"We are proud and happy because the Flavor of the Year Award shows that the consumer chooses Fragaria because we are doing the job well together, from the farmer to the workers, transporters or traders, because this is an achievement of the entire chain," explains Helena Ràfols, head of Human Resources.
At Fruits Ràfols, a distributor of selected fruits since 1988, they created the Fragaria brand in 2018 with the aim of offering consumers a high quality strawberry, large in size, natural red color, a consistent texture and an extraordinary flavor. A strawberry that is highly cared for throughout its process, from the field until it reaches the consumer's table.
As Carlos Jiménez, its commercial director, points out, "we then looked for a single producer that would take care of the product in detail and we allied with La Huerta de Doñana in Almonte (Huelva), where we currently have 20 hectares of the Splendor variety. And now we are carrying out tests with other varieties and other possible presentations, especially selected for a demanding consumer".
Fragaria strawberry cultivation follows the regulations of Integrated Production of the Junta de Andalucía (sustainable agriculture). Daily controls are carried out, irrigation is used on demand and the strawberries are harvested one by one directly from the field, and right there they are placed in the box that reaches the consumer. More than one hundred people work in Huelva throughout the season to obtain the Fragaria strawberry. Although production is very limited, given the size and maximum control of the product, Fruits Ràfols expects this year to increase sales by 20%, reaching 250,000 kg, in this campaign that began in December and will end in May. Fragaria is distributed throughout the national territory and exported to some countries such as France, Italy and Bulgaria.
Find their stand number 8E07A at FRUIT ATTRACTION
Tel. +34 93 556 28 30