We Drive Long-Term Partnerships and Strengthen Our Specialization in Brassicas to Face Sector Challenges
At Cricket, we kicked off the winter campaign with strength and a clear vision: to reinforce stable partnerships with major retail chains and continue consolidating our specialization in brassicas as a response to the structural challenges of the sector.
During Fruit Attraction 2025, we reaffirmed our position as a benchmark in the fruit and vegetable industry, taking a decisive step in our journey. This year, the fair was much more than a showcase: it became the starting point for establishing medium- and long-term collaboration commitments with the main retail chains.
As I personally noted, this edition was “a milestone” for us, because for the first time in the last decade, we opened discussions with horizons of 3, 5, and even 10 years. These agreements provide greater security across the entire value chain, from industry to producers. We have moved from talking only about campaign launches or isolated innovations to planning future collaborations alongside our clients. This demonstrates that the sector is evolving and that we share a common concern about issues such as producer concentration and generational renewal.
We start this winter campaign with strength and confidence. The hydrological year has been favorable, which allows us to face the season with stable production and strategic planning that enables us to respond to the market with certainty and foresight.
At this moment, we are focused on supplying the domestic market while preparing for the start of the export campaign, scheduled for the last week of October—even a week earlier than last year. We can confidently say that we begin the season with stability, with well-managed farms, new lines, and formats that will soon be running at full capacity.
We are fully aware that the sector is going through a complex period: prices are under significant pressure, costs are rising, and consumption habits are changing rapidly. In this scenario, retail chains are looking to strengthen their most reliable and fast-moving references.
Our response is clear: we bet on specialization. We focus our strategy on our key lines—broccoli, cauliflower, artichoke, and BIMI—to ensure volume, quality, and consistency. Customers trust specialized producers, and our commitment is to continue expanding our portfolio without losing focus on what is essential: strengthening our strategic references and building solid, long-lasting relationships.
Agriculture in Motion
Beyond commercial results, at Fruit Attraction we wanted to convey our essence: a company in constant evolution. In collaboration with Vitamin Studio, we designed a stand that symbolized the energy and dynamism of the field.
The moving lighting was not just an aesthetic resource, but a metaphor for who we are. As Antonia Piernas, our Director of Communication, expressed:
“We wanted to reflect the heartbeat of agriculture, the vitality that drives us every day. Cricket doesn’t stop: we evolve, innovate, and anticipate with the same energy that characterizes our crops.”
Our space incorporated the main pillars that define our DNA: digitalization, robotics, varietal improvement, artificial intelligence, and constant innovation. At Cricket, we understand technology as a tool with purpose. It is not about adopting solutions because they are trendy, but integrating them into every stage of the process to produce better, move with greater agility, and connect more directly with our clients.
Artificial intelligence marks a new stage for us: a smarter, more sustainable agriculture, better prepared for the future. It is a tool that allows us to anticipate, become more efficient, and lead the evolution of the brassica sector.
In short, Fruit Attraction 2025 represented a firm step toward our purpose: to continue leading the transformation of the fruit and vegetable sector through specialization, stability, and technological innovation.
We are convinced that the future lies in long-term partnerships, product excellence, and placing innovation at the center of our strategy. This event allowed us to reaffirm this commitment and share it with everyone who, like us, believes in sustainable, efficient agriculture with a forward-looking vision.
