FRUTAS EL PORTON SL

What FRUTAS EL PORTON SL does

FRUTas EL PORTÓN S.L. is a privately held Spanish company (Sociedad Limitada) established in 1995, headquartered at Avda. de Motril 52, Molvízar, Granada, in the Costa Tropical region between Sierra Nevada and the Mediterranean. The company operates a traditional Dutch-style alhóndiga (auction / "Corrida de Frutos") at which local farmers deliver produce for weighing and daily auction (Monday–Saturday at 15:30h). It then either transacts the produce to commissioned agents and buyers on a take-rate basis or purchases lots from its own auction for direct standardization and resale into national and international markets. The technology layer is minimal: an auction clock and a website-based daily price blackboard (pizarra) that publishes final sale prices after 17:30h, supplemented by email and phone notifications. No APIs, software products, or proprietary digital platforms are disclosed.

The product portfolio is concentrated in Costa Tropical subtropical fruits — six avocado varieties (Hass, Bacon, Fuerte, Pinkerton, Reed, Cocktail), cherimoya (Fino de Jete), loquat (Golden Nugget), three mango varieties (Osteen, Tommy Atkins, Keitt), guava, and kumquat — alongside a vegetables line that includes cherry and vine tomatoes, plum tomato, green beans, peas, broad beans, Dutch cucumber, green asparagus, and peppers. The company holds ISO 9001:2008 (quality management) and GLOBALG.A.P. (good agricultural practices) certifications, and is registered with Junta de Andalucía's REAFA and DAT traceability systems.

Revenue is generated via transaction/take-rate fees on auctioned produce and direct produce resale margins from lots the company purchases at its own auction. The buyer-side customer mix consists of commissioned agents, national wholesale-market operators (Mercabarna, Mercamadrid), exporters, and small wholesalers; the supply side is fragmented local farmers from the Málaga-Granada-Almería corridor. The firm has approximately 5 employees, no external funding rounds, and no disclosed parent or investor. Recent strategic activity has been limited to regulatory and operational items — most notably a 2020 EU NextGenerationEU subsidy for solar photovoltaic installation and the earlier (2011) launch of the online price board — rather than growth-oriented expansion.

Name

FRUTAS EL PORTON SL

Legal name

FRUTAS EL PORTÓN S.L.

Website

https://frutaselporton.es

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Frutas El Portón S.L. is a privately held Spanish company that operates a traditional alhóndiga (Dutch-style auction) in Molvízar, Granada, intermediating subtropical fruits and vegetables from Costa Tropical farmers to commissioned agents, national wholesale markets, and exporters.

Ownership category

akta.pro rank

Product category

Agricultural Produce Auction & Wholesale

akta.pro primary industry

Terminal Market / Produce Market Wholesalers (AFAIACAK)

akta.pro secondary industry

Foodservice / HORECA Produce Wholesale (AFAIACAI)

Keywords

• Subtropical fruit trading
• Agricultural auction services
• Produce commercialization
• Fresh produce wholesale
• Horticultural distribution

Headquarters

HQ city

Molvízar

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Infrastructure

Revenue model

1. Auction/Commercialization Fees: Revenue generated through the Corrida de Frutos auction system where farmers' produce is sold to buyers. The company also purchases goods from its own auction to normalize and commercialize in national and international markets. Commission and transaction fees are earned on produce sold through the auction.
2. Direct Produce Sales: Frutas el Portón purchases produce from its own auction to standardize and commercialize directly in domestic and international markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Frutas el Portón S.L. operates a traditional Dutch-style auction house (Alhóndiga/Corrida de Frutos) at its Molvízar, Granada facility, where local farmers bring subtropical fruits and vegetables for daily weighing and auctioned sale to commissioned agents, national wholesalers, and international exporters. The company also purchases produce from its own auction to normalize and commercialize directly in domestic and international markets, publishing daily sale prices on an online blackboard (pizarra) after 17:30h.

Product overview

Frutas el Portón SL operates as a commercial hub for fruits, vegetables, and subtropical produce from the Costa Tropical region of Granada, Spain. The company offers two main platforms: an Alhóndiga (traditional Dutch-style auction system) for connecting local farmers with national and international markets, and a Price Blackboard for daily price transparency. The product portfolio includes six avocado varieties (Hass, Bacon, Fuerte, Pinkerton, Reed, Cocktail), subtropical fruits (Chirimoya Fino de Jete, Loquat Golden Nugget, Mangoes in Osteen/Tommy Atkins/Keitt varieties, Guava, Kumquat), and a wide range of vegetables (Cherry Tomatoes in Classic and Baby Plum varieties, Plum Tomatoes, Vine Tomatoes, Green Beans, Fresh Peas, Broad Beans, Dutch Cucumbers, Green Asparagus, Peppers). The company has over 20 years of experience since its establishment in 1995 and holds ISO 9001:2008 and GLOBALG.A.P. certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Alhóndiga / Corrida de Frutos Auction System

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• ECOHAL Granada (Asociación de Alhondiguistas ECOHAL Granada)coreStrategic or Co-development PartnerMember of the Association of Alhóndiga Operators of Granada. ECOHAL represents the traditional Corrida de Frutos auction system in southeastern Andalusia (Malaga, Granada & Almeria). The association promotes and protects the Dutch-style veiling auction system used for horticultural product commercialization.
• Junta de Andalucía - REAFAcoreOthersRegistered with the Registro de Explotaciones Agrarias y Forestales de Andalucía (REAFA), the official registry of agricultural and forest exploitations in Andalusia. Maintains compliance with regional agricultural regulations.
• Junta de Andalucía - DAT (Documento de Acompañamiento al Transporte)coreOthersUses the Documento de Acompañamiento al Transporte (DAT), the official transport accompanying document for agricultural products in Andalusia, ensuring traceability and regulatory compliance.
• MercabarnaminorGTM or Marketing PartnerReference market for fruit and vegetable calendar. Links provided to Mercabarna (Barcelona) and Mercamadrid (Madrid) market calendars, major national wholesale markets where produce is sold.
• MercamadridminorGTM or Marketing PartnerReference market for fruit and vegetable calendar. Links provided to Madrid's central market, one of the major national wholesale markets for produce commercialization.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=9-RzFUSd3rk
• LinkedInlinkedin.com/company/frutas-el-porton-sl

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 FRUTAS EL PORTON SL