Fruit Today magazine spoke with Fermín Aldaz, Sales and Marketing Director at the company, who elaborated on this and other developments.
Market data from leading consultancies suggest that the consumption of fresh cut salads is stagnating in Spain. Is Florette seeing the same trend?
It’s true that this is a mature category, with 84% household penetration. By the end of 2024, the fresh cut segment grew by about 5% in value compared to the previous year, according to Nielsen. At Florette, we’ve observed steady growth driven by increasing demand for healthy, convenient food.
I believe future growth in the category will come from new consumption occasions and increased purchase frequency.
Among your salad ranges, which product is expanding the most? What is the behaviour of the sprouts segment?
The fastest-growing segments are complete salads, gourmet salads, and sprouts. Florette sprouts—both single-variety and mixed—are not only among the fastest-growing segments, but also stand out for their unmatched freshness, quality, and superiority.
We’ve also seen positive trends in the healthy snacking category and fresh cut vegetables, which have been the main growth driver, with a 13% increase over the past year.
What are the company’s latest innovations?
We’ve launched the second reference in our ‘Flavours of the World’ complete salad range: Japan. This new salad features escarole, carrot, and radicchio as a base, with rice, teriyaki chicken, and edamame, accompanied by a sesame sauce that transports consumers to the flavours of Japanese cuisine.
Also new is the complete salad Xtreme Tex Mex Chicken, which features ingredients and textures typical of Tex Mex cuisine. This reference complements the already well-established Xtreme Crispy Chicken—bold options designed for a younger audience seeking intense culinary experiences.
The new Mediterranean sharing salad is positioned as a balanced and versatile option for group settings, such as family gatherings or meals with friends. Meanwhile, the salad with a touch of red onion offers a convenient solution for those with little time who don’t want to sacrifice flavour or quality, thanks to the fresh, tender Batavia lettuce enhanced by the special note of red onion.
These new additions reflect two key consumption trends: collective enjoyment and the search for practicality, without compromising nutritional balance or the pleasure of good food.
In a society increasingly focused on health, do you believe functional mixes or premium ingredients have a place?
Absolutely. Consumers prioritise the health, quality, and flavour of the products they eat. At Florette, we are committed to offerings that combine freshness, quality, and nutritional balance, such as the High-Protein Chicken and Egg Complete Salad.
There is significant potential to continue developing innovations that respond to demand for functional, fresh, and tasty products aligned with modern lifestyles.
How many facilities does Florette operate in Spain, and what are their specialisations?
Florette operates throughout Spain. We directly cultivate over 2,000 hectares with more than 500 farmers. In total, we grow over 60 varieties of lettuce and baby leaves in various regions of Spain, ensuring year-round raw material supply.
RELATED NEWS: Foodiverse and Taylor Farms acquire Bonduelle Group’s salad business in Germany
We have six production centres across the country: two in Navarra, and one each in Tarragona, Murcia, Toledo, and the Canary Islands. This logistics and industrial strategy allows us to offer fresh, local products.
Have new processes been introduced at your facilities to improve efficiency?
Innovation is part of our DNA—not just in cultivation, but throughout the entire production chain. 100% of our energy is renewable, and we have solar panels installed at all production sites, reducing energy consumption by 26%.
We’ve recently implemented a start-stop mechanism at our Milagro, Noblejas, and Terres de l’Ebre sites, which will soon be introduced in Torre Pacheco and the Canary Islands. This project has achieved a 16% energy reduction.
Additionally, since 2021, we’ve reduced water usage by 23% through flow self-regulation and water recovery from the drying tunnel, which is then repurposed for other uses.
In eco-design, since 2020, we’ve avoided putting a total of 863,742 kg of plastic on the market. All our complete salad bowls are 100% recycled and 100% recyclable, keeping us ahead of European regulatory requirements.
