Fruteq is an agricultural services company located in Quartell (Valencia), with over 50 years of experience, managing both its own and other companies' fields. With the aim of promoting the region's citrus fruits and highlighting lesser-known varieties like Sanguinelli, they launched an online sales project a year ago that has successfully reached and retained a large customer base. The process has been relatively straightforward, as the company had already undergone a significant digital transformation.
- How did the idea of launching online sales come about?
We felt it could be a good tool to showcase our fruit, which is usually sold wholesale, and also our services. The excellent management of our crops is best exemplified by the fruit we produce and its exceptional quality.
We were also driven by the desire to educate. From the beginning, and this is how it's presented in the store, we wanted to explain which varieties we sell, why the sales take place at certain times, and what qualities or characteristics each fruit has.
In the citrus sector, this information is not communicated to the consumer, who often doesn't know what they are consuming or understand why the oranges they bought last week had more juice than the ones they just purchased. That's why we insist on providing clarity and knowledge in this area to the best of our ability.
And finally, to spark interest in these fruits. When I traveled outside agricultural circles, people were always surprised when I mentioned that we produced Sanguinelli. They thought it was a variety that had disappeared and said it reminded them of their childhood because it was a fruit that was present during that stage of their lives. If they know it's still sold and affordable, they can start asking for it at their usual shops. If there's enough demand, those shops will eventually add it to their offerings.
- And how is the experience working out?
The truth is, things have gone very well. We started a year ago with the Sanguinelli variety, which was well received. Then we decided to try the Powell, and shortly after, the health crisis hit. The demand for citrus fruits skyrocketed, and we had a huge number of orders. In the summer, when we focused on the Valencia variety, sales dipped slightly. Perhaps people don't consume as many oranges during the warmer months and associate them more with the cold. But now, with the return of the Sanguinelli, people are showing interest again.
- A loyal audience, then
Yes. We have a very loyal audience on social media, and it's the same in the store. Usually, those who buy something, come back.
In the case of the Sanguinelli grape, we've been getting phone calls for two months asking when it will be back in stock. It reaches its peak ripeness at the end of February, and that's when we'll begin shipping.
Furthermore, our agricultural service clients have acted as true salespeople. They know us, they know our product and its quality, and they have recommended it to their networks.
- Has it been difficult to manage a store like this, also having to do the shipping?
The truth is, no. The fruit is ours; we don't have to go looking for it or buy it from anyone. We've practically only had to invest in the boxes. For invoicing, we've slightly modified the program we were already using.
And the shipping is handled by courier companies. So it's been quite simple.
It's also true that we started from a high technological base. All our processes were already digitized within the company, so adapting to this new environment wasn't difficult.
- Will the online sales business expand in the future?
Initially, I don't think so. Our main activity remains production management.
We've been offered other fruits to sell. We're not closing any doors, but it's not our goal either.
For now, we are content with making ourselves known, informing people about citrus cultivation and its qualities, and promoting the sale of seasonal fruit.
