Senda was established to provide a fairer and more efficient approach to berry commercialization. Its structure is based on a network of growers and farmers who, instead of operating individually, unite under a shared commercial umbrella to provide a continuous, year-round supply.
With a business model founded on collaboration, innovation, and transparency, Senda is positioning itself as one of the most disruptive initiatives in the berry market. Its rapid growth and ability to integrate producers from different regions demonstrate that fairer and more equitable commercialization is possible—one where the value of work at the source is respected and properly compensated.
This philosophy, known as “The Berry Movement,” fosters an equitable and transparent sales system where producers play a central role and are not dependent on intermediaries setting low-profit margins. With a model that prioritizes collaboration and integration, Senda has successfully coordinated production across nine companies in its first year, reaching a commercialization volume of nearly 20,000 tons.
Rapid expansion
Since its inception, Senda has established itself as a key player in the commercialization of blackberries and raspberries—two products with well-established production and a strong presence in international markets.
Senda’s production capacity is impressive:
- 6 million kilos of raspberries
- 5.2 million kilos of blackberries
- 4.5 million kilos of blueberries
- 2 million kilos of strawberries
These figures highlight its potential to become a major player in the global horticultural sector.
Global strategy
One of Senda’s key differentiators is its multinational production approach. The company currently operates in Mexico, Spain, Morocco, and Tanzania, ensuring a stable and diversified supply throughout the year. Additionally, the recent establishment of a UK subsidiary strengthens its commercialization capacity in a strategic market with high growth potential.
Genetic development is also a key pillar of Senda’s strategy. The company owns its proprietary genetics, allowing it to optimize crop quality and productivity. However, Senda remains open to using external genetics when they add value and complement its current portfolio.
Brand structure
Since its official launch in October 2024 in Madrid, Senda has been working on the development of its corporate identity under the name “Senda, The Berry Movement.” The next phase in its branding strategy is the creation of a brand structure that allows platform partners to identify with the project while maintaining the visibility of their individual brands. Striking a balance between corporate identity and producer recognition is essential for consolidating Senda’s value proposition in international markets.
Commitment to transparency
The company has implemented a system where customers can actively participate in the planning and development of production programs, fostering a business relationship based on trust and transparency.
For growers, Senda offers not only a more efficient commercialization channel but also a structure where their work is fairly valued. The ability to fully integrate their production into the platform or maintain flexible agreements with Senda allows each farmer to adapt their participation according to their needs and capacities.
A future of growth and consolidation
Looking forward, Senda has ambitious expansion plans:
- 40% growth in blackberry production
- 35% growth in raspberry production
- Up to 200% growth in strawberry production
For blueberries, the strategy is centered on incorporating new grower partners, potentially doubling current production.
Moreover, Senda is exploring opportunities in Central America and other emerging markets to further diversify its production network and strengthen its foothold in the global horticultural sector.
