Murcia-based fresh produce marketer Gruventa is preparing to unveil an ambitious promotional campaign for 2012 that will focus very much on driving sales through technological applications.
At a press conference at this week's Fruit Logistica exhibition in Berlin, Germany, the company, which is headed by former Hortiberia managing director Fermin Sanchez, will give details of its plans to promote its products largely via virtual means.
Through its profiles on Facebook and Twitter, Sanchez said Gruventa will aim to highlight the nutritional and organoleptic qualities of Murcia-grown fruits and vegetables to consumers and clients throughout Europe.
Gruventa will also add to the growing list of companies that are adopting the use of on-pack QR (Quick Response) barcodes, which enable consumers to quickly and easily access online information about each of the exporter's products.
'Our plan is that, though these QR codes, we can convey to consumers the qualities of our fruits and vegetables and through these means direct them to websites where they can learn more about the products' organoleptic and nutritional benefits,' he said.
Sanchez added that the campaign would initially run for 12 months, after which Gruventa would review whether to extend it further.
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