The Spanish agri-food sector no longer competes solely on product, price or quality. The real battle is being fought in a less visible arena: the ability to build intelligent systems that make better decisions faster than the market itself. In this context, Patatas Lázaro is not simply modernising its operations; it is redesigning the logic under which a company specialised in fresh produce operates.
After more than 80 years of history, the company has understood that tradition is only an asset when it becomes infrastructure. To strengthen its roots, it has launched a major investment plan for 2026 that positions it firmly within what is known as the “Third Industrial Revolution”: a transformation driven not so much by digitalisation needs as by a paradigm shift—from managing processes to designing decision-making ecosystems through generative AI. To implement this, the company has planned a significant budget increase, reaching €3.6 million in 2026.
A leap into the future
“This implies something deeper than automating tasks. It is a leap into the future. It means that decisions which previously relied solely on accumulated experience and our knowledge of the sector are now supported by systems that learn and continuously improve, allowing us to operate with near-zero error margins. The company stops reacting and starts anticipating and serving better,” explains Cristina Lázaro, Sales and Business Development Director.
A project of this scale requires changing how consumers perceive potatoes. Although present in 95% of Spanish households, their role has so far been limited to that of a side dish. The company sees strong potential for them to become much more than just an ingredient.
“Many consumers are unaware that potatoes are an excellent source of potassium and healthy energy, essential for their diets. At Lázaro, we use our packaging and digital communication to re-educate consumers and break the stereotype that ‘all potatoes are the same’. Our goal is to empower buyers to distinguish between varieties and their optimal culinary uses through careful management of our entire product range, transforming a transactional purchase into a relationship of trust based on health and transparency. We do not just sell a staple product; we cultivate the knowledge needed for potatoes to become a key element of a healthy lifestyle,” she explains.
At Lázaro, certain traditions remain unchanged, and one of them is its commitment to domestic production, which remains stronger than ever. Under the slogan “N+Ñ 365”, the company works to ensure that Spanish new potatoes are always available on shelves, supported by careful management of both winter and spring crops in key regions such as Murcia and Andalusia.
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In a context of uncertainty and adverse weather conditions affecting the entire industry, the 55% increase in its own cultivated area since 2022 not only ensures supply but also strengthens ties with trusted growers. This approach responds to the 69% of consumers, according to AECOC, who demand confidence that the right decisions are being made at every stage of production to guarantee transparency and excellence.
This transparency, together with a commitment to environmental care, has earned the company international recognition, including the EcoVadis Gold Medal, placing it among the top 5% of the most sustainable companies worldwide.
For Lázaro, sustainability is not a static goal or a marketing exercise, but a continuous journey, evaluating every investment, process and purchase through the lens of triple impact: environmental, social and governance. From this perspective, the care of soil and water is essential to cultivating a sustainable future.
A clear example is its water recirculation system, which allows the company to achieve operational excellence by washing one tonne of potatoes using just 30 centilitres of water.
This philosophy is reflected at retail level through the Freshnatur brand. With its latest launches, the company aims to adapt to consumers seeking convenience without compromising healthy eating.
New products include sweet onions in one-kilo formats (the only ones that do not make you cry) and mini sweet potatoes, both presented in 100% recyclable, mono-material packaging. These innovations respond directly to the 39% of consumers who prioritise environmentally friendly packaging in their purchasing decisions.
These solutions are designed for modern households, ideal for quick cooking methods such as air fryers or microwaves, making healthy eating compatible with fast-paced lifestyles.
