Early-bird rate extended until 15 November – book now and secure your place at this year’s event
Click here to register for Fruitnet Citrus Congress and see this year’s agenda
How does Spain fit into Europe’s rapidly changing citrus supply map? When will robotic harvesting become a commercial reality in citrus? And how can the category attract a new generation of consumers?
These are some of the questions that will be tackled at Fruitnet Citrus Congress, which returns to Valencia on 24-25 November 2026, bringing together leading growers, exporters, importers, retailers, technology providers and other decision makers from across the international fresh citrus business.
With the Early Bird rate now extended to 15 November, delegates can take advantage of the special rate of €250, or €200 for groups of three or more.
The programme opens with a data-driven assessment of global supply, pricing and consumption, featuring Cindy van Rijswick of RaboResearch, alongside representatives from Marks & Spencer, Genesis Fresh and Olympic Fruit.
Attention will then turn to Spain’s changing position in the global market. In a session examining the pressures facing the country’s citrus industry, consultant Paco Borrás will explore the forces reshaping the sector and what Spain must do to remain a leading player.
An international panel featuring representatives from Egypt, Morocco, Turkey, Spain and South Africa will consider how competing origins can address shared challenges, from rising production costs and climate pressures to sluggish consumer demand. The discussion will explore whether greater collaboration across the supply chain can help grow the overall citrus category, rather than simply redistribute market share.
Finding new ways to grow demand
With citrus consumption facing a long-term challenge, the congress will examine how better marketing can make the category more relevant to younger shoppers.
Marketing specialist Nuria Pizan of Nurbrands will consider how the industry can move beyond traditional promotional approaches to stimulate demand, particularly among a new generation of consumers. Retail perspectives from Marks & Spencer and Tesco will also help delegates understand changing shopping habits and the commercial opportunities they present.
Separate sessions will examine the evolving prospects for lemons, grapefruit and limes, including opportunities to build demand and attract new consumers.
From Vietnam to robotic harvesting
The congress will also look beyond established production regions and traditional business models.
A session entitled New Frontiers for Citrus will explore Vietnam’s potential as both an emerging supply origin and a growth market, with Siebe van Wijk of The Fruit Republic examining the opportunities in Southeast Asia.
Technology will be another key focus. Isaac Mazor, CEO of Nanovel, will discuss progress towards making robotic citrus harvesting a commercial reality, addressing one of the sector’s most pressing challenges: labour availability and the need to improve production efficiency.
Other topics include new techniques in citrus tree production, greener post-harvest solutions and emerging applications for citrus in science, gastronomy and industry.
As supply chains face geopolitical uncertainty, logistical disruption and climate-related risks, delegates will also hear how improved data management and innovative transport solutions can help build more dependable, sustainable routes to market.
The programme concludes with a discussion on how companies across the supply chain can turn shared challenges into opportunities for growth.
“Fruitnet Citrus Congress is designed to take the industry beyond familiar conversations,” said event organiser Maura Maxwell. “By bringing different countries, disciplines and perspectives together, we want to encourage fresh thinking and help turn shared challenges into opportunities for growth.”
Taking place at the Meliá Valencia, the event combines a full day of conference sessions and networking with hosted visits to selected production and distribution facilities on the second day.
View the programme and register: Fruitnet Citrus Congress agenda
