El Dulze

What El Dulze does

El Dulze (legal entity: EL DULZE GROWERS, S.L.) is a privately held Spanish agricultural producer and distributor of fresh vegetables and leafy greens, headquartered in El Mirador, San Javier, Murcia. The company cultivates approximately 7,000 hectares of productive farmland located throughout Spain, centered on the Campo de Cartagena region — described in company materials as "La Huerta de Europa." Its product portfolio covers multiple lettuce varieties (lettuce hearts in green and red, baby gem, romaine, mini romaine, iceberg, Salanova, oak leaf, lollo rosso, Finstar), baby leaf mixes (rúcula, lamb's lettuce, spinach), Asian vegetables (Pak Choi, Choi Sum) sold under the Veguisan sub-brand, fresh aromatic herbs and organic herb pots, and a broader range that includes radishes, corn, peppers, celery, sweet onion, organic mini carrots, and peeled garlic. Adjacent consumer-facing assets include the Mundo Carakuato educational videogame and a recipe collection developed with Michelin-starred chef Martín Berasategui.

The company operates a vertically integrated production-through-packing model on-site at its Murcia headquarters and ships to retail distribution partners across at least nine European countries (Spain, UK, Germany, France, Belgium, Switzerland, plus additional markets) and the Middle East. Named retail customers include Carrefour, Lidl, Aldi, Auchan, EDEKA, Tesco, Rewe, Delhaize, Migros, Morrisons, Costco, Metro, and Eroski. El Dulze monetizes exclusively through B2B wholesale distribution of fresh produce under transaction-fee economics; pricing is not publicly disclosed. Proprietary technology centers on the Bleecker System, an Artificial Vision-based traceability platform using special markers and ceiling/wall-mounted cameras to identify pallets, goods, and personnel, providing live order status to retail customers and eliminating internal logistical errors. The company holds a dense certification stack — Global G.A.P., IFS Food, BRCGS, GRASP, SMETA, CAERM (organic), NURTURE, IFCO sustainability, Código Ético Fundación Ingenio — and pursues an R&D agenda through university partnerships, including the Cátedra Universitaria en Industria Inteligente with Universidad de Murcia (December 2020) and the EMURI interuniversity innovation chair (February 2022).

El Dulze is led by Consejero Delegado (CEO) José Ángel Sánchez and Gerente (General Manager) Beatriz Gómez. The company appears to be founder-/management-controlled, with no disclosed private equity, strategic investor, or parent-company involvement and no funding rounds in the available record. Operating status is active, with website news posts dated through 2026.

Name

El Dulze

Legal name

EL DULZE GROWERS, S.L.

Website

https://eldulze.es

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

El Dulze is a privately held Spanish producer and B2B distributor of fresh leafy greens and vegetables from approximately 7,000 hectares in Murcia, supplying major European retailers including Carrefour, Lidl, Aldi, Tesco, and EDEKA across Europe and the Middle East.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Vegetable and Melon Farming (1112), Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Agricultural Production-Crops (100), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Fresh Vegetable Wholesale (AFAIACAB)

akta.pro secondary industries

Fresh Produce Wholesale Distribution (CRAOAAAC), Allium Vegetable Farming (Onions, Garlic, Leeks, Shallots, Chives) (AFAGADAD), Fresh Produce Distribution (CRAOABAB)

Keywords

• Fresh produce distribution
• Leafy greens production
• Wholesale agricultural supply
• Fresh vegetable packaging
• Retail fresh food wholesale

Headquarters

HQ city

El Mirador

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh Produce Wholesale Distribution: Production and distribution of fresh vegetables and leafy greens to retail chains and supermarkets across Europe and the Middle East. Products are shipped from approximately 7,000 hectares of productive farmland located throughout Spain.
2. Branded Product Packaging with Recipes: Recipes created by Martín Berasategui featured on product packaging (hearts lettuce, romaine lettuce, Pak Choi) to drive consumer engagement and brand differentiation.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

El Dulze is a Spanish agricultural producer and wholesale distributor of fresh vegetables and leafy greens (lettuce varieties, baby leaf mixes, Asian vegetables, aromatic herbs, and assorted vegetables) cultivated on approximately 7,000 hectares across Spain and distributed to major European and Middle Eastern retail chains. The company operates its own cultivation, harvesting, packing, and distribution operations at its Murcia headquarters and supplies retailers under its own brand and the Veguisan sub-brand for Asian vegetables.

Product overview

El Dulze is a Spanish agricultural company dedicated to the production and distribution of fresh, healthy vegetables and leafy greens from the 'Huerta de Europa' (Europe's market garden), primarily based in El Mirador, San Javier, Murcia. The company operates approximately 7,000 hectares of productive farmland across Spain and distributes products throughout Europe and the Middle East. Its core product portfolio consists of multiple lettuce varieties (lettuce hearts, romaine, iceberg, baby gem, lollo rosso, oak leaf, finstar, salanova, mini romaine), baby leaf mixes (rúcula, lamb's lettuce, spinach), Asian vegetables (Pak Choi, Choi Sum — sold under the Veguisan sub-brand), aromatic herbs (mint, parsley, basil, thyme, dill, chives, coriander, rosemary), organic mini carrots, corn, radishes, sweet onions, peppers, celery, and peeled garlic. The company also operates organic aromatic herb pots. Under its sub-brand Veguisan, El Dulze sells Asian vegetable varieties. Adjacent offerings include the Mundo Carakuato educational videogame and a recipe collection by chef Martín Berasategui. The company uses the Bleecker System (artificial vision-based traceability) internally and holds certifications including GLOBAL GAP, IFS Food, BRC, GRASP, and CAERM.

Differentiator

Problem solved

Functional benefit

Brands

• Veguisan: Asian vegetable variety brand under El Dulze, including Pak Choi products.

Products and services

• Fresh Lettuce and Lettuce Hearts (Green, Red, Baby Gem, Romaine, Mini Romaine, Iceberg, Salanova, Oak Leaf, Lollo Rosso, Finstar) Multiple varieties of fresh lettuce and lettuce hearts cultivated and packed at El Dulze's Murcia facility, supplied to European retail chains in various pack formats (e.g., 4-unit and 6-unit packs).
• Baby Leaf Mixes (6-lettuce mix, rúcula, lamb's lettuce, spinach, 3-lettuce mix) Pre-mixed and single-variety baby leaf salad products for retail sale, offering ready-to-eat leafy green mixes.
• Veguisan Asian Vegetables (Pak Choi, Choi Sum) Asian leafy vegetable varieties marketed under the Veguisan sub-brand, including Pak Choi (available in 6-unit format for French establishments) and Choi Sum.
• Fresh Aromatic Herbs (mint, flat parsley, thyme, basil, dill, chives, curled parsley, coriander, rosemary) Cut fresh aromatic herbs supplied to retail chains and food service customers for culinary use.
• Organic Aromatic Herb Pots (basil, mint, chives, parsley, coriander, rosemary, dill, thyme) Live organic aromatic herbs sold in pots for retail sale, certified under CAERM organic production standards.
• Fresh Vegetables (radishes, corn, tricolour pepper, white celery, celery stick, green celery, sweet onion, organic mini carrot, peeled garlic) Assorted fresh vegetable SKUs packaged for retail sale, including organic and conventional varieties.
• Mundo Carakuato Educational Videogame Free mobile and web 3D game in which players collect fresh produce while avoiding unhealthy food across multiple levels, with healthy-eating tips shown after each level, aimed at promoting Mediterranean diet habits and raising diabetes awareness.
• Dulze Recipe Collection by Chef Martín Berasategui Co-branded culinary recipe content featured on packaging and the corporate website, leveraging chef Martín Berasategui's reputation to enhance the perceived value of El Dulze vegetable and leafy green products.

Named customers13 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• IFCO SYSTEMScoreTechnology or Integration · 7 April 2022IFCO SYSTEMS provides reusable transport packaging (ERT) for El Dulze's supply chain. El Dulze achieved IFCO's 2021 sustainability certificate, demonstrating active environmental protection through reduced CO2, energy, water, and waste via circular economy practices.
• Ecosistema Murcia Innova (EMURI)coreStrategic or Co-development Partner · 14 February 2022First interuniversity chair in innovation in the Murcia Region, involving Universidad de Murcia, Universidad Politécnica de Cartagena, and UCAM Universidad Católica San Antonio de Murcia, along with 16 patron companies. Promotes and disseminates innovation in the region and strengthens collaboration between University, Administration, and Business.
• Asociación 5 al DíacoreStrategic or Co-development Partner · 8 February 2021Non-profit association promoting daily consumption of fresh fruit and vegetables. El Dulze, as a member, collaborates in disseminating the benefits of consuming 5 portions of fresh produce daily and promotes healthy eating habits through events and initiatives throughout the year.
• Martín BerasateguicoreStrategic or Co-development Partner · 19 January 202112 Michelin-starred chef Martín Berasategui has created a collectible recipe collection featuring El Dulze vegetables and leafy greens. Recipes are featured on product packaging (hearts lettuce, romaine lettuce, Pak Choi) and on the corporate website. This partnership elevates the brand's culinary credibility and provides consumer recipe inspiration.
• Universidad de MurciacoreStrategic or Co-development Partner · 9 December 2020Collaboration agreement establishing the Cátedra Universitaria en Industria Inteligente (University Chair in Intelligent Industry). Joint research, specialized training seminars, exploration of new technologies, and fostering technological skills among students. Aims to improve productivity and strengthen industry technology in the Murcia Region.
• Awara Labs / Pablo J. PérezminorStrategic or Co-development Partner · 10 November 2020Developer of Mundo Carakuato educational videogame. Created the 3D mobile/web game promoting healthy eating and vegetable consumption among children.
• Grupo Corporativo CalicheminorStrategic or Co-development Partner · 9 November 2020Solidarity partnership for COVID-19 response. El Dulze donated 1,127 kg of fresh produce to Food Bank of Segura and Cáritas Región de Murcia, with Grupo Caliche providing its solidarity truck for transportation and distribution.
• Fundación Isaac PeralminorStrategic or Co-development Partner · 28 September 2020Non-profit foundation created by Instituto de Fomento, uniting industrial and technological companies to promote technological collaboration between large companies and SMEs in the Murcia Region.
• Fundación IngeniominorStrategic or Co-development Partner · 28 September 2020Civil and apolitical organization committed to land, people, and rural environment, defending sustainable, innovative agriculture. El Dulze holds patron membership.
• Juan RevengaminorStrategic or Co-development Partner · 28 September 2020Nutritionist and Biologist at Universidad de Navarra serving as El Dulze's nutritional expert for over 5 years, providing nutrition, food, and health education content and outreach.
• Federación Española de DiabetesminorStrategic or Co-development Partner · 28 September 2020Spanish Diabetes Federation supported by Mundo Carakuato videogame initiative to raise awareness about diabetes on World Diabetes Day (November 14).

Scale indicators3 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Primaflor: Spanish fresh produce grower-distributor headquartered in Almería/Murcia region supplying major European retailers with leafy greens, salads, and fresh-cut vegetables. Closest geographic and product peer to El Dulze, with similar B2B retail distribution model.
• Frutas El Portón: Spanish producer-exporter of fresh fruits and vegetables based in Almería, supplying European retail and wholesale channels. Direct regional peer to El Dulze with similar production-and-distribution model focused on fresh produce.
• Florette (Agrial Group): European leader in bagged salads, fresh-cut vegetables, and ready-to-eat leafy greens, owned by French cooperative Agrial. Direct competitor to El Dulze in supplying retailers with fresh leafy greens and salad mixes across multiple European markets.

Regional players

• Taylor Farms: US-based producer of fresh-cut salads, vegetables, and healthy fresh foods supplying retail and foodservice. Comparable business model to El Dulze in leafy greens and packaged fresh vegetables, but operating primarily in North America rather than Europe.
• Grupo AN (Frutas y Hortalizas): Spanish agricultural cooperative group with a substantial fruit and vegetable division supplying European retail and foodservice. Comparable to El Dulze in Spanish-origin fresh produce distribution, though with a broader multi-category portfolio.

Broad incumbents

• Greenyard: Belgian-headquartered global market leader in fresh, frozen, and prepared produce. Competes with El Dulze in supplying European retail chains with fresh fruit and vegetables, while also offering much broader processed categories.
• Dole plc: Ireland-headquartered global fresh produce company (formed via combination with Total Produce) supplying retailers worldwide with fruits and vegetables. Comparable to El Dulze in fresh produce distribution to European grocery chains, but at far greater global scale.
• Bonduelle Group: France-headquartered global leader in processed and fresh vegetables, serving retail and foodservice across Europe and beyond. Comparable to El Dulze in fresh-vegetable supply to retailers, but with a much broader portfolio including canned, frozen, and ready-to-eat lines.

Others

• Euro Pool System (IFCO): European reusable packaging pool provider (IFCO) that supplies the sustainable transport packaging El Dulze uses to obtain its IFCO sustainability certification. Adjacent ecosystem enabler rather than a competitor, but a strategic partner in El Dulze's supply chain.

Emerging players

• Camposol: Peru-based vertically integrated agro-industrial producer-exporter of fresh and processed produce (blueberries, avocados, asparagus, mangoes). Comparable to El Dulze in integrated grower-distributor model supplying international retail, though with different geographic and crop exposure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/el-dulze
• Facebookfacebook.com/eldulze
• LinkedInlinkedin.com/company/frutas-el-dulze-s-l-

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 El Dulze