Fresh-cut produce continues to establish itself as one of the most dynamic categories in the fruit and vegetable sector. Demand for fresh, healthy and convenient foods continues to rise and, according to Circana, the segment grew by 4.3% in volume and 9.1% in value during 2025, confirming that convenience has become a firmly established purchasing criterion.
Against this backdrop, Lázaro has turned Calixta, its brand of ready-to-enjoy potatoes and sweet potatoes, into one of the company’s main growth drivers. Fresh-cut products now account for around 15% of the company’s turnover, meeting the needs of consumers seeking fresh, healthy and easy-to-prepare solutions.
Building a brand
In a category where differentiation no longer depends solely on the product itself but also on the ability to build a strong brand, Calixta has taken the conversation beyond the supermarket shelf.
Through a social-first strategy, the brand engages consumers with recipes, user-generated content and digital campaigns. Its latest activation, launched to coincide with the FIFA World Cup, brings together more than 70 content creators and has so far reached a community of over three million followers. The campaign combines social media engagement with an in-store promotion offering €3,000 in prizes, helping to introduce the category to new consumption occasions.
National production
Lázaro’s commitment to convenience is underpinned by agricultural planning designed to guarantee both quality and continuity of supply. Through its N+Ñ 365 project, the company links production campaigns across Spain to extend the availability of Spanish new potatoes throughout the year. Today, 70% of the volume marketed by the company comes from domestic production.
To support this growth, Lázaro invested €950,000 in 2025 to expand Calixta’s production lines. At company level, it is also carrying out a broader investment programme worth €3.6 million in 2026, focused on automation, traceability and generative artificial intelligence, with the aim of improving efficiency and strengthening its ability to anticipate demand throughout the value chain.
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This evolution reflects the company’s approach to business, where innovation, origin and sustainability go hand in hand. At Lázaro, the purpose of “cultivating ethical, healthy and sustainable solutions from field to fork” guides every decision, from agricultural planning to the development of new products, processes and packaging.
This integrated approach to sustainability has been recognised with the EcoVadis Gold Medal, placing the company among the top 5% of businesses worldwide for sustainability performance.
