Need to increase consumption of oranges identified as the biggest challenge facing Spanish producers
More than 120 industry professionals took part in the ‘Strategic Challenges for Spanish Oranges’ conference, organised by Valencia Fruits in partnership with AgroBank and Livingstone in Valencia this week.
The sold-out event analysed the main challenges facing Spanish oranges and the opportunities that will shape their future.
Throughout the morning, representatives from companies, institutions, and professional organisations examined the sector’s situation from various angles. They agreed on the need to boost the competitiveness of Spanish oranges, adapt to changing consumer habits, and restore the product’s value in the eyes of the consumer. The sector’s greatest challenge was identified as the need to increase consumption.
The conference – sponsored by AgroFresh, Maf Roda, and Gustavo Ferrada, and supported by Citrosol, the Cítricos Valencianos PGI, and Koppert – opened with a presentation by fruit and vegetable consultant Paco Borrás. He provided an overview of the current status of Spanish oranges in international trade, focusing on market trends, foreign competition, and the commercial challenges facing the sector.
The first panel discussion brought together Benito Orihuel, postharvest advisor at Citrosol, Piedad Coscollá, marketing manager at Anecoop, and Rafael Olmos, founding partner and president of Zummo. They addressed the importance of combating misinformation surrounding orange juice, highlighting its nutritional value and its contribution to the citrus sector as a whole.
Subsequently, Ignacio García Magarzo, director general of Asedas, José Enrique Sanz of the Valencian Citrus PGI, and Julián Herráiz of Agrofresh Fruit Protection analysed consumption trends, market behaviour, and the need to boost the promotion and differentiation of Spanish oranges to regain their appeal among consumers.
After the coffee break, the economic and financial perspective was presented by Carlos Campos, AgroBank director for the Valencian Community and Murcia regions at CaixaBank; Ernesto Rey, partner at Garrigues; and Ximo Villarroya, partner at Livingstone. They discussed corporate challenges, investment opportunities, and available financing tools to strengthen the competitiveness of citrus companies.
The panel dedicated to market realities featured Antonio Alarcón, CEO of Bollo Natural Fruit; Francisco Rodríguez, CEO of Sunridge Citrus; Miguel Abril, commercial director at Anecoop; and Quico Peiró, operations director at Cañamás Hermanos. They shared the perspectives of key industry players regarding supply and demand trends, profitability, and the commercial challenges facing Spanish oranges.
The event concluded with a panel focused on the sector’s future, featuring Christophe Blanc co-owner and general manager of Maf Roda; Juan José Bas, manager of Naranjasyfrutas.com; and María García, CEO of Don Pawanco. They discussed the roles of digitalization, automation, and communication as key tools for enhancing competitiveness and connecting Spanish oranges with new generations of consumers.
A recurring theme throughout the day was the need to move towards a more cohesive sector – none capable of strengthening collaboration across every link of the supply chain in order to address current challenges and reconnect with the consumer.
The key takeaways and the full content of the presentations will be compiled in a special post-event feature in Valencia Fruits next week.
