The decision responds to a clear trend: the consumption of fresh fruit is declining, especially among younger generations, and the sector must adapt to avoid being left behind.
“We must adapt to new consumer preferences,” said Antonio Alarcón, CEO of Bollo Natural Fruits, during the Fruitnet Citrus Congress. “We cannot expect consumers to adapt to us; we are the ones who must meet their needs.” This philosophy defines the group’s strategy, now focused on diversification, with a broader product range that includes ready-to-eat pineapple formats.
After conducting an internal study on consumer habits last year, Bollo identified a strong shift toward more convenient and practical products. Far from being just a diagnosis, the company acted and committed firmly to the fourth-range segment. “We don’t do studies just to share them—we do them to make decisions,” Alarcón emphasized.
The group is already working on new minimally processed fruit solutions, with a special focus on oranges—a product whose consumption has sharply declined. Thanks to its experience, Cortijo Cuevas is contributing formats such as slices, segments and ready-to-eat options, allowing Bollo to offer alternatives for those who don’t want to peel an orange or prefer it as juice. Some of the production is already reaching schools and foodservice providers to improve children’s access to these fruits.
Quality first: not everything goes
“Fourth-range fruit has great potential across the board,” said the CEO, who does not rule out new developments in this area.
However, the incorporation of new products and formats will always be guided by a firm commitment to quality, one of the brand’s key values.
“Not everything goes. If it carries the Bollo name, the consumer must never be disappointed. It has to be an excellent product,” he affirmed. Although it still represents a small portion compared to traditional fresh fruit, the fourth-range segment is growing at a much faster rate. “That’s why we don’t want to be late,” concluded Alarcón.
