LA PITAYA
La Pitaya de Canarias (Pitaber) is a third-generation family farming business in Tenerife, Spain, cultivating and directly selling four pitaya varieties, passion fruit, bananas, and grapes across Europe, plus a pitaya wine and event venue subsidiary.
- Company typePrivate
- Founded1950
- HeadquartersArico Nuevo, Spain
- Headcount—
- GTM typeB2B
- OfferingHardware or Manufacturing
What LA PITAYA does
La Pitaya de Canarias, operating under the trade name Pitaber, is a privately held, third-generation family farming business headquartered in Icor, Arico (Tenerife, Canary Islands, Spain). Founded in 1950 and currently owned by Bernardo Garcia Cruz, the company cultivates and markets pitaya (dragon fruit) in four proprietary varieties (Reina, Dragón, Arena, Fuego) selected through a 2005 Cabildo de Tenerife study, alongside passion fruit (maracuyá), bananas (platanera), and grapes (viña). Production spans more than 20 hectares, including 5 hectares of pitaya (1 hectare certified organic and 4 hectares conventional), with hand harvesting, cleaning, and piece-by-piece packaging to preserve fruit quality; sweet varieties reach 16–18 degrees Brix and pitaya is harvested July–November, passion fruit August–February. The company holds Global G.A.P., GRASP, and ECO certifications supporting European market access.
The business operates a direct-to-customer distribution model selling fresh fruit throughout Europe, with identified markets in Spain and the United Kingdom and no disclosed intermediaries. Beyond fresh produce, Pitaber has diversified into a 10% alcohol pitaya-based wine branded Ínsula Dragonaria Tayda (launched and showcased at Fruit Attraction 2019 in Madrid) and operates Finca El Oasis de Icor, an adjacent event venue for weddings and celebrations. The GTM relies on organic Instagram presence and trade-show participation rather than paid marketing or formal partnerships. Revenue mechanics consist of one-time fresh-fruit sales and beverage sales, with no subscription, licensing, or pricing model disclosed. The company has no external funding rounds, no institutional investors, and no publicly disclosed employee count.
LA PITAYA firmographics
Firmographics- Name
- LA PITAYA
- Legal name
- BERNARDO GARCIA CRUZ
- Website
- https://pitaber.com
- Company type
- Private
- Founded year
- 1950
- Operating status
- Operating
- Short description
- La Pitaya de Canarias (Pitaber) is a third-generation family farming business in Tenerife, Spain, cultivating and directly selling four pitaya varieties, passion fruit, bananas, and grapes across Europe, plus a pitaya wine and event venue subsidiary.
- Ownership category
- akta.pro rank
Where LA PITAYA is headquartered
LocationHeadquarters
- HQ city
- Arico Nuevo
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
LA PITAYA business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Fresh Fruit Sales: Direct sales of fresh pitaya (4 varieties), passion fruit, bananas, and grapes harvested at optimal ripeness, sold directly throughout Europe.
- Pitaya Wine (Ínsula Dragonaria Tayda): Alcoholic beverage produced by fermenting white grapes, pitaya and passion fruit. A specialty wine product developed at a Tenerife winery.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
LA PITAYA product offering
Product offeringCore offering
Pitaber cultivates and commercializes pitaya (dragon fruit) in four varieties (Reina, Dragón, Arena, Fuego) along with passion fruit, bananas, and grapes on more than 20 hectares in Tenerife, Canary Islands. The company produces all fruit for direct sale throughout Europe, and has diversified into an alcoholic pitaya-based wine (Ínsula Dragonaria Tayda). The company also operates Finca El Oasis de Icor, an event venue for weddings and celebrations.
Product overview
LA PITAYA (Pitaber) is a third-generation family farming company established in 1950, specializing in tropical fruit cultivation on Tenerife, Canary Islands. The company's core product is pitaya (dragon fruit), commercialized in 4 varieties (Reina, Dragon, Arena, Fuego), supplemented by passion fruit (maracuyá). The company also cultivates bananas and grapes, and has diversified into a pitaya-based alcoholic beverage (Insula Dragonaria Tayda wine). Additionally, the company operates Finca El Oasis de Icor, an event venue for weddings and celebrations. All fruit is sold directly throughout Europe, with production from July to November for pitaya and August to February for passion fruit. The company holds Global G.A.P., GRASP, and ECO certifications.
Differentiator
Problem solved
Functional benefit
Brands
- Ínsula Dragonaria Tayda: Alcoholic beverage (wine) obtained by fermenting white grapes, pitaya and passion fruit. Produced in Tenerife wineries with 10° alcohol content.
Products and services
- Pitaya (Dragon Fruit) - 4 Varieties Tropical fruit commercialized in four varieties (Reina/Queen, Dragón, Arena/Sand, Fuego/Fire) harvested at optimal ripeness. Sweet varieties measure 16-18 degrees Brix. Sold directly throughout Europe with production season July to November. Non-climacteric fruit, hand-harvested, hand-cleaned, and hand-packaged piece-by-piece.
- Passion Fruit (Maracuyá) Yellow giant passion fruit with yellow or red exterior, smooth skin with shine, pulp with edible black seeds. Flavor is acidic and aromatic, ideal for juices, desserts, and savory recipes. Production season August to February.
- Ínsula Dragonaria Tayda (Pitaya Wine) Alcoholic beverage (10% alcohol content) obtained by fermenting white grapes, pitaya, and passion fruit. Produced in a Tenerife winery. Fruity white wine style, recommended to drink cold; ideal as aperitif or with meals.
- Banana (Platanera) Banana (plátano) cultivation across multiple farms in Tenerife.
- Grapes (Viña) Grape (viña) cultivation across large areas dedicated to vine growing, including the Listan Blanco variety used for D.O. Abona wines.
- Finca El Oasis de Icor Event venue for weddings and celebrations located in Arico, Tenerife. Includes garden areas, pool, vineyards, and coastal and mountain views. Offers services including floral arrangements, catering, lighting, photography, and sound.
Quantifiable outcome
- Hand harvesting, cleaning and packaging ensures maximum quality fruit
Companies that use LA PITAYA
Customer profileSegments1 record
Ideal customer profiles1 record
LA PITAYA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
LA PITAYA partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
LA PITAYA competitors and assessment
Company assessmentBroad incumbents
- Hortifrut: Hortifrut is a leading global producer and marketer of berries and other fresh fruit, with vertically integrated breeding, growing, and distribution operations. Comparable as a broad incumbent specialty fresh-fruit supplier with global reach, breeding/propriety programs, and B2B food-service distribution that mirrors Pitaber's premium positioning strategy.
- Dole plc: Dole plc is one of the world's largest producers and marketers of fresh fruit and vegetables, with deep European retail relationships. Comparable as a broad incumbent spanning bananas, tropical exotics, and fresh produce distribution across Europe — a direct competitor for shelf space and food-service contracts.
- Bonduelle: Bonduelle is a leading European processed and fresh vegetable producer with strong food-service and retail penetration. Comparable as a broad incumbent fresh-produce supplier with European food-service distribution capabilities relevant to Pitaber's restaurant, hotel, and catering customer segments.
- Fyffes: Fyffes is a global tropical fruit producer and distributor historically anchored in bananas and pineapples with growing exposure to exotic fruits. Directly comparable as a broad incumbent tropical-fruit supplier with European distribution and category overlap with Pitaber's banana and exotic fruit portfolio.
- Chiquita Brands International: Chiquita is a global banana and fresh produce supplier with extensive European distribution. Comparable as a broad incumbent in tropical fruit and a potential benchmark for Pitaber's banana (platanera) production and EU-wide supply chain.
- Driscoll's: Driscoll's is the world's largest berry marketer, operating globally in strawberries, blueberries, raspberries, and blackberries. Comparable as a broad incumbent fresh-fruit specialist with global distribution, premium positioning, and certified supply chains — similar go-to-market profile to Pitaber's direct-to-European-food-service model.
Regional players
- Bodega Insular de Tenerife: Bodega Insular de Tenerife is a Tenerife-based winery that produces wines including the D.O. Abona designation under which Pitaber's grape production could qualify. Comparable as a regional Tenerife wine producer that defines the local category in which Pitaber's Ínsula Dragonaria Tayda pitaya wine competes for shelf space and consumer attention.
- ASPROCAN (Plátano de Canarias): ASPROCAN is the association of Canary Islands banana producers that markets Plátano de Canarias under a protected designation. Directly comparable as a Canary-based banana grower operating in the same Arico/Tenerife agricultural ecosystem and competing for the same producer resources and European retail channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
LA PITAYA social profiles
Digital presenceLA PITAYA compliance and trust
Trust signalCompliance3 records
LA PITAYA financial estimates
Financial estimateRevenue estimate
Valuation estimate
LA PITAYA leadership team
Management profileNumber of profiles
Profiles1 record
LA PITAYA subsidiaries and ownership
Company hierarchySubsidiaries1 record
LA PITAYA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LA PITAYA 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 LA PITAYA
What does LA PITAYA do?
Pitaber cultivates and commercializes pitaya (dragon fruit) in four varieties (Reina, Dragón, Arena, Fuego) along with passion fruit, bananas, and grapes on more than 20 hectares in Tenerife, Canary Islands. The company produces all fruit for direct sale throughout Europe, and has diversified into an alcoholic pitaya-based wine (Ínsula Dragonaria Tayda). The company also operates Finca El Oasis de Icor, an event venue for weddings and celebrations.
Is LA PITAYA a public or private company?
LA PITAYA is a private company. It is classified as family owned and is currently operating.
When was LA PITAYA founded?
LA PITAYA was founded in 1950.
Where is LA PITAYA based?
LA PITAYA is headquartered in Arico Nuevo, Spain, in the Europe region.
How does LA PITAYA make money?
Two revenue lines are on record. Fresh Fruit Sales are the primary driver. The others are pitaya Wine (Ínsula Dragonaria Tayda).
Who are LA PITAYA's main competitors?
Broad incumbents on record are Hortifrut, Dole plc, Bonduelle, Fyffes, Chiquita Brands International and Driscoll's. Regional players are Bodega Insular de Tenerife and ASPROCAN (Plátano de Canarias).
Does LA PITAYA have an API?
No public API is recorded for LA PITAYA.