MENU

HISTORY

In 2002 the project of the Asociación Grupo Fashion® (today Grupo AGF ) was born, being definitively constituted in 2006, with the purpose of creating an extensive calendar of watermelons from maximum quality, adjusted to the needs of customers and consumers, establishing as the main objective to regain confidence in watermelon consumption.

Today it is the largest group of companies in the primary fruit and vegetable sector in Europe .

Owner of seedless watermelon brand Fashion® , a leader in sales in the sector.

Formed by 16 fruit and vegetable companies that focus especially on the coast Mediterranean Spain, so Watermelon Fashion® is grown both in greenhouse and outdoors, guaranteeing a long production and supply schedule, from April to October.

The companies are subject to a strict production protocol and external audits to guarantee the excellent quality of the product.

KNOW US

Joaquín

JOAQUÍN
HIDALGO MARTÍNEZ

CHIEF COORDINATOR
Maria-del-Mar-Montoya-López

MARÍA DEL MAR
MONTOYA LÓPEZ

COMMERCIAL DEPARTMENT
Francisco-Javier-Martínez-Salmerón

FRANCISCO JAVIER
MARTÍNEZ SALMERÓN

ADMINISTRATION MANAGER
María-del-Carmen-Vega

MARÍA DEL CARMEN
VEGA VELA

COMMERCIAL DEPARTMENT
Jesús-Navarro-López

JESÚS
NAVARRO LÓPEZ

COMMERCIAL DIRECTOR
angel-

ÁNGEL
LÓPEZ

COMMERCIAL DEPARTMENT
AGF Staff 047

VÍCTOR
GONZÁLEZ MALDONADO

MARKETING RESPONSIBLE
david_acien2

DAVID
ACIÉN

QUALITY DEPARTMENT

VALUES

Our values and our commitments define us. We can summarize them, but they go beyond words. Some of them are:

CORPORATE SOCIAL RESPONSIBILITY

(click to see more)
At Grupo AGF we determine local needs, we recognize our neighbors, authorities, the media and other groups with which we interact.

We promote coordination, dialogue and recognize mutual support needs, generating joint solutions. We respect current legislation and comply with the operating standards of the different government agencies with which we have a relationship.

We support the development of the community through direct actions with educational, sports and cultural organizations.

We impose ethical behavior that creates value for the business and at the same time improves the quality of life of workers and their families, neighboring communities and society in general.

ENVIRONMENTAL RESPONSIBILITY

(click to see more)
We seek to maximize the productivity of resources, minimizing waste and emissions and generating value for AGF member companies.

We monitor our productions, evaluate our performance and keep meeting or exceeding the standards of care and respect for the environment.

We do not pollute the soil, water, or air.

We promote green processes not only in our operation but also in the development of our technology and our products.

We also support and promote different initiatives:

P1080095
FASHI-ON THE SCHOOL
The “fashion The School” program was launched in 2016 with the aim of instilling in the youngest children the benefits of a healthy diet and the inclusion of fruit in school breakfasts. "Fashion The School" has distributed watermelon to more than 20,000 kindergarten and primary school students in more than 50 educational centers in various Spanish provinces, extolling the health benefits of the Mediterranean diet.
IMG-20190223-WA0003
ALTEA-AGF
ALTEA AND AGF for a purpose of solidarity Altea and Grupo AGF begin collaboration in order to make the population aware of the need to give visibility to this disorder that affects more than 2% of the population. For this reason Altea and AGF come together to organize the largest event held for autism in Almería. The first social action they have launched is a charity race "I runner Fashion, blue race for autism", which will be held on March 31, coinciding with the ALTEA activities plan scheduled within the framework of World Awareness Day. of Autism (April 2) and with the aim of spending a family day and raising funds, since 100% of the proceeds will go to the Association. Grupo AGF and Altea launch this race with an attractive route, which will start in the park of La Almadrabillas next to the emblematic Cable Inglés and will cross the Paseo Marítimo de Almería. Those interested in participating in this cause may register on the web www.quenadatepare.com. Inform that the race is included in the official circuit, so the marks achieved will be scored. With the message DO NOT STOP YOU, Altea and the race join the claim that the AGF group is launching this campaign, uniting in four words Watermelon Fashion's commitment to promoting healthy eating and lifestyle habits, and which constitutes a whole declaration of intentions full of positivism and vitality.
deportess
FASHI-ON THE SPORTS
Together with the actions carried out in schools, in 2016 we launched the "fashion The Sports" program Through this program, we have collaborated in bringing hydration and health to more than 75 sporting events of all kinds, with a total participation that exceeds 25,000 athletes of all ages and levels, helping to reduce fatigue and reducing recovery time. in a deliciously healthy way.

I + D + I

The R + D + i department of Grupo AGF is managed by our technological partner Nunhems Spain, SAU . , and in collaboration with various institutions. The renowned partner provides a very broad vision in the field of research and innovation to develop the most appropriate practices that allow us to advance in the production of our seedless watermelon , Sandía Fashion .

What are the objectives of this collaboration?

INTERNATIONALIZATION OF THE BRAND & gt;

Grupo AGF in collaboration with Nunhems Spain, works on product internationalization projects.

On the one hand, on the internationalization of new production areas into strategic areas of influence , in particular the United Arab Emirates; and on the other hand, the internationalization of the image of the brand in these strategic areas and in turn the expansion of the production calendar to twelve months of the year.

THE DIVERSIFICATION OF THE PRODUCT & gt;

Grupo AGF in collaboration with Nunhems Spain, works on product internationalization projects.

On the one hand, on the internationalization of new production areas into strategic areas of influence , in particular the United Arab Emirates; and on the other hand, the internationalization of the image of the brand in these strategic areas and in turn the expansion of the production calendar to twelve months of the year.

CLINICAL RESEARCH: STUDY OF THE UNIVERSITY OF CARTAGENA & gt;

Grupo Fashion, has prepared a study together with the Polytechnic University of Cartagena. In this study, 21 athletes participated who ran two half marathons, with an interval of 15 days, where Fashion watermelon juice enriched in L-citrulline was supplied.

The final objective, to analyze the response to exercise of Half Marathon race, assessing muscle damage and performance after drinking Watermelon Fashion juice, which has finally demonstrated the benefits of Citrulline from our watermelon on sports performance.

The results of the research show that citrulline has a beneficial effect on metabolism when the body is subjected to intense and prolonged exercise over time. The main effects:

  • Reduction of muscle fatigue
  • Increased performance
  • Decreased time in the athlete’s recovery after intense exercise. < / li>

Grupo AGF and the University of Granada agree to collaborate in the launch of the Master “MADES”, a Master’s degree in nutrition, sports and exercise for health.

PRESS

The press and the media also talk about us. Here you can see the latest mentions about it:

Sandía Fashion® launches TODAY its solidarity project, the 1st Edition of “Proyectos Que Laten” to make visible the initiatives that put the heart into life.
Sandía Fashion® launches TODAY its solidarity project, the 1st Edition of “Proyectos Que Laten” to make visible the initiatives that put the heart into life.May 2021
See the full press release here
Read More
• Sports, family, health and sustainability and innovation are the 4 main axes.
• 4 winners who may receive up to 10,000 euros and advertising presence in the media.
Sandía Fashion® presents its 2021 spot
Sandía Fashion® presents its 2021 spotMay 2021
See the full press release here
Read More
• Put a heart to life, new claim for the 2021 campaign of Sandía Fashion®.
• 3 audiovisual pieces that tell current stories.
• Sandía Fashion starts today, May 10, its advertising campaign with the broadcast of the spot in prime time by the Atresmedia and Mediaset groups.
• With the launch of their campaign “Our commitment to you: Caring for the planet”, Grupo AGF and watermelon Fashion® reinforce their commitment to the SDG 2030 of the Nations United and makes our watermelon now much more sustainable available to consumers.
Sandía Fashion® presents its most emotional campaign in spring 2021 </br>
Sandía Fashion® presents its most emotional campaign in spring 2021
May 2021
See the full press release here
Read More
• This is Sandía Fashion's most creative and social campaign.
• Sports, family, health and sustainability are the 4 main axes of the campaign.
• With a positive message the firm wants to put into I value the strength of Spanish society.
Sandía Fashion® reinforces its commitment to comply with the United Nations SDG 2030. "Our commitment to you: to take care of the planet".
Sandía Fashion® reinforces its commitment to comply with the United Nations SDG 2030. "Our commitment to you: to take care of the planet".April 2021
See the full press release here
Read More
• On September 25, 2015, world leaders adopted a series of agreements to eradicate poverty, take care of the planet and ensure the prosperity of the entire world as part of a sustainable development agenda with goals for the next 15 years.
• Among the Sustainable Development Goals (SDG), we find goals such as the end of poverty, end hunger, improve access and water quality, avoid climate change, promote sustainability or biodiversity, among others.
• To achieve these goals, we all have to do our part, from governments and institutions, to civil society and companies.
• With the launch of their campaign “Our commitment to you: Caring for the planet”, Grupo AGF and watermelon Fashion® reinforce their commitment to the United Nations SDG 2030 and make our watermelon available to consumers now much more sustainable.

SPANISH HEART FOUNDATION

The Spanish Heart Foundation (FEC) has created the Food and Health Program (PASFEC) to meet two complementary objectives:

  • Provide the consumer with a reference for the identification of the most healthy, based on objective criteria previously established by experts from the FEC and that helps them protect and improve cardiovascular health.
  • Encourage the industry to develop more beneficial products for health.

OUR COMMITMENT, THE CONSUMER

Grupo AGF has collaborated with the Spanish Heart Foundation since 2010, within the PASFEC program, with the common objective of raising awareness about the importance of preventing coronary heart disease. As a consequence of the commitment that Sandía Fashion wants to offer to the consumer, we are striving to be, not only a watermelon brand, but also a health brand. Contrasting scientific evidence regarding the benefits of this healthy fruit , added to the incessant search for excellence promoted by AGF group , drive our passion for making your diet, a healthy and balanced way of life.

Watermelon Fashion is a heart-healthy food, adhered to the Food and Health Program (PASFEC) due to its low sodium content. This recognition is reflected on our label with a seal that identifies it.