SanLucar, the leading premium brand for fruit and vegetables, will once again showcase new concepts, its broad portfolio of more than 100 products, new SanLucar farms and many innovations at Fruit Logistica from 4–6 February 2026 in Berlin.
Together with its master growers, SanLucar will present its premium world in Hall 27 – Booths D51 and D60. The brand will highlight high‑quality products and concepts that visibly enhance fresh produce departments and offer retailers clear differentiation and added value.
Armin Rehberg, CEO of SanLucar, explains: “Fruit Logistica is an important platform for us every year to demonstrate what SanLucar stands for: high‑quality products, a close link to our own production, and concepts that help retailers make their fruit and vegetable departments more attractive and future‑proof. For us, it’s about making quality visible – from cultivation to the point of sale. At the same time, true innovation is essential to keep surprising our customers and to engage in meaningful conversations on site that drive future value.”
At the heart of the exhibition is the SanLucar showroom, which brings together product and presentation concepts alongside modern POS solutions for modern fresh produce departments. SanLucar will introduce a range of new products and concepts for the first time, including the new “Fruitissimo” fruit ice with natural fruit pieces and exceptionally high fruit content, the new golden‑flesh SanLucar kiwis, refreshed packaging for strawberries, berries and stone fruit, a new tomato concept with larger‑quantity formats and a stronger convenience focus, the new SanLucar apple concept, new FreshCut and salad bowl products, the new SanLucar Medjool dates, and much more.
SanLucar also continues to set benchmarks in packaging with innovative and unique solutions that further develop the premium assortment. Examples include the new stone fruit concept in FreshBag and flowpack formats, plastic‑reduced “Nature Bowls” for tomatoes and berries, and new printed cardboard punnets for strawberries. Another highlight is the new cooperation with Disney & Pixar for the upcoming cinema release of Hoppers (premiere in March 2026). At Fruit Logistica, SanLucar will present a joint concept with Disney focusing on nature, discovery, and responsibility.
The SanLucar appearance at Fruit Logistica 2026 also reflects the company’s strong and successful business development – both in its traditional markets in Germany and Austria, and internationally from Europe to North America, the Middle East and Asia. Over the past 20 years, SanLucar has increased its revenue more than tenfold. Despite global challenges, the company has grown by over €600 million between 2019 and 2025, reaching nearly €1 billion in its core business today.
Rehberg adds: “We have achieved this growth organically by consistently expanding our own high‑quality global production and our new and established SanLucar farms. This is only possible with a clear vision and strategy, with reliable, long‑standing partners in the retail sector, and of course with our dedicated teams. They deserve our appreciation time and again. What matters to us is doing everything in a way we can be proud of, and always with the appropriate respect.” After another year of strong double‑digit growth in 2025, SanLucar sees itself well positioned together with its partners to continue its path. With the continued expansion of its own production, the company aims to reach a performance of more than €1.6 billion by 2030.
The central success factor remains SanLucar’s strong own production base. This structure ensures supply security, quality and reliability as well as direct sourcing – essential prerequisites for staying stable in dynamic market phases, investing in innovation and sustainable solutions, and consistently delivering on the promise of a premium market leader together with retail partners.
About SanLucar.
SanLucar is a globally operating company that aims to bring people natural joy, great taste, and healthy nutrition – in a way it can be proud of. Offering over 100 delicious fruit and vegetable varieties with a focus on premium quality and its own sustainable global cultivation, SanLucar has the broadest premium assortment in the retail sector. The portfolio also includes products like smoothies, juices, ice cream, flowers & plants, and olive oil. Founded in 1993 by Stephan Rötzer, the company is headquartered in Valencia, Spain. Today, SanLucar employs around 5,000 people and generates annual revenue of approximately one billion euros within the SanLucar Group. Its products are grown and sold in over 35 countries, including Spain, Austria, Germany, Belgium, Italy, the Netherlands, Sweden, Eastern Europe, Canada, USA, Latin America, Africa, the Far East, and the Middle East. SanLucar is represented worldwide with its own offices and farms. The philosophy “Taste in harmony with people and nature” is the foundation of everything SanLucar does and the basis for many social and sustainable projects.
If you wish to receive more information, please don’t hesitate to contact us:
Jennifer Heer
Press Department SanLucar Fruit
