The Lleida pear wants to improve its commercialisation

Barcelona (Gastroteca.cat).- A new company has been created from the joining together of 10 commercial businesses that work with the Lleida pear. The company anticipates selling five to six million kilos in its first year. The offer will be targeted mainly at the Spanish market, with the intention of changing the fact that the majority of pears in today’s market come from other countries.

Top Quality Fruits SL has been created by 10 companies that work with the ‘Lleida Pear’ (Actel, Fruitsa, Nufri, Fruits de Ponent, Coop. Albatàrrec, Aveca, Coop. Seròs, Treccop, Coop. San Bartolomé and Fruilar, Catalonia Qualitat). The new company will be in charge of the exclusive commercialisation of the fruit. Top Quality Fruits has a total of 761 producers, a production area of 1,650 hectares and it anticipates a total production of 40,000 tons. It represents 40% of the total production of pears in Lleida. The company will consist of an administration council with a member of each associated company, as well as the president, Ramon Sarroca, who is also in charge of the Regulatory Council of the Protected Destination of Origin (PDO) of the Lleida Pear. Moreover, the council will also include Manel Simon, manager of Catalonia Qualitat and future managing director of the company. Finally, the firm will also have a commercial and administrative director. The management, marketing and advertising departments will be external, as well as the quality inspection, which will correspond to Catalonia Qualitat. Top Quality Fruits SL has been created by 10 companies that work with the ‘Lleida Pear’ (Actel, Fruitsa, Nufri, Fruits de Ponent, Coop. Albatàrrec, Aveca, Coop. Seròs, Treccop, Coop. San Bartolomé and Fruilar, Catalonia Qualitat). The new company will be in charge of the exclusive commercialisation of the fruit. Top Quality Fruits has a total of 761 producers, a production area of 1,650 hectares and it anticipates a total production of 40,000 tons. It represents 40% of the total production of pears in Lleida. The company will consist of an administration council with a member of each associated company, as well as the president, Ramon Sarroca, who is also in charge of the Regulatory Council of the Protected Destination of Origin (PDO) of the Lleida Pear. Moreover, the council will also include Manel Simon, manager of Catalonia Qualitat and future managing director of the company. Finally, the firm will also have a commercial and administrative director. The management, marketing and advertising departments will be external, as well as the quality inspection, which will correspond to Catalonia Qualitat.

This new company will be primarily targeted to the Spanish market. The main objective is to achieve the increase of the presence of pear in Mercabarna (the company that administers the Food Unit of the city of Barcelona’s wholesale markets). Under the PDO of the Lleida Pear, three varieties of pears exist: the lemon pear, the ‘blanquilla’ pear and the conference pear. The Lleida Pear will be commercialised in shopping centres and distribution points with promotions and a marketing campaign in order to explain the pear’s added value and the differences of the pear’s origin that wants to be the point of reference within Spain. The Catalan Minister of Agriculture, Food and Rural Action, Joaquim Llena, along with the president of the Regulatory Council for the Lleida Pear PDO, Ramon Sarroca, chaired the presentation of the new company.