Gelmarfred, distributing variety at home

The marriage formed by Jaume Gelabert Marquès and Mari Carmen Díaz is the driving force behind Gelmarfred, one of Menorca’s leading distribution companies. A business project that was born more than two decades ago out of the personal and professional ambition of its founders and that, through constant work, strategic vision and a strong service vocation, has consolidated its position as a key player in the island’s gastronomic supply sector.

From Foodies on Menorca, we look back at the origins of this project, its evolution over the years and the challenges that will define its immediate future.

An invisible ceiling

Jaume Gelabert’s career in the distribution sector began at an early age. At just 18, he joined Cárnicas Mallorquinas—popularly known as Carma—a meat company with a branch in Menorca that was a benchmark in the sector for many years. His professional progression was swift: from warehouse worker to manager, then salesperson, and eventually head of the company’s Menorca delegation.

“It was a gradual but very intense process,” Gelabert recalls. “By the time I was thirty, I had already reached the ceiling of the company. I was at a point where I had to decide whether to settle or take a step further.” The options were clear: move to another delegation on the mainland or embark on his own entrepreneurial path.

The opportunity came in 2002, when Joan Rotger, owner of Congelados Rotger and one of Carma’s long-standing clients, decided to retire without a family successor. The proposal was straightforward: to take over the company, both its distribution business and its two shops located in Ferreries and Alaior. After careful consideration, Jaume Gelabert and Mari Carmen Díaz decided to take on the challenge and become equal partners.

The birth of the project

Although the acquisition took place in 2002, it was in 2004 when the foundations of what would eventually become Gelmarfred were firmly laid. Congelados Rotger was a small, family-run business with a limited but high-volume client base. The first challenge was to redefine its growth strategy.

One of the key moments came with the market’s reaction to Gelabert’s departure from Carma. Many of the clients he had worked with for years decided to continue placing their trust in him. “In just one month, we registered more than eighty new clients,” he explains. From that point on, growth was steady and progressive.

The company initially operated from a single warehouse, but expansion soon made it necessary to seek additional space. Today, Gelmarfred works in collaboration with Mascaró Morera, which provides two cold storage chambers, and also has facilities on the mainland for pallet storage and logistics. A model that is set to continue expanding in the coming years.

Consolidation and strategic alliances

Over time, Gelmarfred has evolved from a family business into one of Menorca’s main distribution companies. This growth has been driven by consistency and professionalisation. One of the most significant milestones was its incorporation into ANEDILCO, one of Spain’s leading purchasing groups, comprising around sixty distributors nationwide.

In 2024, Gelmarfred took a further step by becoming a shareholder in the group, strengthening its position within the sector at a national level. Despite this, the company remains focused on Menorca. “Our goal right now is to continue growing on the island, improving what we already have and consolidating our service,” says Gelabert. Expansion beyond Menorca is not ruled out, but it is considered a long-term project.

Distributing variety at home

The company’s name carries strong symbolic meaning. “Gelmar” was the name Jaume’s father wanted to give to a family boat when Jaume was a child, combining the surnames Gelabert and Marquès. To this memory, the word “fred” (cold) was added, referring to frozen products, giving rise to Gelmarfred. The name also evokes the sea, the origin of much of the seafood and fish the company distributes.

It was not until 2020 that the brand underwent a definitive transformation with a comprehensive renewal of its corporate image. “Companies have to show that they are alive, that they evolve and adapt,” Gelabert states. The new visual identity represented a modernisation while preserving the essence built over two decades.

A comprehensive and close service

One of Gelmarfred’s defining features is its commitment to comprehensive supply. Unlike models focused on a single product category, the company offers a wide-ranging catalogue that includes meat, seafood, fish, vegetables, pre-cooked products and potatoes, among others. Renowned brands such as Bonduelle, McCain, Choví and Audens rely on Gelmarfred as their distributor in Menorca.

This diversity is complemented by highly personalised service. The company operates from Monday to Saturday and covers the entire island, offering flexibility and fast delivery. “We want to provide peace of mind to our clients. If they urgently need a product, we are there to respond,” Gelabert emphasises.

Constant growth and new challenges

Since 2017, Gelmarfred has organised an annual professional fair that brings together suppliers and clients in the same venue, currently the Hotel Artiem Audax. It serves as a meeting point to present new products, conduct demonstrations and strengthen business relationships within the sector.

Looking ahead to the immediate future, the company is working on several strategic fronts. One of them is the incorporation of fresh fish into its catalogue, initially sourced from the port of Maó and from Barcelona, with the aim of eventually offering local, kilometre-zero products.

Another key project is the expansion of its facilities, following the acquisition of an adjacent property that will house offices and increase cold storage capacity. This space will also include a gastronomic area equipped for presentations and culinary demonstrations.

The logistics fleet is also growing: this year, a new truck has been added, bringing the total to eight vehicles and enhancing operational capacity and service reliability.

Finally, digitalisation plays a central role in Gelmarfred’s strategy. The company is developing a new website and a mobile application that will simplify order management for both professional and private clients, improving efficiency and the overall user experience.

With more than twenty years of experience, Gelmarfred faces the future with the same philosophy that marked its beginnings: sustainable growth, adaptability to sector changes and a continued commitment to distributing quality and variety, always from Menorca and for Menorca.