AGENDA FOR FRUITNET CITRUS CONGRESS

24-25 NOVEMBER 2026 · VALENCIA

OVERVIEW

Fruitnet Citrus Congress returns to Valencia on 24-25 November 2026, bringing together leading players from the international fresh citrus business to discuss the current challenges and future trends shaping the industry.

Fruitnet Citrus Congress provides the latest production forecasts, market data and in-depth analysis to help companies navigate current economic challenges and focus on the long-term growth of the category.

Our expert speakers cover a range of hot topics including logistics, marketing, health and sustainability in a lively one-day programme of presentations, interviews and panel discussions. And, as always, there is plenty of time for networking and business meetings.

TUESDAY 24 NOVEMBER 2026

NEW FRONTIERS FOR CITRUS

09:00-09:30
REGISTRATION & NETWORKING

09:30-09:35
WELCOME ADDRESS  

09:35-10:15
THE GLOBAL CITRUS OUTLOOK: TRENDS, TRADE AND TRANSFORMATION
 What are the key trends that will shape tomorrow’s fresh citrus market? A data-driven look at global supply, pricing and consumption. Keynote presentation on trade and consumption data, followed by panel discussion with leading marketers and retailers. 

10:15-10:30
SPAIN’S CITRUS SQUEEZE: FIGHTING FOR RELEVANCE IN A CHANGING WORLD
 Spain’s citrus sector has enjoyed decades of global success. But pressure is intensifying. In this session, Paco Borrás explores the forces reshaping the industry, from production trends and consumption shifts to international competition, and asks what Spain must do to remain a leading force in global citrus.

– Paco Borrás, Paco Borrás Consulting (Spain)

10:30-11.15
BETTER CITRUS MARKETING
 As Spain prepares to launch its first citrus marketing campaign for almost 20 years, we take a look at what can be done to stimulate stagnant demand for citrus products, particularly amongst a new generation of consumers, with leading marketers including Nuria Pizán of Nurbrands.

11:15-12:00
NETWORKING BREAK

12:00-12:45
BEYOND COMPETITION: BUILDING A BIGGER CITRUS CATEGORY TOGETHER
 Citrus suppliers are competing for customers and consumers – but they also share a common challenge: growing demand for fresh citrus. A panel of leading grower-exporters from Egypt, Morocco, Turkey and Spain explores how collaboration across the value chain, from production and innovation to marketing and market development, can create opportunities for the entire category.

– Hesham El Naggar, Daltex (Egypt)
– Akim Soleyim, Aksun, (Turkey)
– Kacem Bennani-Smires, Delassus (Morocco)
– Quico Peiró, Cañamas (Spain)

12:45-13:30
LEMONS, GRAPEFRUIT AND LIMES
 Demand for fresh lemons and limes is steadily increasing across Europe, driven by health-conscious shopping habits and expanding culinary use. Grapefruit is also reinventing itself after years of stagnant demand and looking to attract a younger audience. In this high-level panel discussion, we look at how these citrus categories are evolving, the opportunities they present for growers and marketers, and how they can help drive growth across the wider citrus sector. 

– Jose Antonio García, Ailimpo (Spain)

13:30-14:30
NETWORKING LUNCH

14:30-15:15
HOW TO BUILD MORE DEPENDABLE SUPPLY CHAINS
In the face of ongoing geopolitical volatility, logistics uncertainty and climate-related disruptions, supply chains must become more transparent and resilient. This session explores better data management tools, innovative transport solutions and more environmentally and socially sustainable supply chains.

– Hugo A-Tjak Fruitful Ventures (Netherlands)
– Fred Lessing, FreshRail (Netherlands) 

15:15-16:00
NEW FRONTIERS FOR CITRUS
From fresh-cut products and foodservice to new production regions and value-added applications, this session explores how the citrus industry can unlock new markets, new consumers and new opportunities beyond the traditional whole-fruit business.

Southeast Asia – Growth Market & Supply Origin

– Siebe van Wijk, The Fruit Republic (Vietnam)

Expanding the citrus category through fresh-cut innovation

Beyond fresh: Science, gastronomy & industry Applications

– Oscar Olivares, Todolí Foundation (Spain)

16:00-16:30
NETWORKING BREAK

16:30-17:00
THE NEXT CHAPTER: TURNING CHALLENGES INTO GROWTH
No single company or country can unlock the next phase of citrus growth alone. This closing conversation explores how collaboration across the supply chain can drive innovation, increase consumption and create a more resilient global citrus industry.

17:00-18:30
NETWORKING DRINKS