Fruit Today magazine interviewed Cristina Lázaro, Sales and Business Development Director of the company.
What is Almacenes Lázaro’s commitment to Spanish agriculture, considering the strong investment made in own production?
At Lázaro, we have 80 years of experience in the sector. Since our beginnings, we have been committed to national cultivation all year round. This is one of our hallmarks, which we have coined under our own slogan: “N+Ñ 365”, meaning fresh Spanish potatoes year-round. This is reflected in a progressive increase of 55% in our own cultivated hectares since 2022.
Our commitment is clear: growing locally to ensure maximum freshness and quality for our customers.
One of the biggest concerns for consumers, according to the Shopperview by AECOC on Fruits and Vegetables, is knowing where their food comes from and how it has been grown (69%). Because of this concern and the need to support national agriculture, the sector has managed to extend the presence of Spanish potatoes on supermarket shelves.
This has been possible through a strategy of harvesting in two key periods: winter and spring. Thanks to this, we have new potatoes in winter, especially cultivated in the Murcia and Andalusia regions.
We specialize in the production of Agria potatoes year-round, ensuring quality and freshness in every harvest. Additionally, we collaborate with retailers to guarantee a continuous supply of specific varieties, adapting to their needs and market trends.
In addition to cultivating our own potatoes, we collaborate with long-standing, trusted farmers who share our tradition and commitment to quality.
In terms of sustainability, what have been your latest initiatives?
Sustainability, in its three dimensions, is an integral part of the company’s strategy, transversally encompassing all business areas.
Thus, every project—whether it be investment, process definition, or purchasing—is evaluated through the lens of triple impact: environmental, social, and governance. This ensures our firm commitment to sustainability and the fulfillment of our business purpose:
“Cultivating ethical, healthy, and sustainable solutions, from farm to table.”
Ethical practices, along with our commitment to the well-being of the planet and people, guide each of our internal decisions. This is our greatest achievement.
What is your outlook on the new Spanish potato campaign?
The countdown has begun, but it is still too early to discuss the harvest. We are currently in the middle of the cultivation process.
In some areas, rainfall has affected the seed, but in our case, we have not been impacted. We are pleased with the crop’s progress and approach this season with optimism, though we are aware that there is still time before harvesting.
With fresh potato consumption in decline, do fourth and fifth-range potatoes make up for the shortfall?
The penetration of potato consumption in households is 95%. We always say that it is harder to find a home without potatoes than a needle in a haystack, but we must consider that potatoes are not a main dish, but rather a side dish in many recipes. While the growth of fourth and fifth-range potatoes is a clear and promising trend, we believe it follows a different path.
Consumer behavior differs between these two categories: Fourth and fifth-range potatoes offer convenience and speed, while Fresh potatoes continue to be the top choice for consumers looking for versatility in cooking. Both can coexist, but they cater to different needs and consumption habits.
Your company invests heavily in branding. What marketing campaign will surprise us this year?
We cannot reveal anything yet, we prefer to keep it under wraps. At Lázaro, we are known for an inquisitive and innovative spirit, always working to surprise our consumers in the best way possible. We will be sharing more details very soon.
How has Calixta evolved?
Calixta, “the smartest potato,” is our fourth-range potato brand. Over the past years, it has gained a strong foothold in Spanish households and continues to grow. At the beginning of last year, we launched our first national communication campaign, achieving excellent results and increasing sales by 40%. We managed to connect with consumers in a different and bold way—the campaign went viral, and over 279,000 people fell for our ‘fake news’ about potatoes. We are thrilled with the brand’s progress. Not only has it been firmly established in the market, but it continues to grow step by step.
Recently, we received a call that truly moved us: A consumer told us they had tried many different brands of microwave potatoes, but now they only buy Calixta.
What touched us the most was that they called it by name, as if talking about a trusted friend.
