The Spanish early potato harvest has been underway since the beginning of April in the country's two main producing regions, Murcia and Andalusia. While the yield in Murcia is similar to last year's, Andalusia has suffered some production losses due to the impact of the rains, and sizes are also generally smaller.
The Valencian company Patatas Lázaro, which is able to supply some specialties all year round, is currently immersed in the domestic potato season.
Cristina Lázaro.
"Generally speaking, we are satisfied with how things are going and the company is keeping a very close eye on the development of the harvest," says Cristina Lázaro, Sales and Business Development Director and third generation of Patatas Lázaro.
365 days a year with Spanish potatoes
"At Patatas Lázaro, we have been committed from the very beginning to supplying 100% Spanish potatoes all year round. This is possible thanks to a very well-planned and executed strategy," says Cristina. "To ensure availability 365 days a year, we work with a crop rotation system and are present in various growing areas in Spain. By diversifying our plantations in different regions, from north to south, and using varieties adapted to the conditions of each area, we achieve continuous production throughout the year."
Moreover, the company has continued investing in its own plantations. "In recent years, we have significantly expanded our own production area. This is giving us more direct control over the process, from sowing to harvesting, and allowing us to better manage harvesting schedules, guarantee the freshness of the product, and ensure constant quality. It is also giving us flexibility to adapt to the market's needs and offer full product traceability," she says.
According to the observatories, the product being of domestic origin influences 43% of the purchase decisions, which reinforces the importance of continuing to focus on local production. "We are especially grateful to Spanish consumers, who are the real driving force behind this commitment," says Cristina.
The company also produces and sells sweet potato, with which they are increasingly growing in terms of volume, both in the conventional and fresh-cut food ranges.
One objective: To change the way potatoes are perceived
Patatas Lázaro has clients everywhere in the country. "We have different brands adapted to each type of consumer. We understand that different people look for different things, so we design our brands with their needs, lifestyles, and preferences in mind. From those who prioritize premium quality to those who seek the best value for money, we offer options that connect emotionally and respond to what's truly relevant in their day-to-day lives. We adapt by listening, innovating, and anticipating trends, so that we are always one step ahead in the minds and hearts of consumers."
According to Cristina Lázaro, it's necessary to continue offering added value and to better communicate the nutritional benefits of the fresh produce that Lázaro works with. A clear example is the role that potatoes play in a balanced diet. "It is essential to break down some of the myths that have been associated with potatoes in recent years and to show all the potential that this product has when it is well processed. In short, it is a question of restoring visibility and value to a product that, when handled properly, has a great future."
"We differentiate ourselves by having a modern perception of potatoes. While many still see it as a basic product that hasn't evolved, we treat it as a foodstuff with gastronomic and nutritional potential," says Cristina. "Our aim is not simply to supply local products, but to change the perception that people have of them and to demonstrate that, with creativity and commitment, they can be on a par with any superfood. We strive to build brands with personality that connect emotionally with the consumer and speak to them in their own language."
Freshnatur is a flagship brand. "It has already established a real connection with the consumer thanks to its attention to detail." Freshnatur features a range of local products, such as onions, garlic, and sweet potatoes.
Papp!ns is, according to Lázaro, "The alternative to the more traditional concept of potatoes. It aims to connect with different generations and families who want to enjoy cooking with style and in new ways. It has strived to deliver a more fun approach and has thus become a vibrant and up-to-date potato brand that has started a great little revolution in the kitchen and on the shelves."
There is also the AgriD'or brand, named after the characteristic golden color the potatoes acquire when cooked. "It is designed for people who are looking for the best potato chips, always golden and crispy. Moreover, it is a product of Spanish origin that is available all year round and in formats for the Horeca channel and for modern distribution."
LZR is the brand with the longest history in the Lázaro portfolio, and, with the company's strategic change, they decided to keep it as a product brand.
Calixta, "the smartest potato", is their latest launch. "It aims to meet current demands with a healthy, wholesome, and easy-to-prepare convenience food product. It only needs 7 minutes in the microwave, and it's ready to consume." The product has received an award from AECOC in recognition of its ingenuity and creative branding.
Last, but not least, there is also Anna Green, which is its youngest brand, intended for organic products in 100% biodegradable packaging.
"The fresh cut range is gaining more and more ground"
According to Cristina Lázaro, potatoes are still perceived as an essential product in Spanish households, with a penetration rate of 95%. "As we always say, 'it is harder to find a house without potatoes than a needle in a haystack'. It is a humble, versatile, and ever-present product, although often not as the main ingredient, but as the perfect accompaniment that enhances any recipe."
"In terms of consumer trends, we see that the fresh cut range is gaining more and more ground. This development is no coincidence; consumers are looking for speed and convenience, but they also value freshness and traditional flavor. This is why we believe that fresh potatoes and fresh-cut products don't compete, but rather coexist, responding to different needs and lifestyles," she says.
"We are clearly committed to the growth of the fresh cut food range. We want to continue offering solutions that make life easier without giving up on the traditional flavor; innovating and adapting to the needs of a consumer who wants more options, more flavor, and fewer complications. And all, of course, with that fun touch that defines us... because a potato or a sweet potato can be many things, but they are never boring! And Calixta, even less so," says Cristina.
Third technological revolution for greater efficiency and anticipating changes
This year, the company is celebrating its 80th anniversary. "The truth is that this is not something that many companies in the sector can celebrate. This anniversary is marked not only by a solid track record, but also by the new that's yet to come. We have been doing great so far, no doubt, but what really drives us is what's still ahead. It's an opportunity to show who we are: a combination of tradition, innovation, and a firm commitment to our sector," she says.
Patatas Lázaro has been transforming its business model, with a new human team immersed in its Third Technological Revolution; a significant step that involves an update of the Industrial 4.0 plant that CEO Severino Lázaro designed in 2008. This plant was the first 4.0 agro-food facility in Spain, and today, with the same pioneering spirit, the company is adapting its infrastructure to new norms and structures to improve efficiency and connection in its production processes.
"With our sights set on three fundamental pillars - digital transformation, people, and strengthening our network of trusted growers - we are getting ready for the future with the same vision that has marked our history: anticipating changes and consolidating our leadership in the market," says Cristina.
For more information:
Paula Aguado
Patatas Lázaro
Av. Progrés, 23. 46530, Puçol, Valencia. Spain
Tel.: +34 961470561
[email protected]
www.patataslazaro.com/