This is 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 1.000.000.000 euros within the SanLucar Group. Its products are grown and sold in over 35 countries, including Spain, Germany, Austria, Belgium, Italy, the Netherlands, Sweden, Eastern Europe, Ireland, United Kingdom, 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.

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SanLucar brand representation, showcasing commitment to fresh produce, sustainability, and quality.

Our vision.

To bring natural vitality and health to the world.

Our mission.

To provide everyone with the most natural, freshest and tastiest fruit and vegetables. In a way that we can be proud of.

Our values.

SanLucar core values icon, representing commitment to quality, sustainability, and fresh produce excellence.

We always act respectfully.

We respect ourselves and others and are treated with respect in return.

SanLucar value icon symbolizing sustainability and responsible agricultural practices.

We strive for positive change.

We remain curious and welcome new things as opportunities.

SanLucar value icon representing passion for fresh produce and commitment to quality.

We are passionate about everything we do.

We are passionate about what we do and who we are.

SanLucar value icon representing teamwork, collaboration, and shared commitment to excellence.

We are consumer-oriented.

We know the consumer and their needs.

SanLucar value icon representing responsibility, integrity, and commitment to sustainability.

The Master Growers are part of our family.

We are committed to promoting partnerships.

History.

  • 1993

     

    Foundation.

    Stephan Rötzer, son of a fruit wholesaler from Munich, founds SanLucar near Valencia. His dream is for his fruit to taste as fresh and delicious as if it had been picked straight from the tree in grandma’s garden.

  • 1997

     

    Increase in sales.

    With 16 employees, we achieve a turnover of 32 million euros.

  • 2001

     

    Expansion into Germany.

    An office at the Karlsruhe wholesale market brings us closer to the German market and even fresher fruit to consumers.

  • 2002

     

    Expansion into Austria.

    Following the positive experience in Germany, a branch is opened at the wholesale market in Vienna. The SanLucar brand is also listed at Rewe Austria (Billa, Merkur).

  • 2008

     

    Foundation of Tomato Oasis.

    In order to be able to offer the best tomatoes, we set up a tomato oasis near Gabès. Raspberries follow later in northern Tunisia.

  • 2011

     

    Expansion of the fruit range.

    Our vision is to offer fruit of consistent brand quality all year round. That is why we now also grow oranges, clementines, grapes and later also baby figs in South Africa on our Middelrivier, Rooihoogte and De Hoek farms. Our office is in Paarl.

  • 2012

     

    Banana farm founded in Ecuador.

    Gourmet bananas grow on our Magdalena farm in Ecuador’s ideal tropical coastal climate. Grapes are added later on the Santa Elena and Lourdes farms.

  • 2013

     

    Foundation of Solidarity Kitchen in Valencia.

    In Valencia, we set up the solidarity kitchen El Puchero to help families in need – with food, training and humanity. In 2018, the second Solidarity Kitchen is opened in the port area in collaboration with Coordinadora Solidaria.

  • 2014

     

    Worldwide successes.

    Fruit from all over the world for all over the world. With 1780 employees, SanLucar achieves an annual turnover of 336 million euros.

  • 2016

     

    Branch office in the Netherlands.

    The new office in Rotterdam manages the growing demand for SanLucar fruit in the Netherlands, Luxembourg and Belgium.

    Finally, SanLucar fruit and vegetables are also available to drink. Consumers in Austria and Germany are enthusiastic about SanLucar smoothies and juices.

  • 2017

     

    Continuous growth.

    With around 2800 fruit-loving employees worldwide, SanLucar achieves a turnover of around 380 million euros and moves into its new headquarters in Puzol.

  • 2018

     

    Branch office in Dubai.

    Success in the Arab Gulf states and the Middle East leads to an office in Dubai.

    SanLucar breaks through the sales barrier of 400 million euros.

  • 2019

     

    Branch office in Italy.

    SanLucar opens an office in Verona and expands its presence in Europe.

  • 2020

     

    Fruit and vegetables during the coronavirus pandemic.

    The coronavirus pandemic with its national lockdowns has presented us with major challenges. Thanks to the enormous efforts of many employees, we were able to supply people with fresh fruit and vegetables even during the pandemic.

  • 2021

     

    Flowers and plants.

    SanLucar enters the flower and plant market through its new subsidiary SanLucar Flowers.

  • 2022

     

    Branch office in the Canary Islands.

    SanLucar Canarias was established in the Canary Islands.
    We are using new, more environmentally friendly packaging.

  • 2023

     

    We are expanding to the west, east, and south.

    We open additional markets in the USA, Belgium, Andorra, and Singapore, and expand our blueberry cultivation in Portugal, Tunisia, and Peru.

  • 2024

     

    La Cariñena & Awards.

    Launch of a new cultivation project in La Cariñena (Spain), along with recognition through several prestigious awards, including the Agriculture Awards, German Brand Award, Rising Brand Award (Singapore), Global Brands Award, and distinctions for Environmental Impact and Corporate Social Responsibility.

  • 2025

     

    Growth & Expansion.

    SanLucar reaches a major milestone by surpassing €1 billion in net sales, while continuing its international expansion, strengthening its presence in Asia and opening a new subsidiary in France.

@ 2026 SanLucar Fruit S.L.U.