"The trend towards IV and V range vegetables is rapidly increasing in Argentina"

Argentina's market has experienced significant changes in recent years, driven by more informed and health-conscious consumers. "The trend toward processed and ready-to-eat vegetables is increasing rapidly, similar to what has already happened in developed countries," stated Agustín Benito, Sueño Verde's commercial and industrial process manager.

The company oversees its entire value chain, from primary production in various regions of Argentina to industrial processing and distribution. This method, known as vertical integration, enables them to plan planting according to demand, process vegetables in their modern facility, and manage distribution with their own logistics. "We can deliver ready-to-eat products 24 to 48 hours after harvesting to a large part of the country, ensuring full traceability and quality control at every stage," Benito said.

This trend is also clear in gastronomy, where IV range products (fresh, washed, and ready-to-use vegetables) and V range products (cooked vegetables ready to be added to dishes) are gaining importance. "The Horeca channel (hotels, restaurants, and catering) experienced significant growth from 2020 to 2023, but the economic adjustment in 2024 has slowed things down, pushing us to seek greater efficiency across the supply chain. At the same time, retail faces the challenge of competing with local greengrocers, but the projected 5% annual economic growth in GDP for 2025 creates opportunities to develop new product categories," he stated.

The company has been dedicated to process and product innovation for thirty years, setting industry trends. A recent example is the launch of a V-range line for retail and the Horeca sector, along with the adoption of 100% compostable trays for salads, leading to a 60% reduction in plastic use over the past two years. "We work to offer solutions to customers and respond to new consumer demands, without compromising the quality or shelf life of the product," Benito stressed.

"Looking ahead, we aim to double the company's size within the next three to five years by focusing on an omni-channel strategy and entering new markets. The company is exploring export opportunities in neighboring countries and is open to forming local partnerships that facilitate knowledge transfer and exchange. We are optimistic. We see opportunities where others see problems," Benito stated.

© Sueño Verde For more information:
Agustín Benito
Sueño Verde
Argentina
Tel: +54 9 11 5879-3066
Email: [email protected]
https://sueñoverde.com.ar/