Bollo introduces Natural Change, a movement that advocates a new approach to farming and consuming fruit

Globalization, digitalization, and an increasingly competitive market have changed agriculture and the countryside forever. They have also changed the relationships between agri-food companies within the industry, as well as the way consumers buy and consume fruit.

Against this backdrop, Bollo Natural Fruit created Natural Change to bring together a series of initiatives promoting a new way of farming and a more sustainable and practical way for end consumers to consume fruit.

Natural Change is a corporate movement that proposes relevant changes on three levels so the agricultural sector has a brighter future: a change in the way we farm so its more respectful and responsible with the planet; a change in relationships with farmers, rural communities, retailers, fruit sallers and wholesalers; and a change in the way we understand current consumer trends and preferences.

“The world is constantly changing. We want to guide the change to turn it into something positive,” stated Antonio Alarcón, CEO of Bollo Natural Fruit. “Natural Change will establish a framework that allows us to implement a series of actions to move towards a more modern, more responsible agriculture that is deeply connected to the value chain, from the land to the consumer,” he added.

A change in the way we farm
The company is introducing its first initiative to launch this movement: a documentary illustrating how caring for biodiversity is central to its agricultural model. It achieves this by incorporating the Bio-Inclusive model into its farming practices, a pioneering system that regenerates soils, enhances ecosystems, and optimizes water management.

This methodology, which began on the El Cerro farm (Carmona, Seville), is now applied to almost 2,000 hectares, and the company aims to extend it to all its own farms in the coming years.

Bio-Inclusive agriculture techniques allow increasing productivity sustainably by optimizing the use of resources and the natural resilience of the environment. It also improves the fruit’s taste and quality by achieving an optimal balance between soil, water, and crops. Finally, it helps regenerate soils and strengthen ecosystems, promoting biodiversity and the natural resilience of the environment.

A change in relationships with farmers, rural communities, and the industry
Bollo Natural Fruit will promote connections with farmers via Natural Change’s various initiatives that give visibility and value to professionals and communities in rural areas. The company will continue to build strong relationships with them and carry out different activities that promote their professional and personal development.

Likewise, within the framework of ESG policies, work will continue on various social actions that directly benefit populations in the areas where the company operates (Valencian Community, Andalusia, and Region of Murcia).

The industry will also be strengthened through various tools that shed light on issues of interest to professionals in the sector (retailers, wholesalers, fruit sellers, etc.). In this area, the company will launch a quarterly report to review updated data on fresh fruit production and marketing, as well as market and consumer trends that are impacting the industry.

Last year, Bollo Natural Fruit launched its Barometer of Fruit Purchasing and Consumption Habits in Spain, a study that delved into the routines of Spaniards when purchasing and consuming fruit (purchase channels, times, consumption frequency and formats, most consumed fruits, etc.).

A change in the fruit consumption model
Natural Change also stems from the desire to innovate and listen to the changing trends and needs of consumers now.

“We want to promote a new culture of well-being associated with healthy and sustainable eating, where taste and quality are key,” Antonio Alarcón stated. “We want fruit consumption to be an enjoyable way of looking after ourselves and, to this end, we will work to promote and disseminate healthy eating habits. We will go even further, listening closely to the consumer trends that will shape our roadmap.”

In this regard, linked to new consumer trends, Bollo Natural Fruit has recently announced its entry into the fresh-cut segment, through which it will offer more practical options and adapt fruit consumption to everyday life, without compromising on freshness and quality.

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