Last season, the company managed to sell around 1,500 tonnes of asparagus grown in Las Landas. After this first season’s success, Prim’co, European leader in the sales of fresh vegetables, is to reinforce the brand’s presence in the market.
Last year, the grower’s organisation Copadax, whose produce holds PGI “Las Landas Asparagus” quality certification, was looking for a sales partner to increase the return on their asparagus and arrived at an agreement with Prim’co.
Initial results, despite bad weather conditions, were highly satisfactory and were the starting point for investment this season in a bid to strengthen the brand’s position in the markets. To this end, there will be brand promotions in the large distribution channels very shortly: by buying and submitting 2 bar codes found on the Priméale asparagus cartons, consumers can get a 2 Euro refund.
In addition to the produce originating in Las Landas and with the aim of offering a wider sales calendar and increasing volume, Prim’co, which has a sales organisation near the area around the mouth of the Ródano, has approached growers in the Southeast of the country. In this way, this area can complement that of the main one, Las Landas.
During the course of this year, many growers have joined Priméale via operators such as Caderousse, Jovial and Audeccop. Forecasts for the area are for around 450 tonnes this season.
Furthermore, Priméale will increase its supply with a crop native to this area, green asparagus, which is grown out in the open in contrast to other green or purple asparagus.
The French group Prim’co sells more than 400.000 tonnes of vegetable every year.