La Canastita makes a difference

Differentiation and constant innovation are the basic foundations on which the largest European blackberry producer, located in Lucena del Puerto, Huelva, is based.
When the strawberry boom emerged in Huelva over two decades ago, the Velo family, owner of over 160 hectares in the region around Doñana, decided that its farm was not going to be just one of many and it devoted its land to intensive blackberry growing on around 40 hectares. The woodland area maintains the beauty and singularity of a Mediterranean Wood, unique in the region.
Daniel Velo, an executive from the company, explains that “from the very beginning, although the specialisation in the region opted for strawberry growing, we sought differentiation and we backed a crop that was unknown at that time.”
The farm ‘El Bosque’ is located in the northern part of the Natural Park of Doñana and it makes up a clear example of harmonisation between farming and environmental commitment and sustainability, which also generates economic wealth for the region.
Over the last two decades the company has developed R&D projects that allow it to be at the forefront both in Europe and worldwide. Under poly tunnels fitted with climate control and macro tunnels 1,200 tonnes of blackberries are grown hydroponically on coconut fibre substrate.
Additionally, in this heavenly setting, whenever possible, biological control is used, to prevent the use of plant protection products as much as possible.
An in-depth knowledge of the produce and its careful handling allow the company from Huelva to lead the European blackberry market for virtually twelve months of the year. Other countries in the Middle East also know about the goodness of this little berry, due to air exports.
The research. Different lines of research have been constantly promoted by “La Canastita” (the brand name) since its very beginnings. As Velo indicates “blackberries are virtually unknown, particularly here in Spain. Through different projects with universities we are continuing with a very active effort regarding health topics and particularly the role that this fruit’s bioactive compounds play, an element that we are now attempting to identify on the labels.”
At the moment, trials are being carried out with the CEU San Pablo University of Madrid.
But the research work does not stop at this point, rather the Andalusian company is continuously immersed in the development of new growing procedures and techniques to value the sustainability and efficiency of the natural resources, the so-called Resfood programme (ResourceEfficient and SafeFoodProduction and Processing).
For the past three years all the fruit has been commercially channelled through the SAT +Berries, which brings together a group of different producers, each one specialising in a different berry.