FRESH 2009, one of Europe’s leading fresh fruit and vegetable conference events, will take place in Valencia on April 28-29 and will focus on innovation in all its forms in the supply chain.

The conference kicks off with a presentation from the European Commission’s Tomás Garcia Azcarate, who will discuss fresh produce innovation from an EU perspective.

Innovation consultant Jelger de Vriend of Innovative Fresh will follow with a look at the innovation trend in fresh produce from a retail perspective. Then major supermarket chains will debate the impact of innovation on today’s supply chain, along with Gé Happe of Ahold and Francisco Contreras of Edeka.

The event will include workshops, which are entitled 'Promoting Product Innovation', 'Meeting Consumer Expectations' and 'Maximising the Supply Chain'.

FRESH offers the opportunity to network with more than 250 buyers and suppliers from Valencia and the rest of the world. Senior exectives from Univeg, Total Produce, GF Group, Fresca Group, Fruitmasters, The Greenery, Anecoop and many other leading fresh produce companies are regulars at the conference. This year’s FRESH runs alongside Euroagro, Spain’s leading fresh produce trade fair, at the Feria de Valencia.

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