Building a Produce Brand from Scratch with Nuria Pizan | Behind the Fruit Ep. 10

Nuria Pizan spent years building SanLucar into one of the most recognisable brands in fresh produce. In this episode, she talks about what it actually takes to go from a name and an idea to a brand people trust and reach for.

She covers why most produce companies focus on the wrong things, how putting growers at the centre of their campaigns changed everything, and what she learned leading a team of 25 people across two countries.

You will hear about:

• Why branding and marketing are not the same thing
• How colour psychology shaped SanLucar's identity
• Why 70% of buying decisions happen at the point of sale
• What Nuria looks for when hiring a brand team
• The leadership lessons she learned the hard way

If you are building a produce brand, or thinking about it, this one is worth your time.

About LCR International

LCR International supports senior hiring across the global fresh produce sector.

We work with businesses where roles require a mix of technical, commercial, and leadership experience, often across regions.

Typical support includes:
 • Retained executive search
 • Talent mapping and competitor insight
 • Org structure and succession planning

If you're hiring and want a clearer view of the market before you start, you can get in touch here:

👉 https://www.lcrint.com/