What if there was a reference brand for garlic?
The 2015/2016 garlic campaign is about to come to a close, with prices that remain competitive and s…The 2015/2016 garlic campaign is about to come to a close, with prices that remain competitive and stable due to the low stocks available at the moment. "This month, we will finish the campaign with about 18 million kilos sold and we'll start the new season with the harvest of early Spring White and Spring Violet garlic. These will become available for sale in June, with greater volumes than last year, given that growers are planting more of these varieties, as the yields are higher than those of Purple garlic," explains Rafael Polo, of the commercial department of Coopaman.
Nevertheless, 75% of Coopaman's production consists of Purple Garlic from Las Pedroñeras, which has remained its flagship product during the company's 30 year history. "For us, Purple garlic remains the most important, since we produce it ourselves, controlling every aspect, from the improvements of seeds, kept virus free, to full product traceability," states Rafael Polo. With more than 600 members, this second grade cooperative based in Las Pedroñeras is the world's largest Purple garlic producer.
Is there a reference brand for garlic?
After some market research carried out by Coopaman in 200 outlets in Madrid, it was found that while fruits like melon, watermelon, apple or kiwi have reference brands that consumers identify, this is not the case for garlic. Most consumers are unable to identify any garlic brand and are almost completely unaware of their origin and the differences between varieties.
For this reason, the cooperative has developed an ambitious project: to become the reference brand for Purple Garlic from Las Pedroñeras. "Since December 2015, we have been focusing our efforts on the PEDROÑETE brand. We are expanding in several Spanish regions, where it is still hard to find Purple garlic! We also aim to advertise the properties of this garlic, which differ considerably from those of other varieties," he points out.
"There is growing interest in Purple garlic worldwide"
Coopaman exports 80% of its garlic, with a significant presence in European markets, the Middle East, North Africa and Brazil. "In recent seasons, we have been increasing our shipments to Egypt, the United States and Canada, and we will once again export to the Netherlands, where we found a customer that we'll distribute our brand exclusively. There is growing interest in Purple garlic worldwide."
To strengthen the brand's presence, the company has designed a packaging format unlike anything seen before: trays with four garlics covered with nets which combine innovation with tradition, and for which they have also designed a display case.
To strengthen the brand's presence, the company has designed a packaging format unlike anything seen before: trays with four garlics covered with nets which combine innovation with tradition, and for which they have also designed a display case.