Friday, June 29, 2018

Nunhems® shows the trends of the future in the melon and watermelon sector to producers and operators

Consumers are driving new buying criteria based on flavour, healthy eating, the time factor and transparency
Cartagena (Spain).
New sales scenarios call for the development of new approaches based on providing solutions rather than offering products. “We need to sell solutions to be able to differentiate ourselves and attract consumers, because we work for the customer, who needs to be at the centre of all our actions, as it is the customer who will reward us – or not – for our work,” says Ferrán Blanch, the founding partner of Visionmarketing, and one of the experts who took part yesterday in the Time’s Up!! forum organized by Nunhems® in Cartagena to identify new consumer habits and the demands of new consumer profiles.
During his presentation, Ferrán Blanch warned producers and operators in the melon and watermelon sector that “there is no single market; there are many markets and all of them require a different approach.” “Delivering consistent, reliable quality at all times should be a requirement that all of us involved in the process must share, from the field through to the point of sale,” said Paco González, Global Sales & Marketing Director for Melon and Watermelon Sales at Nunhems.

Flavour, health, traceability and transparency are the most important factors that will influence purchasing decisions in the next few years. This makes it essential to change the rules of the game and develop new strategies “which need the full collaboration of every link in the food chain so we can jointly develop the innovations capable of satisfying the needs of a market that is constantly evolving due to the relentless incorporation of new technologies,” added Paco González.
Time is King
The huge diversity of fruits and vegetables available year-round poses a great many challenges but at the same time generates new opportunities. The experts in fruit and vegetable marketing and new technologies who took part in Time’s Up!! emphasized the fact that consumers are starting to prioritize the management of their time above all else.
Hence the importance of developing new formats in the ready-to-eat segment in line with the significant rise in the tendency to eat outside the home. In this respect, new opportunities are emerging for the food processing industry as a result of the increase in demand for fresh, healthy, tasty products that can be eaten anywhere at any time of day. It is worth highlighting the need to market new individual formats aimed at the single consumer, and it is also advisable to redesign the packaging, which should be geared towards the use of sustainable and environmentally-friendly materials.

The online market
New technologies associated with online shopping are starting to generate new challenges for commercial operators in the melon and watermelon sector. Capturing value in the online marketplace will be based on offering rigorous and highly transparent specifications, because consumers want to know exactly what they are buying without having to physically see the piece of fruit. In this scenario, the generation of trust around the commercial brand (branding) becomes increasingly important, and for this reason will play a key role in conveying to the customer a series of values that will help them to trust a specific brand.
For this reason it will be essential to correctly manage the customer’s shopping experience. According to Francisco Servia, from Amazon Fresh & Prime Now, operators in the melon and watermelon segment should not forget that “consumers have already studied the good or bad ratings of other people on the social media before they start shopping, and this is the moment of absolute truth where you either win or lose customers even before they come through the supermarket door.”

The sector forum Time’s Up!!, which formed part of the Business Event for Experts in the melon and watermelon sector, organized by Nunhems®, concluded with a round table whose members included directors from companies such as Unica Group, Jimbo Fresh, Ready Fruit and Brand Manic. The importance of influencer-led marketing to get a good online reputation, and the need for the whole sector to pull together to unify quality and product criteria, were some of the most important ideas Nunhems® will be adopting from now on, with the commitment to promote new collaboration strategies with every link in the chain so we can build the future of the melon and watermelon market together.

Bayer: Science For A Better Life
Bayer is a global enterprise with core competencies in the Life Science fields of health care and agriculture. Its products and services are designed to benefit people and improve their quality of life. At the same time, the Group aims to create value through innovation, growth and high earning power. Bayer is committed to the principles of sustainable development and to its social and ethical responsibilities as a corporate citizen. In fiscal 2017, the Group employed around 99,800 people and had sales of EUR 35 billion. Capital expenditures amounted to EUR 2.4 billion, R&D expenses to EUR 4.5 billion. For more information, go to

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