Spain’s subtropical fruit industry has entered a phase of strategic maturity. After overcoming critical periods of drought, the 2025/26 avocado season is shaping up with production stability, enabling companies such as Reyes Gutiérrez to continue strengthening their presence on European retail shelves.
The company provides service through year-round supply, while also offering proximity thanks to its 500 hectares of own avocado production—a growing asset in a context where distribution increasingly values supply traceability.
“Proximity allows for greater flexibility, a better response to changes in demand and reduced logistics times, which translates into fresher fruit, better flavour and a lower environmental footprint. All of this strengthens the positioning of European product compared with other origins,” the company explains.
In an environment of growing competition for volume among different origins, Spain differentiates itself through intrinsic quality and efficient logistics. According to Reyes Gutiérrez, “there are still many customers who prefer Spanish fruit over Moroccan fruit and rule out Peru due to its generally low dry matter levels, particularly between January and March.”
More demanding planning
The company will be present at Fruit Logistica. “Our main objective is to consolidate and strengthen relationships with our suppliers and to hold meetings to analyse production developments and jointly plan upcoming campaigns. Trade fairs like this allow us to exchange first-hand impressions, understand market trends and continue building a strong collaborative network within the sector.”
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At the fair, avocado and mango will play a prominent role, not only due to their growing international demand and export potential, but also because of Spain’s positioning as a consolidated supplier among EU retailers.
“The main challenge in the relationship with large-scale retail is adapting to increasingly demanding planning, where continuous availability, programme compliance and promotional pressure set the pace of the market. This requires very close coordination between production and marketing, as well as a real ability to guarantee volumes, quality and service throughout the entire season.”
