Lázaro continues to make progress towards its goal of extending the availability of nationally sourced New Potato in large-scale retail. Thanks to the coordination of the different growing areas spread across the national territory, the company has built a more stable supply, reducing the need to resort to imports and favouring the availability of fresher product, adapted to the natural rhythm of each campaign.
Behind this result is N+Ñ 365, the project with which Patatas Lázaro works to extend the presence of Spanish New Potato on supermarket shelves for as long as possible. A model that combines agronomic planning, crop knowledge and close collaboration with national farmers to anticipate the different production windows and respond to market needs without sacrificing origin.
This strategy is already reflected in the field. Currently, 70% of the volume marketed by the company comes from Spanish crops and, since 2022, Patatas Lázaro has increased its own cultivated hectares by 55%. This growth reinforces its planning capacity, consolidates a stable network of trusted farmers and provides greater traceability, freshness and stability throughout the entire supply chain.
Planning, the best ally against uncertainty
Climate volatility continues to be one of the major challenges for all productive sectors and, especially, for agriculture. During this campaign, the rains recorded in the first months of the year delayed the harvest of verdete, a winter crop, in Andalusia, while various wind episodes affected certain spring crops in the Cartagena area, conditioning both the available volumes and market developments.
However, the diversification of production areas and staggered harvest planning made it possible to maintain supply continuity and preserve the expected quality standards, demonstrating that the best tool against uncertainty remains anticipation.
“Each campaign reminds us that we cannot control the climate, but we can prepare to respond better to it. Betting on national origin requires planning, crop knowledge and constant collaboration with our farmers. That is the foundation on which we continue to build N+Ñ 365 and our way of understanding the land“, says Cristina Lázaro, Development Director at Patatas Lázaro.
This commitment to origin also responds to an evolution in the consumer. According to AECOC’s ShopperView, nearly 40% of Spanish shoppers state that origin directly influences their purchasing decision, a trend that confirms that origin has ceased to be an attribute to become a selection criterion, and which reinforces the company’s commitment to continue building value around the national product.
Calixta plays the World Cup… in its own way
Coinciding with the New Potato campaign, Patatas Lázaro has launched “Calixta with the World Cup”, a promotion starring Calixta Patata Mini microwavable, the potato that proves that convenience and fresh produce are not at odds: sometimes, the best move is also the simplest.
At this time, consumers who purchase Calixta can enter the draw for 3,000 euros by registering their purchase ticket on the promotional website via the QR code on the packaging. Easy and as quick as she is. 😉
The initiative is part of Calixta’s way of understanding communication: a brand that brings potatoes to new consumption moments with a close, playful tone connected to digital conversation. Because if a few years ago inspiration came from recipe books, today it is also born while scrolling on your mobile.
With campaigns like this, Patatas Lázaro continues to prove that innovating does not only consist of developing new products or formats. It also involves finding new ways to connect with the consumer and reminding them that a lifelong food like the potato still has a lot to say.
