FEBRERO - 2013 - Revista F&H

POZO SUR IS ONE
OF THE LARG-
EST FIRMS IN
WATERMELON OF
HIGH STANDARD
OF QUALITY AND
SINCE 2007 HAS
BEEN INTRO-
DUCED INTO THE
LINE OF VEGETA-
BLES AND LET-
TUCE THROUGH
A PRODUCTIVE
MODEL THAT AL-
LOWS IT TO BE
VERY COMPETI-
TIVE IN PRICE.
Juan López, manager of Pozo Sur.
The company Pozo Sur is
known for its high standard of
quality in watermelon. “Our
watermelon wins by thrashing
in taste”, repeated Juan Lopez,
manager of Pozo Sur, a company
located in Águilas (Murcia)
which has country estates
throughout the southeastern
spanish to ensure the best
level of quality in watermelon.
Pozo Sur is within the Asociación
Grupo Fashion (AGF),
one of the collective reference
in seedless black watermelon
with flavor, and also sells its
brands Mario and Mario Unico
both to the Spanish market
and for export. Currently,
Pozo Sur is the first independent
Spanish producer of this
product with 40,000 tons of
watermelon.
Diversification. The company
started in 2007 a dual strategy
of diversification of products
and cost, which has allowed it
to be very competitive in prices
for European chains and,
above all, for the german.
The diversification of products
has taken it contemplate
a wide reference of vegetables
in greenhouse such as cucumber,
courgette, aubergine,
peppers for the spanish market;
and outdoor production
in iceberg and romaine lettuce,
where the company has
already worked, and with a
strategy to be present during
the 12 months.
With a price-competitive
strategy to manipulate the
products in the field, except
the aubergine, and always in
demand, has managed a good
representation in the german
chains. “We fled the stock in
warehouse to avoid the commercial
pressure and thus be
more competitive in prices,”
emphasizes López.
CALENDARIO DE PRODUCCIÓN / PRODUCTION CALENDAR
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cucumber
Aubergine
Lamuyo pepper
Conical pepper
Courgette
Pumpkin
Iceberg lettuce
Romana lettuce
Baby lettuce
Watermelon
55
SUPLEMENTOMURCIA