With the arrival of summer, fresh fruit is once again a staple in shopping carts, and Dia is strengthening its commitment to domestic produce. The Spanish retailer has announced an investment of over €42 million for its summer campaign dedicated to stone fruit, watermelons, and melons, with growth of approximately 20% over 2025.
The initiative is part of the group's 2025-2029 Strategic Plan and aims to guarantee consumers fresh, seasonal, and exclusively Spanish products, while also promoting the work of local farmers.
The campaign will involve approximately 25 national suppliers from areas with a strong fruit and vegetable vocation, such as Andalusia, Murcia, Aragon, Extremadura, and Catalonia. The products will include apricots, peaches, plums, nectarines, cherries, loquats, and paraguayos, as well as melons and watermelons, iconic summer produce.
According to the latest data from the Spanish Ministry of Agriculture, fresh fruit consumption grew by 1,8% in the twelve months ending in April 2026. Melons (+12,3%) and cherries (+28,6%) were particularly dynamic, a sign of an increasingly oriented demand for fresh and seasonal products.
The transaction confirms the strategic role of the local supply chain for Dia, which collaborates with approximately 1.100 suppliers in Spain and makes 96% of its purchases domestically. In 2024 alone, the brand's purchases generated an estimated economic impact of €3,8 billion and supported over 67.500 jobs.
"We want customers to find top-quality, locally sourced seasonal fruit at affordable prices in their local supermarket," said José Manuel Blanco, Fresh Food Director at Dia Spain. "This campaign represents our understanding of proximity: being close to families, but also to the farmers and suppliers who ensure the best products arrive in our stores every day."
Thanks to a planning based on seasonality and the different production areas, Dia aims to guarantee the best possible quality throughout the summer campaign, while contributing to the promotion of healthier eating habits through the company's "Eat better each day" program.
The investment also confirms the centrality of the fresh produce category in the group's commercial strategy, which continues to focus on a short, transparent supply chain with strong local ties to create economic value in the communities in which it operates.
