British prepared fruit manufacturer PrepWorld has formed a new subsidiary in Spain to supply the Iberian country's domestic market, aiming to supply fresh-cut fruit with a "distinctly Spanish twist and flair."
The company, which is owned by leading British berry supplier the BerryWorld Group, will officially launch the new company PrepWorld Spain at the upcoming Fruit Attraction event in Madrid.
PrepWorld said that in order to deliver a truly Spanish offer, it had established a joint venture with major soft fruit grower-exporter Surexport Compañia Agraria.
The new business will be based in Valencia, which it said provided an excellent geographical location for the supply into the Spanish market and access point for the best of local and international produce.
“We have been evaluating the potential of establishing a Spanish prepared fruit business with our partners at Surexport for a number of years," PrepWorld managing director Ben Olins said.
"We believe that the factors that have made PrepWorld successful in the UK, a focus on quality, innovation and high technical standards, will work well in the Spanish market.”
Surexport managing director Andres Morales believed the Spanish market was ready for this project.
"With the expertise of our partners in a more mature market for prep and our knowledge in production and premium varieties, we will bring delicious, high-quality, healthy products to the Spanish consumer," he said.
PrepWorld Spain is also pleased to announce the appointment of Pepe Moran as its new general manager.
Pepe has an extensive experience of fresh produce in both Spain and the U.K., most recently as general manager of Del Monte Spain.
“I am delighted to leader this project that will take Spanish fruit consumers into the new generation of ready to eat convenience shoppers," he said.
"Both partners have the added value needed such as the experience, team, resources, research, innovation and range of high quality produce to develop a unique experience for our demanding Spanish consumers."