Diego Martinez Group

What Diego Martinez Group does

Diego Martinez Group (legal entity: Frutas Diego Martínez e Hijos, S.L., CIF B58794512) is a family-owned wholesale fruit and vegetable distributor founded in the 1960s and headquartered inside the Mercabarna wholesale complex in Barcelona, Spain. The company operates 15 market stalls (puestos) across Pabellón B and Pabellón F of the Mercado Central de Frutas y Hortalizas, three warehouses totaling approximately 12,000 m² plus 1,800 m² of stalls, a cold storage capacity of 5,000,000 kg, and a fleet of more than 50 trucks, enabling a daily throughput exceeding 1 million kilograms of produce. Its go-to-market is anchored in physical presence at Mercabarna combined with export operations spanning more than 30 countries across Europe, the Americas, Africa, Asia, and Oceania, with approximately 90% of production destined for export.

The business model is transactional trading of fresh produce on a wholesale margin, augmented by fee-based services including grupaje (consolidated cargo) shipments, cold storage, distribution, and a courtier (buyer) service. Revenue streams combine stall-based wholesale sales at Mercabarna, import-export trading of fruits and vegetables sourced from five continents (including a specialized Chinese import assortment), and logistics/storage services for third-party clients. Customer segments are wholesale buyers and traders, international supermarket chains (particularly in Italy, France, Germany, Hungary, Poland, the Czech Republic, and Eastern Europe), and the HORECA sector. Differentiators include the ability to consolidate up to 40–50 different products in a single truck, same-day order fulfillment, daily shipments to European destinations, and GLOBALG.A.P. Chain of Custody certification (CoC 4069453502031, valid December 2025–December 2026) that meets the compliance requirements of European modern retail.

The company has executed a clear strategic evolution in 2025: it opened a new 6,000 m² warehouse in Mercabarna's Zona de Actividades Complementarias with 27 cold chambers and capacity for 90 trucks; it launched the DIME premium sub-brand targeting modern retail chains with structured long-term supply programs; and it upgraded its compliance credentials to serve European supermarket accounts. Press coverage cites a 50% increase in billing over the preceding five years (per Revista Mercados, January 2025). The company does not operate any proprietary digital platform or AI-driven systems, relying on physical infrastructure, family-led management (Director General Diego Martínez, Legal Representative Juani Martínez), and trade-fair visibility (Fruit Logistica, Fruit Attraction) as its primary strategic assets.

Name

Diego Martinez Group

Legal name

Diego Martínez e Hijos, S.L.

Website

https://diegomartinez.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

1–10 employees

Short description

Diego Martinez Group is a family-owned wholesale fruit and vegetable distributor at Mercabarna, Barcelona, importing from five continents and exporting to 30+ countries, with cold chain logistics and the new DIME premium retail sub-brand.

Ownership category

akta.pro rank

Product category

Fresh Produce Wholesale Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Terminal Market / Produce Market Wholesalers (AFAIACAK)

akta.pro secondary industries

Fresh Fruit Wholesale (AFAIACAA), Fresh Vegetable Wholesale (AFAIACAB), Fresh Produce Wholesale Distribution (CRAOAAAC)

Keywords

• Fresh produce wholesale
• Fruit vegetable distribution
• Groupage consolidation services
• Cold chain logistics
• Import export produce

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Produce Trading (Mercabarna): The company sells fruits and vegetables from its stalls (puestos) at the Mercado Central de Frutas y Hortalizas within Mercabarna, Barcelona. This is the primary revenue channel, serving wholesale buyers, retailers, restaurants, and hotels that come to the market.
2. Import-Export of Fresh Produce: Diego Martinez Group imports produce from five continents (including China) and exports to more than 30 countries across Europe, America, Africa, and Oceania. They offer grupaje (consolidated cargo) services allowing customers to combine smaller shipments. Revenue comes from the margin on international trade of fruits and vegetables.
3. Logistics, Cold Storage and Distribution: The company offers storage (including cold storage with 5,000,000 kg capacity), cold chain management, and distribution services. They own a fleet of over 50 trucks and manage third-party logistics for clients. Revenue from logistics fees and warehousing charges.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Diego Martinez Group is a wholesale distributor of fresh fruits and vegetables operating from 15 market stalls and three warehouses at the Mercabarna wholesale market in Barcelona. It sources produce from five continents, exports approximately 90% of its volume to more than 30 countries, and offers grupaje (groupage) consolidation, refrigerated storage with 5,000,000 kg capacity, and distribution through a fleet of more than 50 refrigerated trucks. A premium sub-brand, DIME, was launched to serve modern retail and supermarket chains.

Product overview

Diego Martinez Group operates as a wholesale fruit and vegetable company based in Mercabarna, Barcelona. The core business encompasses the distribution of fresh produce through multiple market stalls in Pabellón B and Pabellón F, supported by central offices and warehouses. The company offers a comprehensive product portfolio including fresh fruits and vegetables sourced from Spanish and international origins, with specialized Chinese produce imports. Service offerings include import-export operations, groupage consolidation, cold storage logistics, and distribution across more than 30 countries. The recently launched DIME sub-brand represents a premium retail-oriented product line. With over 60 years of history and 14,000+ m2 of facilities, the company serves both domestic and international markets with a focus on the European export channel.

Differentiator

Problem solved

Functional benefit

Brands

• Dime: A new premium product line launched by Diego Martinez Group representing a qualitative and strategic leap. Dime represents a new way of understanding the fruit and vegetable business, creating a range of top products with added value for modern retail.

Products and services

• Fresh Fruits Wholesale (Spanish and international) Wholesale distribution of fresh fruits including peaches, melons, oranges, nectarines, pears, grapes, watermelon, avocados, persimmons, chestnuts, cherries, strawberries, pomegranates, figs, lemons, tangerines, mangoes, and apples sourced from Spain and international origins, for resale by wholesalers, retailers, supermarket chains, and HORECA customers.
• Fresh Vegetables Wholesale Wholesale distribution of fresh vegetables including artichokes, eggplants, sweet potatoes, broccoli, zucchini, spring onions, cabbage, cauliflower, asparagus, peas, beans, green beans, lettuce, cucumbers, peppers, leeks, tomatoes, and carrots to wholesale buyers, retailers, and HORECA customers.
• Chinese Produce Import Specialised import and wholesale of Chinese-origin produce including bailingua, eggplant, spicy chile, daycon, dong gua, edo, ginger, beans, kugua, kumachoi, lychee, pak choi, panchoi, nashi pear, pitahaya, pomelo, shitake mushrooms, and xunkai.
• BIO/Organic Produce Organic/bio fresh produce offerings certified under European organic standards for customers seeking environmentally certified produce.
• Import-Export Services International trade services enabling the import and export of fruits and vegetables from five continents year-round, with food-safety guarantees for wholesale buyers, distributors, and export customers.
• Grupaje (Groupage) Consolidation Service Groupage services that consolidate multiple products from different origins into a single shipment (up to 40–50 different products per truck), enabling mid-sized buyers and traders to access international supply without full container minimums.
• Refrigerated Warehousing and Cold Storage Storage services for fruits and vegetables with different temperature requirements across facilities totalling more than 14,000 m² (including the new ZAC warehouse with 27 cold chambers), offering 5,000,000 kg of refrigeration capacity.
• Distribution and Refrigerated Transport Same-day and daily refrigerated distribution using a fleet of more than 50 company-owned trucks, enabling European and domestic customers to receive orders quickly while maintaining cold-chain integrity.
• DIME Premium Fresh Fruit Brand Premium sub-brand and product line targeting modern retail and supermarkets, offering top-tier fresh fruits with added value, traceability, and long-term collaboration programs for retail chains.
• Wholesale Brokerage (Courtier) Service Purchasing-agent (courtier) service that sources and procures fresh produce on behalf of buyers from the company's Mercabarna operations and international supply network.

Quantifiable outcome

• Over 1 million kg of produce commercialized daily
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Greenyard: Belgian-headquartered, publicly listed fresh, frozen and prepared produce supplier with pan-European operations. Comparable as a broad incumbent in the same category with overlapping fresh produce wholesale and retail supply capabilities.
• Fyffes: Irish-headquartered tropical produce importer and distributor (now part of Sumitomo Corporation). Comparable as a broad incumbent in import-export of fresh fruits, with similar supply chain and European distribution characteristics.
• Importaco Internacional: Spanish food importer, packager and distributor with produce and specialty food categories. Comparable as a broad incumbent in fresh produce import-export with European distribution capabilities.
• Dole plc: Global fresh produce company (formerly Total Produce, listed on NYSE). Comparable as a large incumbent in fresh fruit and vegetable sourcing, distribution, and marketing across multiple geographies.

Direct peers

• Frutas Romu: One of the largest fruit and vegetable wholesalers operating from Mercabarna, Barcelona. Directly comparable in business model (terminal market wholesale + import-export) and target customer base (European retailers, HORECA, wholesale buyers).
• Caparrós Nature: Spanish fresh produce distributor with strong presence in Almería and European markets. Comparable as a direct peer in fruit and vegetable wholesale, import-export, and supply to European retailers.
• Frutas Esther: Mercabarna-based fruit and vegetable wholesaler operating from the same terminal market. Directly comparable in product breadth, customer base, and import-export operations within European markets.
• Frutas Tolín: Mercabarna-based fruit and vegetable wholesaler with similar product breadth, import-export operations, and European distribution focus. A close direct competitor operating from the same terminal market.
• Frutas Pataró: Spanish fresh produce wholesaler with strong Catalan roots and European distribution. Comparable in business model (wholesale + import-export) and customer base (European supermarkets and HORECA).

Emerging players

• Naranjas del Carmen: Spanish citrus producer and online B2B/B2C distributor, representing an emerging digitally-enabled player. Comparable in citrus fresh produce and direct-to-retailer supply, though more digitally native than Diego Martinez.

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/frutas-diego-martinez-e-hijos-sa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Diego Martinez Group