Frutas El Cerval was a pioneer in the handling of this fruit in Almuñécar. Today they market produce 12 months of the year and they are growing in a sustainable way
A decade ago they called him ‘crazy’ for embarking on an until then unheard of venture in Almuñécar: the handling and direct marketing of avocados. During these years, the producers in the region cultivated tropical fruits and left the rest to the companies in Malaga. Gregorio Jiménez, manager of Frutas El Cerval, wanted to go a step further and chose a route that later on would be followed by most of the companies in Granada. “I thought, why not? And we are still here now.” Today, the company cultivates 100 hectares and continues to grow. Avocados are its main produce (making up 60% of the total), followed by custard apples, mangos and medlars. As a whole, they will make up around 4 million kilos this campaign, mainly destined to European countries (70% of its market share).
To supply its customers 12 months of the year, they import produce from sources such as Peru, Chile, Mexico and Kenya out of season. “We make sure that they have homogeneous quality, in line with the national produce we offer,” Jiménez explains.
New developments
The company has recently incorporated a mango and custard apple grading machine to streamline the work flow in its installations and in this way increase its production capacity. Likewise they have added a new brand to the tradition ones of Frutas El Cerval and Bañuelos, called Teresa.
It is also worth mentioning the launch of its website, www.frutaselcerval.com, redesigned and with a more up-to-date and simple image, a reflection of the business philosophy.
