If you are reading this letter…

We want to tell you where we come from and why we have decided to take this step.

Long before we had a name, there was already a way of understanding our work.

Over the years, our family has learned to know what we do, respect its origin and give time to whatever needs it.

We come from working with our hands, from knowing what is before us and from learning by observing, including from our mistakes. From people who strove to do things well, thinking of those who would receive them.

Frutas Furia is where we began. It was born from our family, our work and what we knew and made with our own hands.

Over the years, we understood that those standards could take us beyond our land and beyond what we produce ourselves.

We seek out people who do things extraordinarily well, understand how they work, taste and choose.

Because when something is not born from our own hands, our responsibility begins precisely there: in knowing how to choose it.

This is how Furia Selección was born.

To seek, discover and taste before deciding what deserves to bear our name.

We prefer to select only a little and know what we are offering.

The land has its rhythms, harvests have theirs, and so does what we find elsewhere.

That is why, when something runs out, we prefer to wait rather than replace it with something that falls short. If you have to wait, we want you to know why: we would rather tell you “not now” than offer you something we do not believe in.

We do not know how far Furia Selección will go. We do know how we want to get there: without forgetting where we come from, learning from those who do things well and without rushing.

If you decide to return, we want you to find the same exacting standards with which we have tried to do things from the beginning.