The Brand Footprint 2025 report by Kantar Worldpanel confirms Strawberry of Palos as the preferred berry brand in Spain. The Huelva-based cooperative ranks among the top five most chosen fruit and vegetable brands by Spanish consumers, marking its second consecutive year in this position. Marketing manager Enrique Muñoz discussed this accomplishment's key factors in an interview.
Muñoz noted the study's importance, stating, "We are very proud to be, for the second consecutive year, among the five brands of fruits and vegetables most chosen by Spanish consumers. This study is especially relevant because it measures actual consumer choice in terms of actual purchases: how many households purchase the brand, the frequency, and the volume. It is a true reflection of consumer behavior in the mass market."
In a competitive landscape driven by private labels, Fresón de Palos secured its place through quality and trust, despite a seasonal presence from January to May. This consumer preference is evident in their shopping patterns, proving the brand's tangible impact on Spanish tables.
Muñoz cited strategic activation keys, highlighting innovation with their test farm and ongoing search for consumer-driven berry varieties. Their brand strategy, involving partnerships with Disney and MARVEL, aimed to connect with families, reinforcing fruit consumption promotion among children.
Advertising support was stressed as well, enabling targeted outreach through diverse media and partnerships. Strategies include collaborations with influencers and presence at events, enhancing brand visibility.
Emphasizing sustainability, Muñoz underlined, "Our firm commitment to sustainability, quality, and innovation includes pioneering methods in biological control, as well as innovative, efficient irrigation systems and a firm social commitment to the 7,000 people who work with us each season."
Source: Blueberries Consulting