Big distribution chains don’t appreciate the added value of well done work. However, it isn’t an option but a must. The cooperative Moguer Cuna de Platero thoroughly fulfils all the demands regarding quality and presentation but defends the sector’s profitability for the situation to be viable again.

Adverse weather, high production costs of strawberry and low prices as a consequence of the pressure made by big distribution chains are leading the sector to an extreme situation difficult to cope with. ‘All the quality and food safety requirements that we are demanded involve great efforts and have become a must. They are no longer appreciated by distribution chains regarding prices. Besides, at present, producers deal directly with department stores to improve their profitability so that there is a supply concentration which enables department store to dominate the market and impose their own demands, different for each chain. Berry suppliers which work with numerous customers can hardly cope with it’, stated the manager of the cooperative Moguer Cuna de Platero, Juan Báñez.

The thing is, the mentioned specialisation to work with certain distribution chains involves higher manufacturing costs, which is not viable at present since suppliers won’t get a bonus for it. This is the case of this cooperative, Moguer Cuna de Platero which adapts to every format, brand and labelling and performs a thorough product control in each pack: ‘being a large company we can offer the same differentiation of a small one’, stated the chairman of the cooperative, Antonio Ramos. That is why they want their standard work to be acknowledged since specialisation is an obstacle ‘for the accounts to balance’. If there is something worth mentioning about this cooperative is the exceptional quality of their standard products, which grants them the renown of their brand in European markets and attracts their loyal customers campaign after campaign.

Then, which is the formula to get higher profit? According to Báñez, the key is cutting production costs. For instance, the automation of manufacturing processes to cut manpower costs and devote the saved money to innovation. These are the commitments of the cooperative with a view to this year, when they are to introduce new technologies in their manufacturing area. Likewise, they bet on staggered production since their search for precocity led them to lose June in their last trade campaigns. For instance, in the first stage of this campaign, the cooperative lost 75% of their strawberry production due to the rains and humidity and late varieties are happening to suffer fewer troubles. But in the most difficult moments for strawberry, Moguer Cuna de Platero sets the difference since their products is always a guarantee of quality and food safety. They carefully carry out treatments and check 200,000 packs every day in order to finally get an excellent product, always following the maxim ‘the best brand image is what lies within the pack’.