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F R U I T
Newsletter AFMNo. 7
ndic
eIn
dex
I
People Inside 8
AFM Products 6
AFM News 4
Our culture 12
Did you know...? 14
Recipe 16
ISO 14001:2004 Certified Company
Agrana,
CONGRATULATIONS to every Agrana Fruit Mexico collaborator for the great achievement this certification represents!
This past May, supported by our collaborators, Agrana Fruit Mexico achieved the ISO 14001:2004 certification.
The system, although still young and with only one year of being implemented, looks already mature enough and consistent with itself. Follow up is given to its operational controls and the whole staff, which is committed with the company and shows itself participative with and knowledgeable of the environmental policy of the organization.
AFM News
Ÿ Ÿ Ÿ Ÿ Ÿ
Management Commitment.System Management.Staff Qualification.Environmental Risk Identification and Control.Focus on Sustainable Development.
Aiming at opening new markets, Agrana brings the safety and sustainability from the field to the consumers' table!
We are talking about “Berry Proud”, a name which conveys the great pride of Agrana in elaborating these products, as well as a play on words between “Berry” and “Very”. The name is fun and easy to pronounce and remember, with a playful and stylish touch as well.
On the other hand we have “Fruity Fields”, aiming at bringing about empathy with the brand through a clear and friendly name; it's made up from the words “Fruity” and “Fields”, resulting in a home-like feel.
its two new brandsfor fresh fruit
AFM Products
AGRANA always thinking about you!
JLeading the opening of new
markets in fresh fruit
“We plan to increase our sales of the first transformation to other
clients and markets, where our products can reach consumers directly with our own brands”.
People Inside
Personal information:Name: Jean Christophe
HesteauPosition: Mexico Supply
Chain and LATAM DirectorCountry of origin: France
Agrana Fruit México (AFM): Jean, thank you so much for your time. Can you tell us about yourself, how did you get to Mexico and joined AFM?Jean C. Hesteau (JC): I arrived to Mexico in early 2000, in the state of Guanajuato to complete my thesis for Agricultural Engineer; on the potential of frozen fruit and vegetables from Mexico in Europe. I fell in love with the country and its people and realized the potential of the country's fruit industry, and so, after getting my degree in France at the end of 2000, I came back to Mexico in February 2001, to work for Siasmex. My first years here I was working in sales of frozen product, and fruit preparations, but when Atys created its global purchasing organization, I joined the project in order to validate the fruit suppliers' compliance with good agricultural practices in the Americas. After that, Agrana group reinforced the global structure for the supply of raw materials in its Europe and USA plants, Agrana Fruit Services (AFS), in which I took care of the food quality and safety team for America, from 2006 to 2012.
I always had my office at AFM and was always close to its frozen and agronomy operations, as an AFS supplier. And so I was very happy to join back again directly to the AFM team last year, and among other responsibilities, leading the fresh fruit business.
AFM: Can you describe for us each brand in three words?JC:
AFM: What are your expectations for this enterprise?JC:
There are many aspects that we want to address and communicate through each brand, but if I were to sum up the essentials or the differentiating points for each one, I would say this:
Berry Proud: what we aim to convey to the customer through its name and logo can be described in three words as trust, excellence and naturalness. Fruity Fields: what this brand intends to convey to our customers can be summed up in warmth, freshness and sweetness.
What we are looking for is for Agrana Fruit Mexico and its brands to be recognized in the market as a leading and reliable company. We have very high expectations for the business of fresh fruit: not only in the USA but also in Europe, Asia, the Middle East and in Mexico itself, the consumption of berries and other fresh fruits is rising and AFM wants to be a growing party supplying this increasing demand. Mexico has much potential and we want to be a part of it.
“I fell in love with the country and its people and realized the potential of the country's fruit industry...”
AFM: Which were the contributing factors propelling the creation of the new brands “Berry Proud” and “Fruity Fields”?JC: So far, AFM's strawberries, blackberries and blueberries had only been marketed under other companies' brands. In order for AFM to gain autonomy and control over its growth plans in the business of fresh fruit, it became absolutely necessary to have own brands. That way we can market more products in more markets. The Berry Proud brand was conceived for the marketing of our premium berries. Fruity Fields is intended to market berries and other fruits.
People Inside
AFM: Finally, tell us, do you have any new project for the future in mind?JC: From the very beginning, the products of the first AFM's transformation (frozen and fresh fruit) have been intended to supply our own prepared products and those of the other Agrana plants in the world. But frozen and dry infused fruits also hold a lot of growth potential beyond the mere prepared products. And that is why we plan to increase our sales of the first transformation to other clients and markets, where our products can reach consumers directly with our own brands.
Thank you so much for sharing your experiences with us, Jean.We wish you great success in this new endeavor within Agrana!MKT AFM
T
TOGETHER, we are making it happen!!Once again, we prove that
eam BuildingAgrana Teamwork
Our culture
This year, Agrana had its Team Building event in Zamora, Michoacan. The main topic was teamwork, and all of our collaborators were there accomplishing four challenges with people from different areas.
About 400 of our employees attended this event, which was started with an interesting and fun conference, followed by the challenges that really put the teams to test, and was closed by thanking the effort of every Agrana collaborator with a delicious meal.
2013
Bstrawberries
enefits of
Did you know...?
“Strawberries and their high Vitamin C content”
Strawberries are rich in vitamins and minerals that help us reinforcing our immune system, vitamins such as vitamin C, which improves our breathing system. It takes only 100 gr or one cup of strawberries to fulfill the daily requirements of Vitamin C. Strawberries have B Vitamins, which serve to prevent anemia; are antioxidant, helping thus to prevent cancer and premature aging.
Besides its nutritional value, strawberries are perfect for people who want to keep a healthy weight as they very low in calories due to their high water content.
Did you know that only 100 gr of strawberries fulfill your daily Vitamin C requirements?
By: Claudia E. Navarrete Farias.
Ingredients:
2 Cups of water1 Lemon
3 Spoons of sweetener/sugar10 Strawberries
Preparation time: 5 minutes.
Servings: 2 cups.
Recipe
Preparation:
1. Squeeze the lemon into the water.
2. Add 3 teaspoons of sweetener/sugar and mix.
3. Add sliced strawberries to taste.
4. Add ice cubes if you want to, and you are ready!
Prepare a fresh and delicious infusion in only 4 steps!!!!
emonade Infusedwith strawberriesL
