Patatas Meléndez has launched an ambitious 2026–2028 Strategic Plan aimed not only at consolidating its leadership in Spain but also at making a significant leap forward in Europe. The company, family-owned yet increasingly professionalised in its management approach, structures its roadmap around three pillars: integration at origin, commercial growth, and industrial and brand innovation.
Integration at origin: the foundation of the model
The company is strengthening its commitment to a vertical and collaborative model by increasing both its own production and that supplied by partner growers. Under the Meléndez Origen brand, it promotes technical advisory services, varietal development and sustainability initiatives, with the goal of ensuring consistent quality and stable year‑round supply.
The plan also includes alliances and corporate operations focused on origin, aimed at expanding production capacity and securing a robust supply chain, both in Spain and in other strategic countries.
Commercial growth: more market, more value
On the commercial front, the company seeks to reinforce its leadership in Spain and position itself as a relevant operator in Europe. To achieve this, it aims to:
- Lead all profitable market niches.
- Strengthen its value proposition for modern retail, traditional channels and emerging segments.
- Promote premium ranges linked to emblematic origins such as Galicia, Sanlúcar or Madrid, thereby enhancing brand value.
The objective is clear: to build trust through quality, service, innovation and efficient category management.
Industrial innovation and new channels
The plan also opens the door to new business areas, particularly in foodservice and industry, with investments in fourth- and fifth‑range products that offer added‑value solutions.
At the same time, the company continues to optimise its Medina del Campo facility, where it plans new phases of digitalisation, automation and the incorporation of artificial intelligence into production and planning processes. Among the upcoming investments is the launch of the third washing line.
A European outlook
Europe becomes the priority region for inorganic growth. The company is seeking operations that provide additional volume, capabilities and international presence, reinforcing its ambition to become a reference player across the continent.
Javier Meléndez, CEO of Patatas Meléndez, highlights that this plan represents a step forward in professionalisation and transparency, adopting planning methodologies typical of major listed companies. For him, the key lies in setting clear priorities, accelerating innovation and strengthening the alliance with growers, while maintaining the commitment to deliver the best possible potatoes to consumers throughout the year.
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