Anecoop’s Bouquet seedless watermelon is 25 years old and to celebrate the company has announced a year-round programme of activities spanning the entire supply chain to thank everyone who has helped make the project a success.
The Bouquet range, which is made up of red, yellow, black and mini seedless watermelons, now makes up three-quarters of the company’s watermelon output and accounts for one in every five watermelons exported by Spain, making Anecoop Europe’s leading supplier of seedless watermelons. This year the crop is expected to weigh in at 90,000-97,500 tonnes.
Having kicked off the celebrations at Fruit Logistica with a dinner for 400 members of the trade who have helped position the variety on retail shelves in 27 different countries, Anecoop will hold another event in June exclusively for producers.
“We’d also like to show our appreciation to consumers by offering those in Spain and France the chance to claim a free gift with every purchase of Bouquet during the months of June and July,” says commercial director Paco Borrás.
These actions will be supported by multimedia promotions that include a television advertising campaign that will run in France over the summer, and various social media activities. In addition to the main campaign, a separate promotional programme is being planned for the Czech Republic, Poland and Belarus.
The 2017 production season kicked off in April in Almería, before progressing up the coast to Murcia, Alicante, Valencia and Castellón. Sevilla and Castilla-La Mancha complete the Spanish production map. “This orderly production calendar is one of the hallmarks of the Bouquet concept, which is built around continuity of supply and consistent quality,” says Borrás.