Iberfruta Muerza, the giant that transforms fruit and vegetables for other brands and reaches 100 countries

The work of Iberfruta Muerza is as enormous as it is discreet. Because its name does not take up space on supermarket shelves. Its role is different: supply large national and international brands of fruit and vegetable preparations adapted to your needs. Semi-finished fruits and vegetables come from its Azagra plant, (frozen and in aseptic packaging) that will later become another ingredient in everyday foods. They will end in yogurts, ice creams, filled cookies, glazed fruit for baking, juices, baby food, purees or jams. An activity that is not very visible to the consumer, but essential in the food chain.

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Iberfruta is today one of the main exporting firms in Navarra. Of the 126 million euros it invoiced last year, 88 came from foreign sales (70%) in more than 100 countries.

Iberfruta Muerza belongs to the Helios SA Groupwith a consolidated turnover of 325 million, a thousand employees (490 in Navarra) and nine production centers in Spain, Germany, Poland and Morocco. Helios Group is a family business (Perez family), directed by the fifth generation. Rafael Pérez Ruiz is the CEO and president of Iberfruta Muerza and his brother Julio Pérez Ruiz is president and directs Grupo Helios.

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Iberfruta, with a capacity for 90,000 tons per year, was founded in 1991. Helios joined Conservas Luri (Azagra) and the Rioja-based Mermeladas Eva. Over time, Helios took 100%. ANDIn 2003 it bought the Muerza plant in San Adrián, cKnown for its Baby jam brand, to Industrias Alimentarias de Navarra (IAN), which was then owned by Viscofan. “The brand was relaunched and today the Baby range 0% It is a unique concept in the market because it is the first fruit spread without added sugars and sweeteners. It has had enormous acceptance. It is the jam of the 21st century,” says Rafael Pérez.

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The beginnings were difficult as it was a new technology, with high granulometry aseptic packaging. They also faced the challenge of operating in the centers for as many months as possible because the fruits and vegetables used are seasonal. In addition to the purchase of Muerza, another important milestone for the company, according to its CEO, was “el strengthening productive capacity with the factories in Palma del Condado (Huelva) and Kenitra (Morocco)” in the late 90s.

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“Philosophy is a healthy and sustainable growthcombining organic and inorganic,” he says. In fact, Iberfruta is already a Climate Neutral company (100% of the electrical energy used comes from renewable sources). Regarding the future, Pérez says that it involves adapting to the new demands of consumers and clients, “with an increasingly greater focus on sustainability and naturally healthy products”.