FEBRERO - 2013 - Revista F&H

THE PIEL DE
SAPO UNDER THE
BRAND ‘MI VIEJO’
IS THE SPECIAL-
ITY OF THE COM-
PANY AND GIVES
IT ITS NAME AND
POSITION IN THE
SPANISH MARKET.
THE COMPANY
IS AN “PLANNED
AUCTION IN
ORDER TO HAVE
OFFER IN THE
COMPLICATED
MONTHS”.
Francisco García Herrero, manager Subasur.
The piel de sapo melon brings
the differentiating value of
Subasur marketed under the
brand ‘Mi Viejo’, considered
by Francisco García, director
of the company as “a high
standard of quality at competitive
price”. The company has
7,000 tons of piel de sapo melon,
of which the 80 percent is
marketed under the brand ‘Mi
Viejo’.
In addition to ‘Mi Viejo’, the
company also has ‘Mi Viejo
Solo Sabor’, ‘for the gourmet
segment and only during two
months of campaign. This
melon reaches 15 degrees Brix
of sugar and is made on demand,”
says García. The brand
‘Mi Viejo’ also is used for vegetables,
although is worked
much lower and in the last
campaign was only marketed
a 20 percent of this brand.
Planned auction. Subasur
is an auction, has bet for a
planned strategy for “supply
in the complicated months of
campaign and respond to the
markets when the supply is
scarce”, says García.
This strategy “allows us to be
on the market in the complicated
months and reduce our
stock in periods of overproduction”,
anticipates García.
The company has 75 suppliersproducers,
who in addition
to melon, introduce lamuyo
pepper for the spring campaign;
and courgette, broccoli
and artichokes for the winter
months.
The ‘target’ of customers of
Subasur are currently wholesalers
and small supermarket
chains and greengrocer
chains.
CALENDARIO DE PRODUCCIÓN / PRODUCTION CALENDAR
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Broccoli
Courgette
Artichoke
Lamuyo pepper
Piel Sapo Melon
Bean
51
SUPLEMENTOMURCIA