CHOICES OF THE DAY — Monday, August 10, 2026 We don’t sell whatever we have. We choose what’s worth it. This phrase sums up the way we work. Every customer is different. Some are looking for a ready-to-eat peach, some need longer-lasting ones, some are after a specific size, some prioritize taste, and some need the product to travel hundreds of kilometers. That’s why there’s no single best product. There’s the right product for that customer, at that moment. And to find it, every morning we follow the same method, made up of three actions: OBSERVE. COMPARE. SELECT. We observe what the market offers. We compare producers, varieties, ripeness, quality, and characteristics. And only in the end do we select what we think best fits the customer’s request. This morning, for example, we chose several types of pumpkins, peaches, and nectarines, precisely because different customers had different needs.But beyond the method, there’s a very precise process.
REQUEST → SELECTION → PURCHASE → DELIVERY. Then we select. Only afterwards do we buy. And finally, the product heads to its destination. This order is essential, because it means we don’t have to buy first and then look for someone to sell to. At the end of the day, we go back to zero inventory. And tomorrow morning, we can start again from scratch, without needing to sell what we’ve already bought. Because in fresh produce, a wrong purchase can cost much more than the difference in price. You can focus on selling. We take care of the selection. Commerfrutta. The fresh produce picker. We don’t sell what we have. We choose what’s worth it.