New times are emerging in the food world as Verdifresh, a Valencia-based salad supplier, moves to change hands. The company has attracted interest from major buyers including a U.S. mutual fund and large retail operators, signaling a broader push to consolidate leadership in fresh produce supply chains. One notable approach involves a potential shift in majority ownership aimed at strengthening distribution to major retailers like McDonald’s and Walmart, while maintaining Verdifresh as a key supplier in Europe.
Industry insiders report that Taylor Fresh Food, the former Valencia entity, envisions expanding its footprint beyond Spain. The plan targets Citrus Food Group, a player known for its work in food processing and agricultural production across multiple European markets. The goal is to diversify into four core countries—Spain, Germany, Switzerland, and Italy—while building a portfolio that includes ready-to-eat salads, vegetables, and nutrition-focused products for families and children.
In parallel, Taylor Fresh Food has joined an offer from Atitlán, an investment fund managed by Roberto Centeno, who is connected to the Roig family through Mercadona. The market chatter suggests the current Verdifresh leadership could remain involved if the deal advances and Verdifresh gains control of a majority stake in the group. Financial sources indicate that Joaquín Ballester Martínavarro, a long-time executive aligned with Verdifresh, could still participate in the management team should the transaction reach completion. The parties involved have stressed confidentiality around the discussions, which is standard practice in sensitive investment activity.
Verdifresh and Atitlán: a stake dynamic
The arrangement reportedly places Verdifresh with a 50% share previously held by Atitlán in the context of its broader corporate structure. This dynamic underscores the importance of trust and continuity for the brand as it navigates a rapidly changing European fresh produce sector.
A diversified group with a broad reach
The company operates a network of regional brands, including Verdifresh, Mesturados Canarios, Müller, Thürlander, Novatura, Agromediterranea, Espace, and Alnut across various markets. It also markets under Sun&Vegs, Sun&Vegs Bio, Byba, and Foodiverse as part of its corporate umbrella. The group reported modest turnover in a challenging year, with 3.9% lower revenue at 311 million euros compared with the previous period. Yet, agricultural demand and a push into ready-to-eat products helped sustain growth, highlighting the company’s resilience in a competitive landscape.
The 2021 performance highlighted a diversified portfolio that made strides in several segments. The ready-to-eat category, featuring IV Range units, generated around 190.6 million euros in revenue, while the baby food and herbal products lines remained steady at 25.3 million euros. The product line expanded rapidly, with over 130 new introductions that year, bringing the total catalog to more than 1,000 references for consumers.
Photographs and captions illustrate Verdifresh facilities and the production of ready-to-eat salads, underscoring the scale and efficiency of the company’s operations. The visual material supports a narrative of a robust, modern food producer with a regional footprint spanning several European markets.
Recent market chatter indicated that Taylor Fresh Food had committed to injecting additional capital to accelerate growth and keep pace with suppliers and financing partners. Reports suggested a plan to address outstanding obligations to major lenders, with talks about absorbing a portion of the debt to avoid any disruptive financial moves. The objective remains to strengthen liquidity and enable continued supply to retailers who rely on Verdifresh for consistent quality and delivery.
Atitlán’s long-standing involvement
Historically, Atitlán exited a portion of Verdifresh in 2011, while maintaining a significant connection to the Ballester family, who oversee a broader citrus operation. Verdifresh has remained a central figure in the group’s expansion strategy for years, with Atitlán briefly returning to support growth initiatives in 2008 as part of an expansion plan that aligned with Verdifresh’s goals. Today, the investment landscape around Verdifresh reflects a mix of legacy leadership and fresh capital aimed at accelerating international growth and securing a stable supply chain across key European markets.