{"id":8924,"date":"2026-04-21T14:25:30","date_gmt":"2026-04-21T14:25:30","guid":{"rendered":"https:\/\/www.hostinger.com\/blog\/?p=8924"},"modified":"2026-04-21T14:27:17","modified_gmt":"2026-04-21T14:27:17","slug":"naranjas-nando-dura","status":"publish","type":"post","link":"https:\/\/www.hostinger.com\/blog\/naranjas-nando-dura","title":{"rendered":"Naranjas Nando Dur\u00e1: Delivering oranges from the tree to the table across the Iberian Peninsula"},"content":{"rendered":"<p>Nando Dur&aacute;&rsquo;s first career was in music. He started studying at six, got a degree in music education, and even taught for a few months. It didn&rsquo;t take.&nbsp;<\/p><p>He chose to run his family&rsquo;s farmland in Valencia instead, selling oranges the same way every citrus farmer in the region did.<\/p><p>Wholesale buyers would show up, negotiate a price for the fruit still on the tree, pick it themselves, and send it off to supermarkets across Europe.<\/p><p>It&rsquo;s a system that works well enough until it doesn&rsquo;t.<\/p><h2 class=\"wp-block-heading\" id=\"h-the-buyer-who-disappeared\">The buyer who disappeared<\/h2><p>During the 2020&ndash;2021 season, Nando signed and confirmed a deal with a wholesale buyer. Everything went just as usual &ndash; they agreed on the price, and they set the harvest deadline.<\/p><p>Then the unusual happened as the collection date approached: <strong>the buyer vanished<\/strong>. Phone off, completely unreachable.&nbsp;<\/p><p>Nando was left alone with trees full of ripe citrus and no plan B.<\/p><p>He wasn&rsquo;t about to let quality fruit go to waste, though. So, he asked himself why he couldn&rsquo;t just share the smell and taste of a freshly picked orange with people directly.<\/p><p>He already had a decent following on his <a href=\"https:\/\/x.com\/NandoDura\">X account<\/a>, people who followed his posts about life on the farm. So he took a chance and posted a simple message: starting Monday, he&rsquo;d be selling oranges directly to consumers.<\/p><p>In the first week alone, he sold around 250 boxes of 15 kg each, shipped across Spain. All that happened organically. There was no system &ndash; just people stepping in to help.<\/p><p>His brother was out of work, so Nando told him he had a job until something else came along. Together with his father, the three of them started packing boxes of oranges from the farm. A local transport company in Sueca heard what he was doing and told him not to worry, they&rsquo;d help with shipping.<\/p><div class=\"wp-block-image\">\n<figure data-wp-context='{\"imageId\":\"69e8860084558\"}' data-wp-interactive=\"core\/image\" class=\"aligncenter size-large wp-lightbox-container\"><img decoding=\"async\" width=\"1024\" height=\"711\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/naranjas-dura-in-a-box-1024x711.jpg\" alt=\"A box of oranges from Naranjas Nando Dura\" class=\"wp-image-8929\" srcset=\"https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/naranjas-dura-in-a-box-1024x711.jpg 1024w, https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/naranjas-dura-in-a-box-300x208.jpg 300w, https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/naranjas-dura-in-a-box-768x533.jpg 768w, https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/naranjas-dura-in-a-box.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><button class=\"lightbox-trigger\" type=\"button\" aria-haspopup=\"dialog\" aria-label=\"Enlarge\" data-wp-init=\"callbacks.initTriggerButton\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-style--right=\"state.imageButtonRight\" data-wp-style--top=\"state.imageButtonTop\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\"><\/path>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure><\/div><h2 class=\"wp-block-heading\" id=\"h-from-the-tree-to-the-table-literally\">From the tree to the table (literally)<\/h2><p><a href=\"https:\/\/www.naranjasnandodura.com\/\" target=\"_blank\" rel=\"noopener\">Naranjas Nando Dur&aacute;<\/a>&lsquo;s tagline is &ldquo;del campo a la mesa,&rdquo; which Nando translates to &ldquo;from the tree to the table&rdquo;. And he means it literally.<\/p><p>When you place an order, the fruit is still on the tree, picked, and shipped within 24 to 48 hours.<\/p><p>After harvest, the oranges pass through a calibrator that sorts them by size and removes field dust. That&rsquo;s the entire process. No wax coatings, no industrial treatment, no cold storage, no weeks spent in a distribution warehouse.<\/p><p>What customers receive is fruit in its simplest form, but also the absence of everything the industrial supply chain typically adds. And people noticed. They came for the freshness, the flavor, and the directness of buying from the person who actually grew the fruit.<\/p><p>That connection with customers didn&rsquo;t stop at the product. Nando shares the full growing cycle on his X account, giving customers a clear view of where their food comes from.<\/p><p>It&rsquo;s not a marketing strategy so much as it is how he operates. He&rsquo;s in the field every day, and he shows it. Over time, that consistency has built a loyal customer base that returns season after season &ndash; and confirmed his decision to make direct-to-consumer sales a central part of the business.<\/p><h2 class=\"wp-block-heading\" id=\"h-the-small-change-that-led-to-a-big-impact\">The small change that led to a big impact<\/h2><p>After that first wave of orders from X, Nando handled sales through WhatsApp. Customers would message. He&rsquo;d reply with what was available. They&rsquo;d agree on an order, and he&rsquo;d wait for proof of payment.<\/p><p>He ran the entire first season that way, across WhatsApp, X, and Instagram, selling three orange varieties from November through June.<\/p><p>There was a personal warmth to it. Some long-time customers still order that way.<\/p><p>But it didn&rsquo;t scale, even at Nando&rsquo;s intentionally modest size.<\/p><p>Every order meant back-and-forth messages: evenings, weekends, mealtimes. He felt pressure to respond quickly so no one was left waiting.&nbsp;<\/p><p>For a farmer whose days start early in the field, that constant pull on his attention became draining. &ldquo;Selling directly to the consumer is different, and having an online presence is essential,&rdquo; Nando recalled.<\/p><p>While his X account was already a great place to attract potential customers, what he needed next was a proper website. This way, he has a centralized system where people can browse what&rsquo;s available, place an order, and pay, without a back-and-forth conversation each time.<\/p><p>So, Nando built one with Hostinger&rsquo;s <a href=\"https:\/\/www.hostinger.com\/ecommerce-website\">online store builder<\/a>. What drew him to Hostinger was simple: it fit his budget.<\/p><p>Hiring a professional web designer wasn&rsquo;t realistic for him at that time. Margins are tight, and he needed something affordable and easy to use to get started.<\/p><p>The main factor in the decision was the features he needed for the business: online store functionality, a multilingual option that lets him run his site in both Spanish and Catalan, and a blog to share stories.<\/p><div class=\"wp-block-image\">\n<figure data-wp-context='{\"imageId\":\"69e886008517b\"}' data-wp-interactive=\"core\/image\" class=\"aligncenter size-large wp-lightbox-container\"><img decoding=\"async\" width=\"1024\" height=\"588\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/naranjas-nando-dura-home-page-1024x588.png\" alt=\"Naranjas Nando Dura's website home page\" class=\"wp-image-8930\" srcset=\"https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/naranjas-nando-dura-home-page-1024x588.png 1024w, https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/naranjas-nando-dura-home-page-300x172.png 300w, https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/naranjas-nando-dura-home-page-768x441.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><button class=\"lightbox-trigger\" type=\"button\" aria-haspopup=\"dialog\" aria-label=\"Enlarge\" data-wp-init=\"callbacks.initTriggerButton\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-style--right=\"state.imageButtonRight\" data-wp-style--top=\"state.imageButtonTop\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\"><\/path>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure><\/div><p>And because Hostinger doesn&rsquo;t charge transaction commissions, more of each sale stays with him. For a small agricultural business, it&rsquo;s what makes the model sustainable.<\/p><p>Now, around 70% of orders come through the website automatically. Customers browse the shop, choose their box size, and pay online. Nando only has to act after a notification, without chasing confirmations or juggling dozens of conversations at once.<\/p><p>&ldquo;It has taken quite an important weight off my shoulders, especially during the winter months when citrus sales peak,&rdquo; he said.<\/p><h2 class=\"wp-block-heading\" id=\"h-a-farmer-first-always\">A farmer first, always<\/h2><p>Nando&rsquo;s story doesn&rsquo;t follow the typical startup playbook. He&rsquo;s not chasing aggressive growth or trying to turn his operation into a logistics company.<\/p><p>Growing beyond a certain point would mean hiring more staff, investing in packing infrastructure, and spending less time in the field. As Nando puts it, scaling further &ldquo;wouldn&rsquo;t give us life.&rdquo;<\/p><div class=\"wp-block-image\">\n<figure data-wp-context='{\"imageId\":\"69e886008594d\"}' data-wp-interactive=\"core\/image\" class=\"aligncenter size-full wp-lightbox-container\"><img decoding=\"async\" width=\"768\" height=\"767\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-on-async--load=\"callbacks.setButtonStyles\" data-wp-on-async-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/nando-dura-oranges.jpg\" alt=\"Nando Dura holding a box of oranges in his farm\" class=\"wp-image-8931\" srcset=\"https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/nando-dura-oranges.jpg 768w, https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/nando-dura-oranges-300x300.jpg 300w, https:\/\/www.hostinger.com\/blog\/wp-content\/uploads\/sites\/4\/2026\/04\/nando-dura-oranges-150x150.jpg 150w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><button class=\"lightbox-trigger\" type=\"button\" aria-haspopup=\"dialog\" aria-label=\"Enlarge\" data-wp-init=\"callbacks.initTriggerButton\" data-wp-on-async--click=\"actions.showLightbox\" data-wp-style--right=\"state.imageButtonRight\" data-wp-style--top=\"state.imageButtonTop\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\"><\/path>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure><\/div><p>&ldquo;In the end, my job is to be a farmer,&rdquo; he said. &ldquo;It is to go to the field every day. The goal is to cultivate, to create products that you like.&rdquo;<\/p><p>That deliberate approach hasn&rsquo;t held the business back. Direct sales have grown steadily, with annual revenue increasing 47% year over year in 2025. But Nando&rsquo;s goal remains the same: match or slightly surpass last season&rsquo;s numbers, without losing the rhythm of the work that got him here.<\/p><p>He still sells a portion of his harvest to industrial buyers. The volume is simply more than he could ship box by box, and a farmer who wants to make a real living from the land needs multiple revenue streams. Nando is clear-eyed about that balance.<\/p><p>Shipping also stays within the Iberian Peninsula. He&rsquo;s drawn the line at the Balearic and Canary Islands, as transit times and costs for fresh produce don&rsquo;t hold up. If the oranges can&rsquo;t arrive fresh, he&rsquo;d rather not send them at all.<\/p><p>Everything he&rsquo;s built online serves one purpose: to keep him in the field, growing what he loves, and getting it to people who appreciate it.<\/p><p>If you run a business like Nando&rsquo;s, you can build an ecommerce store without design experience and make it a meaningful part of your sales too. You don&rsquo;t have to start big. You just have to start.<\/p><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.hostinger.com\/website-builder\"><img decoding=\"async\" width=\"2048\" height=\"600\" src=\"https:\/\/imagedelivery.net\/LqiWLm-3MGbYHtFuUbcBtA\/wp-content\/uploads\/sites\/4\/2023\/09\/Website-Builder_in-text-banner-1.png\/public\" alt=\"\" class=\"wp-image-5495\" srcset=\"https:\/\/imagedelivery.net\/LqiWLm-3MGbYHtFuUbcBtA\/wp-content\/uploads\/sites\/4\/2023\/09\/Website-Builder_in-text-banner-1.png\/w=2048,fit=scale-down 2048w, https:\/\/imagedelivery.net\/LqiWLm-3MGbYHtFuUbcBtA\/wp-content\/uploads\/sites\/4\/2023\/09\/Website-Builder_in-text-banner-1.png\/w=300,fit=scale-down 300w, https:\/\/imagedelivery.net\/LqiWLm-3MGbYHtFuUbcBtA\/wp-content\/uploads\/sites\/4\/2023\/09\/Website-Builder_in-text-banner-1.png\/w=1024,fit=scale-down 1024w, https:\/\/imagedelivery.net\/LqiWLm-3MGbYHtFuUbcBtA\/wp-content\/uploads\/sites\/4\/2023\/09\/Website-Builder_in-text-banner-1.png\/w=768,fit=scale-down 768w, https:\/\/imagedelivery.net\/LqiWLm-3MGbYHtFuUbcBtA\/wp-content\/uploads\/sites\/4\/2023\/09\/Website-Builder_in-text-banner-1.png\/w=1536,fit=scale-down 1536w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/a><\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Nando Dur\u00e1\u2019s first career was in music. He started studying at six, got a degree in music education, and even taught for a few months. It didn&#8217;t take.&nbsp;<\/p>\n<p>He chose to run his\u2026<\/p>\n","protected":false},"author":455,"featured_media":8928,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2385,2336],"tags":[],"hashtags":[],"class_list":["post-8924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-client-stories","category-customer-spotlight"],"hreflangs":[],"_links":{"self":[{"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/posts\/8924","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/users\/455"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/comments?post=8924"}],"version-history":[{"count":1,"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/posts\/8924\/revisions"}],"predecessor-version":[{"id":8932,"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/posts\/8924\/revisions\/8932"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/media\/8928"}],"wp:attachment":[{"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/media?parent=8924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/categories?post=8924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/tags?post=8924"},{"taxonomy":"hashtags","embeddable":true,"href":"https:\/\/www.hostinger.com\/blog\/wp-json\/wp\/v2\/hashtags?post=8924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}