Senda Fruits is heading into another edition of Fruit Attraction with a clear objective: to expand its market presence and aim to meet the needs of its customers all year round. The Madrid trade show will also serve as a platform to talk about its growth strategy, built around bringing new customers, markets, and suppliers into its commercial structure.
According to Managing Director José Manuel Molina, Senda is looking to "strengthen its positioning and consolidate our relationship with key players in our environment," while working to "evaluate new supply alternatives, genetics, and technology together with our customers; developments that will come to light in the near future."
The company is getting ready for the new season with the target of growing by between 30% and 45% compared to the previous year. That forecast is underpinned by the work carried out in the 2025/26 campaign, which brought new customers, trials with different suppliers, and the signing of agreements linked to differentiated genetics.
That growth, however, follows a particularly demanding year for the sector. "It was also a season marked by weather-related difficulties, which once again put the entire supply chain to the test," says José Manuel.
New suppliers to open up markets
Senda Fruits' strategy aims essentially to move toward a broader and more stable supply structure. As part of this process, Portugal, Peru, and Egypt are set to be definitively incorporated as suppliers within its commercial strategy, strengthening the company's ability to serve customers throughout the year.
The search for new markets goes hand in hand with greater commercial specialization. Senda is working to increase sales with an identified final destination, develop a dedicated plan for organic fruit, and consolidate its commercial brands, including Urban4.
"We want to grow in a sustainable way and with greater control over where the fruit goes," says José Manuel. "That philosophy is leading us to look beyond volume and to seek longer-term commercial relationships where understanding each market's needs allows us to better align production and supply."
At the same time, Senda is working on a twelve-month supply coverage calendar; a particularly relevant strategy in a business where fruit supply, quality, and continuity are decisive factors for both customers and consumers.
Senda's identity as a grower-led company is also central to this expansion strategy. The direct relationship with producers makes it possible to convey market needs directly to them and, at the same time, anticipate new opportunities.
This is the thinking behind Senda Connect, a forum where growers and customers share needs, projects, and perspectives on the future of the business. Alongside this, the company is developing a production planning tool called Programa-Produce, designed to improve planning and strengthen the link between supply and demand.
Genetics is another area where Senda is helping create new trade opportunities. As Exclusive Master Licensee for various markets, the company sells the blackberry variety Krola and the raspberry variety Remotion, both of which have received international recognition at the Taste Awards.
Quality improvement is equally part of this development. "The goal is to ensure an increasingly differentiated supply," says José Manuel, at a time when customers demand fruit with features that meet increasingly specific requirements.
The company will be exhibiting at Fruit Attraction, in Hall 9, stand H9B22. Throughout the show, it will hold meetings with suppliers, customers, and potential partners to explore new supply alternatives, analyze opportunities across different markets, and take steps forward in projects related to genetics and technology.
The agenda will kick off outside Ifema. On October 5 at 7:00 p.m., Senda will host the Senda Connect Madrid event on the rooftop of the Círculo de Bellas Artes; a meeting that will bring together growers, customers, and potential contacts in a more informal setting.
Source - https://www.freshplaza.com
