Florette will rely on FOOD+i to drive innovation.

Florette will rely on FOOD+i to drive innovation.

“Innovation is part of our DNA and is a key component of the entire process, from fields to marketing strategies”

Florette is to launch a new sector in the IV product range category and will invest Euros 10 million in 2018, 70% of which will be spent on driving innovation.

Florette will extend is offer by including newly developed items and this year will launch a new segment in the IV product range category, which will be in addition to its pre-packaged salads and young produce, vegetables (to be cooked or microwaved), superfoods and full salad meals.

In order to carry out these and other innovation projects, Florette collaborates with entities such as CLUSTER FOOD+i, which groups together several food and agriculture industry companies from the Ebro valley and which Florette is a member of.

Florette is a Navarran company that sells fresh vegetables. It has six production centres in Spain in Arguedas (Navarra), Milagro (Navarra), Noblejas (Toledo), Iniesta (Cuenca), Torre Pacheco (Murcia) and Ingenio (Canary Islands). The firm thinks innovation will be an important growth driver this year, which is why it decided to invest in this area. Florette is currently involved in 40 new innovation projects, which makes it a driving force behind the IV product range category (the ready to eat packaged vegetables range).

Florette’s sales and marketing director Fermín Aldaz emphasises how important innovation is to the company: “Innovation is part of our DNA and is a key component of the entire process, from fields to marketing strategies”.

In the short-term, one of Florette’s most immediate plans is to increase the area it uses to grow protected crops in Navarra by 200,000 metres squared and to equip the location with the latest technology.

The aim is to be able to accommodate consumer demands, which is why Florette’s sales director says its objective is “to enable consumers to experience the freshness of our farms in products that make life easier”.