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Carl Collen


Retail innovation leads FRESH agenda

A host of top-level speakers will be focusing on innovation across the supply chain at FRESH2009 in Valencia

Retail innovation leads FRESH agenda

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A series of high-profile retail speakers are taking part at FRESH, Europe's leading fresh fruit and vegetable conference event, which takes place on 28-29 April in Valencia, Spain.

Organised by Eurofruit Magazine and Freshfel Europe, FRESH focuses its conference this year on the latest innovations in the European fresh fruit and vegetable supply chain.

Gé Happe of Ahold, Francisco Contreras of Edeka and Manuel Garcia of Consum are joined by other fresh produce directors from some of Europe’s leading supermarkets to discuss the impact of innovation on today's fresh produce business.

They are also joined by innovation consultant Jelger de Vriend of Innovative Fresh to explain how innovation trends are growing in the fresh produce business, especially at food retail.

Planet Retail, the world’s leading retail consultancy, will also unveil their latest forecasts into the winners and losers in European food retailing in 2010.

Other speakers at Europe’s premier fresh produce conference event include the EU Commission’s fresh produce chief Tomás Garcia Azcarate as well as Nicolas Morinière of the Univeg Group, The Greenery chief executive Philip Smits and Joan Mir of Anecoop, Spain’s largest fresh produce group.

Conference discussions at FRESH take place on Wednesday 29 April at the Feria de Valencia. This year’s FRESH opens the previous evening with a cocktail and networking dinner hosted by the Conselleria de Agricultura at a beautiful outdoor venue in the centre of Valencia’s citrus producing region.

More speaker names are due to be added shortly to the programme. Details are available online at

FRESH delegates can expect to network with over 250 buyers and suppliers from some of Europe's most successful companies. Senior executives from Univeg, Total Produce, GF Group, Fresca Group, Fruitmasters, The Greenery, Anecoop and many other leading fresh produce companies came to FRESH in 2008 to debate the big issues of the day.

This year's FRESH runs alongside Euroagro, Spain's leading fresh produce trade fair, which takes place on 26-29 April 2009.

All registration, programme and venue information can downloaded at

For more information including a logo and photographs as well as details of how to obtain a accredited press pass, please contact:

Alexandra Walker
Marketing Manager
Tel: +44 20 7501 3725
Fax: +44 20 7498 6472

Please note this article is available in French, Spanish and Italian. Obtain a copy at

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