“The Spanish crisis of the stone fruit drives us to grow in export”
Hernandorena, the Valencian company specialized in stone fruit, pomegranate, persimmon and almond tree, will participate for the first time as an exhibitor at the 10th edition of Fruit Attraction, which is being held at IFEMA fairground in Madrid, from 23rd to 25th October.
“This is the first time that we will exhibit at this fair and we are very excited, it was something we yearned to do,” explains Rosa Hernandorena, Hernandorena’s Commercial Manager. “We have attended this fair since the first year and we have seen first-hand the magnitude that it has acquired during all of its editions. Throughout the last ten years we have focused more on strategies for strengthening the company, consolidating its growth after the heavy investments in installations and the increase of our production and sales. Now, we think that the time to expose has come, since doing so also provides companies with a greater cachet ”
“Our decision coincides with the crisis time that the stone fruit’s production sector is going through in Spain, which has led to a decrease in investments in the field of technification and reconversion of varieties that, therefore, has a direct impact on our sales. Because of that, we consider that growing in exports is essential. We have already achieved 30% of our turnover in export markets but our objective is to improve these figures in the short and medium term”, says Rosa Hernandorena. “The international presence of Fruit Attraction has grown a lot, especially from Italy and France, countries with a lot of potential for our business”, she adds.
In its first year as exhibitors, Hernandorena wants to show visitors its most technical part as producers of plants, such as their improvements in production systems, the introduction of biological control or the innovative container of one litre capacity, which with new cultivation techniques obtains an economic format with the same results in the field and greater practicality in logistics.
You can visit Hernandorena in Hall 3, stand 3D13A.