The Valencian company reaches eight decades of evolution proving it’s possible to grow without losing your roots, to transform while continuing to nourish, and to look ahead with your feet firmly planted in the soil.
From its humble beginnings to becoming a pioneering benchmark in Spain’s agri-food sector, the company has made its mission its hallmark: ‘To cultivate ethical, healthy, and sustainable solutions from field to table’—leaving a legacy that inspires the future.
From a family origin to a national benchmark
The story of Patatas Lázaro begins in the late 1940s, in a small warehouse located on the ground floor of the family home in Puerto de Sagunto, where Leoncio Lázaro began selling the produce he himself grew. Over time, what started as a local business became a nationally recognised company in the agri-food sector, guided by a vision well ahead of its time.
Since then, three generations have taken the reins—each with their own style, but all with the same passion for the land, the product, and the people. Today, the third generation of the Lázaro family leads the company.
Pioneering vision and technology: ‘Terrology’
Patatas Lázaro’s innovative spirit began to take shape in the 1990s, when the company made a bold commitment to technology and created Spain’s first factory specialised in potatoes.
With the arrival of the new century, the corporate culture took root. Efficiency in resource use, continuous improvement, and a forward-looking approach led Lázaro to take a pioneering step: in 2008, under the leadership of Severino Lázaro, they launched Europe’s first 4.0 agri-food industry specialised in fresh potatoes.
“I’ve always believed that if something can be improved, you have to do it—even if no one else has done it before. There’s no fear in leading if you know where you want to go,” says Severino Lázaro.
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Thanks to this technological revolution, the company optimised processes, prepared for high-demand logistics, reduced waste, improved natural resource efficiency, ensured consistent product quality, and achieved storage capacity of 18 million kilos.
The company is now undergoing its Third Technological Revolution—a transformation that will modernise the 4.0 plant created by Severino.
“We are a company with a history. That carries responsibility in terms of legacy and social impact, which drives us to keep moving forward with a clear vision for the future. We want this anniversary to reflect our essence: tradition, innovation, and commitment to the sector,” says Cristina Lázaro.
Origin
Patatas Lázaro has maintained a close bond with the land for 80 years. The company is strongly committed to Spanish-grown potatoes all year round, and makes sustainability—in environmental, social, and economic terms—its flagship value.
This commitment is embodied in their motto “N+Ñ 365”: new Spanish potatoes, 365 days a year. This strategic focus has led to a 55% increase in their own cultivation area since 2022. Today, they continue to work with farming families that the first generation partnered with.
Their hybrid model is based on trust, financial support, technical advice, and seed supply—allowing farmers to focus on what they do best: growing. This model enables the company to ensure consistent, high-quality supply despite climatic or logistical challenges.
Innovating to lead: sustainability and digitalisation
The company is involved in a collaborative project focused on sustainable traceability from pre-harvest to the supermarket. This blockchain-based tool aims to provide customers with total transparency.
Since 2008, they’ve been washing 1 tonne of potatoes with just 33cl of water and using fully recyclable mono-material packaging. Since 2018, they’ve been tracking their carbon footprint, and since 2022 they’ve generated 25% of their energy from solar panels—the equivalent of planting 450 trees.
Diversification: brands for every consumer
To connect with diverse consumer profiles, Patatas Lázaro has built a brand portfolio that’s as varied as it is creative. Freshnatur, its flagship brand, offers a range of field-fresh products like potatoes, onions, and garlic with meticulous attention to detail. Papp!ns is a fresh, modern line ideal for families and young cooks. AgriD’or is designed for lovers of perfect fries: golden, crispy, and always flavourful. LZR represents tradition and legacy. Anna Green is a bio line packaged in 100% biodegradable materials.
Calixta, “the cleverest potato,” is a healthy, ready-to-eat fresh-cut solution that can be microwaved in just seven minutes—revolutionising store shelves. It’s also won recognition for its creativity, taking home the AECOC award for Best SME Development Action thanks to its campaign “The fake news everyone ate with potatoes.”
