muMU®, the new summer berry brand

Starting next June, and until November, the shelves of the main supermarket chains and retail stores will be filled with strawberries, raspberries, blackberries and red currants of the new muMU® brand, belonging to El Pinar, which since the late 1990’s has been developing this line of business, being pioneers in the production of berries in summer in the fields of Segovia (Spain).

El Pinar began as a fruit grower, thanks to its knowledge as a plant producer and to the adaptation of the fields of Segovia to the growing techniques of central Europe and southern France.

Currently its summer production runs from June to November, and is located in Segovia, 100% under hydroponic cultivation, and with the best varietal selection, complementing it the rest of the year with fruit from their own farms in Portugal (Alentejo). “We select the best varieties, those that adapt to our climate and land, and we apply the most innovative growing techniques,” says Jimmy Esteban, commercial manager.

In addition to traditional channels (wholesalers / retailers and supermarkets), the marketing of muMU® fruit will also take place online through its website .

Sustainable production
Under the muMU® brand we can find a fruit grown under sustainable production methods, respectful of the environment, where biological control techniques are applied, minimizing the use of chemicals. “We have a clear commitment to respecting the environment and our surroundings, and also because customers request it,” explains Jimmy Esteban.

All fruit production is certified under Global Gap and Grasp, as well as IFS in warehouses.

Together with muMU®, under which it will market 70% of its summer berry production, El Pinar continues its commitment with its organic fruit production line under the Be Organic brand (30% of its production of strawberries, raspberries, blackberries and blueberries).

About El Pinar
El Pinar is a family business dedicated, for more than 40 years, to the production of plants and fruits in the berry sector, with production fields in Spain, Portugal and Romania. We have a global plant distribution network and supply exceptional fruit to customers throughout Europe.

El Pinar, in addition to being a plant propagator, is the main producer of berries in summer in Spain, with a production that begins in May and lasts until November, with its main clients located in the distribution and wholesale markets.

Within this line of business, they have varieties adapted to their production areas, located in Segovia and Alentejo (Portugal), where they produce strawberries, raspberries, blackberries, blueberries and red currants, always using sustainable production techniques.



Source: Fresh Plaza