Madrid’s prestigious university endorses Shaffe’s International Master’s degree for professionals in the fruit and vegetable sector

The Complutense University of Madrid has endorsed the new Master’s degree in International Communication, Marketing and Management launched by Shaffe, the Southern Hemisphere Association of Fresh Fruit Exporters.

Madrid's Complutense University

Madrid’s Complutense University

The Master’s – the first accredited qualification its kind – is aimed at professionals in the international fruit and vegetable sector who are looking to strengthen their management and decision-making competencies, as well as their skills and knowledge in a variety of topics that are key to understanding the complexities of the global fresh produce industry.

“We are very pleased to have the support of the Complutense University of Madrid in this international Master’s degree. Its prestige and recognition guarantee the seriousness and teaching quality, ensuring its success. Everything is organised, so all that remains is to register and enroll,” said Shaffe’s president, Charif Christian Carvajal.

Sonia Laura Carcelén García, director of the degree and professor of marketing department at the Complutense University, commented: “As Complutense University we are delighted with this alliance with Shaffe, which will allow us to carry out this international degree, especially designed to support professionals in the fresh produce industry at a global level.

“We are sure this Master’s degree will be of great help, not only to update knowledge, but also so professionals can better face decision making and strategy design in a complex and uncertain scenario the industry is going through at a global level.

“The initiative will last 10 months, based on a virtual format with a hybrid inauguration and graduation.”

Co-director and professor Olga Kolotouchkina Shvedova said the degree has “more than 40 professors, more than 70 per cent of whom have experience in the industry and are from different parts of the world. That is why it will be taught in English”.

The Master’s degree will begin on 7 October, 2022. Registrations are now open at