El Abuelo and Agricola Famosa join forces to offer melons and watermelons all year round
The Spanish melon and watermelon production and distribution group El Abuelo has signed an agreement with the Brazilian company Agrícola Famosa, the world’s leading producer and distributor, to integrate their businesses and become Europe’s leading supplier of these fruits.
“We have been collaborating with Agrícola Famosa for more than 15 years, jointly strengthening our specialization strategy based on our capacity to supply quality fruit of our own production all year round from our main production origins: Spain, Brazil and Senegal,” says Celedonio Buendía, general manager of El Abuelo.
“We both know that we’ll be stronger together. With this vertical integration of the value chain, we are focusing on the client, promoting operational and commercial synergies on both sides, incorporating new varieties and types into our melon and watermelon range and extending the distribution calendar,” says Buendía.
Watermelon, for example, had so far has been produced and marketed from Senegal. “Now we will also be able to supply watermelon from Brazil, thus extending the marketing calendar in the off-season months, when we believe there’s value to be added,” says the general manager of El Abuelo.
The El Abuelo and Agrícola Famosa teams will continue to run each company, maintaining their brands, independence and management models. The aggregate turnover of both companies reached more than 230 million Euro in 2023, with more than 320,000 tons of fruit marketed.
Celedonio Buendía says that “the alliance with Agrícola Famosa will boost El Abuelo’s growth, managing to go further with both traditional and new products. Agrícola Famosa is a true global leader with which we have been collaborating in recent years. Joining forces will allow us to offer top quality melons and watermelons all year round.”
For his part, the general manager of Agrícola Famosa, Carlo Porro, says that “this agreement is helping us consolidate our presence in key European regions, taking advantage of El Abuelo’s proximity to the market and its solid relationship with the main retailers in Europe. The alliance with El Abuelo is not only bringing in its expertise in the production of top quality melons and watermelons, but also its capacity for innovation, which will allow us to extend our portfolio with new product varieties.”
The agreement is subject to the fulfilment of the usual administrative and regulatory conditions and will be formalized in the coming weeks.
About El Abuelo
El Abuelo is a leading brand of quality melons and watermelons in Spain, with 20% of sales going abroad, mainly to the United Kingdom, France and Germany. It is a family company from Murcia which has been growing melons for three generations, since 1928. Watermelons were a later addition to the range.
About Agrícola Famosa
Founded in 1995 and based in Brazil, Agrícola Famosa (AF) has thousands of hectares of crops and is a world leader in the production and marketing of melons and watermelons thanks to its customer service, its investment in R&D&I to offer products of the highest quality, and its commitment to environment protection and the local community.
For more information:
Melones El Abuelo
Paraje los Ruices, 115 Los Martínez del Puerto
30156 Murcia, Spain
Tel.: +34 968 38 33 39
[email protected]
meloneselabuelo.com
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