Upfresh works with all sorts of packaged vegetables, from lettuce, tomato, broccoli, cauliflower, pepper, cucumber... to salads, arugula and vegetables for microwave, "trying always to offer value added to the customer," affirms José Luís Giménez, Manager of Upfresh. Unlike Gigante Verde, which has been selling canned vegetables in Spain for 30 years, our products are all fresh."
One of the best-selling products at the moment, according to Giménez, is the Dutch cucumber, as well as the "tricolour" pepper pack (green, red and yellow), well-demanded in countries like Germany and the Netherlands. "We have the licence to sell the product all over Europe, as we thought it would only sell abroad; however, despite being a relatively new product in Spain, we have been surprised to see it is being a hit in sales," he says.
One of the keys for the success of the Tricolour pack, according to Giménez, is the value added of the product's uniformity. "Customers want all three peppers to have the same size. Normally green and red peppers are more or less similar in size, but that is not the case with yellow peppers, which are harder to find. Other times you find packs in which sizes greatly differ. We offer uniformity with 600 gram packs with three peppers each weighting around 200 grams."
Talking about uniformity, it is also worth noting that Upfresh keeps the same prices all year long. "Having fixed prices has advantages and disadvantages. Sometimes you profit, and other times the price of certain vegetables increases and you lose money. Our strategy is to offer popular products which always cost customers the same."
Thanks to the wide range of varieties for each product, "the goal is to sell every product all year long. For example, in the winter we have lettuce from Murcia's coast, while in the summer the product comes from the higher mountainous areas of Granada, as the plants cannot stand high temperatures."
"Although we are only just starting, Upfresh's growth potential is huge," concludes José Luís Giménez.
