Although Cricket specialises in fresh produce—particularly in the cultivation and marketing of brassicas—it has also been conducting trials in the fresh cut and ready-to-eat (IV and V range) segments.
“Of all our products, the one with the best reception in the fifth range is the artichoke. We have clients to whom we mainly sell for this market,” explains Toñi Piernas, Communications Director.
This year, artichoke sales for industrial clients have grown by over 20% due to increased demand from the HORECA sector, making it one of their flagship products.
The company actively works on innovation projects focused on sustainability and the development of new products, seeking agronomic solutions and creating new lines aligned with consumer trends.
“There is a clear trend towards healthy, quick, and easy-to-prepare products, and this is a good alternative. On the other hand, the HORECA channel is also increasingly interested in incorporating this segment.”
Functional alternatives
Today’s consumers are looking for healthier, more functional products that are quick and practical. To adapt to these demands, Cricket ’s R&D department is evaluating various functional alternatives: foods with health benefits, easy to use, low in waste, and suited to new consumption habits.
In the fresh segment, they are developing new formats to meet those expectations. One example is the “weight-price” broccoli format, a more efficient and sustainable solution.
This system allows consumers to choose the weight that best fits their needs (350–600 g), which optimises product use, reduces handling, and enables more flexible marketing—a key factor in improving efficiency and competitiveness.
“Our goal is clear: to offer high added-value products that meet consumer needs and social and environmental demands.”
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As Toñi Piernas reminds us, Cricket has long been committed to sustainability. One clear example is their Baydiversity Grow programme, which is being expanded to other growing areas.
“With this project, we aim to preserve biodiversity, improve soil management, and promote more resilient agricultural production—aligned with our commitment to the environment and the future of the sector.”
Own brand vs private label
When it comes to vegetables—and especially brassicas—it’s difficult to build a brand recognised by the end consumer.
“They’re often seen as commodities, which makes it harder to communicate the value, innovation, and certifications behind each unit. Still, we keep working to strengthen our identity as a specialised brand and international benchmark, committed to quality and differentiation from the origin,” she explains.
Next steps
In 2025, the company from Lorca expects to maintain similar volumes to the current ones, always in line with client planning.
“We’re currently immersed in the summer campaign, planning the winter one, preparing for Fruit Attraction—our key trade fair—and developing new projects with our innovation department.”
