. Warm feelings ‘Our focus on that day was mostly on companies that produce vegetables and soft fruit in Cádiz, Almería and Murcia. It was great to experience the warm feelings these existing partners have for aartsenfruit. From what I can tell, open communication and honesty always get the best results. The same naturally applies to the potentials we spoke with in Madrid as well. We’ll definitely be following up with a few of them, to see if we’re a good fit for one another. In the evening, Francisco Zayas of Sunaran took us out to dinner. Francisco is one of our loyal partners who supplies us with Navelinas and Salustianas oranges for UNO. We’ve enjoyed close ties with him for years – in fact, the partnership recently resulted in his participation in the Singelloop, a running event in Breda the Netherlands.’ More UNO-Awards ‘On the second day, we were once again able to surprise loyal partners with an UNO-Award. Agricola Navarro de Haro supplies watermelons and cauliflower, and Cuadraspania provides us with frisée lettuce. It was great to see how, within minutes, photos of the award ceremony were shared on social media. No doubt about it: receiving this award is always a quite the honour!’ Good food, good company ‘On the second day, we visited a number of companies that supply stone fruit, along with various vegetable producers. Together with our colleague from Asia, Ka Wai, we primarily spoke with potential partners for the Asian market. These were companies with whom we have an existing cooperation. We also stopped by some current partners to catch up. Like the first day, that involved a bit of tasty jamón and a copa de vino o cerveza. Good food and good company: it doesn’t get any better!’ Learning opportunity ‘Being relatively new to the company myself, this trip to Spain was an excellent learning opportunity and an important chance to absorb the aartsenfruit mindset. This entire experience has helped me to better understand how we want to position ourselves relative to our partners and how we want to establish our profile, both as an organisation and for each of us as individuals.’ nonstop fresh/ 59
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