Challenges and expansion in the Spanish fruit and vegetable industry: BIG Interview with Borja Herrera, Difrusol S.L.

Difrusol S.L., based in the agricultural areas of Murcia and El Ejido, has established itself as a key player in the fresh and seasonal fruit and vegetable marketing sector, working closely with wholesalers and retail chains throughout Europe. Today, we speak with Borja Herrera, Sales Director of Difrusol S.L., who shares with us the main challenges facing the industry this year, the trends observed in the last decade, and the company's plans for expansion into international markets, all while maintaining its firm commitment to quality and sustainability.

Fructidor: What are the main products that Difrusol S.L. produces and markets?

Borja Herrera: Difrusol, as a broker or commercial office, markets a wide range of products, both from the countryside of Murcia and the area of El Ejido. We specialize in offering fresh and seasonal products, always guaranteeing quality and food safety throughout our supply chain.

Fructidor: Who does Difrusol S.L. mainly work with and could you describe the typical profile of your customers?

Borja Herrera: 70% of our customers are market wholesalers, while the remaining 30% are platforms that are focused on retail chains. We target customers looking for fresh products, oriented both to the HORECA sector and the 4th Range.

Borja Herrera: We are in all the marketing sectors within the fruit and vegetable world. We work with customers focused on fresh products that are destined for the hotel, restaurant and catering industry, as well as those dedicated to 4th range products.

Fructidor: In which markets or regions do you plan to expand in the near future?

Borja Herrera: Currently, our focus is on the European market. However, in the medium term, we hope to expand our reach, not only maintaining the destinations we already control, but also working with overseas customers.

Fructidor: What are the main challenges facing the fruit industry this season?

Borja Herrera: One of the main challenges for the fruit and vegetable sector this year is the consolidation of prices at destination, ensuring that these are fairer for the entire value chain.

Fructidor: 

Borja Herrera: At Difrusol we work to raise awareness among both our suppliers and our customers on how to face each challenge that arises every day. We seek to ensure a balance between all those involved in the supply chain.

Fructidor: How has the pip and stone fruit season been this year for Difrusol S.L.? Has there been any significant variation compared to previous seasons?

Borja Herrera: For us, the stone fruit season has not been particularly relevant this year. Therefore, we are preparing with great care for the autumn-winter campaign, which we hope will be more significant.

Fructidor: What trends have you observed in the preferences of your main markets compared to 10 years ago?

Borja Herrera: The most significant thing in the last 10 years has been the adaptation of customers to new sales formats and product presentation. In addition, we have seen the emergence of new competitors in the origin that fight for the same markets and customers as we do.

Fructidor: How has Difrusol S.L. adapted its offer to meet these new trends?

Borja Herrera: The key has been to further professionalize our structure. In such a changing environment, we believe that the best way to adapt is to ensure that all aspects of our operation are up to the demands of today's market.

From October 8th to 10th, you can meet with Difrusol S.L. team at Fruit Attraction, in Madrid, Spain.

Contact us to book your visit and stop by booth 7A05. 

About Difrusol S.L.:

Difrusol S.L. is dedicated to supplying fresh, healthy and seasonal products in an efficient manner. All products comply with the strictest food safety requirements, ensuring full traceability and sustainability in all operations. The company is present throughout the supply chain, from field production to marketing.