Innovation and diversification helped a Peruvian company go global

Yoselyn Malamud Kessler in an interview with D+C

You are an industrial engineer and CEO of Virú, a global player in the food industry. When did you join the company and what does it do? 

I joined Virú S.A. in 2004, becoming CEO of the Virú Group in 2013. Virú is an international food group providing high-quality vegetables and fruits, and it is a global leader in product innovation and development. We operate across three business lines: fresh, frozen and shelf-stable fruits, vegetables and value-added meals such as sauces or ready meals.

Virú was founded in 1994. What was the motivation for starting the company?

The company was established with the vision of using Peru’s agricultural potential to produce high-quality value-added products for international markets. The idea was to create a fully integrated agribusiness capable of producing, processing and exporting premium fruits and vegetables while generating employment and development in the region. When the company started, it cultivated 150 hectares of white asparagus. Nowadays, the company has more than 14,000 hectares and 19,000 employees. We have diversified our crops, the main ones being artichokes, avocados, peppers, hearts of palm, blueberries and acai. 

What innovative approach did you introduce to your industry?

Virú integrates the entire value chain. Our fields are located directly next to our processing plants, which ensures full traceability, consistent quality and food safety. We control the whole process, from farming to international distribution.

What were the biggest challenges in the company’s early years?

In 1997 and 1998, the El Niño phenomenon severely affected the region. The company was badly hit, because at that time, it had only a limited amount of land, concentrated on a single crop and depended mainly on one export market: Spain. This experience was one of the most important lessons in the company’s history and helped to shape a central strategy: diversification across crops, geographic regions, international markets and product formats. This strategy has helped mitigate risks, strengthen resilience and support sustainable long-term growth. Today, Virú is the largest canned and frozen goods producer in Peru, and our products have received awards at several global trade fairs. 

What helped Virú most during those early stages?

What helped most was a long-term vision. Equally important were the dedication of the workforce and strategic investment in technology and automation. 

You mentioned Virú’s commitment to creating employment and driving regional development. The German development finance institution DEG (Deutsche Investitions- und Entwicklungsgesellschaft) provided long-term loans to Virú to foster sustainable, resource-efficient agricultural practices. In what ways does Virú contribute to positive change?

Our company is committed to creating a positive impact on society. We have received recognition from organisations such as the International Labour Organization for our people-centred management approach, responsible labour practices and our commitment to social responsibility. As part of our community programmes, we organise medical campaigns and educational and recreational programmes for children during school holidays. We also provide support to local schools and operate eight mothers’ clubs.

Another important pillar is sustainability. We currently run several circular economy projects: we utilise organic waste as raw material for composting and recycle 100 % of our solid waste. We also produce avocado oil from discarded avocados and asparagus flour from the main by-product of asparagus production.

In addition, we reuse water and generate renewable energy. Our water treatment plant carries out biological treatment processes, and we reuse the water to irrigate our fields. Through our photovoltaic system, we generate clean energy with zero emissions.

Where does the company stand today?

Today, Virú is recognised as one of Peru’s leading agro-industrial companies and a pioneer in developing the country’s agro-industry sector. It has ten processing plants and exports to more than 50 countries. We have offices in Spain, Italy and France. In 2023, we expanded into the US market by acquiring Superior Foods International.

Yoselyn Malamud Kessler is CEO of the Virú Group, Peru. 
virugroup.com