Focusing on Freshness and Wellness

ONE of the world's leading vertically integrated producers, Fresh Del Monte has for over a hundred years been a producer and marketer of fresh, premium-quality food products. Also taking corporate social responsibility a step ahead, it is now fostering the concept of healthy eating by educating families about the significance of making the right food choices. In MENA, the company has six facilities that provide a variety of services including sales, ripening, sorting, repacking and fresh cut processing, and even poultry and meat processing. Speaking with FMJE, regional marketing director VIRGINIE DE BECO, who is based in UAE, explains the greater emphasis on health by Fresh Del Monte and the firm's vision going forward. What does the 'Del Monte' brand signify today? Del Monte is a symbol of freshness, product quality and reliability; we are recognised as a renowned producer, marketer and distributor of high-quality fresh and prepared food products across Europe, the Middle East and Africa. We are also amongst the leading producers and distributors of fresh and prepared fruits and vegetables, juices, beverages, canned and preserved products, snacks and desserts. Focusing on natural ingredients and fostering healthy eating habits, Del Monte Foods offers freshly squeezed juices from premium fruits with no artificial colours or preservatives. Del Monte iced fruit smoothies and iced fruit juice lollies are made from fresh fruits, for a zero-fat, low calorie treat. How is the fresh aspect being emphasised by your recent market ing and awareness campaigns? Del Monte Foods positions itself as a promoter of healthy living and healthy eating. With growing health concerns in the region and widespread ailments such as diabetes, child obesity, and high blood pressure levels, Del Monte has always tried to inculcate a sense of healthy eating amongst its consumers. With our "Eat Healthy, Live Healthy" initiative and "on the go" fruit and vegetable snacks and fruit-based desserts, Del Monte Foods is offering convenient yet healthy eating solutions. We are associated with a major sports organisation, E-Sports, as a Healthy Food Partner, in Dubai. We also conduct educational activities and workshops in schools, summer and sports camps. Named the "Fruit Fun Day", we offer free fruit sampling and try to educate the young masses on the benefits of eating fruits and vegetables. Del Monte Foods was conferred with the "Best Health Education Initiative" at Gulfoods Awards 2010. We are also actively growing the Middle East section of www.fruits.com, a website on Fresh Produce. Consumers can get all the leading information about Del Monte products and also gather nutritional facts, tips on choosing healthy food products, easy-to-cook healthy recipes as well as an entertainment section with games for kids. What are the company's main operating markets? Del Monte is a global brand with production facilities and offices operating in 48 locations worldwide. Regionally, Del Monte is offering its product portfolio across the entire Middle East and North Africa with our regional head office based next to our production facility in Al Awir, Dubai. We have liaisons with distributors across the region but also run our own distribution networks in some markets. In the United Arab Emirates, we have three businesses operating under a single umbrella; trading fresh fruits and vegetables, distributing our canned and preserved food range and producing fresh cut fruits and vegetables and freshly squeezed juices for the local market. Where does the company source its raw materials? Our fruits and vegetables are sourced from all over the world. We are trading on a daily basis to ensure that we get fresh produce at the peak of its season. We run our own plantations in South & Central America, Africa and the Philippines and aRopa y zapatillas de running para mujer