Novelty central to G's Group vision

The international marketing magazine for fresh produce buyers in Europe
Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Novelty central to G's Group vision

One of Europe's leading fresh produce suppliers took the opportunity to unveil several innovative products at Fruit Attraction

Novelty central to G's Group vision

G's Group offered a VR experience at Fruit Attraction

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G’s Group, one of Europe’s leading suppliers of fresh produce, has given the fresh produce business a taste of what’s to come in the vegetables business with the launch of new lettuce varieties including Red Gem and Green Gem, as well as innovative celery packs and a new onion variety.

With its export campaign underway in October, and having recently set a target of doubling its turnover in the coming five years, the company presented the new product lines in Madrid last week from a sizeable stand at the Fruit Attraction trade exhibition, where it took the opportunity to promote its range with the help of an eye-catching presentation that transported visitors, using virtual reality technology, to one of its production sites.

According to Aurélie Zogheib, marketing director of G’s Group Spain, the idea of the VR headset was to impress on visitors the fact that sustainability and ethical responsibility are at the heart of its business development strategy, as well as its commitment to applying the latest technology and market intelligence to its production in order to guarantee what its customers increasingly demand, year-round supply.

“We want visitors to feel the experience of being at one of our plantations, in this case a field of celery, where we explain the importance that G’s Group Spain places on quality, a guaranteed quality across all our lines with on-site packaging to ensure maximum freshness,” said Zogheib at the show.

Aside from its main product line, leafy salad vegetables, G’s Group Spain also produces and markets a European-wide range of mini-leaves, stem vegetables (including celery, for which G’s is the European leader in terms of production and sales), tomatoes and citrus.

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