Created in 2010, Easy Fruits & Salads stands out for the innovation and diversification of its products. Characterized by the sale of packaged, washed, and ready-to-eat or ready-to-cook vegetables, the brand has attracted more consumers in the region. João Monteiro, CEO of Easy Fruits & Salads, reveals that both the increase in tourism in the Azores and the growth in demand for fresh, easy-to-eat products have been factors in the business’s evolution.
Fifteen years ago, a group of three young farmers from São Miguel challenged the region’s traditional agricultural sector paradigm. With production officially starting in 2012, Easy Fruits & Salads quickly became a benchmark brand in the regional market, specializing in selling washed and ready-to-eat vegetables. The brand has shown that innovation and entrepreneurship can go hand in hand in such a traditional sector, and today, it is a clear example of this.

From a young idea to a successful brand
The year was 2010. Three university students with a bold and creative vision decided to transform the Azorean agri-food sector. The initial concept arose from the desire to provide a practical and healthy solution for those with a hectic routine, without compromising the quality and freshness of the products.
Initially, the products consisted only of vegetables such as rocket, lettuce, and watercress. This “ready-to-eat” concept made an impact on the regional market. Over the years, Easy Fruits & Salads has expanded its range to include cut vegetables for soups, herbs, and vegetable snacks.
The products, both of the 4th and 1st ranges, stand out for their freshness, simplicity, and usefulness for Azorean consumers.

Growth and expansion
What began as a small idea from three young people with a visionary spirit has grown slowly. It faces the typical challenges of an early-stage business, such as financial difficulties and limited economic power.
However, persistence has paid off. In 2019, Easy Fruits & Salads made a significant leap forward in products and production.
“It was a turning point. We were able to stabilize production and diversify our portfolio, which was crucial to our growth,” says João Monteiro, CEO of Easy Fruits & Salads.
The big change came when the Bensaude Group took a stake in the company in 2019, offering not only some financial support but also fundamental input in managing the business.
In 2021, the company reached an important milestone by installing its industrial unit. This fulfilled one of the biggest objectives: to have a production unit that guaranteed the quality and efficiency needed to meet growing demand. It also allowed the brand to recover another of its objectives: to offer a complete line of 4th-range products, such as salad and soup mixes, in addition to its popular products.
The growth of Easy Fruits & Salads is also directly linked to the increase in tourism in the region.
“In recent years, the tourism sector has grown significantly in the Azores, which reflects positively on our sector. More tourists means more consumption and more visibility for our products,” says one of the founders.

Focus on sustainability
Since its inception, Easy Fruits & Salads has demonstrated a strong commitment to sustainability. In addition to adopting biodegradable packaging, the company follows responsible agricultural practices.
The company had a major challenge with regard to packaging at the beginning, when there weren’t many eco-friendly options on the market. In the early years, the solutions available were limited and expensive. However, since 2020, through a partnership with a Dutch company, they have been able to completely replace plastic packaging with biodegradable bags made from sugar cane for their first-range products.
A bright future
The last few years have seen solid growth for Easy Fruits & Salads. João Monteiro reveals that in recent years, the brand has seen “very strong growth” and has ” tripled its turnover ” since 2019.
This growth reflects the increased demand for fresh and ready-to-eat products, the brand’s expansion to several islands in the archipelago, a growing presence in large commercial areas, and the increase in tourism in the Azores. The brand also focuses on diversifying its production and expanding its digital presence on social networks.
What began as a small project by young farmers, with the typical difficulties of starting a business, has become one of the success stories in the Azorean agri-food sector.


José Henrique Andrade is a journalist for Correio dos Açores-Natalino Viveiros, director

Translated to English as a community outreach program from the Portuguese Beyond Borders Institute (PBBI) and the Modern and Classical Languages and Literatures Department (MCLL) as part of Bruma Publication and ADMA (Azores-Diaspora Media Alliance) at California State University, Fresno, PBBI thanks Luso Financial for sponsoring NOVIDADES.