SanLucar [3] is a global premium fruit and vegetable brand present in more than 24 countries, dedicated to delivering the best taste while promoting sustainability, innovation and responsible farming. Its philosophy, “Taste in harmony with people and nature,” forms the foundation of all of SanLucar’s actions, guiding not only its agricultural operations but also a wide range of social, environmental and community projects worldwide.

With a strong international footprint across Europe, Africa, Asia and the Americas, the company has built a vertically integrated model that ensures quality at every stage, from variety selection and cultivation to logistics, marketing and the point of sale. The distinctive SanLucar brand experience is brought to life through premium presentation and innovative POS concepts, designed to create an emotional connection with consumers and highlight the exceptional quality of its products. China plays an increasingly important role in this global strategy, not only as a consumer market but also as a production origin.

Since launching its premium blueberry project in 2019, SanLucar has developed one of the most comprehensive blueberry programs worldwide. What began with the introduction of loose blueberries in Europe quickly expanded within just two years to more than 30 markets, supported by production in over 21 countries. This rapid growth reflects SanLucar’s strong commitment to building a fully integrated global supply network. Its ambition is clear: to make SanLucar’s premium blueberries a benchmark for sustainability, quality and exceptional taste, while ensuring reliable year-round availability for consumers worldwide.

SanLucar’s premium blueberries stand out for their crunchy texture, aromatic flavor, large size and uniform appearance. At the same time, the brand continues to innovate in sustainable packaging, reducing plastic and offering solutions such as the Nature Bowl, designed to enhance both environmental performance and consumer appeal. Beyond the product itself, SanLucar invests in premium merchandising and retail activation to strengthen brand visibility and enhance the shopping experience.

Peru represents a key pillar in SanLucar’s global blueberry strategy. Through significant investment in its own production, this region supplies premium blueberries mainly from August to December, playing a crucial role in securing year-round availability and consistent quality for international markets.

SanLucar has further strengthened its berries business through the acquisition of a controlling ownership stake in U.S.-based Twin River Berries, enhancing its global sourcing capabilities and reinforcing its position as a leading supplier of premium berries. This strategic investment complements the company’s expansion in Peru and supports its commitment to providing high-quality berries with reliable year-round availability to international markets.

SanLucar is also increasing its brand presence in the Chinese market through impactful retail initiatives. In March, the company implemented a standout blueberry point-of-sale concept at an Olé supermarket in Shenzhen, showcasing its premium brand image through eye-catching displays and consumer-focused presentation. This strong momentum in Asia has also been recognized with the Rising Brand Award 2024, presented by DFI Retail Group for the brand’s innovation and added value in Asian markets. In addition, SanLucar received the Global Brand Award 2024 for Excellent Brand Reputation, further reinforcing its position as a leading international premium fruit and vegetable brand. In 2025, SanLucar was honored in Singapore as best supplier of the year.

SanLucar has launched a premium, technology-driven blueberry project in China, aiming to extend its supply beyond the Peruvian season to serve consumers across China and Asia. Each growing region is chosen for optimal climate conditions, ensuring the sweetest and largest fruit that Chinese consumers prefer. The company’s objective is to deliver premium, year-round blueberries to the Chinese market. “We are so proud of our business in Asia and especially in China, with our premium production, our premium brand, our excellent premium blueberries we are happy to be a part of the Chinese premium fruit business in the future in China,” said Armin Rehberg, CEO of SanLucar.

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 and 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 has experienced remarkable organic growth over the past five years. The SanLucar Group generates approximately 1 billion euros in annual revenue, driven by strategic investments in production facilities worldwide.

Its products are grown and sold in over 35 countries, including Spain, Germany, Austria, Belgium, Italy, the Netherlands, Sweden, Eastern Europe, Ireland, the United Kingdom, Canada, the United States, Latin America, Africa, China and 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.

Images: SanLucar