Bonafruta
Bonafruta is a family-owned B2B distributor of fresh fruits and vegetables serving hospitality businesses and institutional caterers in the Community of Madrid since 1962, operating from Mercamadrid with a refrigerated delivery fleet.
- Company typePrivate
- Founded1962
- HeadquartersMadrid, Spain
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Bonafruta does
Bonafruta (legal name RAMÓN BONAFRUTA S.L.U.) is a family-owned B2B distributor of fresh fruits and vegetables headquartered in Madrid, Spain, operating continuously since 1962. The company distributes Frutas (fruits) and Verduras (vegetables) to two primary customer segments within the Community of Madrid: Hostelería (restaurants, cafés, bars, hotels) and Colectividades (institutional food service such as schools, hospitals, and corporate cafeterias). The company is incorporated as a single-member Spanish private limited company (Sociedad Limitada Unipersonal) with NIF B88426721.
The core operating asset is its strategic physical location at Mercamadrid, Madrid's central wholesale food market, which enables same-day procurement of fresh produce at favorable quality-price ratios. Distribution is executed via a company-operated refrigerated fleet providing scheduled, temperature-controlled delivery throughout the Community of Madrid. The product surface is intentionally narrow — a unified fruit and vegetable distribution service with no disclosed SKU breadth, value-added processing, or branded product lines. Supporting infrastructure includes a commercial department providing market intelligence for seasonal procurement planning and customer relationship management via phone, WhatsApp, email, and a website contact form.
Revenue mechanics are B2B and quote-based: pricing is not publicly disclosed and is structured per client based on order volume, delivery frequency, and product mix. The company employs 11-50 staff (with three named key personnel: Director General Jose Ramón Díaz, Warehouse Manager Nicolae Zacutel, and Purchasing Manager Francis Díaz Amaya). GTM is sales-led and direct, with minimal digital marketing investment and reliance on relationships and referrals rather than scalable acquisition channels. No funding rounds, acquisitions, partnerships, or external investors are evidenced; the company is privately held under founder-family ownership.
Bonafruta firmographics
Firmographics- Name
- Bonafruta
- Legal name
- RAMÓN BONAFRUTA S.L.U.
- Website
- https://bonafruta.com
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bonafruta is a family-owned B2B distributor of fresh fruits and vegetables serving hospitality businesses and institutional caterers in the Community of Madrid since 1962, operating from Mercamadrid with a refrigerated delivery fleet.
- Ownership category
- akta.pro rank
Bonafruta industry classification
Industry- Product category
- Fresh Produce Distribution
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (42448)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Foodservice / HORECA Produce Wholesale (AFAIACAI)
- akta.pro secondary industry
- Institutional Foodservice Distribution (Education, Healthcare, Government) (CRAOABAM)
Keywords
Where Bonafruta is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Bonafruta business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales
Revenue model
- Fruit and Vegetable Distribution: B2B distribution of fresh fruits and vegetables to hospitality businesses and colectividades with scheduled and personalized delivery services
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Customized B2B pricing based on client needs and order volume |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Bonafruta product offering
Product offeringCore offering
Bonafruta distributes fresh fruits and vegetables to hospitality businesses and collectivities (institutional caterers) in the Community of Madrid. Operating from Mercamadrid with a refrigerated fleet, it provides scheduled, personalized delivery of seasonal produce along with commercial market intelligence to help clients plan their purchases.
Product overview
Bonafruta operates as a single unified service offering fruit and vegetable distribution for businesses. Located at Mercamadrid, the company provides scheduled and personalized delivery services with a refrigerated fleet, along with commercial market intelligence for seasonal planning. The core product offering consists of fresh fruits (Frutas) and vegetables (Verduras) distributed to hospitality and collective catering businesses in Madrid.
Differentiator
Problem solved
Functional benefit
Products and services
- Frutas y Verduras para Empresas (Fruit and Vegetable Distribution for Businesses) Scheduled and personalized B2B distribution of fresh, seasonal fruits and vegetables delivered via a refrigerated fleet to hospitality businesses and collectivities (institutional caterers) in the Community of Madrid. Includes commercial market intelligence to support clients' seasonal purchasing planning.
Companies that use Bonafruta
Customer profileSegments2 records
Ideal customer profiles2 records
Bonafruta technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Bonafruta partnerships and signals
Strategic signalScale indicators2 records
Recent moves3 records
Expansion highlights2 records
Bonafruta competitors and assessment
Company assessmentDirect peers
- Disfruta Madrid: Madrid-area fruit and vegetable supplier for HORECA and empresas with scheduled delivery service; competes with Bonafruta in the same city, same channel, similar offering.
- Grupo IFA: Spanish foodservice distribution group supplying fresh produce, grocery, and foodservice categories to HORECA and institutional clients; directly comparable customer base and product mix to Bonafruta.
- Frutas Bollo: Spanish fresh produce supplier serving foodservice and retail channels with national distribution; comparable to Bonafruta in product mix (fresh F&V) and target customer type (B2B foodservice).
- Martinavarro: Large Spanish fresh fruit and vegetable producer-distributor with HORECA and retail supply; similar category, customer base, and Spanish-market context as Bonafruta, though operating at greater scale.
- Frutas La Venta: Madrid-region fresh fruit and vegetable wholesaler serving restaurants, hotels, and schools — directly comparable B2B F&V distribution model anchored to Mercamadrid-area sourcing.
Broad incumbents
- Total Produce / Dole plc: Global fresh produce grower-distributor supplying retail, wholesale, and foodservice channels; a broad incumbent comparator for B2B fruit and vegetable distribution at scale.
- Sysco Iberia: International broadline foodservice distributor with a Spain footprint that supplies produce and other categories to HORECA accounts; comparable customer base and category overlap with Bonafruta.
- Greenyard: Large European fresh produce supplier serving retail and foodservice customers across multiple categories; broad incumbent whose fresh fruit & vegetable range overlaps with Bonafruta's product mix.
Emerging players
- Frutas Tono: Smaller-scale Spanish fresh produce delivery business serving restaurants and small businesses; partial overlap with Bonafruta's HORECA distribution model, with a more digital-native posture.
Regional players
- Frutas Charito: Madrid-based fruit and vegetable distributor serving HORECA and institutional customers; competes head-to-head with Bonafruta for the same Madrid foodservice accounts using a similar proximity-to-Mercamadrid model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Bonafruta social profiles
Digital presenceBonafruta financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bonafruta leadership team
Management profileNumber of profiles
Profiles3 records
Bonafruta funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bonafruta M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bonafruta
What does Bonafruta do?
Bonafruta distributes fresh fruits and vegetables to hospitality businesses and collectivities (institutional caterers) in the Community of Madrid. Operating from Mercamadrid with a refrigerated fleet, it provides scheduled, personalized delivery of seasonal produce along with commercial market intelligence to help clients plan their purchases.
Is Bonafruta a public or private company?
Bonafruta is a private company. It is classified as family owned and is currently operating.
When was Bonafruta founded?
Bonafruta was founded in 1962. It employs 11 to 50 people.
Where is Bonafruta based?
Bonafruta is headquartered in Madrid, Spain, in the Europe region.
How does Bonafruta make money?
One revenue line is on record: fruit and Vegetable Distribution.
Who are Bonafruta's main competitors?
Direct peers on record are Disfruta Madrid, Grupo IFA, Frutas Bollo, Martinavarro and Frutas La Venta. Broad incumbents are Total Produce / Dole plc, Sysco Iberia and Greenyard. Frutas Tono is listed as an emerging player. Frutas Charito is listed as a regional player.
Does Bonafruta have an API?
No public API is recorded for Bonafruta.
What industry is Bonafruta in?
Bonafruta's product category is Fresh Produce Distribution. Its primary akta.pro industry code is AFAIACAI, Foodservice / HORECA Produce Wholesale, with a secondary code of CRAOABAM, Institutional Foodservice Distribution (Education, Healthcare, Government). Its NAICS code is 42448 and its SIC code is 5140.