Valencian companies such as “Patatas Aguilar”, one of the Spanish companies best known for the high quality of its product, has seen how over the past two years, its sales percentages amongst high range products and range entry, underwent appreciable changes.
Vicente Aguilar, manager of the company states that “whilst previously we sold a large percentage of high range product (specialities such as frying potatoes), now this figure has halved. And on the other hand, there has been an increase in the medium range and the basic range, in 3 and 5 kilo formats, with versatile varieties.”
On the other hand, Aguilar explains that the promotions for medium and basic ranges, with a few exceptions, when it comes down to it, steal a great deal of sales from the high range, since the consumer is attracted by the price and tries them. On this point, the management provides some highly significant figures: “32% of our sales in March were promotions and in February they reached 34.5%, that is to say, almost 1/3 of the total turnover sold.”
As well as being an outstanding supplier for different large supermarkets, Patatas Aguilar also has a sales outlet at the Mercovasa wholesale market in the town of El Puig. And here another change can be seen to be taking place. “In the markets the opposite can be seen: the traditional shop specializing in fruit and vegetables is increasing its high range sales, with imported washed potatoes and new potatoes from North Africa from February onwards. As a significant detail, the sale of high range washed potatoes, sweet onions and other products of this type has tripled over the past two years.
“At Patatas Aguilar we think that although the long-lasting potato might be more convenient both for the packer and for distribution, we must think about having some reference of Spanish new potatoes on the shelves from May onwards, regardless of the price marked by long-lasting potatoes”.
According to his words, traditional shops have been selling new potatoes since February and the supermarket chains normally do not have them on the shelves until May or June. “The new potato needs promotion and the supermarkets should offer this option. Consumers must be encouraged to eat new potatoes, since in a culinary way they are better than long-lasting potatoes and also because from April onwards there are no longer any very good quality products left in Cartagena and Valencia.