Frutas Eloy

What Frutas Eloy does

Frutas Eloy (legal entity FRUTAS ELOY RUANO S.L., CIF B82222936) is a privately held Spanish fresh produce distributor founded in 1925 and headquartered at Mercamadrid, the central food market of Madrid. The company specializes in the commercialization and distribution of fresh fruits, vegetables, herbs, mushrooms, sprouts, berries, and juices, alongside a complementary assortment spanning gourmet fresh products (edible flowers, microgreens, specialty citrus, coastal vegetables), pantry staples (frozen goods, spices, dried fruits, oils, dry goods), and cocktail ingredients (frozen and fresh fruits, purees, garnishes). The total catalog exceeds 3,000 SKUs sourced across four continents, with explicit emphasis on seasonal, local, and organic produce, plus exclusive specialty items from suppliers such as Koppert Cress.

The company's primary customer segment is the HORECA sector (hotels, restaurants, catering companies, and collectivities) within the Community of Madrid, served through a B2B field sales motion that delivers directly from the Mercamadrid distribution center, including a 24-hour specialty hospitality service for time-sensitive orders. It also operates a direct-to-consumer online storefront (tienda.frutaseloy.com) and mobile applications (Frutas Eloy App and Frutas Eloy Messenger) for ordering and communication, supported by downloadable PDF product catalogs, an email newsletter, an Instagram channel (@frutaseloy), and participation in industry events such as the Fruit Attraction trade fair.

Frutas Eloy is structured as a Sociedad Limitada (S.L.) with no disclosed parent company, no external funding rounds, and no public listing. The company claims over 1,000 active clients and positions itself as a regional leader in Madrid HORECA fresh produce supply. Its go-to-market combines high-touch field account management for enterprise HORECA operators with digital self-service channels for individuals and smaller buyers, while brand-level partnerships (Koppert Cress, Primaflor, Goya, Sandro Desii) and event collaborations (Minor Hotels' Chef Masters League, Coperama) extend its reach within the regional hospitality ecosystem.

Name

Frutas Eloy

Legal name

FRUTAS ELOY RUANO S.L.

Website

https://frutaseloy.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

51–100 employees

Short description

Frutas Eloy is a Madrid-based, family-owned fresh produce distributor founded in 1925, serving over 1,000 HORECA clients (hotels, restaurants, catering, collectivities) in the Community of Madrid with 3,000+ SKUs across fresh, gourmet, pantry, and cocktail categories.

Ownership category

akta.pro rank

Product category

Wholesale Fresh Produce Distribution

SIC

Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Foodservice / HORECA Produce Wholesale (AFAIACAI)

akta.pro secondary industry

Fresh Produce Distribution (CRAOABAB)

Keywords

• Fresh produce distribution
• HORECA supply services
• Wholesale fruits vegetables
• Gourmet specialty produce
• Cocktail ingredients supply

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fresh and specialty produce wholesale: Revenue generated through the wholesale sale and distribution of fresh produce, gourmet fresh products, pantry staples, and cocktail ingredients to hospitality and restaurant businesses. The company operates from Mercamadrid distribution center serving the HORECA sector in the Community of Madrid.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Frutas Eloy is a Madrid-based wholesale distributor specializing in the commercialization and distribution of fresh produce, gourmet fresh products, pantry staples, and cocktail ingredients to the HORECA (hotel, restaurant, catering) sector in the Community of Madrid. Operating from its Mercamadrid distribution center since 1925, the company offers over 3,000 SKUs including seasonal, local, and organic produce as well as exclusive specialty items such as microgreens, edible flowers, and specialty citrus varieties.

Product overview

Frutas Eloy is a fruit and vegetable distribution company specializing in the hospitality and restaurant sector (HORECA) in the Community of Madrid, Spain. The company operates four main product categories: (1) Productos frescos (Fresh products) covering bulbs, fruits, berries, cut produce, sprouts, aromatic herbs, vegetables, lettuces, roots, tubers, mushrooms, tropicals, and juices with over 3000 products; (2) Gastronomico fresco (Fresh gastronomic products) featuring exclusive items like edible flowers, microgreens, mini vegetables, special citrus varieties, Koppert Cress specialties, and coastal vegetables; (3) Despensa (Pantry) including frozen goods, spices, dried fruits, oils, and dry goods; and (4) Cocktelería (Cocktail products) with frozen and fresh cocktail ingredients. The company serves over 1000 clients including hotels, restaurants, catering companies, and communities, and operates a 24-hour special hospitality service with an online store platform.

Differentiator

Problem solved

Functional benefit

Brands

• Frutas Eloy: Primary brand for commercialization and distribution of fresh produce for hospitality and restaurants
• Frutas Eloy Messenger
• Frutas Eloy App

Products and services

• Productos Frescos (Fresh Products)
• Gastronómico Fresco (Fresh Gastronomic Products)
• Despensa (Pantry)
• Cocktelería (Cocktail Ingredients)
• Tienda Online Frutas Eloy (Online Store)

Named customers4 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Koppert CresscoreOthersKoppert Cress is a supplier of specialty microgreens and gourmet vegetable products. Frutas Eloy distributes Koppert Cress products including specialty microgreens, edible flowers, and gourmet vegetable varieties as part of its specialty fresh catalog.
• PrimaflorminorOthersPrimaflor is a flower and produce brand that Frutas Eloy collaborates with as part of its product offering portfolio.
• GoyaminorOthersGoya is referenced as a brand collaborator in the footer of the Frutas Eloy website, indicating a product supply or distribution relationship.
• Sandro DesiiminorOthersSandro Desii is referenced as a brand collaborator with whom Frutas Eloy has a product catalog relationship, offering specialty food products.
• Minor HotelscoreStrategic or Co-development PartnerFrutas Eloy participated in the Chef Masters League event organized by Talentat Minore EUAM and Minor Hotels, providing fresh produce for a culinary competition. Frutas Eloy supplies fresh, carefully selected produce to support culinary competitions and events organized by partner hospitality groups.
• CoperamaminorChannel Partner/ Reseller/ DistributorFrutas Eloy collaborated with Coperama in the Chef Masters League culinary event. Coperama is a hospitality equipment and food service supplier that operates as a channel partner in the HORECA ecosystem.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bonduelle Food Service: Bonduelle's foodservice division supplies fresh, cut, and processed vegetables to professional kitchens across Europe, including HORECA. Comparable to Frutas Eloy in serving restaurants and caterers with broad vegetable assortments, though Bonduelle is significantly larger and pan-European.
• Patatas Meléndez: Patatas Meléndez is a Spanish producer and supplier of fresh potatoes and produce to HORECA and retail. Comparable to Frutas Eloy as a Spanish fresh produce supplier with foodservice focus, though more concentrated in the potato category.
• Florette Foodservice: Florette operates a dedicated foodservice business selling fresh salads, vegetables, and ready-to-eat produce to restaurants and catering operators in Spain and Europe. Directly comparable to Frutas Eloy on product category (fresh produce) and HORECA customer base.
• Frutas Rafael: Frutas Rafael is a Madrid-based fresh produce distributor serving the HORECA sector with a similar assortment of fruits, vegetables, and specialty items. A direct regional competitor operating in the same Community of Madrid footprint as Frutas Eloy.

Broad incumbents

• Makro (Metro AG): Makro is a cash-and-carry wholesaler serving HORECA and small businesses in Spain with broad assortment including fresh produce. Comparable as a HORECA supplier, but operates at significantly larger scale and across many categories beyond fresh produce.
• Transgourmet: Transgourmet is a European HORECA-focused cash-and-carry and food service distributor present in Spain. Overlaps with Frutas Eloy in serving restaurants and hotels with fresh and specialty food, though at much greater scale and breadth of assortment.

Regional players

• Mercabarna (wholesale market): Mercabarna is Barcelona's central wholesale food market, analogous to Madrid's Mercamadrid where Frutas Eloy is anchored. It hosts competing fresh produce wholesalers serving the Catalan HORECA market and serves as a structural parallel for the operating model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/frutaseloy
• Xx.com/frutaseloy
• Facebookfacebook.com/FrutasEloyFP
• LinkedInlinkedin.com/company/frutas-eloy

Revenue estimate

Valuation estimate

Number of profiles

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 Frutas Eloy