Our Identity
COMBINING AGRICULTURAL TRADITION WITH TECHNOLOGICAL INNOVATION
We work with responsibility, caring for every link in the supply chain.
We believe in a concept of quality that goes beyond the product itself: human quality, professional integrity and a genuine commitment to social and environmental sustainability.
By combining agricultural tradition with technological innovation, we continuously integrate new solutions that enable us to be more efficient, more transparent and more sustainable, creating long-term value for producers, customers and future generations.
Born from a clear vision
We believe that fruits and vegetables can be grown and distributed differently — with greater awareness, greater responsibility and a stronger commitment to the values that define the future of our industry and our world.
We are a family business
Since our beginnings, our company has been built on strong family values, understanding business as a network of people connected by trust, respect and collaboration.
Close and transparent
What started as a young and dynamic project has evolved into a growing international company, driven by a clear vision of the future and committed to building long-term relationships through transparency, trust and close collaboration with producers, customers and partners.
Where are we heading?
We are building a young, dynamic and constantly evolving company.
Our goal is to continue growing in a solid and sustainable way, expanding our international presence and establishing ourselves as a benchmark in the responsible production and distribution of fresh fruits and vegetables.
We look to the future with ambition and humility, continuously innovating, learning and adapting to a changing world while remaining true to the values that define who we are.
OUR FOUNDER
Riccardo Lissa Dal Pra
I am Riccardo Lissa Dal Pra, Founder and CEO of Fruit Value.
Agriculture has always been part of my life. It is not only my professional background, but also a fundamental part of the values and principles that guide my vision of business.
My goal has always been to combine the strength of agricultural tradition with a modern and forward-looking approach, creating a company with its own identity, built on trust, proximity and a deep understanding of the real needs of producers, customers and markets.
Throughout this journey, I have worked to build a solid business model based on quality, transparency and long-term relationships. I strongly believe in doing things the right way from the very beginning, fostering responsible practices and creating value at every stage of the supply chain.
Today, Fruit Value continues to grow with a clear vision for the future: to keep evolving, innovating and expanding while remaining true to the values that define us. Above all, we are committed to building a strong and dedicated team that shares our purpose and contributes every day to the growth of this great family.
FINANCE MANAGER
Rosa M Cantador
My name is Rosa M. Cantador, and I am the Head of Finance at Fruit Value.
Throughout my professional career, I have been closely linked to the fresh produce industry, working with some of the sector’s leading companies and gaining extensive experience in financial management and business operations.
I hold a Diploma in Tourism and a Master’s Degree in Financial Management and Administration. Over the years, I have continued to grow professionally, and I am proud to be part of a project as ambitious and inspiring as Fruit Value, contributing my knowledge, dedication and experience to its development.
Riccardo entrusted me with the important responsibility of building the Finance Department from the ground up, a challenge that I embrace every day with enthusiasm, commitment and passion. I firmly believe that teamwork, dedication and shared values are the foundation of sustainable growth, because ultimately it is people who drive businesses forward and make great projects possible.
COMMERCIAL DIRECTOR
Nicola Negrini
I grew up in a family where the land was not just work, but part of our identity: my grandfather was a farmer and trader, and somehow that passion has always been within me.
The real turning point came when I decided to move to Spain, committing to a future I firmly believed in. There, I met Riccardo Lissa and joined Fruit Value from the very beginning, a project built from the ground up on hard work, vision, and strong partnerships.
Today, I am Commercial Director at Fruit Value and I lead with a young, innovative vision, in constant growth and expansion. My commitment is to keep evolving, promoting human value and building a team that grows together, with ambition, trust, and a long-term perspective, because at Fruit Value we build growth from the land, with vision, innovation, and a team that transforms quality into value.
PROUD TO BE PART OF
Som Group
Fruit Value is supported by SOM Group, a business group that believed in our project from its earliest stages and chose to invest in its development and growth.
This strategic support provides us with strength, structure and stability, allowing us to move forward with confidence in a competitive and constantly evolving industry. At the same time, Fruit Value continues to build its own identity, driven by a clear vision and a strong commitment to the future.
Our journey is focused on sustainable and responsible growth, guided by innovation, long-term thinking and solid values. The foundations provided by SOM Group have enabled us to grow with confidence, while developing our own path and positioning within the international fresh produce sector.
Recognizing this support is an important part of our story. Building our own future is an essential part of who we are.