One of the participating companies, Fruits Ràfols, defends the role of the wholesaler as a trusted bridge between local production and the market
Mercabarna and the Catalan Institution of Agricultural Studies, ICEA, hosted an event last week to highlight the essential role of distributors and wholesalers in the food supply chain and the visibility, market knowledge and connection capacity that the Mercabarna ecosystem offers to local producers.
Helena Ràfols, assistant director at Fruits Ràfols, was one of the speakers at the event, titled ‘Mercabarna: the ecosystem that connects farmers, markets and consumers’.
Pablo Vilanova, managing director of Mercabarna, kicked off proceedings by praising the critical work carried out by wholesalers such as Fruits Ràfols in the supply chain, which is key to ensuring products reach the end consumer.
As Ràfols pointed out, Fruits Ràfols also helps support local agriculture through marketing, transparency and market knowledge: “At Mercabarna, a wide variety of products and origins coexist. Our job is to add value to the efforts of farmers who carry out high-quality artisanal work,” she said.
Fruits Ràfols said its relationship with local producers goes beyond buying and selling product. It involves commercial judgement, distribution capacity, transparency and market understanding. The company acts as a bridge between origin and customer, helping local production reach the market through management adapted to the needs of the producer and the demands of fresh produce.
Trusted relationships to strengthen the food supply chain
Vilanova also referenced Fruits Olivé, a group of farmers from Santa Coloma de Cervelló (Barcelona), who worked on the broad bean and artichoke season with Iván Farré, product manager at Fruits Ràfols specialising in vegetables. He pointed out that collaborating with local producers makes it possible to market the product practically while it is being harvested, reducing transport times to a minimum and ensuring that the product reaches the end customer in the best possible condition in terms of quality and freshness.
Ràfols stressed that a relationship based on trust and transparency is essential to ensure the food supply chain does not break down: “At the end of the season, we sit down with Carles Olivé, from Fruits Olivé, to explain what has happened with his product: who we have sold it to and in what quantity, at what prices it has been sold and under what conditions we have worked,” she explained.
Mercabarna and the food supply chain
Vilanova noted that one-third of Catalonia’s fruit and vegetable production passes through Mercabarna. This figure reinforces the role of the market and its wholesalers as a key distribution channel for Catalan agriculture.
The round table brought together representatives from different links in the food supply chain, from production to wholesale distribution, reinforcing the central idea of the event: the need to better connect local production with the market.
