Fruit Today Magazine talked to Lorenzo Carrasco, Sales Manager at Central Dica, about the company’s development after the 2020 merger of all the companies making up the group, as well as the goals they are planning to reach.
It is three years since the merger of all the companies in the group. What has this movement meant?
Previously we operated as five different companies: Central Dica, Fruica, Lorenfruit, Dica Pak and Agro-Origen. A few days before the pandemic was declared, we merged into a single company, with a single name, Central Dica. This has been translated into a better internal synergy, greater dynamism and superior advantage being taken of opportunities, as we are much more agile. And with respect to our brand, it continues to be the same, La Breña, with which we offer a wide range of top-quality products.
You are significant importers of several products, how have your import campaigns behaved during the last period?
The import campaign has been marked, as has the national one, by complicated weather conditions, produce shortages, high prices… But in the end, we are a company with many years of experience and we have overcome the obstacles. We continue to specialise in families such as grapes, mangos, avocados or our great star, the Chilean Ercolina pear, where we continue to position our company as one of the largest, if not the largest, importer.
And your work with the distribution chains?
For some time now we have been working in depth with the chains and we have managed to win their trust with our specialisation and proximity. We are in a process in which we will try to delve deeper in those where we are present with more products, as we have a wide range of fruit and vegetables.
How is Central Dica’s production developing at the source, La Pequeña Holanda?
La Pequeña Holanda is focused on export and distribution for supermarkets. There are 270 hectares devoted to broccoli and cauliflower, with both ecological and conventional crops. Up to now, we have exported to England and Germany and we are now opening up other markets such as Scandinavia, Canada, the Arab Emirates or Asia.
