Frutas y Verduras Eladio is celebrating its 20th anniversary with a major business transformation and new national expansion projects

Marbella, October 22, 2026. Frutas y Verduras Eladio (FYVE) celebrated its 20th anniversary with an event at the Hotel Don Carlos Marbella, where it unveiled a new phase in its business journey. Two decades after its founding, the Málaga-based company—a leader in the distribution of fruits, vegetables, and gourmet products for the hospitality industry and haute cuisine—is embarking on an ambitious transformation process aimed at modernizing its structure, diversifying its operations, and consolidating its growth in the domestic market.

The meeting provided a first-hand look at the company’s evolution, the organizational changes implemented in recent months, and the projects that will shape its future. Eladio Rueda, the company’s founder and owner, and Macarena Valiente, the CEO, shared this new business vision with the heads of FYVE’s various departments.

A Strategic Transformation to Face the Future

The origins of this new phase date back to early 2025, when Eladio Rueda recognized the need to drive a profound transformation of the company. With the company’s 20th anniversary approaching, the entrepreneur decided to conduct a comprehensive analysis of the organization through two independent audits, the findings of which served as a starting point for designing a new roadmap.

The goal was to provide FYVE with a more solid, professional business structure that is better equipped to meet the demands of a constantly evolving market, without losing sight of the values of approachability, quality, and personalized service that have defined its history.

During the second quarter of 2025, the renewal of the management team began, with the gradual addition of new professionals in strategic areas such as General Management, Human Resources, Information Technology, Marketing, Finance, and Expansion.

From that point on, the company launched an internal reorganization process that has involved reviewing procedures, modernizing its management systems, defining new responsibilities, and implementing tools to improve efficiency and coordination among departments.