The new facilities inaugurated four years ago marked a turning point for Ronda Fruits. Thanks to increased space and operational capacity, the company has been able to diversify its offering and focus on higher-volume products such as watermelon and tomato, two key items in its current catalogue.
“Before, we couldn’t handle five truckloads of tomatoes at once; now we can manage fifteen,” explains Pau Capdevila, exotic imports executive at the company. This new logistical reality has enabled Ronda Fruits to strengthen its position in both import and re-export segments, with a particular focus on markets such as France, Italy, and Germany.
The company maintains a clear philosophy: to offer quality products 365 days a year. Whether it’s tomato, grape, papaya, or avocado, the priority is to ensure continuous supply without relying on a single source. “If we commit to a product, the goal is to have it available all year round. If we can’t source it locally, we look abroad, although we always prioritise domestic produce when it offers competitive quality and price,” Capdevila notes.
New citrus brand
Another strategic focus for Ronda Fruits is the development of its own brands. After establishing Bubó for mango and avocado, and launching Ronda Verde for the conventional segment, the company has expanded its identity with the recent addition of Fruu, a new brand dedicated exclusively to citrus fruits such as oranges, mandarins, and lemons. This initiative aims to strengthen its positioning on the shelves and offer customers an additional guarantee of origin and quality.
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At the same time, Ronda Fruits is working to expand its portfolio of own-brand products, with special attention to fast-growing categories such as papaya and berries. “Our goal is to continue building a strong offering that meets the needs of today’s consumers: healthy products that are easy to consume and available all year round,” Capdevila summarises.
With a business volume split approximately 70% for export and 30% for the domestic market, Ronda Fruits continues to consolidate its model as a strong link in the agri-food chain—one that takes care of both its suppliers (producers) and end customers.
