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Grupo Actel |<br />
Invest in order to achieve<br />
new destinations<br />
The expansion and growth<br />
of Actel in recent years are<br />
very significant. With the<br />
primary sector on the basis,<br />
the firm from Lérida is developing<br />
a business project<br />
of great magnitude. In fact,<br />
it works its export strategy<br />
in order to become a new<br />
business structure outside<br />
Spain.<br />
For this reason, Actel is<br />
looking for new partners<br />
to open up new international<br />
markets where send<br />
products, as South Africa<br />
(export of citrus) or India,<br />
“a rapidly growing market<br />
that is demanding quality<br />
products. This country has<br />
a 20 percent of the population<br />
with a high purchasing<br />
power and they are willing<br />
to pay a reasonable price for<br />
a quality product”, explains<br />
Josep Lluis Trilla, marketing<br />
manager of Grupo Actel.<br />
Export. The company exports<br />
a 75 percent of the<br />
production to Europe. Three<br />
countries lead the business<br />
ranking (Russia, Poland<br />
and Germany), but the<br />
company has taken an important<br />
step towards other<br />
overseas markets.”We have<br />
opened up new strategies<br />
toward markets such as Brazil,<br />
where we began to work<br />
three years ago by sending<br />
fruit”.<br />
The company invested two<br />
millions of euros in the<br />
factory last year, because<br />
<strong>Companies</strong><br />
the largest producer of fresh fruit of spain continues to<br />
invest in technology to achieve new markets where does not<br />
reach its competition. south america and the asian market are<br />
examples of it.<br />
“to reach certain places it<br />
should be conditioned to<br />
the cold in a different way, if<br />
you want to export to nearby<br />
countries”, says Trilla.<br />
The company has installed<br />
a new refrigeration chamber<br />
to lower the temperature of<br />
the fruit to zero degrees in<br />
eight hours, and to be transported<br />
at this temperature<br />
until the destination in perfect<br />
conditions.<br />
They are necessary investments<br />
to supply new markets<br />
such as Brazil, Singapore<br />
and Indonesia, where<br />
the company began to work<br />
last summer.<br />
Actel has own staff which<br />
is working the Arab market<br />
and Asia. In fact, “we presented<br />
ourselves as an exporting<br />
company in these<br />
places”, says Trilla. The cooperative<br />
already distributes<br />
in these places onion,<br />
pomegranates from Elche<br />
or citrus and prepares agreements<br />
in apple with I.G.P<br />
Poma de Girona.<br />
Hall 18<br />
B-01I<br />
Fruit Logistica • February 2013<br />
51
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