The El Rosal bakery in Tàrrega has set itself the goal of exceeding 50,000 cookie roses during the Sant Jordi campaign, in an edition in which it once again focuses on sales to companies and on the expansion of its product outside the local scope.
This year's proposal maintains three varieties of cookie rose, made with dark chocolate, with strawberry or with chocolate with hints of raspberry. The campaign is carried out with about twenty people, among them thirteen cookie makers, mostly with disabilities or from vulnerable groups.
Growing weight of companies in the campaign
The business channel is once again decisive for El Rosal. 75% of sales are concentrated in this area, a line that this year is reinforced with the incorporation of about thirty new collaborating companies.
"The main novelty of the season is the consolidation of trays in mini roses, designed especially for offices, with the will to promote this festivity as a social act within companies" - Jordi Lloveras, member of the El Rosal team
These mini-format trays are thus consolidated as one of the campaign's mainstays, with the intention of transferring the celebration of Sant Jordi also to the work environment and expanding the product's presence in offices and corporate spaces.
Slight price increase
The cookie rose registers this year an increase of 3% compared to the previous campaign. The bakery faces this rise in a context of high activity and with the forecast to maintain the volume of orders during one of the most important commercial dates of the calendar.
Presence in Madrid to open market
In parallel with the Sant Jordi campaign, El Rosal participates in the Salón Gourmets of Madrid, an event with which it seeks to gain visibility outside its usual environment and open new commercialization opportunities.
"A great effort with which we seek to make El Rosal known beyond the local scope and expand the product throughout the European territory, thus ensuring work throughout the year" - Jordi Lloveras, member of the El Rosal team
The presence at this fair forms part of the strategy of the Tàrrega workshop to strengthen its activity beyond specific campaigns and sustain the workload throughout the year with new clients and markets.