The gastronomic brand took stock of the first three quarters of the year and its upcoming goals at a rice-themed event. The Valencian startup ‘Tu arrocero’ has experienced significant expansion in less than a year. Since January, the company has served more than 13,000 paellas and more than 130,000 portions, reaching thousands of people with a gastronomic offering based on quality, tradition, and technology. Three key ingredients that are present both in its home delivery rice service and in its physical locations in Valencia.

The results were presented this Thursday at a rice-themed event held at ‘Cítrico Ruzafa Gastroclub’ and attended by numerous communication and gastronomy professionals. ‘Tu arrocero’ not only announced the figures achieved in 2025, but also presented the brand’s future developments and challenges. Among them, the acquisition of a logistics warehouse in Ciutat Fallera to continue its expansion throughout the province. “We don’t just want to be the number one rice company, but we also aim to be the largest in takeaway paellas,” emphasized Álvaro Portolés, CEO of Tu arrocero, who announced that they expect to close this year with a minimum turnover of €1.2 million. However, if they continue at their current pace, they could exceed €1.5 million.

These short- and medium-term challenges include the upcoming opening of a new location in the city. This will be located in the city centre, on C/ 10 Doctor Romagosa, and will focus on the sale of rice portions. This complements a model that is already seen as scalable and which they intend to continue growing in other parts of Spain in the coming years. All of this has a dual purpose: to contribute to bringing paella to more and more tables without losing its essence and to consolidate a true school that trains, as they already do, future paella masters.

 A gourmet menu

Another new feature of the season is that ‘Tu arrocero’ has added new additions to its rice menu. First, the chicken, bean, and pumpkin rice, a recipe with a slight sweetness. Second, the rib, eggplant, and mushroom rice, three versatile ingredients that combine in a very tasty way. For now, these recipes can be enjoyed on the weekly menu offered in physical stores. This is in addition to the regular menu on the website, from which home delivery orders can be made. In October, customers can reserve a new rice dish: secreto, broccoli, and spring garlic. One of the most requested in stores, it is now available for home delivery for a limited time, as a new recipe will be added to the website each month. However, here, dishes such as duck and mushroom rice, the traditional Valencian chicken and rabbit paella, and the senyoret rice a banda continue to stand out.

At ‘Tu arrocero’, they combine rice tradition with technology and logistics. Regarding delivery, each rice dish is cooked to order and delivered to the customer’s chosen time slot. “We’re offering experiences that are normally enjoyed in restaurants, but without leaving home,” added Portolés. In his presentation, he also discussed the role of the rice they work with—Sivaris—which belongs to the Valencia Rice Designation of Origin and is a strategic ally in the expansion process. Miguel Minguet, CEO of Sivaris, reinforced Álvaro’s statement by explaining the origin and properties of his rice.

The company’s figures show that there is room for specialized offerings that strive to do things differently. This growth also reflects an increasingly common trend: a quality experience through delivery.

About Tu arrocero

 Tu arrocero is a Valencian startup that offers home-delivered rice. Its delivery and pickup service is complemented by the two stores it already has (C/ Juan Llorens, 25 and C/ República Argentina, 13), as well as a third that will soon be opening in downtown Valencia. Two business lines—delivery and takeaway—revolve around a fundamental ingredient for Valencians: rice. Behind the brand are Álvaro Portolés, the company’s current CEO, and Fran Cearero, co-founder of Tu arrocero, who joined forces in 2023 to differentiate themselves from the current rice offering.

Report by Will McCarthy

Article copyright ‘24/7 Valencia’

More info: https://tuarrocero.com/

@tuarrocero