Moguer-based cooperative’s ‘Five Senses’ campaign drew attention of judges at the show
Cuna de Platero has won the award for Most Original Stand at this year’s Fruit Attraction for its ‘Five Senses’ campaign.
The cooperative’s ‘The Berry Collection, by Cuna de Platero. A luxury for the senses’ concept is inspired by fine jewellery and haute couture. It presents its strawberries, blueberries, raspberries, and blackberries as a collection that invites appreciation of each fruit’s flavour, aroma, and texture. Underlying this image is the farmers’ expertise and the care required at every stage of cultivation.
The five senses have also served to illustrate the cooperative’s way of working: vision for the future and innovation; a keen sense of smell for spotting opportunities; a taste for quality; a delicate touch in caring for the environment; and the ability to listen and respond to customers.
“This is the second consecutive year the cooperative has won one of the Best Stand awards at Fruit Attraction,” said president Juan Manuel Ramos.
In 2025, it was recognised as the Best Stand (Public’s Choice) in the Fresh Produce area, based on visitor votes.
Cuna de Platero’s strategy is to offer berries year-round and maintain stable relationships with its clients. Improving varieties and incorporating technologies that enable more efficient production are among the initiatives the cooperative is using to meet market needs and boost the profitability of its grower-members’ farms.
The cooperative headlined the ‘Berries at Wake-up’ live cooking demonstration organised by Gusto del Sur. The event showcased a healthy breakfast featuring Cuna de Platero strawberries and raspberries, introducing trade professionals at the fair to ideas for incorporating these fruits into the first meal of the day.
This collaboration reinforces Cuna de Platero’s ties with Gusto del Sur, the Andalusian regional government’s quality brand dedicated to promoting Andalusian food products and highlighting their unique qualities in the marketplace. The cooperative is among the companies that have adopted this seal.
During the trade fair, Cuna de Platero was also recognised by Revista Mercados as one of the ‘Influencers 2026’ in the Marketing and Outreach category. The selection of the distinguished professionals, companies, and projects was based on nearly 1,000 votes from within the fruit and vegetable sector itself.
“The award highlighted our campaign, ‘Our Fruit, a Masterpiece’, which combines berries, art, and artificial intelligence through the reinterpretation of famous artworks,” Ramos said, adding that the initiative has helped bring berries closer to the consumer using a distinctive visual language and has given the product visibility beyond its usual presentation formats.
