"Why not buy salad to watch the Euro 2016?"
Ready-to-eat products are one of the fastest growing categories, as they have an annual 6% increase…Ready-to-eat products are one of the fastest growing categories, as they have an annual 6% increase in the global market. In comparison, the fresh lettuce market is not growing and its volume is very stable. "Consumers are more aware about the importance of having healthy eating habits: they try to eat more green products and consume more local products. It is a trend that benefits us," stated Jose Fradeira, the sales manager of Vitacress Portugal.
Vitacress is a company that produces ready to eat salads. The company is fully integrated from the fields to the final product, a ready to eat product that is sold in supermarkets. "We specialize in baby leaves. We control 40% of the ready-to-eat salads market share, so it is a pretty big business. Besides, we have an interesting export business, supplying customers in the UK, Spain, the Netherlands, Germany, Normaly and Poland," he added.
The company is trying to accomplish something innovative with its new product, a bowl of salad that can be consumed anywhere: getting people to consume salads while watching the Euro 2016 matches. "For the first time, we have decided to do something different. Consumers love soccer. They get together with their friends and family to see the matches, especially when their national team is playing, so, if people go to the supermarket to buy beer, snacks and stuff, why won't they also buy salad? It is a healthy food that can be a good complement a quick snack. We are selling individual salad bowls, and we have developed larger bowls precisely for this type of occasions. You just remove the bowl's lid and you are ready to eat your salad anywhere", Fradeira said.
The idea has had a good reception among consumers. "It is completely new and consumers have found it very interesting. They finally have something that is related to the Euro 2016. In general, many people have received this product with open arms," he said. Fradeira stated that this would be a short-term product and that it wouldn't be part of their supply for too long, as it was only going to be promoted during the Euro. However, he said, they would have similar products for other special occasions; for example, for other national celebrations. "People get together and socialize these events. It will also allow us to explore consumption trends."
"We used a soccer ball on the product we developed as a visual signal to attract consumers. We also used our flag to reinforce the idea that the product is related to soccer, and we have participated in the soccer promotional brochures in the media, among other things, to make it very clear that this salad is something that should not be forgotten when it comes to shopping for soccer matches, or for any party we are organizing among friends", he concluded.
