The Pascual Group is not overly concerned about the impact of the veto on its milk by the main food distribution group in our country, Mercadona, which since March has prioritized its own reference on its shelves.
This was stated by the president of the food group, Tomás Pascal, during the celebration of the 50th anniversary of the birth of his mineral water brand, Bezoya. As the second generation at the head of the Aranda de Duero company, Pascual recalled that his father, founder of the firm, taught him how to not depend more than 10% on a single client, bank or supplier and added that the marketing of milk in the Valencian supermarket chain represents less than 3% of its turnover.
After remembering that Mercadona maintains the sale of its milk references in establishments in the provinces of Segovia and Mercadona, where Pascual has strong social roots, its president recognized that Your desire as a company is to have a presence in all chains, even in those that bet so much on their own brand, which is why they must continue working hand in hand with distribution.
In this sense, Pascual recognized that his efforts now have to be directed to the clients of the Juan Roig chain who have been left unable to purchase their products, go to other operators where they have a presence to acquire them, in addition to getting Mercadona interested in its products again. Likewise, he added that this type of brand withdrawals are part of the usual relationship between chains and manufacturers, so what would be interesting would be to know why they have become news.
They will not manufacture white label
Regarding the advance of the private label, especially in the milk line, the main business of this family firm, and about the possibility of manufacturing products for distribution brands, Tomás Pascual reiterated that they will continue to be a brand company, so “we will never sell the same value proposition with two positionings, although on some occasions we have produced for third parties as part of our strategy of gaining volume to become more cost-efficient.” For this year, in which the consultants maintain a forecast of more moderate growth than in previous years of the white label , the president of Pascual predicted a return to the traditional promotional activity in the food distribution market.
Furthermore, he recalled that his commitment to innovation as a value proposition of its brands will remain one of the fundamental pillars of its growth, citing as an example the recent market launch of its range of foods with high protein content at an affordable price Dinamic Protein, with which they expect to invoice 20 million euros in three years.