Cultivar

What Cultivar does

Cultivar S.A.U. is a Barcelona-headquartered B2B wholesale distributor of fresh fruits and vegetables, founded in 1974 by Pedro Sitjar. The company imports and exports more than 300 varieties of produce from over 60 countries, distributing to wholesalers, retailers, supermarket chains, restaurants, and trade partners through four Spanish offices inside Spain's principal wholesale markets (Mercabarna in Barcelona, Mercamadrid in Madrid, Mercasevilla in Seville, and Mercabilbao in Bilbao). The legal entity sits under a unipersonal-anónima structure (Sociedad Anónima Unipersonal) within the Cultivar Grup, S.L. holding company, with the operating company employing 400+ professionals. Sub-brands Cozumel (30+ varieties positioned on quality at competitive pricing), Exótica Premium (avocado, mango, pineapple and papaya), and KiwiQi (local Spanish kiwifruit) anchor a portfolio that is layered over a wholly-owned avocado-and-mango specialist subsidiary, Cultipalta.

Operationally, Cultivar's core technical asset is a proprietary ripening and storage process for bananas, avocados, and mangoes, using controlled humidity, temperature, and CO2 levels to deliver fruit at optimal ripeness. A separate quality-control function enforces purchase specifications covering sugar content, colouring, labeling, packaging, and Maximum Residue Level compliance. Certified to IFS Wholesale, Global GAP Chain of Custody, and organic standards (with an IGP Canary Islands Bananas designation), the company operates regulated food-safety systems across its warehouses and packaging sites.

The revenue model is straightforward B2B wholesale distribution on transaction-based terms, with each deal priced by volume and product mix (public pricing is not disclosed). Go-to-market combines a domestic Spanish wholesale-market presence with direct export to European wholesalers and supermarket chains, supported by an in-house marketing stack that includes LinkedIn, YouTube, Instagram, a downloadable product catalog, email/newsletter outreach, and trade-fair participation. Customers span wholesalers, retailers, restaurants, and exporters/importers in a horizontally-segmented book.

Name

Cultivar

Legal name

Cultivar S.A.U.

Website

https://cultivar.net

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

Cultivar is a Barcelona-based B2B wholesale distributor of fresh fruits and vegetables, founded 1974, importing and exporting 300+ varieties from 60+ countries through four Spanish wholesale-market offices, with proprietary ripening technology for bananas, avocados, and mangoes.

Ownership category

akta.pro rank

Product category

Fresh Produce Wholesale Distribution

akta.pro primary industry

Ethnic Produce & Specialty Vegetables Wholesale (AFAIAIAD)

Keywords

• Fresh produce distribution
• Wholesale fruit vegetables
• Fruit ripening services
• Import export produce
• Fresh produce wholesale

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Wholesale Fruit and Vegetable Distribution: Import and export of fruits and vegetables to wholesalers, retailers, and supermarket chains. The company distributes more than 300 varieties of fruits and vegetables, operating as a major player in the Spanish fresh produce wholesale market.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Cultivar is a B2B wholesale distributor of fresh fruits and vegetables, importing and exporting more than 300 varieties from over 60 countries to wholesalers, retailers, supermarket chains, and restaurant operators across Spain and Europe. The company applies proprietary ripening and storage technology for bananas, avocados, and mangoes, and operates IFS-certified warehouses in Barcelona, Madrid, Seville, and Bilbao, distributing its own brands (Cozumel, Exótica Premium, KiwiQi) through its subsidiary Cultipalta.

Product overview

Cultivar is a leading import and export company for fresh fruits and vegetables operating since 1974, distributing over 300 varieties from more than 60 countries worldwide. The company operates through its sub-brands Cozumel (quality produce at competitive prices with 30+ varieties), Exótica Premium (premium exotic fruits including avocado, mango, pineapple, and papaya), and KiwiQi (local kiwis). Additionally, Cultivar has established Cultipalta as a subsidiary dedicated exclusively to avocado and mango handling, ripening, and distribution. The portfolio is supported by ripening and storage facilities, quality control services, and packaging solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Cozumel: Synonymous with quality at a good price, with an extensive range of more than 30 different fruits, vegetables, aromatic herbs and edible flowers.
• Exótica Premium
• KiwiQi

Products and services

• Wholesale Fresh Fruit and Vegetable Distribution B2B import, export, and wholesale distribution of more than 300 varieties of fresh fruits and vegetables sourced from over 60 countries, delivered to wholesalers, supermarket chains, exporters, importers, and restaurant operators across Spain and Europe.
• Ripening and Storage Services Specialized ripening and conservation service for bananas, avocados, and mangoes using proprietary techniques that control humidity, temperature, and CO2 levels, ensuring produce arrives at optimal ripeness ready for consumption across Spain.
• Cozumel Brand Produce Range Market-leading own-brand product line covering more than 30 different fruits, vegetables, aromatic herbs, and edible flowers sold to wholesale and retail buyers under the Cozumel label.
• Exótica Premium Brand Produce Premium own-brand range focused on avocado, mango, pineapple, and papaya, with produce selected for the best varieties and origins and delivered at optimal ripeness for wholesale and retail customers.
• KiwiQi Local Kiwi Brand Zero-kilometer local kiwi brand marketed under Cultivar, positioned for excellent quality, sweetness, and unique texture and flavor, sold to wholesale and retail buyers.
• Cultipalta Avocado and Mango Service Specialized dedicated service line for avocados and mangoes, providing selection, ripening, and delivery with strict quality controls and dedicated professional teams for each client's requirements.

Quantifiable outcome

• Reduced carbon footprint by 9 tonnes of CO2 through energy saving initiatives
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Food Bank (Banco de Alimentos)minorOthersCharitable partnership where Cultivar donates surplus fruits and vegetables to the Food Bank (FESBAL) to support food waste reduction goals and help those in need.
• 5 a Day AssociationminorOthersCultivar is a member of the 5 a Day Association which promotes and educates about eating fruits and vegetables as part of a healthy lifestyle.
• CultipaltacoreStrategic or Co-development PartnerSubsidiary company focused exclusively on avocados and mangoes, created to offer specialized service with dedicated team of professionals selecting the best varieties and origins, ripening and delivering according to each client's requirements.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Capespan: South Africa-headquartered global fresh produce grower-exporter with strong European distribution. Comparable to Cultivar in multi-country sourcing and B2B supply of fruits to European retailers, though anchored in Southern Hemisphere origins.
• Anecoop: Spanish second-tier fruit and vegetable cooperative grouping Spanish producer cooperatives for international marketing. Comparable to Cultivar in Spanish origin and European fresh produce distribution, with complementary cooperative vs. private-company model.

Direct peers

• SanLucar: Spanish premium fruit and vegetable brand with global sourcing and distribution; highly comparable to Cultivar in product mix (exotic and conventional produce), Spanish base, and brand-led premium positioning across European retail.
• Special Fruit: Belgian specialist in exotic fruits and vegetables for European retail and foodservice. Highly comparable to Cultivar's Exótica Premium and Cultipalta positioning on exotic/specialty produce with ripening expertise for European customers.
• Fyffes: Irish-headquartered tropical produce specialist focused on bananas, pineapples, and melons. Comparable to Cultivar in tropical/exotic fruit ripening and distribution expertise, with overlap in banana/avocado ripening technology.

Broad incumbents

• Greenyard: Belgian-headquartered global market leader in fresh, frozen, and prepared produce, serving European retailers. Comparable to Cultivar in B2B wholesale of fruits and vegetables, but operates at materially larger scale and broader product breadth.
• Chiquita Brands International: Global banana and fresh produce distributor serving European and North American retailers. Comparable to Cultivar in tropical fruit distribution and ripening capability, but with much larger scale and consumer brand recognition.
• Total Produce (now Dole plc): Irish/US-headquartered global fresh produce group following the Dole combination, distributing fruits and vegetables worldwide. Comparable to Cultivar in import/export fresh produce distribution, but operates at significantly larger scale with vertically integrated growing operations.
• Fresh Del Monte Produce: Global vertically integrated producer, distributor, and marketer of fresh and prepared fruits and vegetables. Comparable to Cultivar in tropical fruit sourcing and ripening services, but with owned production assets and global brand presence.

Emerging players

• Camposol: Peru-based vertically integrated producer-exporter of avocados, blueberries, grapes, and mangoes. Comparable to Cultivar in avocado and mango focus and European distribution channels, though Camposol operates upstream as a grower rather than primarily as a distributor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCjAzd0b9gqIU6Kvt7LeJa5w
• LinkedInlinkedin.com/company/cultivar-s-a-u
• Instagraminstagram.com/cultivar.sa

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cultivar