The new concept seeks differentiation through premium quality and a unique presentation, which reaches the consumer in a joint effort with its suppliers and customers.
Hermanos Montes has undertaken an important reform at all levels, structural, operational, aesthetic… that can be seen just by walking past their stalls at Mercamadrid. With a different, striking and attractive paneling of their brand, they transform the cold image that we usually find in these corridors. Only in this first contact with the company is it already possible to glimpse that they want to transmit a new work philosophy and this is how they tell us in their offices, still in the process of reform, Raúl Fernández, their manager, and Antonio Montes, commercial director of the entity : “We decided to sacrifice volume for an offer of premium products, which is aimed at a client who is committed to differentiation, both in quality and presentation, and that is our goal.” In this sense, one of its big bets is the development of a gourmet line of tropical fruits. The mango, with its Étnica brand, is already a reference in its catalogue, representing a good example of the type of product for which it wants to stand out. “Last year we sold 8,000 boxes of Étnica, and so far in 2018, we have already sold 25,000 in Europe and outside the continent,” says Montes, who maintains that the change in presentation has been fundamental in this growth.
Now they are looking for more suppliers in South America and other continents of ethnic and exotic gourmet products in order to continue expanding their offer and satisfying their customers.
«We want to offer a gourmet product in the entire range throughout the campaign»
In parallel, they are developing a very attractive line of packaging, which guarantees the best results for their suppliers and customers. Likewise, they also offer their greengrocers commercial and aesthetic advice, in addition to being very present on social networks in order to reach the consumer and promote the points of sale where they can find their products (on their website we can see where these greengrocers are located) . With all this, they manage to develop the concept, ‘La Froutique‘, the new fruit ’boutique’.
Hermanos Montes is one of the main defenders, with a very active role, of the Central Market’s daytime hours in pursuit of greater family conciliation, generational change, promoting the role of women in the market, export facilities and, in definitively, “a better future for all those who make up this sector”. However, they are concerned with the position of the City Council of not complying with the will of the majority despite the votes carried out and of Mercamadrid for not putting stricter measures to comply with the schedule, whatever it may be.
An article by: Isabel Fernandez
Source: Markets Magazine