Helena Ràfols, an executive at the company, puts it clearly: “Every year we take another step forward, but without losing our essence. Our relationship with clients and suppliers is very close, almost like family, and that shows in our daily operations.” In fact, the trust built with their shippers—some of whom they’ve been working with for decades—has helped them face challenges posed by the business itself, such as weather-related issues. “This year, due to the rains, fruit volumes are lower, and as a result, prices are higher.”
Three new proprietary brands
The company has strengthened its expertise in the marketing of strawberries, raspberries, and blueberries—a segment that leads its business volume and which this year will see the launch of three new proprietary brands: Red Lion (raspberries), Blue Shark (blueberries), and Black Panther (blackberries). These names were spontaneously created with the commercial team and reflect the innovative and approachable nature of the company. Joining them is Lea, a delicate selection of small strawberries that has been warmly received in the French market. It was named after Helena’s daughter and is considered the heir to the well-known ‘Fragaria’ line.
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Following berries, the company’s second most marketed product is avocado, with well-defined origins: Málaga and Peru. “Other origins, such as Chile or Mexico, haven’t worked as well for us. Consumers are becoming increasingly demanding and want Hass, preferably of national or Peruvian origin,” Helena Ràfols points out.
This market knowledge is also reflected in their third growing category: grapes, available year-round thanks to an import network spanning from Peru and Chile to Italy.
Export: a key pillar
From their warehouse at Mercabarna, regular shipments are managed for clients in France, Italy, Poland, and other Eastern European countries. Daily sales within the market hall are becoming more difficult as small fruit and vegetable retailers gradually disappear. “That’s why exports have become one of our key pillars, along with regional supermarket chains. Moreover, customers are increasingly valuing the origin of the product, and that gives us strength, as we work with domestic fruit whenever possible.”
The future of Fruits Ràfols lies in solid growth, with strong brands, a polished image, and consistent quality. “People say we’re the Passeig de Gràcia of Mercabarna,” Helena says with a smile, referring to the high standard of their products, brands, and visual identity.
