Fruit Today 102
EDITORIAL
Geopolitics, economy, and fruits & vegetables
I’m writing these lines with less than 48 hours until Donald Trump takes office in the White House once again. His arrival undeniably signals a concerning shift in the international geopolitical landscape
EVENTS
Destination: The 25th Anniversary of ‘5 a Day’
This year, 2025, marks the 25th anniversary of the ‘5 a Day’ Association, created to promote the consumption of fruits and vegetables in society. The organization plans to celebrate this milestone in a special way, inviting everyone to embark on a journey culminating in March, when various events will take place
Profile of the month
Simón Conesa: “I Need the Sea to Live”
Simón Conesa was born in San Cayetano (Murcia) in 1959. He studied Education but only practiced for one year because he always knew that an entrepreneurial spirit ran through his veins. He is the father of five children, the youngest being 10 years old
FRUIT LOGISTICA
Fruit Logistica: a global connection hub for the F&V market
With over 2,500 exhibitors, groundbreaking innovations, and countless networking opportunities, the event lays the groundwork for growth and collaboration in the sector
Semillas Fitó: innovation and specialization in the agri-food chain
Fruit Today magazine interviewed Elena Astor, Vegetables Marketing Manager at Semillas Fitó, to explore the recent organizational changes the company has undertaken
INDUSER’s strategy for 2025
INDUSER kicks off the year with active participation in major international events following a year full of achievements and new projects
‘Top Seeds’ innovations for 2025
Top Seeds expands with Nilo and Carlitos and prepares to launch two new Roma tomato varieties resistant to rugose
Sormac launches innovative technology for processing fresh produce
The Dutch company, a technology manufacturer for the fresh-cut industry, debuts four cutting-edge innovations at Fruit Logistica
Rijk Zwaan: “Collaboration is the Key to Success”
The company will showcase its innovations and strengthen collaborations at Fruit Logistica 2025
BASF | Nunhems expands its leafy portfolio
The company offers a comprehensive portfolio of lettuce varieties resistant to Downy Mildew and Fusarium, with new developments underway
MAF RODA, the post-harvest sector strategy
At MAF RODA they understand that automation is no longer optional—it has become a strategic necessity in the post-harvest sector
Sanifruit’s innovation in Berlin
Faihtful to its principles, Sanifruit continues focused on improving the profitability of its customers through innovation
DECCO Zox: The First and Only Post-Harvest Registration for Citrus in Europe
DECCO Ibérica receives the registration for azoxystrobin, expanding its catalog of solutions for the post-harvest protection of fruits and vegetables
Citrosol will present CATsystem® and GREENFOG-AS at Fruit Logistica
Citrosol will bring its two main innovations to the Berlin fair, with CATsystem® as a finalist for the FLIA Technology 2025 Award
A new chapter for Cesurca
Following the merger, the European green asparagus giant embarks on a new phase with its 2025/27 Strategic Plan
The finalists for FLIA and FLIA Technology
Attractive varieties, clever marketing concepts, smart technologies: five innovations have been nominated for the coveted FRUIT LOGISTICA 2025 award
Proexport Faces the Challenges of the Future
Proexport, the Murcian Association of Producers and Exporters of Fruits and Vegetables, is bracing for a challenging outlook in the coming years
Proexport promotes ‘made in Spain’ fruits & vegetables in Berlin
The association has scheduled over 100 meetings with importers and supermarkets, to which they already export products worth €3.1 billion
Bonnysa Banana increases its score in the 2025 flavor of the year
The brand once again positions itself as the consumers’ favorite banana, with a recognizable name and superior quality
Anecoop introduces Red Bouquet
Red Bouquet is the new brand for its range of blood oranges, a product that, thanks to the accumulation of certain bioactive antioxidant components, offers distinct aesthetic, taste, and nutritional properties
Canso makes strides in the second half of the citrus campaign
The Valencian cooperative is focusing its efforts on the second half of the campaign to compensate for the production losses caused by the DANA storm. Expectations are to close the season with 65 million kilos commercialized
Cooperativa La Palma: knowledge, innovation, and best practices
Their formula focuses on people, circular economy, and zero waste to achieve sustainable, healthy, and flavorful cultivation for all
El Ciruelo prepares for the 2025 campaign
El Ciruelo is fully engaged in preparing for its 2025 campaign. The company will participate at the APOEXPA stand during Fruit Logística 2025
Asfertglobal grows by 20%
The company reports a 20% increase in business volume in the last fiscal year, driven by international expansion and strong growth in its established markets
stone fruits
Analysis of apple stocks in Europe at the beginning of december
The behavior of apple stocks in November, published in December, revealed marked differences among the major producing countries. Additionally, caution is advised when interpreting the data, as the harvest had not yet been completed in some regions
Frutícola Empordà to multiply Its Tessa variety fivefold
Spain’s sole producer of the Tessa apple aims to quintuple its harvest over the next five years
Cosmic Crisp® reaches 21,000 Tons
The harvest of this variety totals 21,000 tons, and thanks to its exceptional storage capability, the apple will be available during spring and summer
Blue Whale Leads the Agroecological Transition in Apples
The French fruit and vegetable industry is undergoing significant transformation thanks to initiatives like Blue Whale, the confederation representing 260 fruit producers and spearheading the ambitious agroecological transition project called (Re)Generation Fruit
ECOLogical
China joins the global Top 3 in the organic market
The Asian giant has emerged as one of the top three organic markets globally, capturing 9.2% of sales, following the United States and Europe
Price game on store shelves
Specialized companies like Bio Procam highlight that the price difference between organic and conventional products remains insufficient
Future of organic: “chains will reorganize offerings in certain lines”
UNICA adapts its programs, adding brassicas and extending the organic pepper calendar
Cricket’s focus on the german market
The Murcian company is gearing up for Fruit Logistica 2025 with initiatives to reinforce its leadership in Germany, which accounts for 30% of its exports
The regenerative model captures the european consumer
In a context of climatic and economic challenges, Keops Agro highlights the virtues of the regenerative agriculture model, Epigen Healthy Bite.
Agrobío: comprehensive crop protection
Through innovative biological control solutions, the company drives comprehensive crop protection
“We ensure we meet our customers’ expectations”
The broad varietal range and specific varieties like RedSayra and Marisma enable the Huelva-based cooperative to provide a continuous product supply until June
ACTUALIDAD
Widespread deficit in hydraulic infrastructure investments
As a new hydrological project for 2028-2033 approaches, 29.2% of hydraulic infrastructures remain unbuilt despite being approved in various river basin plans
Challenges for European Agriculture: Sustainability and Climate Adaptation
Agriculture in the European Union is undergoing a period of transformation, facing challenges such as climate change, economic crises, and growing consumer demands for sustainability
Iberian Premium Fruits welcomes The Natural Hand
This incorporation marks diversification into non-citrus products, aiming to offer a wider variety to consumers
Spain and Germany maintain their affinity in peppers
Germany remains the main destination for Spanish peppers, but it is losing momentum: exports have dropped by 16.67% since 2020, leaving room for competitors like Morocco
BERRIES
The Huelva raspberry gains momentum
With a 9.5% increase in acreage, raspberry cultivation is growing this season after two years of decline, reaching 1,930 hectares
Strawberries 50% firmer
A scientific study by Ifapa in Málaga has identified specific regions of the strawberry genome to improve fruit firmness
Demba blueberry recognized by the International Taste Institute
Onubafruit, a second-tier Spanish cooperative specializing in fresh fruit exports, has received top honors from the International Taste Institute, earning the highest distinction in the Superior Taste Award for its exclusive blueberry variety, Demba
“We ensure we meet our customers’ expectations”
The broad varietal range and specific varieties like RedSayra and Marisma enable the Huelva-based cooperative to provide a continuous product supply until June
TROPICAL fruits
3.2 million tons of avocados by 2029
This record-breaking commercialization figure is expected to be achieved due to increased consumption in the United States and the European Union. Notably, avocados are projected to become the most traded fruit in the world by 2030
Valencian avocado on the rise
Avocado cultivation has become a benchmark in Castellón, establishing itself as a profitable alternative to traditional citrus crops
Promising avocado campaign exceeding 70,000 Tons
After several challenging seasons, the Spanish Association of Tropical Fruits (AET) predicts a 15-20% increase in production compared to 2023/24
“I hope what is happening to citrus won’t affect avocados”
Poor practices in the field are threatening the quality of citrus fruits in international markets, a risk that could extend to avocado production
Organic and exclusive agreements: the strategy of Reyes Gutiérrez
Grupo RG now has 120 hectares of organic production in Cádiz and strengthens its international presence with exclusive agreements adding 4,000 tons from Morocco
“The market demands yellow kiwis, but they are not easy to produce”
Fruit Today Magazine interviewed Jean-Baptiste Pinel, General Manager of Primland, about the current kiwi campaign
“Significant changes are coming in logistics”
According to Compañía Aguacatera del Sur (CAS), the launch of the Chancay port in Peru will bring changes to exports to Asia, increasing volumes
Grupo Alcoaxarquía: more global and circular
The company has achieved €72 million in revenue thanks to its growth strategy in Spain, Peru, Morocco, and the Dominican Republic, and is opening new avenues with its processed product range
A historic year for Natural Tropic
The Malaga-based company has reached nearly €50 million in revenue, strengthening its position in subtropical fruits while pursuing diversification
