May 2025 | 25 number of men and women. According to João Almeida, Friopesca's Director, the com- pany has played a fundamental role from its beginnings until its integration into the FRIP Group, thanks to the "comprehensive solu- tion it offers to different types of consumers, with highly nutritious and healthy products that are essential for a balanced diet". He also says that Friopesca "accounts for a significant proportion of the group's turnover (almost 30 per cent) and contributes significantly to strengthening its high export rate". Friopesca began its internationalisation at the end of the 20th century and, according to João Almeida, this journey was marked by "a high level of commitment to the quality of our products, excellent service and regular pres- ence at international fairs". Of particular note were exports to Germany and Japan in the late 1990s, the modernisation of the facilities and the increase in production capacity, which al- lowed the company to enter new markets such as North Africa, Brazil, the USA, Canada and, more recently, the Middle East. Today, exports account for more than half of the company's turnover. Japan stands out, ac- counting for 20 per cent of total sales. It is a very demanding market, but at the same time a very stimulating one, which values the posi- tive differentiation of products and services", says João Almeida. For Portuguese compa- nies wishing to enter this market, the direc- tor points out that it is a country that "favours quality and reliability, with great emphasis on food safety and scrupulous compliance with Japanese standards and agreements between customer and supplier". He adds that it is es- sential to establish direct contact with custom- ers and decision-makers within organisations by participating in international trade fairs and business missions, to be flexible in adapting the product or service to the customer's needs and requirements and, above all, to "have a lot of patience and invest a lot in the relationship, always transmitting total trust to the customer or partner". In addition to Japan, Friopesca is present in markets such as Spain, South America and North Africa. In terms of recent performance, João Almeida acknowledges that 2024 was a difficult year in terms of production activity, mainly due to the negative impact of climate change on the agricultural sector, which particularly affected frozen peas. However, the impact was miti- gated by growth in sales of other vegetables. Despite the challenges, expectations for next year remain optimistic: "The outlook for 2025 is positive, although we foresee another ag- ricultural year heavily influenced by climatic phenomena that could affect primary produc- tion. As far as the global context is concerned, João Almeida admits that "the current geopo- litical situation, which is still quite uncertain, will certainly pose additional challenges for the financial year 2025". Innovation is one of the pillars of Friopesca's competitiveness, especially in terms of pro- cesses. As João Almeida explains, "the fact that our products are 100 per cent natural, with no added substances in their processing, greatly limits innovation at the product level. For this reason, the company has focused on efficiency, sustainability and modernisation, and has pioneered the mechanical harvesting of peas and green beans, as well as the freez- ing of products such as broad beans, sweet potatoes and beetroot. We have also inno- vated with the introduction of different veg- etable mixes for different culinary purposes", he adds. Friopesca has a strong commitment to sus- tainability, promoting responsible practices in production and logistics. Although it be- longs to a group with roots in fishing, to- day, as João Almeida says, it is "a company 100 per cent dedicated to the production and marketing of frozen vegetables". In this context, it is committed to responsible ag- ricultural practices, promotes Global Gap certification and works to reduce its carbon footprint through measures such as photo- voltaic electricity generation, heat recovery and improved thermal insulation. With regard to fishing, the Director emphasises that “the FRIP group has a great respect for marine ecosystems and for the fishing quotas allo- cated to different species.” Pg frip.pt
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