In 1966 Alejandro Beltrá Sanchis, a toy industrialist from Ibi, bought the estate Mas de Roc which at that time was devoted to planting grapes, olives and almonds. Quite soon he began to substitute these cultures by apple trees. Alongside Alejandro could not but think of how to combine the agricultural exploitation of the lands and to maintain the beauty of the surrounding landscapes. And also, he wanted to introduce some local fruit varieties.
Thirty years later, in 1995, based on this philosophy and this experience there was founded the cooperative company Mas de Roc.
Nowadays it is a family enterprise that comprises four estates: El Mas de Roc, El Cardenal, El Mas Nou and Les Torretes. Their total surface covers 254 hectares of which approximately 157 are occupied with cherry, apple, pear, plum and apricot trees, in greater part.
The territory is situated next to the high road A-7 (connecting inshore Alicante and Valencia), thus, having a strategic position which enables us to bring rapidly the fruit to anywhere in Europe.
The company is committed to technical and ecological innovation and maintaining varieties of local fruits like, for example, apples "Perello" and "Beneixama"